Job description
1.
Job title: Content & Digital Executive
2.
Location: Glasgow, with the requirement to spend time away from base
while the Company is touring.
3.
Job summary: To create and execute a rich and dynamic content strategy,
consistent with Scottish Ballet’s vision and branding, for all online platforms
and publications.
4.
Reports to: Head of Sales and Marketing
5.
Key working relationships:
 The position reports to the Head of Sales and Marketing, as a member of
the Marketing team.
 The position works closely with the Marketing team, the Artistic Director,
Dancers, and the Development and Education teams.
 Requires the ability to build excellent relationships with Scottish Ballet’s
website agency.
6.
Key accountabilities:
 To develop a rich and dynamic content strategy, consistent with Scottish
Ballet’s vision and branding, for all online platforms and publications.
 To set up robust tracking mechanisms to measure the effectiveness of
the Company’s online presence and make changes to the content plan to
maximise engagement of the public.
 To keep abreast of latest developments in digital, and identify, prioritise
and exploit technologies, platforms and methodologies to further Scottish
Ballet’s reach and engagement and support the digital strategy.
7.
Specific duties:
Website
 Maintain Scottish Ballet’s website, ensuring that all key messages and
campaigns are up to date at all times
 Optimise visitors’ flow in order to reach the Company’s sales and
fundraising targets.
 Provide monthly activity reports on the Company’s website statistics
 Develop engaging website content.
Social Media
 Drive and own social media guidelines and policies for Scottish Ballet.
 Create and execute social media plans in support of Scottish Ballet’s
marketing objectives, sales / audience and fundraising targets.
 Manage and deliver relevant and impactful content across Scottish
Ballet’s social media channels.
 Train and support colleagues in understanding how to behave and use
social media channels, enabling Scottish Ballet social content to be
created by many, including dancers.
 Develop relationships with other brands to encourage sharing of Scottish
Ballet’s content.
 Provide monthly activity reports on the Company’s social media statistics.
 Horizon scan for new opportunities in the social media area to ensure
Scottish Ballet is perceived as a creative and modern organisation.
Content creation and strategy
 Develop a proactive content strategy across the annual season, taking
into account key highlights, marketing objectives, sales / audience
development and fundraising targets.
 Devise strategies to drive traffic to Scottish Ballet’s website and other
digital channels.
 Create compelling text-based content for Scottish Ballet’s website and
social media channels.
 Take pictures and short videos of the Company for use online or in
publications as and when required.
 Create monthly e-newsletters and audience pre and post show e-mails
for each season as well as other targeted e-mails as required by the
overall CRM strategy.
 Provide regular activity reports on the Company’s digital CRM statistics
and making recommendations to increase its effectiveness.
 Act as Editor and/or copywriter for Company publications and season
materials as appropriate. This may include commissioning and subediting articles, liaising with Scottish Ballet’s Designer and securing final
approval as appropriate.
 Deliver the Company publications as appropriate, to deadline, in budget
and to a consistent high standard.
 Maintain the Company’s digital content archive, and coordinate requests
from third parties for Company content, adhering to the Company’s
copyright and confidentiality policies at all times.
 Maintain up-to-date artist and staff biographies.
 Together with the Head of Sales and Marketing be responsible for the
production and distribution process for films and performance captures.
General
 Collate audience feedback on all Company activities through all digital
platforms and provide reports as required.
 Attend opening nights and other events, including photo-calls, out of
normal working hours as required.
8.
Other duties: Other duties as consistent with this JD or as directed by the
Head of Sales and Marketing or Executive Director.
9.
Key attributes:
 Substantial experience in copywriting and digital communications.
 Experience of successfully managing an organisation's overall digital
presence across multiple platforms and for a variety of audiences.
 Experience of successful planning, managing, and delivery across digital
platforms, including digital content projects and email campaign systems.
 Practical expertise in one or more content management systems and
CRM databases.
 An excellent understanding of social media and how it integrates with
other digital communications
 Relevant experience in using Google Analytics to drive improvements to
content creation.
 Working knowledge of HTML, design software (eg Photoshop, InDesign,
Illustrator) and experience using video editing software desirable.
 Excellent internal and external relationship skills, with ability to
diplomatically manage and influence in all directions
 Ability to work under own initiative, with colleagues across an
organisation and with third-parties.
 A passion for digital communications, with a finger in the pulse for
emerging digital trends.
 Thorough and able to work to tight deadlines.
 Full clean driving licence (desirable).
 A positive, proactive and flexible approach.
 Ability and willingness to work as a member of a team.
 A strong passion for and interest in the arts, especially ballet and dance,
is highly desirable.