Brand and Campaigns Lead

Join to apply for the Brand and Campaigns Lead role at Amgueddfa Cymru – Museum Wales

Join to apply for the Brand and Campaigns Lead role at Amgueddfa Cymru – Museum Wales

Amgueddfa Cymru – Museum Wales provided pay range

This range is provided by Amgueddfa Cymru – Museum Wales. Your actual pay will be based on your skills and experience — talk with your recruiter to learn more.

Base pay range

Vacancy Type - Permanent/Full Time

Closing Date - 24 August 2025 at 5pm

Main Purpose of job

The Brand and Campaigns Lead will develop and deliver creative and impactful campaigns which amplify the brand and work of Amgueddfa Cymru in achieving its purpose.

Supporting the delivery of the marketing framework, you will be responsible for delivering, implementing and tracking brand-level marketing activity. You will also be responsible for designing and delivering marketing plans and campaigns for a wide range of Amgueddfa Cymru activity.

The postholder will play a key role in ensuring the strategic coherence of brand, marketing activity across Amgueddfa Cymru. You will collaborate with our in-house data teams to ensure activities are informed and measured by audience insights.

The postholder will act as a role model to drive forward an inclusive, collaborative, high performance culture - making sure that our values and expected standards of behaviour are embedded across the department, and the wider organisation.

The postholder will collaborate closely across all teams to create creative campaigns with collections, learning and enjoyment at the heart of the storytelling. The role sits within the Marketing and Communications team with responsibility for developing and delivering strategic campaigns that tell compelling stories to engage diverse audiences, maximise funding opportunities and build the reputation of Amgueddfa Cymru.

You will own and develop the annual campaign programme, aligning all parts of the marketing funnel from brand to fundraising campaigns, with the objective of achieving high lifetime customer value. You will be responsible for providing exceptional marketing delivery across a broad range of marketing channels, with particular focus on digital.

You will have proven expertise in devising and implementing integrated marketing, marketing and communications strategies for a diverse set of stakeholders. As skilled copywriter, you will have the experience and skills to create inspiring, compelling and impactful copy that embodies our brand tone of voice, articulates key messages and our unique value proposition to connect and inspire people to engage with, get involved and support Amgueddfa Cymru.

Line managing the Marketing Planning Coordinator, you will oversee the creation and curation of compelling content to strengthen Amgueddfa Cymru’s digital presence to grow engagement with our audiences. You will drive the implementation of digital campaigns across online channels such as social media, email and web platforms, building a vibrant online community through effective engagement strategies. With a keen eye for data analysis and optimisation, you will assess and improve our digital strategy and campaigns.

This role will have day-to-day operational autonomy, with clear and regular reporting to the Head of Marketing and Communications. You will be expected to act as an expert adviser to teams across the museum on promotion of their programmes, fundraising, retail, venue hire and learning.

Key Responsibilities

• Manage the delivery, implementation and monitoring of brand-level marketing activity, including the continued rollout of our recent brand refresh
• Develop and execute data-driven demand generation campaign strategy to achieve agreed objectives for targeted market segments.
• Support the Head of Marketing and Communications in reaching new audiences and building a strong brand presence.
• Responsible for developing and deploying integrated marketing campaigns, including drafting integrated multi-level campaigns programme, aligning internal teams, developing audience segments, and measuring results.
• Lead on the effective delivery of all components of Amgueddfa Cymru marketing campaigns, including briefing and scrutinising project / campaign plans, developing effective customer journeys, briefing and finalising creative development and monitoring and evaluating campaign performance throughout.
• Apply an experimentation mindset to marketing campaigns to drive, test, learn, and optimize.
• Work with Marketing and Communication team and with colleagues across the organisation to ensure key messaging, timing, and execution of multi-channel campaigns are delivered to plan.
• Line management of Marketing Planning Coordinator, ensuring that individual objectives and development opportunities are met, and wellbeing is prioritised. Includes the recruitment of line reports as necessary.
• Accountable for the effective management of the campaigns budget, including forecasting, monitoring, reviewing and reporting.
• Provide ongoing reporting, campaign insights and pacing toward goal to stakeholders.
• Participate in an out-of-hours rota to cover marketing and communications activities outside of official working hours.
• Demonstrate and model a commitment to Angueddfa Cymru’s values, behaviours and inclusive practices in all aspects of your work.

Commercial responsibility: every member of staff has responsibility for the commercial success of Amgueddfa Cymru.

The above job description is intended to be an outline of the duties and responsibilities for this role. This is not exhaustive, and it is likely to change over time. You may be expected to undertake other duties that are commensurate with this role.

Person Specification

Job specific

• Experience of leading and delivering marketing and brand strategies across multiple channels.
• Demonstrable experience of working within a marketing role and a proven track record of develop and delivering impactful marketing campaigns to meet strategic objectives.
• Experience of using audience insight to create engaging marketing activities and meet a range of different audience needs
• Extensive experience in creating, implementing and monitoring multi-channel (digital and offline) content plans to grow customer engagement and value.
• Experience of providing trusted expertise: horizon scanning and synthesising knowledge, insight and experience to guide impactful plans and results.
• Proven ability to build strong relationships with a range of internal and external stakeholders, working easily and effectively across various teams.
• Proven ability to work collaboratively across teams and departments to deliver shared project / campaign goals within agreed timescales.
• Effective management of external partners, such as creative agencies, and fulfilment agencies.
• Skilled at using and sharing data, insights and evidence to deliver impact.
• Experience of working effectively within a fast paced, high-volume environment.
• Ability to collaborate with colleagues to deliver strategic campaigns within agreed timescales and ensure regulatory compliance of our marketing activity.
• Experience in leveraging digital channels for advocacy, brand building, and audience engagement, with a proven track record of implementing a strategic approach to brand development, messaging and tone of voice across diverse communication channels.
• Proficient experience of using CRM and social media platforms and tools, establish frameworks and processes that enable Marketing teams to deliver effective marketing.

Core Skills

• Demonstrable project management experience with the ability to deliver complex projects on time and within budget.
• Strong understanding of digital media and the use of digital channels to achieve marketing objectives.
• Experience of line management, with a focus on developing talent, empowering colleagues, and fostering a collaborative work environment
• Experience of managing effective performance of colleagues, including setting objectives, KPIs and clear expectations.
• Effective management of marketing income and expenditure budgets, including planning and reforecasting to maximise return on investment.
• A self-starter with ability to work autonomously, highly creative, with the ability to project manage and prioritise.
• Effective working knowledge of the key data protection compliance requirements as relevant to key marketing activities, as well as fundraising guidelines (e.g. GDPR, Fundraising Code of Practice).
• Strong analytical skills with the ability to assess and improve campaigns through data analysis.
• Flexible working approach, with willingness to work out hours as required.
• Demonstrate an open-minded and ‘can do’ mindset with a passion for delivering positive impact for Amgueddfa Cymru.
• Ability to communicate in Welsh or a willingness to learn.
• Experience of media buying.
• A professional qualification in marketing e.g. CIM

Maybe this is your first time applying for a role within the Museum sector? Don’t let that hold you back! It is essential that our staff members reflect the diversity of our visitors, collections, and public programme. Even if your experience doesn’t match perfectly, we provide training and a full induction to all new recruits.

Seniority level

• Seniority level
• Mid-Senior level

Employment type

• Employment type
• Full-time

Job function

• Job function
• Public Relations
• Industries
• Museums, Historical Sites, and Zoos and Non-profit Organizations

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