Head of Audience Growth

As Head of Audience Growth, you will play a major hands-on role ensuring Art UK’s content meets the needs of existing and potential audiences. You will market this content persuasively and effectively, growing awareness of Art UK’s mission and charitable status. Your high-level objective will be to increase substantially Art UK’s audience at home and abroad, and grow this audience’s engagement with Art UK.

Working at the intersection of multiple product areas, you will curate and showcase content across Art UK’s digital platforms. Following the development of a sophisticated digital audience understanding framework by an external agency, you will play a key role in implementing the audience development plans Art UK wishes to execute.

You will have a strong digital marketing background, a passion for art and accessibility, and a track record of producing impactful marketing campaigns that grow audiences, increase engagement, and boost sales. You will relish the opportunity to shape this new role at Art UK and contribute to the wider strategic development of the charity.

Your commitment to equality, diversity, and inclusion aligns with our organisational values, and you are passionate about contributing to a positive workplace culture.

In this role, you will report directly to the Chief Executive, manage a team of two, and sit on the organisation’s Management Board.

Necessary Skills

–        Essential: Hands-on experience creating and delivering successful digital marketing strategies that have grown audiences and improved engagement

–        Essential: Demonstrated success delivering ecommerce campaigns that drive sales  

–        Essential: Proven ability to engage and grow a community around a broad content offer

–        Essential: Strong knowledge of digital marketing tools and techniques, including Google Analytics, Google Ads, SEO, social media strategies, content marketing, and A/B testing

–        Essential: Experience using audience insights and both qualitative and quantitative testing to inform and improve engagement and campaign effectiveness

–        Essential: Experience working with external digital agencies and managing paid media campaigns, including PPC and paid social

–        Essential: Demonstrable experience creating inclusive and engaging email marketing campaigns tailored to different audience segments

–        Essential: Experience developing or contributing to distribution and partnership strategies to support audience growth and reflect a charity’s mission

–        Essential: Excellent written and verbal communication skills, with the ability to tailor messaging to a range of audiences and stakeholders

–        Essential: Collaborative approach and strong team-working skills, including experience supporting and developing colleagues

–        Essential: Understanding of GDPR regulations in relation to digital marketing

–        Essential: Active interest in the visual arts and museums, and a commitment to broadening public engagement with culture

–        Desirable: Experience developing integrated campaigns across traditional media (e.g. print, outdoor, broadcast), including working with press or media partners

–        Desirable: Understanding of intellectual property rights in relation to digital images and artworks

–        Desirable: Experience creating or commissioning audio/video content