Director of Marketing, Communications and Audiences

Job Description

Job Title - Director of Marketing, Communications and Audiences.

Contract and Hours - Permanent, part time, minimum of 3 days and up to 4 days per week. 0.6 - 0.8 / 21.75 - 29 hours per week (full time 36.25 hours per week). To commence as soon as possible from June 2026 onwards.

A typical working day is 9.15-5.30pm, including a lunch break (unpaid). We support flexible working and part-time arrangements where it is appropriate for the role.

We promote hybrid working with three days per week worked at our office and gallery for full-time staff, and two days per week office and gallery working for part-time staff.

Wednesday is a whole team office and gallery day when staff meetings take place.

Salary - £65,000 to £70,000 gross per annum based on full-time working, equating to:

£39,000 - £42,000 gross per annum based on part-time working 3 days per week,

£52,000- £56,000 gross per annum based on part-time working 4 days per week.

Location - Crafts Council Office and Gallery is based on the Pentonville Road in Islington, London, with some hybrid / home working.

Reporting to - Executive Director.

Managing - Senior Website & Digital Manager, Editor, Senior Salesforce Administrator and working collaboratively with Digital Marketing Officer.

Working Closely With - Executive Team, Project Leads and external partners.

About Us

Crafts Council is the national charity for craft.

We believe craft has the power to transform lives - enriching everyday experience, inspiring creativity, strengthening communities and expanding opportunity.

We champion craft in all its forms: supporting makers and creative businesses, bringing craft education into schools, and shaping how the sector is represented nationally and internationally.

As our audiences grow and our work evolves, we are looking for a strategic marketing and communications leader to help shape how we listen, learn and tell the story of craft today.

About the Role

The Director of Marketing, Communications & Audiences will lead our marketing, communications and audience development strategy.

We are looking for an exceptional candidate who can help the organisation interpret insight, articulate a confident narrative and strengthen our public presence.

Working closely with the Executive Director and senior leadership team, you will ensure that insight drawn from audiences, makers, members, programmes and partners informs:

• how we position craft nationally and internationally
• how we grow and engage our audiences
• how we strengthen our influence across the cultural and creative sectors

You will lead a small but talented team and work across the organisation to build clarity, confidence and collaboration around our communications and audience strategies.

At a pivotal moment for the organisation and the wider craft ecology, the Marketing, Communications & AudiencesDirector will ensure that insight drawn from audiences, makers, members, programmes, partners and data is actively interpreted and translated into clear narrative, confident positioning and effective engagement.

Marketing and communications at Crafts Council are not only about promotion and growth. They are also key mechanisms through which the organisation listens, learns and shapes its influence.

This is a strategic leadership role suited to someone who combines strong marketing expertise with curiosity, analytical thinking and an instinct for organisational narrative.

Role Focus

This role combines strategic marketing leadership, organisational insight and audience development.

You will:

• Strengthen Crafts Council's brand, voice and public presence, ensuring that all activity is aligned with organisational EDI commitments
• Lead integrated marketing, communications and audience strategies
• Ensure insight from audiences, members and partners informs organisational thinking
• Build the organisation's ability to interpret and use insight effectively
• Support income growth across membership, fundraising, partnerships and commercial activity, including venue hire

Core Responsibilities

Organisational Insight & Sense-Making

Act as a steward for organisational insight, ensuring that learning from across programmes, audiences, membership, CRM and partnerships is connected and interpreted.

You will help establish a rhythm of reflection and analysis that enables the organisation to identify patterns, clarify priorities and strengthen strategic decision-making.

Working closely with senior colleagues, you will translate insight into clear narrative, positioning and implications for action.

Brand, Marketing & Communications Strategy

Lead an integrated marketing and communications strategy that strengthens Crafts Council's brand and supports organisational priorities.

You will ensure communications are clear, confident and distinctive, with a tone that reflects Crafts Council's values: pioneering, playful and open.

You will oversee brand consistency across digital platforms, campaigns, publications, partnerships and media activity.

Audience Growth

Lead the development of audience strategies that deepen engagement with priority communities including makers, educators, members, young people and the wider public.

You will shape audience journeys across digital platforms, membership programmes and organisational activity, ensuring approaches are inclusive, insight-driven and aligned with our Equality, Diversity and Inclusion commitments.

You will track KPIs, monitor campaign performance and produce reports that evaluate activity against targets, and adjust strategies based on analysis.

Team Leadership & Capability

Provide leadership and direction for the Marketing, Communications & Audiences team.

You will ensure alignment between content, digital, CRM and audience insight, while supporting colleagues to develop skills, confidence and collaboration across the organisation.

Reputation, Profile & Advocacy

Strengthen Crafts Council's national and international profile through clear messaging, confident storytelling and strategic partnerships.

You will oversee PR activity and ensure the organisation's narrative is active, consistent and aligned with wider sector conversations.

Build and maintain relationships with external partners, media and cultural collaborators to extend reach and grow new audiences.

Support the development team to activate partnerships and collaborations that require marketing support.

Performance, Insight & Resource Management

Oversee budgets, performance frameworks and evaluation across marketing & communications. Collaborate with Director of Programmes to ensure reporting and evaluation meet needs of Crafts Council and major funder Arts Council England.

You will ensure that data and insight guide decision-making and that resources are prioritised for maximum strategic impact.

Working with senior colleagues, you will ensure marketing activity supports income-related targets on membership growth, fundraising, sponsorship and partnerships and commercial performance.

Who We're Looking For

We are looking for a strategic marketing and communications leader who combines creativity with analytical thinking and enjoys helping organisations make sense of complex information.

You will bring the ability to connect insight, narrative and strategy, helping Crafts Council articulate its role clearly and confidently in a changing cultural landscape.

You will likely have experience working within the cultural, creative or mission-led sectors and a strong interest in creativity and craft.

You will be familiar with mixed income models and understand how marketing can drive the growth of mission-led income.

You will bring:

• Significant experience leading marketing, communications or audience strategies
• Strong understanding of digital ecosystems, audience journeys and insight-led marketing
• Experience working with data, CRM systems and audience segmentation
• A track record of developing brand narrative and organisational positioning
• Experience working with media, PR or strategic partnerships
• Experience leading and supporting teams
• The ability to synthesise complex information and translate it into clear messages
• Strong collaborative instincts and the ability to work across organisational boundaries

Values

You will demonstrate alignment with Crafts Council's values:

• Pioneering - exploring new ideas and possibilities
• Open - welcoming diverse perspectives and voices
• Playful - embracing curiosity and creativity
• Active - making things happen
• Collaborative - working together to achieve more

General

• Uphold a strong commitment to accessibility, equity and social justice
• Contribute to a positive culture of collaboration and continuous improvement
• Comply with all Crafts Council policies, including GDPR and safeguarding
• Promote the highest level of audience, visitor and stakeholder experience
• Undertake any duties reasonably required for the role

How to Apply
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