INFORMATION PACKAGE: HEAD OF MARKETING Role Statement... 2 Duties... 3 Applying For The Role... 6 Selection Criteria... 7 The Biennale of Sydney... 8 Organisation Context... 9 Employment Terms... 10
ROLE STATEMENT Position title: Department: Reports to: Direct reports: Salary Contract term: Head of Marketing Marketing Chief Executive Officer Marketing Coordinator (contract), Web and New Media Coordinator (contract), Publications Coordinator (contract) and Communication Designer (contract) To be discussed with potential candidates. This is a full-time position with an immediate start. Purpose of this Position The Head of Marketing is responsible for overseeing the strategy, planning, execution and evaluation of marketing and communication strategies. These activities are designed to optimise visitor attendance and experience, and to maximise awareness and exposure for Biennale activities and brand. Position Description The Head of Marketing is part of a team of highly motivated, specialist staff and plays a key role in the organisation. Reporting to the Chief Executive Officer, the position offers the rare opportunity to work in a small team on the delivery of one of the largest exhibitions of contemporary art in the Asia Pacific region. The position works closely with the Artistic Director, Heads of Department, Sponsorship Manager, Marketing Coordinator, Publications Coordinator and Web Coordinator, in addition to the Exhibition, Public Program and Education, Benefaction, and Finance and Administration teams. The position also works with a high-profile Board of Directors and Board Marketing subcommittee. Excellent project management and organisational skills are required for the delivery of strategy, events, publications and a targeted marketing campaign that encompasses publicity, advertising, signage and digital. Outstanding negotiation, communication and people skills are essential, as is the ability to work closely and collaboratively with a wide range of stakeholders from artists, venues, sponsors, benefactors and funders, to the Board and staff. INFORMATION PACKAGE: HEAD OF MARKETING 2
DUTIES Marketing Planning and Strategy Devise and execute marketing plan and strategy Marketing Budget Plan and monitor marketing spend Marketing Campaign Oversee all elements of the marketing campaign Venues and Partners Manage marketing relationships with venues and other partners In consultation with the Board Marketing subcommittee, setting priorities and devising high-level marketing strategy. Managing agendas and coordinating activities of Board Marketing subcommittee. Devising and overseeing the implementation of the marketing strategy and plan across the two-year exhibition cycle. Devising and overseeing the implementation of audience development strategies and initiatives. Identifying future needs, trends and resources to effectively market the event and organisation. Overseeing the budgeting of the marketing spend. Researching new opportunities for marketing funding. Preparing marketing funding applications and acquittals. Monitoring spend and preparing reports as required. Overseeing development of the campaign concept and managing the production of exhibition branding. Managing a close working relationship with design team, including writing creative briefs, managing sign-off procedures and minimising corrections and additional fees. Managing the scheduling, planning and production of advertising and marketing materials with the design team and production houses. Managing marketing roll-out, including advertising, direct marketing campaigns, signage and collateral distribution. Managing the design, production and installation/deinstallation of branding and directional signage, including Development Applications (DA). Tracking campaign against timelines and project plans. Editing marketing copy as required. Proofing and editing marketing publications and materials. Overseeing the scripting, presentation and production of promotional materials and media packages and coordinating their distribution. Managing delivery of resources and materials to publicists and media. Managing event photography, documentation and video footage. Managing the writing, design, production and distribution of the Exhibition Report following the close of the exhibition. Managing relationships with venues to ensure venue marketing campaigns have brand and design consistency. Liaising with city, tourism and other partner marketing teams to promote the event. Overseeing marketing-related communications with internal and external stakeholders. INFORMATION PACKAGE: HEAD OF MARKETING 3
Sponsorship Assist the Sponsorship Manager to manage marketing aspects of sponsor relationships Event Management Management of a range of events With the Sponsorship Manager, identifying and secure media partners to enhance the marketing campaign. Assisting with drafting proposals tailored to the needs of target companies and creating materials for presentation to potential partner companies. With the Sponsorship Manager, assisting with account managing sponsor relationships, including delivery of agreed benefits, as well as all contractual requirements for the brand exposure and logo placement. Developing and delivering a range of events, including exhibition openings, media launches and stakeholder events. Research and Evaluation Oversee the evaluation of the exhibition, programs, marketing campaign and online initiatives Merchandise Oversee the development of merchandise Digital and Social Media Oversee digital and social media strategy Overseeing research projects such as audience research surveys, focus groups, think tanks and economic contribution analyses. Collating, auditing and analysing existing environmental, competitive and industry research. Providing the CEO and management team with evaluations of marketing activities and attendance against targets. As required, overseeing the development of merchandise including design, suppliers, pricing and distribution. With the Web and New Media Coordinator, devising and implementing online marketing and social media strategies. With the Web and New Media Coordinator, managing digital marketing campaigns, including regular enewsletters, website updates and cross-promotions. Exploring and implementing new technologies and channels to enhance and expand the Biennale s digital offering. With the Web and New Media Coordinator, develop digital content for the website and other online resources. Overseeing website and online resources to ensure brand and design consistency. Managing the Biennale s hosting and domain name registrations. Overseeing the use of Biennale s digital channels outside the exhibition period to build and maintain conversations with audiences. Assisting the Web and New Media Coordinator on crossover projects as required. INFORMATION PACKAGE: HEAD OF MARKETING 4
Publications Assist with crossover projects and development of the exhibition guide Education and Public Programs Assist with cross-over projects and programs Administration Creation and maintenance of marketing files, databases and contacts Staff and Contractors Assist with the appointment and management of contract staff Key Performance Indicators Work, Health and Safety (WH&S) Evaluating current marketing publications and devising publications strategy. Overseeing of publications for brand, style and design consistency. Overseeing the development and implementation of a sales strategy for the catalogue to meet revenue targets Overseeing the production, delivery and distribution of the catalogue and guide, and other publications, to ensure delivered on time and on budget. Overseeing the production and distribution of the exhibition Report following the close of the exhibition. Assist the Public Programs and Education team on crossover programs as required. Overseeing brand and design consistency in education materials and resources. Supporting the CEO as required. Ensuring Biennale Style Guide is adhered to across all materials and communications. Preparing detailed Board reports on department activities. Overseeing all incoming information and material relating to stakeholders, sponsors, supporters, suppliers and media. Maintaining contacts in the BoS s relationship database (Salesforce). As required, assisting in the management of computer applications, including word processing, excel and databases. Liaising with the administration team regarding the organisational timeline as required. Supervising and managing the Marketing Coordinator s workload. Overseeing the appointment and management of contract staff and external contractors. Successful delivery of the Biennale marketing campaign, on time and within budget. Achieving attendance targets Maintaining a productive, motivated and content department All staff are required to take reasonable care of their own health and safety and that of other personnel (including volunteers and interns) who may be affected by their conduct. INFORMATION PACKAGE: HEAD OF MARKETING 5
APPLYING FOR THE ROLE Applications marked Confidential and addressing the selection criteria must be received by 5 pm on Friday, 30 January 2015. Applications that do not address the selection criteria will not be considered. Your application must include: a cover letter; responses to each selection criteria; a current CV; and the names and daytime contacts of at least two (2) professional referees. Forward to: Danielle Earp, Chief Executive Officer (Acting), c/- Perrine Huber, Administration Assistant art@biennaleofsydney.com.au or post, marked Confidential to: Danielle Earp Chief Executive Officer (Acting) Biennale of Sydney Level 4, The Arts Exchange The Rocks NSW 2000 INFORMATION PACKAGE: HEAD OF MARKETING 6
SELECTION CRITERIA Based on an application addressing the Selection Criteria, Curriculum Vitae and, for selected candidates, personal interviews and referee reports, the Biennale needs to be satisfied that the applicant meets the following criteria: Essential Criteria Demonstrated experience in campaign delivery, with proven skills in developing effective and targeted marketing solutions. Understanding of marketing and publicity practices and trends across all current and emerging mediums, including digital technologies. Proven ability to lead and motivate a team working on a large-scale project in a high pressure and busy environment. Proven experience in project management and working to deliver competing priorities with limited resources. Proven experience in the management and delivery of a range of events. Proven experience in managing budgets, including monitoring expenditure and maximising outcomes with limited resources. Proven experience in building and maintaining excellent relationships with a broad range of internal and external stakeholders. Excellent attention to detail, with outstanding communication and negotiation skills. Highly developed organisational and time management skills. Desirable Criteria Relevant tertiary qualifications in marketing, communications or management and/or equivalent experience. Experience in the not-for-profit sector. Knowledge of Australia s arts community, either visual arts or performing or similar. INFORMATION PACKAGE: HEAD OF MARKETING 7
THE BIENNALE OF SYDNEY The Biennale of Sydney is a non-profit organisation that presents Australia s largest and most exciting contemporary visual arts event. Held every two years, the Biennale is a three-month exhibition, with an accompanying program of artist talks, forums, guided tours and family days all FREE to the public. The Biennale of Sydney was the first biennale to be established in the Asia-Pacific region and, alongside the Venice and São Paulo biennales and documenta, is one of the longest running exhibitions of its kind. Since its inception in 1973, the Biennale of Sydney has provided an international platform for innovative and challenging contemporary art, showcasing the work of nearly 1700 artists from over 100 countries. Today it ranks as one of the leading international festivals of contemporary art and continues to be recognised for presenting the freshest and most provocative art from Australia and around the world. The 20 th Biennale of Sydney (2016) will be curated by Stephanie Rosenthal. INFORMATION PACKAGE: HEAD OF MARKETING 8
ORGANISATION CONTEXT Departmental Responsibilities The Marketing department is responsible for the Biennale of Sydney s marketing and communications, media, and digital activities. Organisational Relationship It is expected that staff will work collaboratively in carrying out their duties and meeting their accountabilities. Relationships Head of Marketing Marketing Coordinator Web & New Media Coordinator Publications Coordinator Communication Designer INFORMATION PACKAGE: HEAD OF MARKETING 9
EMPLOYMENT TERMS Contract Term This is a full-time position until December 2016, with potential for renewal. Work Hours The position is required to work full-time at five working days a week, generally 9.00 am to 5.30 pm. However, these hours may vary due to volume of work, particularly during the build-up to a Biennale where there is an expectation at varying times to work after hours, holidays and weekends. Time in lieu of overtime will be considered and will be approved at the CEO s discretion. Remuneration Leave a) Total remuneration package Salary (including 9. 5% employer s superannuation contribution) to be discussed with potential candidates. b) Superannuation As part of the total remuneration package, the Company will contribute to a complying Superannuation Fund of your choice such a percentage of your earnings as indicated in the Superannuation Guarantee Act, currently 9%. a) Annual Holiday Leave Paid Annual Holiday Leave of four (4) weeks per annum in accordance with the Annual Holidays Act (NSW) will be granted at a mutually convenient time. b) Long Service Leave Long service leave in accordance with the Long Service Leave Act (1955) and other applicable legislation. c) Personal/Carer s Leave Paid personal/carer s leave of ten (10) days per year of continuous service for reasons of personal illness or injury, or to provide care and support to a member of your immediate family or household, who requires care or support because of a personal illness or injury of the member, or where there is an unexpected emergency affecting the member. The Company will not pay out the value of any accrued but untaken personal/carer s leave on the cessation of employment or during the term of employment with the Company. d) Compassionate Leave Paid compassionate leave of two (2) days per occasion. e) Other Leave In certain circumstances the employee may be granted additional leave for approved study courses or other special purposes. The granting and period of such leave will be at the discretion of the Company. Probationary Period A three-month probationary period applies to all positions and allows for seven (7) days notice of termination by either party. The Company reserves the right to terminate this Agreement during this period if the person is unsuitable for the described duties or the Company environment. INFORMATION PACKAGE: HEAD OF MARKETING 10