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Head of Digital, Broadcast & Content – Ascot Racecourse

Head of Digital, Broadcast & Content – Ascot Racecourse

Ascot Racecourse was established in 1711 by Queen Anne and to this day remains the “Royal Racecourse” with Royal Ascot remaining one of the most famous race meetings in the world, featuring the Royal Procession. The course hosts 26 days racing per year as well as, a number of non-racing events (Ascot Events) and a thriving conference and events business (C&E).  Each year over 600,000 customers visit the course.

The Role

A restructure and departure of the current Head of Marketing has created the opportunity to invest in a new role to oversee the content, digital and broadcast strategy for the racecourse.  This covers both across owned and licensed media channels.  The new role will play an integral part of delivering the engagement strategy for the racecourse and will work closely with both the Commercial Director and many heads of departments but in particular with the Head of Marketing.

It is envisaged that this role will create a Content Strategy that encompasses all owned channels (Digital) and Broadcast (DTH and OTT) to deliver the Brand Strategy.  This will direct Ascot’s own channel development, new channel identification and the strategy to identify the right partners for licensing all of Ascot’s rights around content.

Responsibilities – Brand Content

Oversee and manage the creation and development of all content for use across all of Ascot’s channels (working with internal teams and external agencies) including supervision on site during events and jointly producing, editing, placing and posting to drive brand reach, engagement and ultimately sales for key revenue streams.

Responsibilities – Digital

  • Write and implement a three-year digital strategy as part of the overall Content Strategy and implement across the business.
  • Oversee every element of the digital customers experience
  • Oversee ongoing development of the Ascot website, App, booking portal and other digital assets to grow reach, audience, engagement and sales revenues.
  • Direct all SEM, SEO, and web content to drive traffic and engagement on all platforms to support sales across all Ascot relevant revenue streams (including 3rd party such as online retail).
  • Design and oversee implementation of digital audience growth and segmentation strategies through organic and paid opportunities as well as partnership where appropriate.
  • Manage digital department budget (Capex and Opex).
  • Work with Ascot Sponsorship and Marketing team and partners to deliver contracted rights across digital channels, and maximise relationships to encourage them to create digital elements to promote the association and drive brand reach. Provide analytics and metrics to evaluation of campaigns.
  • Manage the digital editor, social media manager and social media intern
  • Manage 3rd party for additional resource requirements around key race meetings e.g. Livewire.
  • Monitor latest digital developments, introducing ideas for best practice across the business and input into the social media HR policies of the business.

Responsibilities – Broadcast

  • Working closely with Commercial Director (with other key director input) to implement broadcast as part of the overall Content Strategy for the brand to maximise brand reach, profile and revenue across each revenue stream to include Terrestrial, Pay (UK & International), Betting (LBO, Streaming) internationally and UK and archive.
  • Implement results of Ascot’s planned RFP for key media rights with recommendations to board for final decisions during 2018. Implementation March 2019.
  • Working with Commercial Director and media and legal consultants to ensure Ascot’s broadcast and media strategy requirements are protected (rights management).
  • Work, where required, with Commercial Director or licensed agencies to secure and contract broadcast partners.
  • Oversee all broadcast relationships, International broadcast partners and other key partners.
  • Fully understand rights landscape across all contracts as part of Ascot’s Content Strategy to maximise opportunities for Ascot’s digital media channels within legal framework of key contracts (especially on near live/non -live).
  • Ensure Ascot TV fully supports the cross-department needs in an effective manner whilst providing a best in class customer viewing experience.
  • To oversee operational requirements of all broadcasters on site
  • Manage and develop Ascot Archive strategy
  • Support Ascot sponsor requirements through relevant digital channels.

Skills, Experience and Qualifications

  • Dynamic, engaging and collaborative leader with a passion for getting the best out of people and teams.
  • Clear strategic thinking and planning, ability to demonstrate implementation of strategies, across a business.
  • Ability to clearly articulate, write and sell internally strategy, strong communications skills.
  • Results driven; thrives on challenges; action-orientated and pragmatic in approach.
  • Ability to create and manage resources and smooth operational processes with a tight team and external suppliers/temp resource.
  • Proven to work to an agreed budget, managing projects in the most effective way securing maximum value for money at every point.
  • Proven ability to work under pressure, required in events based businesses.
  • Understanding of paid media and SEO.
  • Understanding of analytics and metrics.

Personal Characteristics 

  • Confident interpersonal, presentation and communications skills.
  • Strong influencing skills; persuasive, able to win support and engagement of others.
  • Committed to demonstrating the highest professional standards of operation and delivery at all times.
  • Ability to adapt to rapidly changing situations/environments, able to balance multiple priorities.
  • Entrepreneurial spirit, passionate about their work.
  • Strong work ethic – persistent, take the initiative and be self-motivated.
  • Ability to work independently but also be a team player.
  • Grasp the overall business strategy and be part of delivering the overall business vision.

Qualifications

  • Degree level education.
  • At least 8-10 years’ experience in either digital or broadcast, but demonstrating experience of both in past roles in a consumer facing business. Content development experience preferred.
  • Professional experience in sports, entertainment or rights holder preferred to demonstrate commercial capabilities within digital context/broadcast context.
  • Experience in what constitutes an exceptional digital customer experience.
  • Knowledge of technical requirements and performance metrics in digital or broadcast.
  • Negotiated, concluded and overseen legal proceedings for commercial contracts (or some other relevant/close contractual experience).
  • Management of a team.
  • Effective and proven budget management.

Applications must be submitted via SRi‘s Apply Now button above.

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Tagged as: Ascot, Broadcast, Content, Digital, Horseracing, OTT, Racecourse, Streaming, United Kingdom

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