Strategic Head of Sales

The Alnwick Garden is one of the UK's most unique visitor attractions—playful, imaginative, and rooted in community purpose. From well-regarded horticulture and memorable experiences to inspiring programmes delivered through The Alnwick Garden Trust, everything we do is designed to bring people together and enrich lives.

We are now seeking an exceptional Strategic Head of Sales & Marketing to lead our commercial growth and strengthen the impact of our charitable mission. This is a unique opportunity for a dynamic, strategic communicator who can champion our stories, elevate our brand and inspire visitors, partners and our community alike.

About the Role

As a Strategic Head of Sales and Marketing, you will be at the heart of shaping the Alnwick Garden and Lilidorei's profile, visitor experience and commercial success. Working closely with the senior leadership team, you will drive a forward-thinking strategy that delivers revenue and footfall growth, deepens engagement and supports the delivery of our charitable mission.

You will be responsible for:

• Developing and executing integrated sales and marketing strategies that grow visitor numbers, admissions revenue, memberships and group sales, as well as increasing the reach of The Alnwick Garden locally, regionally, nationally and internationally.
• Leading digital marketing across website performance, social media, emails search and analytics, ensuring we reach and engage diverse audiences.
• Supporting fundraising, partnerships and charitable communications, highlighting the life-changing work of The Alnwick Garden Trust.
• Managing marketing budgets, reporting on KPI's and ensuring targets are met.
• Leading and developing a high-performing team that values creativity, collaboration and impact.
• Oversee and optimise customer engagement and feedback channels, ensuring processes are aligned, and all responses are effectively managed and actioned.
• Manage all public relations activity, cultivating strong media relationships and coordinating all press interactions.
• Develop and strengthen partnerships with tourism stakeholders, local enterprises, media outlets, influencers, and community organisations.
• Collaborate with internal departments to provide marketing support and drive promotion of events, offers, and campaigns.
• Ensure all branding for The Alnwick Garden and Lilidorei, including signage and promotional materials, meets the highest quality standards and adheres to agreed brand guidelines.

Role and Personal Qualities

• Proven experience in a senior level sales and marketing role, ideally within the tourism, heritage, attractions, leisure or charity sector.
• Accredited Member (MCIM) of the Chartered Institute of Marketing
• Exceptional communication, brand-building and storytelling skills.
• Confidence in developing relationships and partnerships, both internally and externally, and representing the organisation publicly.
• A proven track record of growing audiences, driving footfall and delivering innovative campaigns.
• Leadership skills that empower teams and encourage quirky, imaginative thinking.
• Strong digital expertise and an analytical approach to decision-making
• Demonstrable experience of working within a values-driven environment and a commitment to embracing and embedding The Alnwick Garden culture and values, and leading by example behaviourally.
• Experience in managing departmental budgets and tracking KPIs to ensure financial control and performance targets are met.
• Easily adapts strategies and tactics to shifting market conditions without losing sight of long-term goals.

Job Types: Full-time, Permanent

Pay: £50,000.00-£55,000.00 per year

Benefits:

• Company pension
• Cycle to work scheme
• Employee discount
• Free parking
• Life insurance
• On-site parking

Work authorisation:

• United Kingdom (required)

Work Location: In person