Marketing Officer

**Status**: Open Ended, Full Time at 35hrs per Week **-**5 days over 7 including weekends

**Salary**: Grade 2, £23,241 per annum

**Employee Benefits**    
- Pension contributions matched up to 4% of salary  
- Staff discounts for the shop, café, public events and self-catering bookings  
- Work from home policy: 1 to 2 days a week for full-time employees
- 33 days annual leave for full-time employees
- Free parking - enjoy free walks any time at Abbotsford
- Dog friendly. Bring well behaved dogs to work

**______________________________**

**Context**

Abbotsford was designed and built by Sir Walter Scott as both his home and the location for his extensive collection of books and historical memorabilia, and was first opened to the public in 1833, five months after his death. After the death of his last descendent in residence, Dame Jean Maxwell-Scott, in 2004, The Abbotsford Trust was created to preserve, protect and promote not only the house, but also the life and works of Walter Scott. Abbotsford is considered to be one of the most important heritage sites in Scotland.

**Job Purpose**

We are looking for a creative yet analytical mind to support the Marketing Manager to raise the profile of Abbotsford and Walter Scott, attracting new visitors and encourage return visits. The Marketing Officer will play a crucial role in enhancing our brand message and driving customer engagement through our marketing strategies. Through powerful storytelling, responsive communication, and strategic content, the Marketing Officer will drive paid ad campaigns, social media presence, and website content to help us connect with Abbotsford’s audience.

**Scope and Accountability**

The Marketing Officer reports directly to and is line managed by the Marketing Manager but will be expected to work collaboratively with a range of colleagues across the organisation. They are responsible for the following resources:

- Digital marketing expenditure, as set out in annual Marketing Action Plan

**Key Responsibilities**
- To develop, with the Marketing Manager, the key actions, outcomes and Key Performance Indicators for the Digital Marketing Strategy and Digital Marketing Action Plan.
- Plan, manage, and optimise paid ad campaigns across Google, Meta, and LinkedIn
- Lead our social media strategy and content creation - creating and scheduling content, and carrying out community management, whilst identifying new trends and platforms
- Manage and update the Abbotsford websites, ensuring content is current, engaging, and aligned with our brand
- Respond to visitor feedback and enquiries promptly and professionally across digital platforms
- Create targeted campaigns to attract and engage new and current audiences, driving awareness and visits
- Collaborate with internal teams to secure strong content, ensuring this content reflects current activities and promotes key messages
- Provide support to the Marketing Manager in identifying appropriate marketing and advertising opportunities, including researching different media in the UK and overseas and providing simple reports of findings.
- Manage third party website listings, engage in discussion forums, and establish agency ticket sales.
- Assist the Marketing Manager to compile a comprehensive and detailed database of relevant local, national and international digital & traditional media contacts
- Monitor and analyse digital performance data to improve reach, engagement, and conversions. Providing regular reports on campaign performance with the wider team.
- To assist with creative design tasks such as updating signage as required
- Perform routine market/competitor analysis to develop a clear understanding of our industry and competitors.
- Maintain information systems for marketing and communications as required, including creating mailing lists and updating databases, using GDPR best practice
- Support the Marketing & Communications Manager in the management and maintenance of Abbotsford’s digital image library.
- Undertake financial administration for digital marketing including processing and coding invoices for payment, liaising with the Finance team, monitoring expenditure against marketing budgets, and obtaining quotes and raising purchase orders
- Ability to work evenings and weekends as required, and as part of the weekend support rota for the Duty Manager

**Person Specification**

**Knowledge and Experience**

Essential:

- Knowledge of social media scheduling tools
- Knowledge and experience using design tools such as Canva and Adobe, including InDesign
- Knowledge of marketing and PR, ideally including an understanding of media relations and brand integrity
- Experience of CMS, such as Wordpress
- Some experience in social media management across multiple channels
- Photography and video skills, creating and editing engaging content
- Experience of SEO

Desirable:

- Knowledge of analytics tools such as Google Analytics and social media platform analytics
- Knowledg