Head of Marketing and Communications

Role:                   HEAD OF MARKETING AND COMMUNICATIONS

Reports to:      Director of Operations and Finance (dotted line to Director)

Contract:         Full-time 5 days per week, (4 days possible for right candidate)

Location:          Hybrid: 3 days in office (RDS Campus: 19-22, 33 Charlotte Road, London) and 2 days working from home

The Royal Drawing School is an independent, artist-led and not-for-profit home of observational drawing. The School exists to ensure artists and creatives everywhere can access world-leading skills-based drawing tuition regardless of background, age or circumstances; to bring new audiences to drawing; to champion our practice for this generation and the next.

We teach everyone, from beginners to practising artists. Our programmes include our world-renowned, full-scholarship, postgraduate-level Drawing Year; our ambitious public courses (in-house & digital); and our programme for young artists. Our courses take place in our studios, outdoors, in galleries and online. 

We are based in East London but work with and support artists everywhere. The Royal Drawing School was founded in 2000 by HM King Charles III and artist Catherine Goodman CBE LVO. 

JOB PURPOSE

This is an exciting opportunity for a marketing professional with a passion for the Arts and Education to lead the Royal Drawing School’s marketing and communications team. The Royal Drawing School occupies a unique position in the arts and education landscape with a distinctive identity and reputation built on artistic excellence and the quality of its teaching. Founded by artists for artists, The School is now a broad and diverse community united by a belief in the importance of drawing for everyone as an essential human skill and language.

The Head of Marketing and Communications plays a central role in shaping, protecting and developing the School’s brand, ensuring the quality and creativity of its communications reflect the excellence of its artistic and education offer.

The role combines strategic leadership with hands-on Marketing operations, using digital and traditional channels to strengthen the School’s reputation, reach new audiences and drive participation and income. This includes overseeing marketing campaigns, ensuring a seamless customer journey, and managing the marketing budget.

As a key member of the School’s Senior Leadership Team, the role will contribute to the development and delivery of the School strategic objectives and five-year plan.

KEY RESPONSIBILITIES

The Head of Marketing & Digital communications is responsible for :

Marketing Calendar & Campaigns

• Responsible for the Marketing Calendar & Campaign Calendar aligned to the School’s five-year plan & central customer reporting of the Royal Drawing School. Creating engaging on-brand content that reflects the School’s Calendar and priorities.

• Developing and managing the marketing campaigns for all the different programmes of the Royal Drawing School. This will include, but not be limited to, our Drawing Year, our in-house public programmes, all our online courses and special events and partnerships.

• Working closely with our Senior Leadership team to ensure the correct prioritisation of our marketing spend (off-line and online) , adapting it as appropriate.

• Responsible for setting the social media and digital strategy, managing the School’s presence on Instagram, Facebook, LinkedIn, YouTube, TikTok and emerging platforms. This will involve delivering and monitoring paid digital campaigns and A/B testing and performance optimization.

Digital Platform & Data Management

•  Optimise our Web Platform, working with our technical partners to ensure the technical structure attracts & retains new students with a simple customer journey and managing the design of the website with our internal designer & external designers to ensure our website reflects our brand.

• Ensure we have a clear SEO & AEO strategy to improve the visibility of our content with audience needs and organizational priorities.

• Over the last 2 years, we have invested in the development of CRM platform systems and this gives us a much deeper understanding of our customer behaviour. Lead the full adoption of our CRM to ensure we establish clear audience segmentation to support targeted communications and campaign effectiveness.

• Ensure that all digital tools and platforms integrate effectively with CRM, maintaining a coherent and efficient tech stack.

Brand & Design & Communications

• The Head of Marketing with the Senior leadership team is responsible for management of the Brand and ensuring that all our communications and assets reflect the Brand. We have developed the brand significantly over the last 2 years with Pentagram, our design agency.

• Oversee team’s delivery of all in-house design across the School’s programmes including all print material, digital media, advertising & signage.

• Responsible for copywriting including copy for digital use (website, e-newsletters and social media); print material (brochures, catalogues and flyers), direct marketing material (recruitment letters, ambassador talks and presentations); and fundraising materials for the Development team.

• Ensure the School’s tone of voice and messaging is appropriate to digital or print outputs and various audiences. Also supporting others, both internal and external parties, in using the new verbal identity (tone of voice, messaging) within their communications.
  

Leadership, Management of Team & Budget

• Line managing & developing the marketing team of 4 individuals, planning workload and cover across a largely part-time team : Web and Design Manager (3.5 days), Marketing and Communications Manager (2 days), UX, CRM and Insights Lead (4 days) and Digital Marketing Officer (5 days).

• Responsible for managing the end-to-end marketing and social media budget, authorising expenditure, and overseeing all marketing projects and activities, ensuring delivery to budget, quality and delivering the agreed impact.

• Working with the Senior Leadership Team to ensure income targets are met in line with School wide budget and five-year plan.

Exhibitions & Events & Partnerships

• Responsible for the marketing of a variety of Exhibitions and Events. This could be, for example, an Exhibition of an established artist at The Royal Drawing School or working with a UK Gallery to run a Drawing Festival. These events will involve off-line and online marketing campaigns, writing press releases, working with the stakeholders and their agencies and ensuring all collateral is brand compliant for all parties

•  Establish new partnerships, for example, with teacher networks to support our Young Artist programmes.

The role is responsible for ensuring all marketing and communication activities align with school policies and legal requirements including Safeguarding, EDI, GDPR and Copyright.

The responsibilities listed are not exhaustive and this job description may be subject to change as the role evolves over time. The role will include representing the Royal Drawing School at external events in a professional manner.

PERSON SPECIFICATION 

Essential

• Minimum of 5 years’ senior-level experience in marketing, leading and managing a marketing team
• A passion for the Arts, Education & Cultural Sectors and keen awareness of trends.
• Experience of developing and delivering a marketing and communications strategy.
• Track record of delivering creative, visually led marketing activities
• Experience of leading a digital strategy: responsible for paid social and digital advertising, SEO/AEO and management of digital platforms.
• Hands-on experience of managing all aspects of on and offline marketing and delivering creative, inclusive and results-driven campaign.
• Comfortable using data to provide insight and inform decision making
• Proven track record of budget management
• A strong team player who enjoys working with a number of different stakeholders.
• Excellent organisational and project management skills with attention to detail.
• Strong communication, copywriting and presentation skills, both written and verbal.
• Motivated, with ability to collaborate effectively, working cross-functionally and with a range of different stakeholders

Desirable

• An excellent visual sensibility and strong creative judgement
• Experience of managing external PR and press relationships
• Familiarity with HubSpot, or similar CRM/database systems