Head of Marketing and Sales
11 hours ago
London
Head of Marketing and Sales Underbelly SUMMARY Closing date – 5pm, 11th January Based – London, with August in Edinburgh for Fringe, as well as UK travel throughout the year, dependent on projects Salary – From £55K depending on experience Terms – Permanent Reports to – Underbelly Directors Direct reports – Marketing team, including temporary staff throughout the year ABOUT UNDERBELLY Underbelly is a UK-based live entertainment company founded in 2000 by Ed Bartlam and Charlie Wood that specialises in producing and programming ground-breaking theatrical productions and the creation of city-centre cultural events and festivals across the UK, USA, Asia & beyond. Underbelly, alongside ATG Productions, is the lead and originating producer of the Olivier Award winning Cabaret at the Kit Kat Club. Other recent productions include Macbeth alongside Wessex Grove starring Ralph Fiennes and Indira Varma, The McOnie Company’s Nutcracker at the Tuff Nutt Jazz Club at Southbank Centre, Cabaret Royale at the Gaillard Centre in Charleston, Tweedy’s Massive Circus on a UK-wide tour starting at The RSC in Stratford-upon-Avon in 2024 and the 20th anniversary of La Clique in Edinburgh and London. Current live Events include Christmas in Leicester Square and Underbelly Festival. Underbelly Boulevard Soho their first permanent venue, opened in 2023 in the heart of Soho presenting and producing an outstanding variety of cabaret, comedy, circus, music and theatre. One of the largest producers at the Edinburgh Festival Fringe, Underbelly is proud to have previously presented Fleabag in 2013, Six in 2018, Rob Madge’s My Son’s a Queer, (But What Can You Do?) in 2022 and Kathy & Stella Solve a Murder in 2023. OVERVIEW OF THE ROLE The Head of Marketing and Sales will lead Underbelly’s overall sales and marketing strategy across its year-round portfolio of productions, venues and festivals. This role is responsible for driving audience growth, brand impact and commercial success across a diverse range of live entertainment projects. Working closely with the directors, senior leadership and wider Underbelly team, the Head of Marketing and Sales will oversee campaign planning and delivery, manage the brand voice and ensure creativity is reflected across every touchpoint. KEY RESPONSIBILITIES Sales and Campaigns: • Lead data-driven, integrated marketing campaigns that deliver against sales, audience and brand KPIs, aligning marketing activity with revenue goals., • Oversee creative development and campaign artwork across all festivals and events., • Work with the Directors, Chief Commercial Officer and Heads of Department to forecast performance, identify efficiencies and maximise ROI., • Partner with ticketing and programming teams on pricing strategy, sales targets, third party ticket agents and dynamic pricing., • Manage budgets, suppliers and reporting to ensure efficiency and measurable results., • Develop audience segmentation and targeting strategies to drive reach, engagement and conversion., • Monitor sales performance and revenue trends, using insights to adjust campaigns, optimise campaigns activity and ensure targets are met or exceeded. Brand and content: • Strengthen brand recognition and quality across all audience and stakeholder touchpoints, for the Underbelly brand and all individual events., • Ensure brand consistency across every event while allowing each festival or project its own creative identity., • Oversee visual identity, tone of voice and messaging guidelines., • Oversee content strategy across social, email and owned channels, ensuring all output is engaging, on-brand and of the highest quality., • Champion the brand internally, ensuring alignment across the full customer experience. Digital and data: • Oversee all digital marketing channels including website, social, CRM and paid media., • Lead on audience growth, engagement and conversion through data-driven optimisation., • Manage CRM and data strategy, ensuring segmentation, automation and retention., • Ensure GDPR compliance and uphold best practices for data management and integrity., • Use analytics, research and audience insights to inform strategic decisions and improve performance across all campaigns. Press and communications: • Manage agencies and freelancers to deliver impactful PR and media campaigns., • Maintain strong relationships with media, journalists and influencers., • Ensure clear, consistent and brand-aligned public messaging and tone of voice., • Lead on reactive and crisis communications for press or public issues., • Collaborate with senior leadership on strategic communications and stakeholder engagement., • Identify co-marketing and amplification opportunities through partner networks. Team leadership and planning: • Build, manage and inspire a high-performing marketing team, championing commercial awareness and accountability across the team., • Lead annual marketing planning across all events, including timelines, budgets and delivery., • Oversee resource planning, including recruitment and management of freelancers, contractors and agencies., • Support team development and foster a culture of creativity, collaboration and accountability., • Champion cross-departmental collaboration to align marketing with all departments at Underbelly. WHAT WE’RE LOOKING FOR We’re looking for a strategic, creative and commercially minded Head of Marketing and Sales to lead ambitious, multi-channel campaigns and drive revenue growth across Underbelly’s portfolio of live events, venues and productions. You’ll combine data-driven decision-making with bold creative thinking, overseeing both marketing strategy and sales performance to maximise audience reach and ticket income. With a strong grasp of financial planning, forecasting and reporting, you’ll inspire a high-performing team and champion the brand voice and visual identity of one of the UK’s most exciting live entertainment companies. Key attributes and experience: • Track level of success at a senior level, • Proven success leading large-scale marketing campaigns within ticketed, live entertainment or cultural environments. This can include theatre, sport, theme parks – any experience-led industry., • Extensive knowledge of audience development, digital marketing channels and campaign strategy., • Proven ability to translate marketing performance into sales growth and to drive commercial outcomes through audience insight., • Strong leadership skills, with experience in building, mentoring and motivating high-performing teams., • A digital-first mindset with expertise in brand storytelling across social media, web, email and video platforms., • Commercially driven, with a strong track record of turning audience engagement into measurable revenue growth., • Skilled in campaign analysis, audience insights and performance reporting to inform strategy and optimise ROI., • Confident managing agencies, creative partners and senior stakeholder relationships., • Financially minded, with experience in setting and tracking sales targets, managing budgets and using data to forecast and maximise revenue performance., • Genuine passion for live experiences, festivals and the arts. EQUAL OPPORTUNITIES Underbelly is committed to reducing its environmental impacts in its everyday operations. We are also committed to maintaining the open-access policy of Underbelly. We are an equal opportunity employer and welcome applications from all sectors of the community. It is the policy of Underbelly to ensure that no job applicant or employee receives less favourable treatment on the grounds of age, disability, sex, sexual orientation, race, religion or belief, gender reassignment, marriage or civil partnership, pregnancy or maternity, or is disadvantaged by conditions or requirements that cannot be shown to be justifiable. We expect employees to support these commitments and to assist in their realisation. Apply here -- Make sure to read the job spec carefully and respond to the application with this in mind. Unfortunately, due to the number of applications, only shortlisted candidates will be contacted.