Job Description

Job title: Head of Marketing, National Art Pass (12 month fixed term contract)
Reports to: Head of Membership
Responsible for: Leading the strategic development and execution of data-driven marketing activity to grow Art Fund's membership, The National Art Pass. Responsible for forecasting and delivering membership and income targets throughout the year.
Working pattern: hybrid, minimum 2 days in office in London
1. About my role
We're looking for an experienced marketing lead and brand expert to oversee a strategic programme of activity to grow National Art Pass membership. You'll bring a data-driven approach to developing and delivering large-scale integrated marketing strategies that build awareness, deepen loyalty, and deliver commercial results.
The ideal candidate will be creative, analytical, and collaborative, with expertise spanning multi-channel integrated campaign management, audience insight, digital engagement, and customer lifecycle marketing to engage, retain and grow our National Art Pass membership. You'll have a proven record of achieving measurable ROI, managing senior stakeholders & budgets, and shaping brand strategy at a national scale.
2. Key accountabilities
New member acquisition marketing
Lead a strategic year-round programme of membership marketing activity, including major campaigns, tactical promotions, and always-on advertising
Develop creative concepts and oversee delivery of top-tier campaigns, including audience targeting, media planning, creative development, execution, optimisation, and reporting on KPIs
Identify and build partnerships that build awareness and generate new leads
Coach and mentor the Marketing Manager and Marketing Assistant to deliver campaigns and BAU activity.
Grow and diversify the UK prospect base, expanding reach to under-represented audiences
Membership engagement and retention
Oversee annual and quarterly programme of activity to drive membership loyalty and engagement
Together, with the Supporter Operations lead, develop lifecyle journeys that have measurable impact on retention rates and ROI
Act as key stakeholder for initiating and approving content & design of membership communications that strengthen loyalty, drive renewals, and deliver commercial impact
Collaborate with Development, Comms, and Digital teams to enhance the member journey, improving engagement, advocacy, and lifetime value
Email marketing & CRM Marketing
Lead the strategic programme of lead-generation activity across partnerships, tactical promotions, and always-on paid activity
Oversee member and prospect email communications to ensure personalisation, cohesion, and performance across journeys and campaigns.
Optimise onboarding and ongoing engagement communications to drive advocacy and lifetime value
Act as key stakeholder for all direct communications to members and prospects
Fundraising
Lead marketing plans for fundraising from members and the wider public including the end-to-end delivery of the annual fundraising appeal in collaboration with Development, Programmes & Digital Experience teams to define themes, messaging and channel mix.
Planning & Stakeholder management
Manage relationships with media and creative agencies to ensure campaigns meet objectives, budgets, and schedules; retendering contracts where required
Oversee and monitor annual budgets for National Art Pass, providing reporting, forecasting, and proposals as part of financial planning and contract negotiations
Provide commentary on performance for management accounts and coordinate & present quarterly performance reports for the Senior Management Team.
Lead bi-monthly planning meeting with Media & External Affairs to align PR and campaign activity
Partner with the Associate Director of Digital Experience to drive continuous improvement in conversion rates through testing and optimisation
Innovation
Contribute to Art Fund's next five-year strategy as the marketing lead for the National Art Pass.
Overseeing market research projects, brand tracking and other forms of analysis to contribute to a greater understanding of Art Fund's key audiences and the wider marketplace for NAP
Ensure National Art Pass needs are embedded in the upcoming CRM replatform (2026), supporting testing and acting as a key decision-maker for requirements
Other
Work within Art Fund policies and procedures including, but not limited to, health and safety, data protection, sustainability, procurement, AI, technology and equality, diversity and inclusion actively participate in the wider life of the Art Fund
Undertake other duties as requested by the Art Fund from time to time
3. About me
Knowledge
Proven and substantial experience of large-scale consumer facing marketing campaigns and activity
A track record in building marketing activity based on customer insight and understanding.
Experience with customer journey optimisation experience within marketing
Experience of developing and activating large scale partnerships
Proven experience of resource management; staffing, third-party and financial.
Experience of working in museum and gallery sector
Demonstrable experience of the Museum & Gallery visitor market
Skills
Extensive knowledge of cultural membership schemes and how to build growth.
Sound knowledge of approaches and techniques required to deliver online and offline customer experience.
Knowledge of third party contracts and third party service delivery management.
Knowledge of the marketing technology stack and using data to drive consumer engagement.
Analytical approach, with knowledge of market research and how to develop customer insight
Sound creative judgment and understanding of the challenges and opportunities associated with an art brand.
Familiarity with CRM systems in a marketing context
Professional marketing qualification
Experience
Excellent negotiation skills and commercial acumen
Strong project and stakeholder management skills
Budget management
Ability to manage multiple projects and prioritise own workload, with minimum supervision
Ability to analyse information and results, to turn insight into action
Experience working with external media and creative agencies to deliver marketing activity across a variety of channels
Personal Attributes
Strong communication skills
Willingness to work as part of a team with a flexible, helpful and supportive attitude
Commitment to coaching others and sharing own expertise
Interest and knowledge of art, culture and heritage

Skills Required