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Digital Editor

Ascot Racecourse
 
Location Ascot, UK
Posted 10/05/2017
Closes 09/06/2017
Sector Leisure & Health, Venues & Suppliers
Function Marketing & Communications, Agency, PR & Communications, Agency, PR & Marketing, Brand Communications, Brand Marketing
Contract Type Permanent
Hours Full Time
Salary Salary to be discussed in interview
 

Job Description

An opportunity to lead Ascot’s award winning Digital output (Racecourse Association ‘Digital Excellence’ winners in 2015 and 2016).  The Digital Editor is responsible for driving the strategic direction of all Ascot digital content across existing and new digital channels. They will be the creative vision behind all of Ascot’s digital channels having editorial responsibility for production and delivery. They will also have responsibility for all content management processes to help drive the overall digital strategy and for provision and analysis of in depth digital insight to support the decisions made.

The Digital Editor will work to improve the quality and consistency of the Ascot website, social media and all other online communications through content development (video, audio and written), provision of training, SEO activity, use of in depth analytics, development of standards and style guides and use of Ascot’s web content management systems.  A key commercial hire, the candidate will be coming in at an important time as Ascot prepares to launch a new website (mobile first) and App. They will enjoy the challenges of supporting delivery of revenue targets sales through online activity across a diverse events, ticket and hospitality product matrix by building awareness, consideration and conversion with a varied audience with diverse expectations and motivations to attend.   

 

Responsibilities

  • Be the creative vision behind all of Ascot’s digital platforms, having editorial responsibility for production and delivery.

  • Editing and development of Ascot’s digital content - written, video and audio. The candidate must feel responsible taking the content from concept through to final edit. Key content pillars include racing, fashion, pageantry and food. Create a content hub to ensure that we maximise efficiencies of content.

  • Lead strategy delivery of Ascot’s presence in social media and on third party digital platforms.

  • Lead strategic direction and implementation of all video content – either shooting/editing self sufficiently or in partnership with freelancers/production agencies as necessary

  • Lead project management of the digital agency to deliver the new Ascot website

  • Lead the delivery of Ascot’s new website internally, coordinating internal stakeholders on behalf of the agency and educating the necessary departments about the new CMS system

  • Analyse and report on performance of all digital channels, optimising content and site structure as necessary to meet commercial objectives. This is particularly important as part of delivering and taking forward the new Ascot website and app

  • Track and monitor SEO making continual improvements to ensure ascot.co.uk performs at its best

  • Implement an aspirational yet accessible digital identify and tone-of voice that is reflective of our premium brand positioning.

  • Development and monitoring of audience metrics to assess the suitability and effectiveness of online content, and identify gaps in the Ascot digital offering in order to support awareness and sales of Ascot’s event and product sales to a diverse corporate and consumer audience.  

  • Work closely with Ascot’s Sponsorship team and its Partners to create, deliver and measure digital content that can be utilized across channels in order to drive digital revenue growth.  

  • Evangelise digital activity across the company by working with key stakeholders across the organisation to support their business objectives including our Conference and Events; and Events teams. For example, non-racing events in 2017 could include a Garden Show, Open Air Cinema Nights and Theatre Productions.   

  • Support integration of digital experience with CRM in order to create more tailored personalised user experience and support direct marketing results.

  • Demonstrate an eye for a good story and ability to keep abreast of real-time traffic data to make editorial decisions to manage production teams to deliver extended engagement spikes before, during and after Royal Ascot and 21 other racedays.   

  • Effectively translate broadcast rights to identify opportunities for digital content innovation. Ensure we support broadcasters and other key stakeholders, and they support us, in this digital space.

  • Stay current with social media trends and tools.

  • Develop the next phase of the Ascot raceday app in order to support a market-leading customer experience on raceday. 

  • Support Ascot TV strategy implementation

  • Support the delivery of our digital advertising activity.

  • Deliver content for a segmented email marketing plan to ensure we increase opening rates, drive event sales, support improved visitor experience.

  • Manage supporting agencies. Troubleshoot issues with the live site and the CMS, finding solutions and/or escalating as necessary

  • Create and maintain relationships with key stakeholders: peers, senior management and external contemporaries within racing and relevant industries.

  • Create and manage a content archive

  • Line management of the Deputy Digital Editor

Skills & Experience Required

  • Expert in web content management and content development. Experience in Laravel ideal but not essential

  • Excellent writing and editing skills and demonstrable experience of successfully applying these in an online environment and to substantial web projects

  • Good experience of requirements gathering and business analysis relating to web projects and a demonstrated capacity to bring audience focus to such projects

  • In-depth knowledge of the global digital media space, ideally including SEO and analytics experience as well as channel and content experience

  • A strong understanding of audience needs and expectations.

  • Proficiency using an editing suite of the candidate's choice

  • Strong skills in diplomacy and teamwork.

  • Management experience preferred.

  • Must have excellent communication skills, verbal and written, and be able to present plans and proposals effectively.

  • Must have superb planning and organisational skills.

  • Lateral thinker

  • Luxury brand experience welcomed

  • Interest in sports marketing – passion for racing preferred 

Ascot Racecourse

Ascot Racecourse is an English racecourse, located in the village of Ascot, Berkshire, used for thoroughbred horse racing. It is one of the leading racecourses in the United Kingdom, hosting 9 of the UK's 32 annual Group 1 races.