Marketing & Brand Manager (Maternity Cover)

In this role, you will be responsible for audience growth and retention at Churchill War Rooms. Using IWM’s bespoke audience segmentation, you will focus on the priority target audiences identified for the branch. Highly experienced in planning and managing integrated campaigns, you will work to meet visitor and income targets for Churchill War Rooms, including destination/general admission visitor activities and commercial products and experiences. Working closely with the other Marketing Managers, you will collaborate on best-practice management of customer journeys and targeting.

As brand manager, you will support the Head of Marketing manage and develop the IWM masterbrand, as well as acting as brand guardian across the museum to help teams feel confident in applying our brand principles to their work. You’ll also support the Brand Licensing team on brand activation and licensing.

Working in the Marketing team’s matrix management structure, you will mentor and oversee the work of other team members as appropriate.


Your duties will include:

- Devise, implement, optimise, and evaluate high-performing and innovative marketing campaigns, collaborating with the Communications team on a fully integrated approach.
- To take special responsibility for meeting visitor and income targets for Churchill War Rooms.
- Effective management of assigned marketing budgets, ensuring optimum value for money and return on investment.
- In collaboration with the Head of Marketing & Audiences, set and evaluate campaign objectives and KPIs in-line with IWM’s strategic aims.
- Manage the development of all campaign creative assets and content for Churchill War Rooms, acting as a brand guardian to ensure all collateral upholds brand and tone of voice guidelines.
- Develop effective relationships with agencies (e.g. media buying, design), by creating and presenting clear and informed briefs, effectively overseeing operational activity and delivery, and ensuring reporting and evaluation leads to actionable learnings.
- Work closely with Digital Marketing colleagues to effectively plan digital campaign tactics (including paid social media, PPC, digital display and email marketing) that achieve audience goals.
- Collaborate with the Head of Marketing & Audiences on strategic audience development and brand initiatives, identifying key objectives and KPIs.
- Be the lead brand guardian at IWM – with support of the Marketing Officer, manage and oversee internal and external brand activation queries, including recommending changes to design briefs and ensuring the end-result is practical, impactful and relevant to our audiences. As well as support the brand licensing team in the development and delivery of brand partnerships.
- Manage trademarking and trademark protection in close collaboration with trademarking consultants.
- Work with the Volunteering team to lead on the promotion of volunteer recruitment campaigns.
- Ensure the marketing team’s work is connected and collaborative across teams including Commercial, Communications, Digital Engagement, Customer Services, Visitor Experience, Volunteering and Public Engagement and Learning.
- Develop relationships with external partners, in particular tourist bodies, membership organisations, tour operators, local development agencies and local community group and businesses. Represent IWM at stakeholder meetings, particularly relating to tourism and local development.
- To assist in the management of marketing resources across the team and operating in a matrix management structure.

For a full list of duties and the person specification (which your application will be marked against) please view the Job Description and apply via the IWM jobs page.

Museum Website: https://imperialwarmuseums.tal.net/vx/appcentre-ext/brand-4/spa-1/candidate/so/pm/1/pl/3/opp/421-Marketing-Brand-Manager-Maternity-Cover/en-GB