Introduction

If you’re a sales and marketing manager within a council’s Leisure Services department, you’re likely to be responsible for promoting leisure attractions such as the arts (local theatres for example), sports (such as sport and leisure centres) or the environment (local parks or countryside attractions and visitor centres for instance).

It’s an important role in any Council – it’s your job to make sure that as many people as possible know about the attractions you’re managing – and use them.

Work Environment

Your work environment depends on the area you’re focusing on and the range of responsibility you have within the Council you work for. Whichever area is your specialty, you’ll combine your office duties with spells in a ‘front-of-house’ role in the centre you manage.

You’re likely to work irregular hours – you may work duty manager shifts, for example, or help out at evening or weekend events.

Daily Activities

Daily tasks vary with specific jobs but are likely to include responsibilities such as: Marketing:

• producing brochures or leaflets several times a year that describe the attraction and what’s happening there – that includes:
• meetings with colleagues at the centre to find out about future plans
• liaising with external people such as visiting exhibitions or entertainments
• supplying a designer with text, an image (such as a photograph) and a rough idea of the layout
• proof reading the copy
• sending the final materials to be printed
• arranging for the distribution of marketing materials – including:
• deciding on the radius of the area you want the marketing to cover
• identifying outlets where information should be available
• ensuring that a database of users (and prospective users) is kept up to date
• arranging for distribution of materials
• ensuring that attractions are marketed in-house, to council employees
• arranging for marketing materials to be available if your exhibition or attraction is going on tour
• managing marketing staff, including training.

Sales:

• overseeing sales at centres – in the attraction shop, for example, or theatre box offices
• managing sales staff – including:
• organising rosters and holidays
• training staff or arranging for training – for example Welcome Host, Customer Care and first aid courses
• standing in for your staff when necessary – including selling tickets, for instance.

You would also need to handle press relations, which could involve:

• writing and sending press releases
• building up a good rapport with the media so that you can call on them when you need publicity
• organising press previews or other events, including celebrity visits.

Skills & Interests

You need to have plenty of stamina and a real enthusiasm for the area you’re involved in. It’s crucial that you’re committed to the job – it’s the sort of role you can immerse yourself in if you enjoy it.

Flexibility is important, with a willingness to turn your hand to whatever needs doing.

You need excellent communication skills – both written and verbal – to convey the attractions of the venues you’re marketing.

Confidence in dealing with a range of people, including colleagues, the press, the public and celebrities or VIPs, is essential.

Entry Requirements

There is no one route into this job. Although many sales and marketing managers are graduates, experience is also important.

GNVQs/GSVQs in media studies or business studies may be useful, as may BTEC/SQA qualifications – a Diploma or Certificate in Business & Finance with a Marketing option, for example.

There are a number of university degree courses that include Business or Arts Administration, marketing, PR or media studies as a specialty. There are also postgraduate diplomas and Masters degrees in Business Administration, Public Relations and Marketing.

Once appointed, you can work towards the professional qualifications of the Communication Advertising and Marketing Education Foundation or the Chartered Institute of Marketing.

Estimated salary range

£12,500 – £19,000

Please note that salary information is a guide only and there may be local agreements in place. For further information about salaries for particular positions, please contact your local council directly.

Future prospects & opportunities

The number of sales and marketing managers varies according to the size and location of the local authority. You may be able to gain promotion within the department. It is also possible to move to other authorities for promotion.

There are sales and marketing jobs in commercial settings, outside local government. PR, publicity and advertising roles may also be of interest.

Related Occupations

Follow this link to view a list of all related occuptions in Entertaining Your Community.
Alternatively, follow this link to view all career profiles placed in the same job area.

Further Information & Services

Chartered Institute of Marketing www.cim.co.uk

Communication Advertising and Marketing Education Foundation www.camfoundation.com

Institute of Public Relations www.ipr.org.uk

You may find further information about this area of work in your local Connexions service/careers office/school careers library – under M.

What should I do next?

Look for current local government Sales & Marketing Manager, Leisure Services vacancies in the following places:

• LGjobs.com - the official recruitment website for local government.
• Weekly, bi-weekly or monthly jobs bulletins produced by local councils themselves, available from libraries, community centres, town halls/main civic buildings and central council personnel departments.
• Local council websites.
• Local newspapers
• National newspapers – The Guardian is particularly well known for its public sector job advertisements on a Wednesday.

Find out about the council and get some work experience if possible by:

• Making the most of work experience placements arranged through your school, college or university.
• Contacting councils close to your home to find out about the work experience opportunities they offer.
• Talking to someone who does the job you are interested in – ring your local council to see if someone can spare some time.
• Making an appointment to see a careers adviser for more specific information about jobs and training.