Marketing Manager (Commercial)

Highly experienced in planning and managing integrated campaigns that drive income, the Marketing Manager (Commercial) works to meet visitor and income targets for high-profile commercial events that raise the profile of IWM and deliver significant profit, including IWM Duxford Air Shows and Flying Days, Duxford Dash and IWM History Festival.. Working closely with other marketing team members, you will collaborate on best-practice management of customer journeys and targeting. This is a fixed-term role to cover an internal secondment.
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 major commercial events including IWM Duxford Air Shows, Flying Days, Duxford Dash and IWM History Festival, continuously optimising delivery to drive high ROI and customer retention.
- Act as the operational marketing stakeholder for IWM Duxford Air Shows, which may necessitate attendance at Air Show weekends (accommodation and time off in lieu will be provided as appropriate).
- Keep abreast of the competitor landscape and evaluate potential opportunities and threats for air shows and other audience development.
- Effective management of assigned marketing budgets, ensuring optimum value for money and return on investment.
- In collaboration with the Head of Marketing Campaigns, set and evaluate campaign objectives and KPIs in-line with IWM's strategic aims.
- Manage the development of all campaign creative assets and content, acting as a brand guardian to ensure all collateral upholds brand and tone of voice guidelines.
- Develop effective relationships with agencies (eg 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 initiatives, identifying key objectives and KPIs.
- Ensure the marketing team's work is connected and collaborative across teams including Commercial, Communications, Customer Services, Digital Transformation, Exhibitions, IWM Institute, Participation, Visitor Experience and Volunteering.
- To assist in the management of marketing resources across the team and operating in a matrix management structure.