Director of Brand and Audiences

at  Royal Shakespeare Company

We are seeking an exceptional Director of Brand and Audiences to shape the future of our brand and put audiences at the heart of our strategic vision. This is a critical new role at a pivotal time for the Royal Shakespeare Company, responsible for ensuring that our brand remains contemporary and relevant while engaging new and existing audiences.
Working closely with the Executive Director, Co-Artistic Directors, and Senior Leadership Team, the Director of Brand and Audiences will deliver bold strategies that elevate the RSC’s reputation and increase commercial contributions through audience engagement, customer experience, and digital transformation.

THE PERSON

We are looking for a dynamic, forward-thinking individual with extensive experience in multi-channel audience engagement. The successful candidate must:

• Demonstrable experience in a commercial or cultural role, with proven expertise in CRM, customer journeys, and brand identity development.
• A track record of using data-driven insights to manage customer/audience segmentation and drive revenue.
• Strong leadership skills, with the ability to inspire teams and work collaboratively across departments.
• Significant experience managing budgets and identifying new commercial opportunities.

• Audience Strategy: Develop and implement a data-driven strategy to deepen our understanding of core audiences, drive retention, and attract new visitors.
• Brand Leadership: Oversee the RSC brand, ensuring that all communication and interactions align with our values and artistic direction, providing a seamless customer journey across all touchpoints.
• Revenue Growth: Drive ticket sales, brand engagement, and new revenue streams through innovative marketing campaigns and audience strategies.
• Collaboration: Work closely with the Development team on membership growth and with RSC Enterprise Ltd to maximise online conversions, brand licensing, and distribution of digital assets.
• Customer Experience: Lead the delivery of best-in-class customer service, ensuring that every aspect of the RSC’s public-facing operations supports a welcoming and inspiring visitor experience.