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Digital Marketing Executive

About the Role

We are looking for a forward thinking Digital Marketing Executive to join our team and play a key role in delivering our marketing strategy.

Working closely with the Museum’s Marketing & Communications Director, this position is central to growing visitor numbers and broadening the Museum’s reach.

The focus will be on customer-facing digital channels, including the Museum’s website, email marketing and paid media, as well as managing day-to-day relations with external digital agencies.

As well as helping deliver success for the Museum charity, the role will also contribute to the growth of the Museum’s commercial trading businesses, the profits from which fund the Museum’s charitable aims. This role will play a vital part in growing both audience engagement and commercial performance across the charity and trading arms.

We're seeking someone confident in delivering omnichannel marketing campaigns to both B2C and B2B audiences, who can help us achieve ambitious short and long-term goals for visitor growth, income, and brand development.

About us

As one of the leading museums and visitor attractions in the South West, with 125,000 visitors annually, you will join a dynamic and engaged team of over 120 staff and volunteers.

Haynes Motor Museum was established in 1985 by John Haynes OBE and is home to the UK’s largest exhibition of cars and motorcycles dating from 1898 to the present day.

We are an independent UK charity. All proceeds go towards delivering learning activities to inspire current and future generations as well as conserving and preserving our motoring heritage collection.

In support of the charity, the Museum also operates a Trading Company which comprises: Haynes Heritage Engineering, Conference and Events, Café 750 and the Museum Shop which also operates an online shop.

About you

We’re on the lookout for an enthusiastic marketeer with experience across digital marketing channels, but also someone who is eager to learn and grow.

The ideal candidate will have an eye for detail, will thrive in a collaborative team environment and feel at ease working with external agencies.

You should feel comfortable leading campaigns across diverse audience types and be familiar with a fast-moving digital landscape.

This is the ideal time to join the team where you can help to shape and grow our digital reach alongside the Museum’s ambitious development plans, aligned with our charitable objectives.

Overall Purpose for the Role

• To act as the specialist for all digital functions within the marketing team. You will oversee the day-to-day running of the Museum websites, marketing database development, ECRM activity and paid digital media activities through agency activation
• To lead in delivering strong integrated campaigns through all media, both on and offline
• To provide digital support for the Museum’s Trading company activities, including
• Conferencing and Events and Haynes Heritage Engineering which sits alongside the Museum charity
• Working with the Marketing & Communications Director you will ensure the digital platforms are optimised and deliver key performance targets year on year

Key Duties and Responsibilities

Working collaboratively with the rest of the marketing team, which includes the Head of Design, you will act as a specialist in key digital platforms. You will work closely with other Museum departments to ensure a seamless and integrated approach to Museum messaging.

CRM and Email Marketing

• Develop and deliver a strategic plan with annual KPIs for the marketing
• database and ECRM activity
• Oversight of a segmented CRM audience database encompassing both the Museum charity and trading business
• Create regular email campaigns, both programmed and automated to deliver to the Museum’s various audiences.
• Provide reports and analysis on ECRM activity
• Ensure the Museum is GDPR compliant and able to seek opportunities when it comes to using CRM data

Campaign Planning

• Create marketing campaign plans throughout the year based on seasonal events, activities, exhibitions, and projects
• Put in place an online advertising ‘Always On’ brand plan which fits within annual campaign plans
• Provide day-to-day management of the Museum’s digital marketing agency
• ensuring they are fully briefed, deliver on objectives and within a set budget
• Work with the Museum’s Marketing Executive to ensure offline marketing campaign work is integrated with online activity
• Provide full post-campaign reporting and analysis
• Brief creative output through the Head of Design as well as any external requirement for videography and photography

Website

• Work with the Marketing & Communication Director to set annual objectives for the Museum and Trading Company websites which continually improve the online experience, drive new and increased traffic, increase ecommerce sales and conversion rates as well as creating a seamless visitor journey through the sites
• Update, setup and review online ticketing through the Museum’s EPOS system
• Review website analytics and provide reports that can be utilised to help understand and develop business objectives and plans
• Work closely with the Museum’s agencies to ensure the website is regularly optimised for SEO purposes
• Regularly update the website and create new content using the website CMS

General Duties

• Across the year, build a series of social media acquisition adverts across Meta and other social media platforms
• Place social media adverts within agreed budgets which sit outside campaign activity
• Work alongside the rest of the Marketing Team in full support of commercial opportunities within the Trading company with emphasis on enhancing Haynes Heritage Engineering and Conferencing & Events
• Support the team in additional general marketing tasks where required. Including, but not limited to, photo and video shoots, visitor surveys and engagement, attending on and offsite meetings, preparing award entry submissions etc.

Experience & Skills

Skills - Essential

• Ability to plan, execute and report on email marketing campaigns
• Ability to use web analytic tools, including GA4 to access performance and user behaviour
• A data driven mindset and able to build reports and dashboards
• Strong copywriting skills
• Comfortable using CMS platforms
• A practical, enthusiastic “hands on” approach
• Confident interpersonal, written and verbal communication skills
• Ability to work effectively as part of a close-knit teamOrganised and a strong administrator. Able to plan, adapt, and meet deadlines whilst under pressure

Skills - Desirable

• Familiar with UTM tracking, conversion tracking and ROAS reporting
• Strong understanding of SEO and UX best practices
• Hands on experience placing paid social media campaigns (Meta, LinkedIn etc)

Experience - Essential

• Degree level qualification in relevant field
• Experience in a marketing role

Experience - Desirable

• Familiar with UTM tracking, conversion tracking and ROAS reporting
• Strong understanding of SEO and UX best practices
• Hands on experience placing paid social media campaigns (Meta, LinkedIn etc)

Hours & Structure 

Salary is £27,000 -£30,000 FTE per annum dependent on experience

Location The Museum is based in Sparkford, Somerset BA22 7LH, just minutes off the A303, the main trunk road to the South West.  This role will be based at the Museum, with occasional off-site visits for outreach activities.

Contract – permanent, full-time contract, 40-hour working week. Standard office hours apply (9am – 5:30pm). From time to time there may be a requirement to work occasional weekend days to support the marketing effort at shows and events. This job is office based at the Museum but hybrid working may be considered.

You will report directly to the Marketing and Communications Director and work with members of other departments daily.

Benefits

• 29 days holiday pro rata (increasing in line with service)
• An extra day off for your birthday
• Free onoffice-based-site parking
• Staff discounts in the on-site café and gift shop
• Free entry into the Museum for you and your family
• Ongoing training and development

Next Steps

Please submit your application and any enquiries to Natalie Mackay at natalie.mackay@haynesmuseum.org

Please enclose a CV along with a covering letter (no longer than 2 pages) explaining how your personal skills, qualities and experience provide evidence of your suitability – and your passion – for this role.

Applications and interviews are being shortlisted on a rolling basis, and we reserve the right to close our vacancies earlier than the date listed if we receive a high level of suitable applications. We recommend that if you do wish to be considered that you complete your application as promptly as possible.

We will have a two-stage interview process. The second interview stage includes a task element as well as meeting the wider Museum team.

We understand that no one fits the job description perfectly, and that people can be put off applying for a job if they don't tick every box but we are eager to learn how your unique talents, strengths and skills can contribute to our goals. Please go ahead and apply, you may be exactly who we are looking for.

We are committed to equality of opportunity for all staff and applications from individuals are encouraged regardless of age, disability, sex, gender reassignment, sexual orientation, pregnancy and maternity, race, religion or belief and marriage and civil partnerships

Job Types: Full-time, Permanent

Pay: £27,000.00-£30,000.00 per year

Benefits:

• Company pension
• Employee discount
• Free parking
• On-site parking
• Store discount

Experience:

• Digital marketing: 2 years (preferred)

Work Location: In person