Director of Marketing Communications
Hull UK City of Culture 2017
Salary: Competitive
Hull’s appointment as UK City of Culture was announced on 20 November 2013. The bid contained a
great deal of detail with illustrative budgets, programmes and targets for social and economic impact.
Shortlisted cities had to provide detail of 10 major events and summary information on 30 other areas of
programme.
The ideas put forward in the bid were shaped through a workshop approach, developing themes that
were distinctive to the city. The tone was that of a serious bid, which would tackle issues but also
celebrate Hull’s place in the world and address the external perceptions of the city. It set out Hull’s
vision for 2017, the scale of the challenge and the step changes the city is seeking to deliver as UK City
of Culture. It also shows the ambition and inspiration for the 2017 programme, which is rooted in four
distinctive themes offering rich material for innovative programming. This briefing provides candidates
with more detailed information on the structures of the new Culture Company, the role of the Chief
Executive, and work that has already been done by the interim team.
Hull is now on the cusp of a once-in-generation opportunity. With its successful bid to become UK City of
Culture 2017, the announcement of a major investment by Siemens and a Premiership football team.
Underpinning Hull’s renaissance is its City Plan, an ambitious bid by city leaders to create 7,800 new
jobs for local people over the next 10 years, delivering a £253 million boost to the local economy. At the
heart of the plan are the twin ambitions for Hull to become a world- class visitor destination and a hub for
renewable energy industries.
Winning the UK City of Culture title, along with the Siemens’ decision to locate a major wind turbine
production facility in the city, are key milestones on that journey.
The tide is turning and long-held perceptions of Hull as a declining fishing port are swiftly changing.
Recently ranked as one of the top 25 places to live in Britain by the Sunday Times and with investment
and visitor numbers increasing, Hull and its citizens are buoyed by a new sense of confidence and
optimism.
Populated by 250,000 people and closely bounded by the Humber estuary and the rural East Riding of
Yorkshire, the city continues to face major challenges in terms of employment, poverty, educational
attainment and health. Despite these challenges Hull is characterised by a great quality of life, both
urban and rural with the Wolds and dramatic east coast on the doorstep; low house prices and excellent
transport links west to Leeds (1 hour), York (45 mins) and Manchester (2 hours); south to London (2.75
hours). As the capital of the Humber, it is part of the UK’s biggest port complex and a major trade and
travel gateway.
Our vision for UK City of Culture 2017 is the story of a city finding its place in the UK and re-establishing
its reputation as a gateway that welcomes the world. The story is of Hull - a city that is proud of its
people and wants to share its sense of freedom and space with the rest of the UK.
UK City of Culture will enable Hull to deliver a transformation of opportunity for the next generation of
young people. It will act as a milestone in the completion of a £190 million cultural capital programme
and will strengthen Hull’s partnerships nationally and internationally. The title will put culture at the heart
of regenerating people and place in one of the top 10 cities in the UK.
Our programme will invite Hull’s alumni and a wide range of UK and international partners to work with
our resident agencies and artists to produce a year that is locally rooted but global in its outlook. It will be
a year that strengthens the city’s commitment to culture.
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The Director of Marketing Communications will be one
of the most senior members of the Hull UK City of
Culture 2017 (Hull 2017) team, reporting directly to
the Chief Executive.
The Director of Marketing Communications will be an
integral player in the executive team with
responsibility for all aspects of Hull 2017 marketing,
branding and communications to reflect and enhance
the position of the City as a major national and
international cultural player.
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Over time to build and provide leadership,
management and motivation to a small team
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Attend board meetings with other members of the
executive team and ensure implementation of
Board decisions
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Be an active member of the executive team
working towards the overall vision and strategy of
Hull 2017
Key Accountabilities
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To work closely with the CEO and the executive
team to ensure that all marketing and
communications are aligned to Hull 2017’s
strategic direction and its creative programming
Accountable for the strategic direction and
implementation of all areas of marketing,
communications and branding
To devise and receive approval for an annual
marketing budget ensuring best value for money
To lead the development and delivery of the Hull
2017 brand strategy including the full range of
executions across all of our stakeholders and
partners
To work in partnership with local and national
partners and other stakeholders, to develop and
implement a series of joint marketing and
activation programmes
To regularly monitor and evaluate the value and
effectiveness of Hull 2017 marketing and
communications
Required Skills and Experience
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An experienced marketing and communications
professional with a strong strategic focus ideally
with a background gained within an arts, cultural,
leisure, destination or events focused organisation
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A proven track record of devising and delivering
innovative marketing campaigns through digital
channels
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Broad marketing toolkit with full knowledge of all
aspects of marketing mix and proven delivery of
through-the-line marketing campaigns
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Extensive experience of leading and managing
broad-based teams
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Developing and implementing strategic plans,
marketing policies and budgets
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A proven track record of strategic leadership
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To ensure the delivery of an integrated Hull 2017
digital strategy including websites, apps, mobile
and social media
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Significant experience as a senior executive
within a complicated multi-stakeholder marketing
environment
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To work with key external stakeholders to ensure
Hull 2017 becomes a preferred destination for
national and international visitors
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A proven track record in designing, developing
and sustaining complex partner relationships; and
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Working with committees and management boards
Director of Marketing Communications - Hull UK City of Culture 2017
Ferens Art Gallery: Hull Museums
The Role
Personal Characteristics
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A strong leader with a collaborative style and the
proven ability to motivate, influence and engage
people at all levels across the organisation, and
broker successful partnerships externally
A self-starter, with the motivation, commitment,
enthusiasm and drive to define clear goals and
inspire people to achieve them. An independent
thinker with the flexibility to adapt within an
organisation experiencing constant growth and
change
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Excellent communication and presentation skills
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Ability to communicate complex messages and
issues convincingly and with great clarity
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A creative and resourceful individual, able to spot
commercial opportunities and drive new brand and
marketing innovations
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Able to plan, implement and continually evaluate
strategy
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Innovative approach
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Excellent people leadership and management
skills
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Interest in contributing beyond areas of specialist
responsibility
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Ability to act as a spokesperson for the
organisation
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Ability to work under pressure and to tight
deadlines
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Strong commercial judgement
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Confident decision maker
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Highly developed communication and interpersonal skills (presenting to executive boards,
influencing senior executives, inspiring teams,
active listening, coaching and mentoring, writing
compelling copy)
How to Apply
This is a fixed contract for 2.5 years based in Hull until Easter 2018.
To apply for this exciting opportunity please complete the online form and send:
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a CV
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a covering letter or supporting statement which should be no more than two sides of A4
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your current salary and salary expectations
Further information on Hull’s City of Culture programme is available at www.hull2017.co.uk
If you have any questions regarding the role please email [email protected]
Closing date:
Friday June 5 2015
Interview date:
Monday June 15 2015
We are unable to provide a personal response to all applicants. If you have not had a response by June 15
then sadly you have been unsuccessful.
Director of Marketing Communications - Hull UK City of Culture 2017