Audience Development Stakeholder Engagement


Head of Audience Development &
Stakeholder Engagement
Assistant Principal (Higher)
The National Gallery of Ireland (‘Gallery’) is the country’s most popular free visitor attraction housing the nation’s collection of European and Irish art from about 1300 to the present day, and an extensive Library & Archive. Nominated for European Museum of the Year (2018), and winner of the Royal Institute of the Architects of Ireland Culture-Public Building award (2018), the Gallery continues its mission of serving our visitors in their enrichment and enjoyment of visual art. Entry to the collection is free for all to enjoy, learn and be inspired.

The public programme is underpinned by the Gallery’s strategic objective to support and deliver an excellent visitor experience and reach the widest possible audience through multiple channels, online and onsite. The new post of Head of Audience Development & Stakeholder Engagement aims to develop a collaborative, innovative, creative and highly impactful audience, commercial, development, marketing and communications strategy for the Gallery that engages a diverse audience (nationally, internationally and digitally) now and into the future. The Gallery’s wide-ranging commercial activities, marketing & media relationships, fundraising activities and Friends & Patrons organisations fall within this Division of the Gallery.

Reporting to the Director (or his / her nominated deputy) the Head of Audience Development & Stakeholder Engagement will oversee and develop the following functions: Marketing & Audience analytics & development, Communications, Commercial, Development & Friends, Publications & Images and will exercise managerial oversight over the division. The appointee will be a member of the Gallery’s Executive Leadership team.
Main Duties and Responsibilities  
  • Provide leadership across the teams and functions in the Audience, Development & Stakeholder Engagement Division, working closely with the Director, the other members of the Executive Leadership Team and key partners both inside and outside the organisation
  • Oversee divisional budgets and all major income streams
  • Contribute to the strategic and operational leadership of the organisation as a member of the Executive Leadership Team
Audience Development & Communications
  • Increase awareness of the Gallery, its collections and programmes via various activities—media relations, both traditional and digital, marketing and advertising—to reach national and international target audiences
  • Oversee the creation and implementation of a Gallery marketing strategy and an integrated and innovative marketing, media and engagement plan
  • Oversee a media relations and public advocacy programme and develop strategic marketing alliances
  • Engage with audiences (nationally, internationally and digitally) through innovative communication and marketing initiatives that aim to enhance visitor growth and overall satisfaction ratings
  • Drive strong brand recognition for the Gallery and engage new audiences
  • Seek out and develop opportunities that enhance the profile of the Gallery
  • Be creative about diverse ways to reach and engage target audiences and develop and implement audience research strategies and indicators
  • Oversee the development and implementation of a strategy for internal communication
  • Oversee all communication and marketing activities for the Gallery’s public programmes and exhibitions
  • Oversee the implementation of an innovative and creative strategy for on-going social media and website content development that showcases the Gallery
  • Oversee content and editorial management for the Gallery website, publications and annual reporting
  • Oversee the development and implementation of a Publications strategy for printed and online publications for the Gallery
Income Generation & Philanthropy
  • Implement an ambitious Commercial and Retail strategy and lead the development and implementation of an integrated plan to increase commercial revenues across different platforms, including ticketing, donations, Exhibitions, Café, Events, Tours, Images & Licensing
  • Diversify the Gallery’s income base, grow revenues, identify and develop new business opportunities and maximising existing ones, as well as increase the profile and reach of the organisation
  • Act as an agent for change, bringing commercial acumen and judgement to bear throughout policy making and programme development
  • Ensure the vision and values of the Gallery underpin all commercial negotiations
  • Develop an integrated approach to philanthropy, fundraising campaigns and a major capital campaign
  • Coordinate the Gallery’s fundraising & development activities, including supervision of the Friends and Patrons organisations
Associated duties
  • Work in close collaboration with the Collections & Research, and Corporate Services Divisions
  • Foster cross-departmental working and co-operation in the Gallery
  • Represent the Gallery at a range of public events and meetings, establishing and maintaining excellent relationships internally and externally
  • Participate in Board committee meetings as required
  • Ensure that all activities are undertaken in accordance with relevant Gallery policies
  • Undertake other duties, as identified and required by the Director
The successful candidate will have:
  • Completed a third level qualification in Marketing and Communications, Business Studies or related discipline
  • Extensive senior management experience in a similar role (minimum 7 years)
  • Proven leadership skills and experience
  • Proven ability to successfully manage, motivate and lead a multifunctional team
  • Proven ability to form strategic alliances, partnerships and relationships
  • Broad business and / or commercial acumen underpinned by evidence of developing and delivering strategic objectives in one or more of the relevant areas (marketing, communications, commercial, development)
  • Extensive experience of income generation and budget management
  • A sound knowledge of current and emerging trends in audience, commercial and development initiatives in the cultural, heritage and arts sectors in Ireland and abroad
  • Proficiency in IT together with practical knowledge of social media and excellent presentation and written skills
  • A broad awareness and interest in the success and development of the Gallery commercial, development, marketing and audience development programmes
Skills Talent and Abilities
  • Good commercial acumen and excellent relationship management
  • Leadership ability to foster excellent work relationships within the Gallery and develop and maintain external partnerships with diverse stakeholders
  • Good problem solving, and influencing skills together with resilience, drive and integrity
  • A highly motivated, inspiring and creative approach to attracting audiences in order to meet the specific strategic goals of the Gallery
  • An innovative, enthusiastic and diplomatic approach to work coupled with excellent negotiation skills
  • Exceptional communications skills – written and verbal, with the ability to act as an ambassador and a spokesperson, for the Gallery
  • An enthusiasm and interest for working in an art and heritage cultural institution and a willingness to contribute to a positive working environment
Note: This job description is a guide to broad areas of responsibility and accountability and should not be regarded as a comprehensive listing. The job description may be subject to review in the view of new structures and / or the changing needs of the Gallery.
Grade & Salary: Salary will be in accordance with the first point of the Assistant Principal Higher (APH) PPC pay grade €76,510 under Circular 09/2021 – Application of 1 July 2021 FEMPI Pay Restoration for certain Civil Service Grades with basic salary of not more than €150,000. Candidates should note the National Gallery of Ireland complies with Department of Public Expenditure and Reform regulations and guidelines on Public Service pay and conditions of employment.

Contract: Permanent

Working Hours: Full time, 5 days a week - 37 hours per week (net of breaks), Monday to Friday – a blended onsite/remote work pattern may be available. Flexibility is required as part of this post and a willingness to work occasional evenings and weekends.
Closing date for receipt of applications: 29 October 2021

Interviews: November 2021

How to apply: Please upload a cover letter and curriculum vitae. Candidates should note that a panel may be formed from which future positions may be filled.
The National Gallery of Ireland is an equal opportunities employer
  • Leads and manages staff to deliver high levels of performance
  • Develops capability of others through feedback, coaching and creating opportunities for skills development
  • Has a strong commitment to the implementation of strategic change
  • Represents the Gallery’s interests at Board and Departmental level
  • Has a proven record of willingness to take the initiative and adopt a proactive approach
Judgement, Analysis and Decision Making
  • Identifies relevant information sources to objectively analyse and evaluate large amounts of complex information (including numerical data)
  • Identifies the key issue(s) to make appropriate recommendations and present solutions
  • Makes independent decisions on issues based on their research, taking a strategic/long term view of issues and considers the wider implications of particular courses of action
  • Makes clear and realistic decisions and provides recommendations in a timely manner, justifying their decisions with supporting arguments 
Management and Delivery of Results
  • Plans and organises large blocks of work effectively in a pressurised environment with tight deadlines
  • Prioritises and plans work, identifying possible problem areas and developing contingency plans where necessary
  • Takes responsibility for producing high quality work at all times, even when working under pressure or to tight deadlines
  • Pays attention to detail and puts in extra effort when required to ensure a high quality outcome
  • Can plan and manage budgets and expenditure
Building Relationships and Communication
  • Engages effectively with diverse audiences and stakeholders including senior civil / public servants
  • Is skilled in presenting a case, using persuasive arguments, listening to others, selling the benefits of a proposed course of action and tailoring an approach to take account of others’ perspectives
  • Emphasises shared objectives to compromise where appropriate and to focus on achieving consensus
  • Interacts effectively with a wide range of people using a variety of methods and ensures their message is clearly understood
  • Listens to and understands the needs and concerns of different individuals/parties and adapts their approach accordingly
  • Motivates and encourages people and must be willing to deal with conflict if it arises
  • Is capable of working equally well as a member of a team and as a leader of interdepartmental groups
Specialist Knowledge and Expertise
  • Understands the relevance of wider departmental, Civil / Public Service and external issues and recognises the implications in the context of their role
  • Has developed expertise in policy and strategy formulation on complex issues
  • Has shaped fiscally sustainable policy solutions to promote organisational and employment growth and is committed to continuous self-learning and new thinking
Drive and Commitment to Gallery’s strategic values
  • Uses their initiative and proactively identifies and implements improvements in their own area of responsibility
  • Has a positive approach to change, taking a creative approach to dealing with problems and implementing solutions.
  • Continually seeks to develop their own skills and to keep up to date with developments in relevant areas
  • Ensures the interests of the Gallery and the staff is at the heart of their work