National Trust overhauls marketing structure

National Trust is to create an “executive” marketing team to be led by its first brand and marketing director as part of the organisation’s efforts to boost recognition and broaden its appeal.

The charity, which looks after heritage properties and land throughout the UK, is looking for a brand and marketing chief after splitting the existing director of marketing and supporter development role into two separate positions.

The two will work alongside each other to broaden National Trust’s appeal to “new audiences, new communities and new sections of society”.

Communications director Ivo Dawnay says that the two new roles “give emphasis to the growing importance of brand and marketing” to National Trust and “demonstrates our commitment to being known more and reaching a wider audience”.

The brand and marketing director will have responsibility for brand, insight, marketing, external communications and commercial activities and will be tasked with developing new strategies “to reach an ever widening audience”.

The director of supporter development will handle all aspects of membership, fundraising and supporter recruitment, retention and experience.

The creation of the executive team is part of National Trust’s ongoing repositioning and long-term goal of increasing membership from 3.8 million to 5 million by 2020.

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