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.

Key Responsibilities

• 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.

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.

Location and Working Hours 

This is a full-time position, based primarily in Stratford-upon-Avon, with occasional travel to London and other locations as needed. The role requires 40 hours per week, including occasional evening and weekend work.

Salary: c.£100,000 per annum, plus benefits.

Application Process 

The RSC is exclusively partnered with Congregation for this search, for further information about the role please contact Matt Wells matt@congregation.io.

If you wish to apply, please use the RSC website where you will be asked to complete an online application form, which will require you to upload your CV together with a supporting statement. If you need technical assistance, please contact Rachel.lloyd@rsc.org.uk

Interviews will be held in two stages, commencing in late November.

About the RSC

The RSC strives for excellence, and values creativity, inclusivity, sustainability, collaboration, and accountability. 

We can offer great benefits and aim to create a welcoming, supportive environment which is happy, healthy and safe. We place great importance upon developing a diverse, highly motivated and energised workforce to help achieve our priorities. We put our values at the heart of everything we do.

We are committed to building a diverse workforce and welcome applications from all individuals.

Join us in shaping the future of the RSC, ensuring that our brand continues to inspire and engage audiences across the globe.

The Royal Shakespeare Company (no. 212481) is a registered charity.