National Trust bolsters marketing team

National Trust is restructuring its marketing team and bolstering its capabilities with several new roles, as part of an ongoing effort to build its brand and reach a wider audience.

The organisation, which looks after heritage properties and land throughout the UK, is rebuilding its marketing department with teams focussing on specific channels to market which will be overseen by planning and account management team.

National Trust is looking to recruit a team of marketers including planners, online and direct marketing specialists and campaign managers, which marketing director Luke Whitcomb says represents a shift to an “internal agency” structure.

It is also looking for fill the newly created membership and donors director role.

National Trust wants to explore new ways to reach existing and potential members through tactical campaigns and digital initiatives and says the new structure “combines the best of the commercial and charitable worlds, and will help take the Trust to new audiences, new communities and new sections of society”.

The recruitment drive follows a recent restructure, which saw National Trust create its first brand and marketing director after splitting its existing director of marketing and supporter development role into two separate positions.

National Trust is currently recruiting for the brand and marketing director, who will have responsibility for brand, insight, marketing, external communications and commercial activities and work alongside a separate director of supporter development responsible for membership, fundraising and supporter recruitment and retention.

National Trust’s ongoing strategy is to put more emphasis on the brand and marketing to broaden its appeal to new audiences and attain its long-term goal to increase its membership from 3.8 million to 5 million by 2020.

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