BIRMINGHAM REPERTORY THEATRE

Job Title:                                                      Director of Audiences & Media

Department:                                                 Audiences & Media Team

Who reports to you:                                    Head of Strategic Comms, Head of Fundraising,

                Theatre Sales Manager, Marketing Manager

Who you report to:                                       Executive Director

Salary:                                                        Commensurate with experience (up to 55k)

Probation period:                                        6 months

Holiday entitlement:                                   25 days + public holidays

Background

Established in 1913, The REP has an unparalleled history as a pioneering repertory theatre.  The forerunner and model for the RSC and the early National Theatre, it has been the home and launching place for some of the most exciting talent in UK theatre both past and present.  Today it is a producing powerhouse with three auditoria - The House, 820 seats; The Studio, 300 seats; The Door, 150 seats - as well as extensive on-site production facilities.

Under the new Artistic and Executive leadership of Sean Foley and Rachael Thomas the theatre is at a time of significant renewal, with the vision of being a national and international centre for artistically ambitious popular theatre in all its forms: comedies, dramas, musicals, dance-theatre and family shows.  Revivals, new work and commissions will play in all three theatres.

Many of its productions already go on to enjoy future life through commercial transfers and national/international tours and this aspect of the theatre’s work will increase.  The artistic programme also encompasses a flagship artist development programme, one of the largest schools’ engagement programmes of any theatre in the UK and a range of other creative learning projects.

In 2021 the theatre celebrates its 50^th anniversary in its iconic building on Centenary Square, and in 2022 the city will host the Commonwealth Games, both landmark events for the theatre and city and offering unparalleled opportunities for The REP to develop its profile through celebratory programmes of work. 

These are exciting times for The REP and the city of Birmingham. The UK’s 'second city’ is the youngest city in Europe, and the most multicultural city in the UK.  It is a city full of dynamism and energy, and currently undergoing its own renaissance as one of the fastest growing cities in the country.  

Part of the REP’s mission is to ensure that its programme is truly representative of the city it serves, and we aim to imaginatively engage with the people of Birmingham and the wider world to create productions that fill our theatres with its people.  In every endeavour, we promote inclusivity, diversity, and equality.

Purpose of Post

This is a senior role focused on growing The REP’s profile and impact as a cultural brand locally, nationally and internationally.  The successful candidate will lead on developing marketing, sales and communications strategies that successfully re-position The REP in the sector and in relation to its audiences and stakeholders.

The postholder will be a highly skilled marketing professional with the ability to develop the next chapter of The REP’s brand narrative.  They will demonstrate senior level experience combining creativity, commercial acumen, analytical skills and insight gained across roles in theatre and/or the cultural sector.  

They will be motivated to understand the richness, diversity and complexity of our audience and their motivations and aspirations in relation to The REP.  They will want to get to know first-hand the city and its people as an essential starting point in connecting them with the work of The REP.  They will be a passionate advocate of theatre being for everyone regardless of background and means and strive to ensure that The REP’s audience is truly representative of the whole city in all its rich diversity.

This is a new post for The REP and a member of the theatre’s Senior Leadership Team.   

Main duties & responsibilities

Strategic & Commercial Leadership

• Provide strategic leadership across marketing, sales, comms and development functions, developing creative and commercially focused strategies that support delivery of organisational vision and achievement of financial and audience targets
• Contribute market-led insights to the development of the artistic programme and other projects - from the perspective of brand, audiences, income targets, etc.
• Play a key role in organisational business planning and helping to shape the long-term vision for The REP
• Horizon scanning - keeping abreast of professional practice and industry developments to inform the work of The REP

Brand Development

• Lead the development of a re-invigorated brand narrative for The REP
• Lead a re-branding exercise to support the re-positioning of the organisation under the new leadership team and once established maintain and refresh the brand as necessary
• Lead the creation of compelling and distinctive brand messaging and visual branding, with comprehensive brand guidelines
• Act as The REP’s ‘brand guardian’ – maintaining brand integrity across all touchpoints and engagements, internally and externally, championing the highest standards of execution and consistency

Marketing & Communications

• Lead the development of creative copy and artwork for all REP productions
• Lead the development, implementation and evaluation of marketing, sales and comms campaigns for all activities across the business
• Establish content strategy in relation to all marketing and comms and ensure consistent alignment with brand narrative
• Contribute to the development of a cross-departmental digital strategy that positions The REP as a digital innovator
• Oversee the creation of all marketing collateral and ensure high standards of creativity, quality and accessibility are maintained across all types
• Lead the development of an integrated comms strategy that combines external and internal comms in conjunction with the Head of Strategic Comms – encompassing advocacy and stakeholder management, press and PR, staff and trustees

Audience Development

• Develop in-depth understanding and experience of the actual and potential audience, engaging with their likes, dislikes, motivations and aspirations in relation to The REP
• Develop an imaginative and expansive audience development strategy to underpin continual growth and diversification of The REP’s audience and in particular to address the under-representation of specific communities in its audience demographic
• Develop The REP’s practice in relation to the development of disabled audiences, building upon the continuing legacy of the Ramps on the Moon initiative
• Collect, analyse and disseminate intel about The REP’s audience drawn from data, analytics, surveys, focus groups, etc.
• Develop a network of ambassadors across the city who can effectively advocate for The REP and support development of audiences in areas of low representation

Sales & Ticketing

• Establish overarching sales strategy to maximise income generation and set ticket prices, yield and sales targets for all productions
• Develop, implement and evaluate innovative and structured ways to utilise spare ticket capacity for targeted audience development purposes
• Ensure ticketing software is fit for purpose and functionality supports the development of the sales and fundraising functions
• Drive a culture of data-driven decision making across the department and wider organisation

Development

• Oversee the development and implementation of fundraising strategy with the Head of Fundraising
• Lead the development of marketing and comms to support achievement of fundraising targets

Networking & Advocacy

• Be an effective ambassador for The REP internally and externally - with media, influencers, stakeholders, peers, sector, artists, staff, etc.
• Sit on boards/governance committees of relevant cultural and educational organisations/institutions

Other

• Lead and line manage the work of the Audiences & Media Team, with responsibility for recruitment, appraisals, continuing professional development, etc.
• Develop a culture of high performance, innovation and continuous improvement in the team, putting in place plans, targets and KPIs to measure success
• Contribute to organisational development initiatives including staff and SMT awaydays and all staff training sessions
• Support and promote The REP’s work in encouraging inclusivity and diversity internally and externally
• Contribute to delivery of The REP’s artist development scheme by supporting artists to develop their knowledge of marketing
• Uphold The REP’s values in all aspects of your work
• Undertake any other duties as may be reasonably required of the post

Person Specification

Essential

Skills & Knowledge

• Excellent leadership skills – ability to lead a highly target-driven, sales-oriented team
• In depth knowledge of income generation, pricing and target setting within a cultural ticket sales environment underpinned by significant practice
• Extensive knowledge of brand development and management
• Extensive sector specific knowledge across marketing, sales, comms and development
• Ability to develop highly original marketing collateral, with strong creative judgement and a great eye for design
• Research, analysis and evaluation skills with practised expertise in predicting consumer behaviour
• Extensive knowledge of audience development strategies and techniques, especially in relation to under-represented communities
• Strong commercial acumen, financial management and budgetary skills
• Proven and persuasive communication and interpersonal skills – written and verbal
• Excellent report writing skills for strategic documents including business plans, strategies and reports, with high levels of accuracy and attention to detail
• Excellent knowledge of CRM systems and ability to use data extensively and intelligently for marketing and fundraising purpose
• Excellent digital skills and knowledge with strong awareness of digital trends; especially confident and current in digital opportunities
• Significant knowledge of theatre and UK theatre industry

Experience

• Extensive experience of strategic leadership in a relevant role – or preferably roles - in theatre or a cultural environment
• Development of strategies, plans and KPIs for a large and complex organisation combining charitable and commercial activities
• Proven experience of increasing audiences and revenues
• Demonstrable experience of diversifying audiences and increasing reach through sustained and innovative audience development work
• Extensive experience of devising and delivering cross-platform and multi-channel marketing campaigns over a variety of products and projects and at different budget levels
• Extensive experience working with metrics - financial/non-financial - and with practised techniques to underpin monitoring and tracking of performance, forecasting, etc.
• Proven experience of effective brand re-positioning and brand development
• Proven experience of developing effective and original marketing collateral with strong design appeal that delivers commercial outcomes
• Development of a high performing team with a strong focus on sales and targets
• Implementing and managing change

Education & Training

• Degree level or equivalent education
• Suitable marketing / sales / PR qualification
• Evidence of continued professional development

Personal Attribute

• Highly organised and results-focused communicator - commercially driven with a hands-on approach
• Professional attitude with mature authority and credibility and the ability to work with a wide diversity of contacts
• Highly numerate, financially astute and analytical
• Appreciation of design and understanding of the role great design can play in brand, sales, etc.
• Inspiring leader who is able to motivate and enthuse a team to deliver to the highest standards
• Creative, curious and innovative thinker able to transform ideas into actionable results
• Engaged culturally with wide-ranging tastes and active interest in the role of arts in society and the benefits of the charity sector
• Confident in embracing organisational change and leading/cascading change in their own team
• Commitment to engaging positively and directly with the city of Birmingham and its people
• Commitment to furthering diversity, inclusion and representation practice in all aspects of the job in a way that is tangible and measurable

Desirable

• Knowledge of international theatre industry
• Experience of marketing significant anniversary or other celebratory programmes of work
• Experience of working at management level in a producing theatre

Job Title:                                            Head of Strategic Communications

Department:                                      Audiences & Media Team

Who reports to you:                          N/a

Who you report to:                           Director of Audiences & Media

Salary:                                               Commensurate with experience (up to £40k)

Probation Period:                             6 months

Holiday entitlement:                       20 days + public holidays

Background

Established in 1913, The REP has an unparalleled history as a pioneering repertory theatre.  The forerunner and model for the RSC and the early National Theatre, it has been the home and launching place for some of the most exciting talent in UK theatre both past and present.  Today it is a producing powerhouse with three auditoria - The House, 820 seats; The Studio, 300 seats; The Door, 150 seats - as well as extensive on-site production facilities.

Under the new Artistic and Executive leadership of Sean Foley and Rachael Thomas the theatre is at a time of significant renewal, with the vision of being a national and international centre for artistically ambitious popular theatre in all its forms: comedies, dramas, musicals, dance-theatre and family shows.  Revivals, new work and commissions will play in all three theatres.

Many of its productions already go on to enjoy future life through commercial transfers and national/international tours and this aspect of the theatre’s work will increase.  The artistic programme also encompasses a flagship artist development programme, one of the largest schools’ engagement programmes of any theatre in the UK and a range of other creative learning projects. 

In 2021 the theatre celebrates its 50th anniversary in its iconic building on Centenary Square, and in 2022 the city will host the Commonwealth Games, both landmark events for the theatre and city and offering unparalleled opportunities for The REP to develop its profile through celebratory programmes of work. 

These are exciting times for The REP and the city of Birmingham. The UK’s 'second city’ is the youngest city in Europe, and the most multicultural city in the UK.  It is a city full of dynamism and energy, and currently undergoing its own renaissance as one of the fastest growing cities in the country.  

Part of the REP’s mission is to ensure that its programme is truly representative of the city it serves, and we aim to imaginatively engage with the people of Birmingham and the wider world to create productions that fill our theatres with its people.  In every endeavour we promote inclusivity, diversity, and equality.

Purpose of Post

The Head of Strategic Communications is a new post for The REP and will play a key role in supporting the growth of the organisation’s profile and brand.  The successful candidate will develop communication strategies that help to successfully re-position The REP in relation to its audiences and stakeholders, and in doing so increase audiences and income.

The postholder will be adept at creating inspiring and effective communications for a multitude of target groups that promote and profile the work of The REP in an imaginative, exciting, relevant and inspiring way.  They will be able to craft relevant stories and messages from across the spectrum of charitable and commercial activities that are the lifeblood of The REP and build awareness of and support for its work amongst all its stakeholders. 

They will be able to develop and leverage highly effective working relationships internally and externally and will themselves be confident and empathetic communicators able to work collaboratively with the widest range of people.

They will be motivated to understand the richness, diversity and complexity of our audience and their motivations and aspirations in relation to The REP.  They will want to get to know first-hand the city and its people as an essential starting point in communicating with them.  As a passionate advocate of theatre being for everyone regardless of background and means they will strive to ensure that they are effectively communicating with the whole city in all its rich diversity. 

This is a new post for The REP and a member of the theatre’s Management Team.   

Main duties & responsibilities

Communications Strategy & Corporate PR

• Develop an integrated communications strategy that combines external and internal comms and includes audiences, participants, supporters, sponsors, funders, staff, board, peers, stakeholders
• Lead on the development of effective corporate PR that profiles The REP as an organisation that is national and international in its reputation and reach, whilst being rooted in its city locality
• Contribute to Birmingham’s placemaking agenda by profiling The REP’s position in the city
• Continually seek opportunities to leverage the profile of the leadership and individuals within The REP team for the benefit of the organisation
• Create opportunities for keeping abreast of the work across the organisation so that relevant stories and messages can be identified for comms purposes
• Horizon scanning - keep abreast of professional communications practice, industry developments and issues to inform communications strategy for The REP
• Develop and deliver the Annual Review – using it as a tool to position and profile The REP and its achievements and build support for it amongst the stakeholder base
• Support the Executive and Artistic Directors in reviewing and developing internal comms for the organisation
• Regularly brief the Executive and Artistic Directors, Senior Leadership Team, board and staff with key stories, messages, facts and figures that will help them to effectively advocate for the organisation
• Lead on the development of corporate communications in a crisis/business continuity situation

 Relationship Management

• Develop strong and supportive relationships internally – in particular with the Artistic and Executive Directors, senior management team, board, trustees and staff
• Manage relationships with press agencies to ensure they deliver to brief and achieve agreed targets and goals
• Develop contacts across media, funders, local government, civic organisations, city cultural organisations, community leaders and key community contacts to advocate, profile and promote the work of The REP
• Develop a visible presence and profile in the industry and city to build relationships and be an effective advocate for The REP
• Develop an ongoing dialogue with audiences through sustained communication both formal and informal

Brand Development

• Create a brand communications strategy with key messages that the whole organisation can buy into
• Create communications that support the re-positioning of the brand and tell The REP story in the most compelling way – who we are, what we do, why we do it, how we do it, etc.
• Contribute to the creation of a brand personality for The REP, leading on development and articulation of tone of voice and ensuring consistency across all communication channels
• Create opportunities to interpret and leverage The REP’s history in a way that’s relevant and inspiring for a new generation of audiences and stakeholders

 Marketing & Communications

• Lead the development of effective communications to support marketing of The REP’s productions and projects to achieve audience and sales target
• Creating marketing communications that capture experiential qualities of productions and projects and create emotional connections with their target audience
• Develop press and media list – informing and attracting them to review the work of The REP and ensuring a broad cross section across traditional and newer media and platforms
• Lead press and guest night planning and delivery ensuring the event is effectively leveraged for corporate PR purposes
• Continually monitor sales across all productions and projects and ensure communications practice responds to sales and booking trends
• Develop communications that support the growth of other business and charitable activities, including catering, events, sponsorship and fundraising
• Run the press office function – responding to media requests for information and acting as an effective interface between artists, creatives and press

Audience Development

• Develop appropriate communications that support delivery of the audience development strategy and continual growth and diversification of The REP’s audience
• In particular, develop imaginative and engaging communications that help to address the under-representation of specific communities in the theatre’s audience demographic
• Develop direct ‘on the ground’ working relationships with under-represented communities to inform your understanding of their communication preferences and needs

Other

• Provide leadership within the Audiences & Media Team on all communications matters
• Develop a culture of high standards in relation to organisation-wide comms
• Contribute to organisational development initiatives including staff and MT awaydays and all staff training sessions
• Support and promote The REP’s work in encouraging inclusivity and diversity internally and externally
• Contribute to delivery of The REP’s artist development scheme by supporting artists to develop their knowledge of marketing
• Uphold The REP’s values in all aspects of your work
• Undertake any other duties as may be reasonably required of the post

Person Specification

Essential

Skills & Knowledge

• Excellent contacts across a wide variety of media, including national press, and ability to leverage these in a timely fashion for the benefit of The REP
• Excellent interpersonal skills and the ability to nurture and build effective working relationships with internal and external stakeholder
• Ability to work effectively and empathetically with creative professionals
• Excellent written and oral communication skills – in particular the ability to write in different styles for different audiences and with the requisite attention to detail
• Ability to spot a great story
• Ability to craft creative and inspiring stories and messages that connect and resonate with their target audience
• Knowledge of current affairs and the ability to position the work of The REP in relation to these where appropriate – connecting the theatre with them in a way that’s relevant, engaging and reputation enhancing
• Excellent digital skills and strong awareness of digital trends; especially confident and current in digital opportunities
• Understanding of the role of communications in brand development and management

Experience

• Proven track record working as a communications professional at senior level in the cultural sector
• Demonstrable experience of delivering transformational communications strategy and practice
• Experience of working in a target driven culture and creating communications that drive sales, attendances and income generation
• Experience of using communications to enhance brand positioning

Education & Training

• Degree level or equivalent education
• Suitable marketing / PR qualification
• Evidence of continued professional development

Personal Attributes

• Positive and empathetic in their dealings with people at all levels
• Personal credibility and influence to operate effectively at all levels
• Creativity – ability to generate ideas
• Friendly disposition
• Sensitivity and discretion
• Commitment to engaging positively and enthusiastically with the city of Birmingham and its people
• Commitment to furthering diversity, inclusion and representation practice in all aspects of the job in a way that is tangible and measurable

Desirable

• Experience of working in a cultural ticket sales environment
• Experience of marketing significant anniversary or other celebratory programmes of work
• Experience of working at management level in a producing theatre

Job Title:                                Casting Associate (part-time)

Department:                           Artistic Team

Who reports to you:               N/a

Who you report to:                 Artistic Director

Contract type:                          Permanent contract, 2 days per week

Salary:                                    Commensurate with experience (up to £50k pro rata)

Probation Period:                    6 months

Holiday entitlement:               20 days + public holidays pro rata

Background

Birmingham Repertory Theatre is seeking an exceptional Casting Associate to work with new Artistic Director Sean Foley, together with Deputy Artistic Director Amit Sharma, and The REP’s wider Artistic Team, to deliver an ambitious programme of produced theatre across its three auditoria.  This is a new post and a key member of the Artistic Team.   

Established in 1913, The REP has an unparalleled history as a pioneering repertory theatre. Today it is a producing powerhouse with extensive on-site production facilities and national and international reach. Under its new leadership The REP will develop an exciting programme of artistically ambitious popular theatre in all its forms for The House – 816 seats, The Studio – 300 seats, and The Door – 150 seats.  The Casting Associate will lead on casting The REP’s own produced shows, including comedies, dramas, musicals, dance-theatre and family shows.

Many of The REP’s productions already go on to enjoy future life through commercial transfers and national/international tours and the aim is for this aspect of the theatre’s work to increase through enhanced visibility of our shows, of which lead casting is expected to play a large part.

The artistic programme also encompasses: Foundry – The REP’s flagship Artist Development programme; Learning and Participation - The REP has one of the largest schools’ engagement programmes of any theatre in the UK; youth theatre and adult drama groups; and community tours of new work city-wide.  The Casting Associate will also advise and mentor the Artistic Team in developing talent across these areas, which are integral to The REP’s mission and reputation.

In 2021 the theatre celebrates its 50^th anniversary in its iconic building on Centenary Square, and in 2022 the city will host the Commonwealth Games, both landmark events for the theatre and city and great opportunities for The REP to develop productions of artistic excellence that attract national and international talent. 

These are exciting times for The REP and the city of Birmingham. The UK’s 'second city’ is the youngest city in Europe, and the most multicultural city in the UK.  It is a city full of dynamism and energy, and currently undergoing its own renaissance as one of the fastest growing cities in the country.  Part of the REP’s mission is to ensure that its programme is truly representative of the city it serves, and we aim to imaginatively engage with the people of Birmingham and the wider world to create productions that fill our theatres with its people. In every endeavour, we promote inclusivity, diversity, and equality.

Purpose of Post

The Casting Associate will work closely with the Artistic Director to cast, or consult on casting, a programme of theatre productions and co-productions across the House, Studio and Door auditoria that resonates with and reflects the rich diversity of the city and establishes a national and international profile for the theatre.  

Main duties & responsibilities

• Work closely with the Artistic Director and Artistic Team to cast, or consult on casting, productions across all three auditoria within agreed financial parameters
• Mentor in house production and administration staff in establishing systems for collating, evaluating and developing our casting function
• Develop relationships with key stakeholders including co-producers, agents, creatives, actors, companies
• Lead the process of casting, regularly updating the Artistic Director and Artistic Team
• Ensure productions reflect The REP's commitment to diversity and work proactively to ensure that the demographic of the city and the many diverse voices of its residents are represented in productions across all three stages 
• Attend industry events and shows to network

• Contribute to the strategy of The REP’s Artistic Team 

• Uphold The REP’s values in all aspects of your work 

Person Specification

Essential

• Significant experience of casting theatre across different scales including mid/large scale
• Significant experience of both the commercial and subsidised sectors
• Excellent industry knowledge – agents, creatives, actors, venues, productions, etc.
• Commitment to achieving representation across The REP’s produced shows
• Excellent negotiating skills and experience of negotiating deals and contracts at high level
• Excellent interpersonal skills – ability to build and manage relationships across a wide range of talent

Desirable

• Experience of mentoring
• Experience of casting internationally