The Art Fund supports UK museums and galleries by funding acquisitions and exhibitions.

Head of National Art Pass Marketing

Job Description

Applications closed: 
June 2, 2023
Posted on: 
May 16, 2023

12 month FTC (maternity cover)

We are looking for an experienced marketer, with a background in consumer focused products and an understanding of how to deliver an excellent brand experience to lead on the National Art Pass - our most important income generating product. You'll be the strategic lead across acquisition, retention and operations to deliver on income and membership targets. It's an exciting opportunity for anyone looking to promote a purpose driven offer, with a commercial mindset.

With experience of large-scale consumer marketing campaigns and a results driven approach, you'll help the Art Fund to develop and deliver an inclusive supporter base to benefit UK museums and galleries and generate year on year income growth. You'll be skilled at integrated campaign planning, working with external agencies to deliver strong customer propositions and brand experiences, with a keen eye for return on investment and how to use technology across the customer life-cycle to create data driven insight and activations.

Art Fund is the UK’s national fundraising charity for art. We believe that art can make you see, think and feel differently, and through our work we help make art more accessible to as many visitors as possible, wherever they are. We give grants to help museums and galleries acquire works of art for their collections, share them with wide audiences, and support the training and professional development of curators. We are supported by our growing membership of 130,000 through the National Art Pass, as well as the generosity of many trusts, foundations and individuals.


  • Collaborate with Marketing Managers (Supporter Experience & Recruitment) to oversee a strategic program of campaigns and activities based on customer insight.
  • Goal: Generate income, develop the membership experience, and expand brand recognition among UK culture seekers.
  • Objective: Grow income, satisfaction, and brand advocacy among new and existing supporters.
  • Objective: Generate plans and approaches to expand the National Art Pass (volume and financial measures) in line with organizational planning.
  • Develop new approaches to support organizational diversity and inclusion objectives for consumer audiences.
  • Promote change in practices and ways of working, particularly in supplier, agency, and freelancer selection, to expand the range and diversity of providers.
  • Set and monitor inclusion targets, and take action to ensure the targets are met.
  • Supervise the Senior Operations Manager in delivering end-to-end operational services and ensuring excellent customer care.
  • Manage and mitigate risks, ensure continuity of delivery, and maintain service standards and brand values.
  • Work collaboratively to reconcile all monies with finance and maximize gift aid.
  • Build a program of ongoing online and offline low-level fundraising from members and the wider public.
  • Collaborate with the Development team to create themes, products, marketing plans, and campaigns that generate income to support Art Fund's work.
  • Hand-off high-level prospects (£500+) for further cultivation.
  • Oversee and develop a digital roadmap for Art Fund's consumer experience, primarily targeting culture seekers and art advocates, in collaboration with the Head of Digital Service.
  • Champion a continuous improvement approach, conduct tests, and measure impact.
  • Ensure a wide variety of content serves the supporter and customer lifecycle, deepening engagement and increasing member satisfaction.
  • Work closely with the Head of Content and the Editor of AQ.
  • Collaborate with internal stakeholders, including the Events Manager and the museum network (via Museum Marketing & Programmes), to develop the member experience and increase retention through participation events.
  • Innovate, develop, and implement activities to increase engagement with Art Fund and deepen engagement with museums.
  • Manage and monitor the annual expenditure budget and contracts.
  • Provide reporting, forecasting, and budget proposals for financial planning and retendering contracts.
  • Negotiate prices.
  • Contribute to Art Fund's digital maturity and sustainability.
  • Take responsibility for the use of data and marketing technology in delivering National Art Pass membership.
  • Contribute to shared corporate goals for achieving net-zero regarding the National Art Pass.
  • Lead and manage the contract and relationship with the Marketing Automation provider.
  • Monitor needs, oversee deployment, and expand or retender the partnership as required.
  • Collaborate with the Head of Legal, Head of Finance, and Head of Technical Programs to ensure compliance with data, digital, payments, and security issues by suppliers, integrating them into the overall customer experience.
  • Contribute to Art Fund's strategic development and actively participate in the business planning process.
  • Provide analysis as required, leveraging expertise in consumer marketing and serving as the lead for the National Art Pass.

Job Requirements

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