Head of Marketing & Audience Development

  Head of Marketing & Audience Development

Role Overview

Job Title:
Position:
Hours:

Salary:

Holidays:
Responsible to:
Responsible for:
Location based at:

Head of Marketing & Audience Development
Two-year fixed term contract
Full time - 35 hours per week (including some evenings
and weekends)
£42k–£45k, depending on experience, with top of range
for outstanding candidates
33 days including 8 public holidays
Commercial & Marketing Director
Marketing Manager, Membership Officer
Chelsea Physic Garden, 66 Royal Hospital Road,
London, SW3 4HS.

1.

Equal Opportunities

Chelsea Physic Garden is a place for everyone. As an equal opportunities’
employer, we are committed to championing equality, diversity, and inclusion in
our workplace. If you are a suitably qualified applicant, we encourage your
application whatever your age, disability, gender, gender identity, race, religion or
belief, sexual orientation, or socio-economic background.

2.    About Chelsea Physic Garden

Chelsea Physic Garden (CPG) is an independent charity set up in 1983 to
promote and preserve the four-acre garden of the same name. The charity’s
mission is to demonstrate the medicinal, economic, cultural and environmental
importance of plants to the survival and wellbeing of humankind. We are open to
visitors six-days a week, eleven months of the year.  There has been a teaching
Garden on our site since 1673, and today we hope that all our visitors leave
inspired, having learnt something new.

3.

Our Values

We have a set of five inter linked reinforcing values that support each other

Page | 1

4.     About the role:
This is a new role for the Garden.  The Head of Marketing & Audience
Development (HoMAD) plays a critical leadership role in expanding the charity’s
reach, relevance and impact. They are responsible for growing and diversifying
our audience, strengthening engagement with supporters and ensuring our
mission is clearly and compellingly communicated across all channels. Through
insight-led planning and effective storytelling, they build lasting relationships that
support the charity’s long-term sustainability.

In addition, the role leads the day-to-day delivery of marketing activity and is
accountable for implementing the audience strategy in practice. This includes
overseeing campaigns, content and digital channels; managing resources and
partners; and using data to continuously refine approach and performance.

Working closely with colleagues across the organisation, the Head of Marketing
& Audience Development ensures that marketing activity is aligned, effective
and focused on measurable audience growth.

5.    Key duties and responsibilities:

5.1     Marketing and Communications
The postholder will lead the development and delivery of an integrated
marketing and communications strategy across digital and physical channels,
with the objective of raising the profile of the Physic Garden among key
stakeholders, partner organisations, and both existing and prospective
audiences. They will take ownership of departmental KPIs, embedding a culture
of data-informed decision-making through robust post-campaign and post-activity
evaluation, and will provide clear, regular performance reporting to relevant
internal and external stakeholders.

Page | 2

In addition, the postholder will support, advise on, and directly deliver marketing
and communications initiatives for CPG Enterprises, increasing brand awareness
and driving commercial performance across retail, venue hire, and other income-
generating activities.

The role also encompasses oversight of the Garden’s marketing responsibilities
within the Chelsea Heritage Quarter partnership, working collaboratively with
colleagues across partner venues to ensure aligned messaging, coordinated
activity, and maximum collective impact.

5.2    Audience Development
With the support of senior colleagues, the HoMAD will lead the implementation
of the Garden’s Audience Development Strategy, translating strategic priorities
into a dynamic rolling five-year plan that aligns all audience-facing activity with
clearly defined objectives and measurable growth targets.

The postholder will drive membership sales as a core income stream, leading
the strategic development and execution of integrated, insight-led marketing
campaigns focused on both acquisition and retention. Through rigorous
performance management, data analysis and continuous optimisation, the
HoMAD will ensure delivery against ambitious membership growth targets,
strengthening long-term audience engagement, loyalty, and lifetime value.

5.3  Brand
The postholder will further develop and steward the CPG brand, refining its
market positioning to ensure the Garden’s identity is clearly articulated and
consistently communicated across all channels. They will ensure that brand
guidelines are rigorously applied both internally and externally, safeguarding
coherence, quality, and strategic alignment at every touchpoint.

Acting as the primary liaison for the Garden’s graphic design contractors, the
postholder will oversee the administration and management of all related
contracts and retainers, ensuring value for money and high creative standards. In
addition, they will support the Commercial & Marketing Director in the strategic
development and delivery of brand partnerships that enhance the Garden’s
positioning, extend its reach and generate both income and market visibility.

5.4  Internal Communications
The role will support the delivery of regular staff and volunteer briefings,
ensuring consistent messaging and the effective dissemination of key
information across the organisation. They will be responsible for implementing

Page | 3

the internal communications plan, working closely with the Commercial &
Marketing Director to ensure that the Masterplan Communication Strategy is
effectively communicated to all internal stakeholders. Through proactive cross-
departmental collaboration, the role will facilitate the timely and accurate flow of
information, enabling marketing channels to promote the Garden’s programmes,
activities and learning initiatives with clarity and impact.

5.5  Digital
The HoMAD will ensure all digital channels, including websites, social media
channels and email marketing, are optimized to improve performance and the
Garden’s digital presence. This role has overall responsibility for the Garden’s
website, ensuring content is kept up to date, staff are properly trained and
regular maintenance is carried out.

6.  General
This role is a member of the Senior Leadership Team and holds overall line
management responsibility for the Membership Officer and Marketing Manager,
who in turn manages a part-time Marketing Assistant. The postholder will
develop the annual budget and set agreed departmental KPIs, ensuring
resources are allocated efficiently and effectively. They also oversee all third-
party marketing contracts to ensure value for money and optimal use of external
resources.

Commercial &
Marketing Director

Head of Marketing
& Audience
Development

Marketing Manager

Membership Officer

Marketing Assistant

Retail Buyer &
Merchandiser

Events Co-ordinator

2x Event Duty
Managers

7. Person Specification

Page | 4

Skills and Experience

Multi-channel marketing experience
Excellent understanding of regulations, professional standards, policies,
procedures, and legislation.
Experience in delivering multi channel marketing campaigns
Substantial experience in a marketing role operating at a mid to senior
level
Excellent communications skills (written and verbal)
Demonstrable strategic thinking and problem-solving abilities
Knowledge of working in value-led organisations such as charities, or the
cultural sector
Experience of managing suppliers and third parties
Experience of managing and monitoring income and expenditure
budgets
Experience with key programmes (See Tickets, Dot Digital, etc.)
Experience of copywriting
Experience of creating design briefs
Experience of website editing
Experience of managing individuals or teams
Strong organisational skills, able to manage multiple priorities
simultaneously
Heritage/tourism marketing experience
An interest in Gardens

Essential/
Desirable
E
E

E
E

E
E
E

E
E

E
E
E
E
D
D

D
D

  Competency

Descriptor

1  Leadership

2  People

Management

3  Analysis and

use of
Evidence

Setting the pace and behaving with
integrity
Making clear what you expect and what is
to be achieved; enabling and supporting
your staff to deliver
Collecting, analysing and using information
and evidence, assessing risk and taking
decisions

Level for
this role
3

3

3

4  Communication  Communicating with colleagues, visitors

4

and stakeholders

Page | 5

5  Collaborative
Working

6  Delivering
Results
7  Using and
Managing
Resources
8  Know How

Working together with people within and
outside of CPG to help us achieve our
goals
Organising and managing the work to
deliver results
Using resources cost effectively

The knowledge, skills and expertise you
need to do your job and help others to do
theirs

3

4

3

3

Terms and Conditions:

This post is a two-year, fixed term contract. The post holder will be required to
work an average of 5 days per week, but the nature of the role means that
flexibility over the days and hours worked is required to meet the needs of the
business.  The Garden’s policy is for full-time staff to be based in the office at
least 3 days per week including a Monday or a Friday.

The postholder will take part in a rota of weekend and bank holiday working for
which time in lieu will be given. This is approximately six times per annum.

The Garden operates a salary exchange pension scheme with Royal London.
The equivalent contribution rates are 6% employer and 3% employee at the end
of the probationary period.

Returning your application:

Please complete the job application form and equal opportunities form and email
them to jobs@chelseaphysicgarden.co.uk

Page | 6