Head of Marketing and Communications

Established in 1982, the Tron has built a reputation for producing and presenting ambitious, contemporary and proudly subversive theatre, reflecting the world we live in and representing the people of Glasgow and Scotland. It has established itself as a vital, creative hub for the Scottish theatre sector as a powerhouse of home-grown, new and contemporary Scottish work.
The Tron building, with its centuries-old heritage, stands proudly on the edge of the city, where the city centre meets the ever-changing East End of Glasgow. As well as the Tron’s self-produced programme, it is a critical cog in the UK’s touring infrastructure, a vital incubator and supporter of emerging and mid-career talent, as well as facilitating vibrant participatory arts opportunities for people across the city.

The Tron’s Head of Marketing and Communications strategically leads and manages this key department, playing a central role in the delivery of the Tron’s objectives. They also serve as a member of the Senior Management Team. They will work closely alongside colleagues from across the organisation, ensuring the Tron brand and programme is represented and delivered to the highest possible standard in Glasgow and beyond, reflecting the vision and values of the Tron.

Overarching Responsabilities:

• TTo strategically develop, deliver and monitor a programme of marketing and
  communications activities in line with the Tron’s objectives, ambitions and
  artistic programme.
• Deliver on and further develop the Tron’s marketing and communications
  output, press and media, social media, branding and audience development
  opportunities.
• Deliver a marketing and communications strategy that ensures the Tron brand
  remains unique and serves as a world-class, public-facing organisation.
• Plan and deliver an organisation-wide communications strategy that serves to position the Tron as an exceptional and vital part of Scotlands cultural infrastructure.
• Work with the Leadership Team to develop communications strategies to
  enhance the Trons reputation.
• Be responsible for reputation and issues communications management,
  including anticipating and managing any public issues that may affect the Tron.
• Be responsible for briefing the Artistic Director on public, political, legislative and
  industry issues and recommend the Trons position in response.

Management

• Develop and deliver a comprehensive marketing strategy that drives income
  generation and achieves key organisational objectives.
• Lead the implementation and delivery of all marketing activities and campaigns to
  maximise income, impact and ensure efficiency.
• Implement and maintain a pricing strategy in collaboration with the Senior
  Management Team.
• Work with the Director of Finance & Operations to set departmental budgets in
  line with company guidelines, ensuring targets are met and costs are controlled
  effectively.
• Work alongside the Senior Management Team to deliver organisational
  fundraising objectives, including the Tron Champions Scheme and other support
  strategies.
• Monitor and evaluate marketing effectiveness to ensure optimum value, tracking
  audience, brand and digital KPIs
• Collaborate with departments across the organisation to integrate market
  intelligence into planning and strategy and recommend adjustments based on
  key insights.
• Provide effective line management, including training, performance reviews, and
  recruitment.

Marketing and Communications, Press and Social Media

• Provide marketing and communication support for all areas of the Tron’s activity,
  including the in-house and visiting company programme, Participation, Tron
  Creative, Tron Events and building-wide branding.
• Ensure the Tron ‘voice’ is clear in all public-facing communications.
• Ensure that all communications emanating from the Tron, both internal and
  external, are clear, accurate, comprehensive and in line with the Tron Brand.
• Deliver media and press campaigns, collaborating with external press agencies
  where appropriate, to manage all press and public relations: including local,
  national, and industry press to maximise media coverage across all platforms for
  all Tron activity.
• Review and oversee the Tron digital engagement strategy, ensuring high levels of
  engagement across digital and social platforms, while keeping up with trends.
• Review and oversee the Tron digital engagement strategy, ensuring high levels of
  engagement across digital and social platforms, while keeping up with trends
• Collaborate with co-production partners to deliver impactful joint marketing
  campaigns, ensuring the Tron’s presence is both acknowledged and highlighted
  when at venues away from the Tron.

Audience Engagement

• Identify opportunities that increase audience engagement, retention and
  awareness.
• Utilise audience data analysis and tools to develop innovative marketing
  strategies.
• Work closely with the Head of Venue Management to ensure effective
  communication channels between marketing and box-office teams, ensuring all
  public-facing communications are seamless, achieving targets and effective sales.
• Be the lead communication point for Box Office, Front of House and Café/Bar
  staff, leading on programming messaging for all public-facing staff.
• Collaborate with the Cafe/Bar team in delivering marketing materials for the
  Tron’s hospitality facilities outwith performance dates and times.

Essential

• Experience of a senior Marketing and Communications role within an arts
  organisation, including setting income targets and forecasting box office income.
• Ability to manage simultaneous delivery of multiple work streams and projects.
• Demonstrable experience of strategic planning and innovative campaign delivery.
• Experience of brand management and design conceptualisation
• Experience of successful team leadership and line management.
• Proven track record of budget management.
• Excellent interpersonal, verbal and written skills.

Desirable

• Experience of using Spektrix.
• Membership of a Senior Management Team.
• Audience data management and analysis.
• Pricing strategy development in a theatre context.
• Experience of creating opportunities to further an organisation’s local and national
  profile.
• Knowledge of the arts and a passion for theatre.