Job Description

Job Title: Digital Manager

Responsible to: Head of Marketing and Communications

Place of Work: Based in the National Concert Hall (NCH) in Dublin but is
expected to attend events, meetings and briefings, as
appropriate, wherever there is expected to be an NCH
presence.

The National Concert Hall (NCH) is Ireland’s national cultural institution for music,
proudly serving the Irish public since 1981 through live music performances and
significant educational and cultural programmes.

Our purpose is to excite, entertain and engage audiences with a music programme
that will enhance immeasurably the cultural life of Ireland.

In doing so we present over 1,000 events every year covering music, the arts and
education. We are a central hub for some of Ireland’s most exciting music
organisations providing residence to nationally significant groups including the RTÉ
National Symphony Orchestra, Irish Baroque Orchestra, Music Network/Music
Generation, Chamber Choir Ireland and Crash Ensemble.
Our vision is to be a world-class centre for music and a symbol of national pride for
Ireland. The ambition of our programme is to engage, surprise and inspire, as well as
entertain. Above all, we aspire to share the magic and wonder of live performance
and to be enriched by the cultures and ideas we value.

We are more than a venue. We are an international centre for musical performance
and a leading voice in Ireland for the development of music and its appreciation.
We are focused on scope rather than genre, nation rather than capital – proudly
Irish and proudly of Ireland.

The ethos of inclusivity, diversity and equality is at the heart of the NCH.

Exciting strategic milestones in the next few years include the transition of the RTÉ
National Symphony Orchestra to the NCH and the delivery of a significant
refurbishment programme which will enhance the venue and its facilities
considerably.

Digital strategy and activity will be at the core of our operation ensuring that we are
communicating todays story and building tomorrow’s legacy, engaging audiences
through relevant and exciting content and providing world-class hospitality online.
Reporting to the Head of Marketing and Communications, the Digital Manager will
lead our digital engagement programme and drive online business and activities.

Overall Purpose

The post sits within the NCH’s Marketing and Communications Department which
brings together communications, marketing, audience development, digital, public
affairs, information, media and press and publications for all areas of NCH activity.

The Digital Manager works with the Head of Marketing and Communications and
other team members in developing and implementing strategy to significantly
increase and maintain the NCH’s profile in Ireland and internationally and to
integrate communications activity across the organisation as a whole.

The overall purpose of the role of the Digital Manager for the NCH is to continue to
enhance the NCH profile, brand promise and market position as Ireland’s National
Cultural Institution for Music, in line with the National Concert Hall Strategy 2015 -
2020. This includes powerfully communicating the NCH’s objectives, programmes
and all related activities to key audiences as well as engaging and involving
stakeholders, partners and staff.

The Digital Manager will oversee and manage the execution of the NCH’s digital
strategy. S/he will help deliver a roadmap that drives reach, revenue, reputation
and engagement. Equally, they will have responsibility for providing support and
advice on best practice for the NCH’s digital content strategy for all elements of the
NCH programme.

They will take the lead in planning digital marketing campaigns, including web
content, SEO/SEM, email, social media and display advertising to support the team
in achieving commercial targets; manage nch.ie as well as the NCH’s social media
presence across all digital channels; and measure and report on the performance
of all digital campaigns using analytics to plan for the future.

Key Responsibilities

• Manage nch.ie ensuring a world-class hospitality experience, from website

structure through to directing engaging content
• Input into the planning, creation and delivery of original, engaging and
strategic content for nch.ie and social media channels to grow audiences
and deepen engagement, including video, audio, written, graphics etc
• Working closely with internal teams ensuring a joined-up and effective digital
communications offer, in order to build reputation, extend reach, drive
income and maximise audience engagement
• Develop a content centric marketing and branding platform that generates
an appetite for online content from existing and new audiences
• Design, build and maintain the NCH social media presence growing
engagement across all channels
• Maximise the profile of the NCH brand, NCH programming and the cultural
impact of NCH to both existing and new audiences
• Respond to engagement patterns; continually evaluate the effectiveness of
campaigns, ensuring traffic and conversion is optimized
• Plan and execute all digital marketing, email marketing, social media and
display advertising campaigns including Google Ads
• Oversee the implementation of the company’s SEO strategy (organic and
paid) and be responsible for maximising the NCH’s position in search rankings.
• Evaluate emerging technology platforms and provide thought leadership in
digital for the NCH
• Demonstrate an ability to making the Hall’s own promoted events engaging,
inclusive and accessible to a broad and diverse audience
• Ensure all website content and communications align to the NCH purpose,
brand guidelines, brand tone of voice and are executed to a professional
standard

Key Tasks and Role Activities

• Use analytics to evaluate customer experience across all NCH digital

channels and customer touch points
• Maximise revenue opportunities online
• Provide support and advice on best practice in the use of customer data for
marketing, fundraising and other purposes, GDPR and other legalities of
storing, using and sharing customer data.
• Measure and report performance of all digital marketing campaigns, and
assess against KPIs with a particular focus on Audience View, Google
Analytics, and Google Tag Manager
• Coordinate and oversee any live streaming of NCH content through its digital
channels
• Identify audience trends and insights, and optimize spend and performance
based on these insights
 • Collaborate with internal teams and optimize content for engagement
• Act as team lead with agencies, corporate partners and other stakeholders
on digital needs where and when required

Other

• Provide dynamic leadership acting as line manager for staff as needed,

managing and motivating staff to achieve their best
• Supply written reports and analysis to the Board and Senior Management
Team as required
• Be accountable for the allocated budget for digital
• Evaluate emerging technology platforms and provide thought leadership in
digital for the NCH
• Demonstrate a commitment to making the Hall’s own promoted events
engaging, inclusive and accessible to a broad and diverse audience.
• Support promoter marketing online
• Champion effective use of digital in improving business processes, internal
communication, and be the administrator of the company intranet.
• Support the organisation’s approach and compliance in relation to GDPR
• Ensure the text, tone and visual style of all digital collateral is correct,
consistent and in accordance with brand guidelines
• Ensure web content across all platforms is relevant and up to date
• Demonstrate a commitment to continuous professional development,
ensuring that professional skills are regularly updated.
• Provide the highest level of customer service at all times
• Deliver on any other duties that may reasonably be required as the role
evolves

Capability profile

You should have a strong grasp of current digital marketing tools and strategies and
be able to lead integrated digital marketing campaigns from concept to execution.

Essential
• 3+ years' experience managing and executing content for digital
• Experience in managing, editing and embedding digital media, in managing
content calendars as well as experience with marketing automation tools
• Experience of using content management systems, venue ticketing systems or
other similar CRM systems
• Fluent in digital marketing best practices, including SEO, keyword tracking,
digital advertising planning, email marketing and social media platforms

• Basic knowledge of HTML/CSS

• Experience in setting up and optimizing Google Ad campaigns
• Be able to monitor, record, interpret and communicate website analytics,
Google Tag Manager and similar products
• Be highly creative with experience in identifying target audiences and
devising digital campaigns that engage, inform and motivate
 • Educated to third level ideally with a specific focus on digital or related
qualification
• Excellent written communications skills and interpersonal skills with the ability
to develop strong relationships
• Exceptional attention to detail when it comes to briefing, writing and / or
proofing on-page copy.
• A self-starter, able to thrive in a demanding environment and foster cross
departmental collaboration with Marketing, IT, Programming, Learning etc.
• Strong problem-solving skills and an ability to overcome obstacles by seeking
alternative solutions
• Excellent decision making and prioritisation capabilities

Desirable
• An understanding of GDPR and its impact on digital communications and
relevant platforms
• Experience of working in the cultural sector with an interest in music and/or
the wider creative industries

Organisational Requirements

• To maintain the NCH’s high standard of customer care across all areas of
organisational activity
• To use IT and digital applications to service the post’s administrative needs
• To work towards the achievement of the NCH’s organisational goals
• As the post-holder may be the first point of contact for many external
organisations, and individuals s/he is expected to remain up to date with, and
aware of, developments within the NCH and its work.
• As the post requires handling, processing and recording of restricted
information, confidentiality is required to be maintained at all times

Remuneration

This is a permanent and full time position with pension entitlements. Salary scale is
€48,028 - €60,486. The role will be offered at the first point of the HEO Standard PPC
scale at €48,028.

Application Process

Should this position be of interest to you, please forward your curriculum vitae of no
more than two pages accompanied by a one page case for your appointment to
rosita.wolfe@nch.ie.

The closing date for applications is Monday 26 June 2019, 5pm.

The NCH is an equal opportunities employer.