Director of Audiences

The Horniman Museum and Gardens is a unique attraction in south London where world cultures and the natural world are brought together for everyone to enjoy. The Museum holds internationally important collections of anthropology and musical instruments, as well as a popular natural history gallery and Aquarium. The 16 acres of beautiful Gardens feature a tropical Butterfly House and offer stunning views across London. The Horniman was awarded the prestigious Art Fund Museum of the Year in 2022.

The Horniman’s mission is to connect us all with global cultures and the natural environment, encouraging us to shape a positive future for the world we all share. To help deliver this mission, we are looking for an ambitious and strategic leader with a strong track record in audience development, communications and income generation to join the Horniman’s senior management team.

You will have experience of leading successful teams that welcome audiences and generate commercial and/or fundraising revenue in a cultural, heritage or visitor attraction organisation. You will demonstrate strong communication and influencing skills including negotiation, presenting and writing for a variety of audiences and have a keen interest in developing creative programming, both live and digital. You will possess excellent people management skills, enjoy juggling multiple tasks in a busy environment and have a proven ability to work at the senior level this post demands.

The closing date for completed applications is 10am on Tuesday 7 May 2024. Interviews will be held on Friday 17 May 2024 in person at the Horniman.

The Horniman is an equal opportunities employer, and we value and celebrate diversity. We want to better represent the communities in which we work but recognise that there is still much work to do in this area. We welcome and encourage all applicants and particularly encourage you to apply if you are from a community that is often disadvantaged by society or of a minority background.

JOB DESCRIPTION

Job title: Director of Audiences & Income

Responsible to: CEO

Line manages: Audience Insight & Marketing Manager

Head of Commercial

Digital Manager

Events Programming Manager

Head of Fundraising

Visitor Experience Manager

Liaises with: Senior Management Team (SMT), Heads of Section, Budget

holders, Chair and Board members, Horniman Museum

Enterprises, external stakeholders.

Directorate description

The Horniman’s Audiences & Income Directorate prioritises the key corporate objectives of audience and supporter development alongside income generation. The directorate comprises six sections covering a wide range of activities across fundraising, membership, marketing, communications, digital, events programming, ticketing, visitor experience, retail, F&B and venue hire.

Main purpose of the job:

• To provide strategic leadership to the commercial; digital; events programming; fundraising; marketing, communications and membership; and visitor experience teams
• To oversee and champion the Horniman’s audience, brand, marketing and communications, digital and income generation strategies, in support of the corporate plan and the Horniman mission
• To lead on the successful brand positioning of the Horniman as a leading cultural institution and visitor attraction, with the aim of extending and diversifying our audiences and income streams
• To contribute to the strategic direction and effective management of the Horniman as a member of the Senior Management Team, helping create inspirational and resilient corporate plans and supporting budgets and a happy and productive workforce.

Main Responsibilities

Audiences, Communications and Digital (25%)

• Lead the brand, marketing and communications and digital strategies and budgets, and manage the Heads of Section across Marketing, Communications and Membership; Digital; and Visitor Experience
• Be a champion for the visitor experience – both in person and online – creating a safe and welcoming experience for everyone that exceeds expectations
• Be the lead brand guardian, advising on brand and style guidelines and ensuring that all Horniman communications are aligned and on mission
• Oversee all internal and external communications and creative, PR or digital agencies and campaigns, including print materials, website, intranet and social platforms, ensuring that the content offers a high-quality user experience
• Ensure strong reputation management through effective crisis communications, supporting and coordinating colleagues as necessary
• Oversee the operation of an effective press desk and the development of close relationships with a broad range of media
• Oversee and embed a robust programme of audience research, evaluation and insight
• Build a sophisticated CRM and business information practice – backed up by solid data and insights to drive a strong customer and product strategy, helping shape ranges and high-value initiatives identifying where the Horniman competitive advantage lies
• Oversee the Horniman’s membership proposition, developing an audience-focused strategy that grows members year on year, maximises opportunities, and develops a clear acquisition & retention plan for the future.

Commercial and Programming (25%)

• Lead on commercial and public programming (live and digital, indoor and outdoor) strategies and budgets, and manage the Heads of Section across Commercial and Events Programming
• Champion and drive incremental self-generated income for the Horniman across all areas and channels, including those from visitor admissions, programming, retail, venue hire, licensing and catering, and explore other opportunities for income generation
• Report to the Horniman Museum Enterprises Board and attend regular meetings
• Lead on ticketing and pricing strategy, maximising income opportunities through both direct sales and membership conversion opportunities and responding to audience demand whilst ensuring a commitment to accessibility and value for money
• Oversee the Horniman’s F&B activity and relationship with external suppliers
• Support the Exhibitions Manager in the sourcing of suitable income generating exhibitions and experiences
• Motivate the Horniman’s Front of House teams to drive income onsite, across ticket sales, membership, donations and develop new income-generating experiences.

Fundraising and Stakeholder Management (25%)

• Manage and support the Head of Fundraising and ensure the team is working to clear and measurable fundraising projects and targets
• Oversee the development of the fundraising strategy and targets, reviewing the return on investment from fundraising activities
• Lead and/or support on trust and foundation fundraising applications, individual giving including legacy programmes and capital campaigns, including key stakeholder management
• Ensure effective consultation and communications with donors, neighbours, influencers and partners
• Ensure an effective institutional marketing programme is in place focused on communicating organisational impact and have oversight of all corporate events and donor relationships.

Senior Management and Corporate (25%)

• Work strategically with the CEO, other members of the senior management team and the Board to develop the corporate plan and income and expenditure budgets, deliver the agreed strategy and other corporate documents and reporting duties in support of the Horniman’s mission
• Share financial oversight of department budgets and related forecasts, income and expenditure with SMT members
• Ensure the effective implementation of the Horniman’s code of conduct, values and behaviours with SMT members
• Chair the Audience Champions Group and be a senior management lead on the Digital Transformation Group, providing cross-organisational leadership on both areas
• Act as a Duty Manager and undertake GDPR duties or other leadership duties as required
• Be a senior ambassador, representing the Horniman externally as required.

Person specification

(E=Essential Criteria, D = Desirable Criteria)

Minimum Shortlisting Criteria

Knowledge & Experience (relative to the requirements of the role)

• A proven track record in brand management and in creating and delivering PR, digital, marketing and/or communications strategies (E)
• Success in developing and implementing income generating strategies which have achieved significant growth from different income streams (E)
• A proven track record of leading teams that welcome audiences and generate commercial and/or fundraising revenue in a cultural, heritage or visitor attraction organisation (E)

Skills & Competencies

• Excellent project, people and team leadership skills, able to lead and motivate multidisciplinary teams and work as part of a successful leadership team (E)
• Strong communication and influencing skills – including negotiation, presenting and writing for a variety of audiences (E)
• Strong financial management expertise – able to set and manage budgets and meet financial targets effectively (E)

Additional Shortlisting Criteria

Knowledge & Experience (relative to the requirements of the role)

• Good knowledge of developing audience development strategies and managing them through to fruition (D)
• An awareness of digital developments and their application in the workplace and in a cultural setting (D)

Skills & Competencies

• A strategic operator who is also happy to be flexible and hands-on operationally (E)
• A creative thinker with an entrepreneurial attitude, and a results-driven focus (E)

Further Selection Criteria – to be tested at interview

• An understanding of the principles of equal opportunities and diversity and how they relate to the responsibilities of the job (E)

Personal Attributes

• An empathy with the Horniman mission, values and charitable purpose
• A commitment to equality and diversity
• Willingness to work flexibly to achieve corporate objectives
• Commitment to own learning and professional development

Circumstances

• A Basic DBS check is required for this post.