JOB TITLE: Marketing Manager

RESPONSIBLE TO: Director of Communications and Marketing

The Abbey Theatre is Ireland’s national theatre, and occupies a unique position in the hearts and minds of Irish people. It has two theatres: the Abbey, with a capacity of 492 seats, and the Peacock, with a capacity of 127 seats. The Abbey is committed to producing a year round programme of work both on and off stage, with the priority to create work of excellence, which not only showcases Irish and international drama but engages with the artistic and civic life of contemporary Ireland.

The Role

The Marketing Manager will play a pivotal role in the Abbey Theatre Communications department, which is responsible for the theatre’s marketing, press and audience activities, across all media platforms. The successful candidate will possess a strategic mindset, and strong team and campaign management skills. They will devise creative communications strategies for Abbey Theatre productions and institutional marketing activities, ensuring their implementation to the highest standards. They will be responsible for forward planning and for the activity the department undertakes to support the Abbey Theatre’s internal and external stakeholders.

The duties of the Marketing Manager include, but are not limited to:


  • Revenue Generation: Driving sales through the creation of effective marketing strategies. Promotion of the Abbey Theatre brand and individual productions, to grow the reputation of the organisation, nationally and internationally.
  • Marketing Campaigns: Ensure the successful implementation of Abbey Theatre marketing campaigns through leadership, delegation, and management of team.
  • Brand: Promote the Abbey Theatre brand through innovative marketing activities and internal communications.
  • Sales: Work closely and strategically alongside the Sales Manager and & Customer Service team on campaign and pricing strategies. Ensure Customer Service initiatives are supported by appropriate ongoing marketing activity.
  • Internal: Be a central contact for all Abbey Theatre departments to ensure the marketing needs of the organisation are being met.
  • Forecasting: Responsible for planning and forecasting activity within the department, working closely with the Communications and Media Manager.
  • Ensure analysis and measurement of all website, campaign and email marketing are undertaken within the department. Make recommendations on future planned activity as a result.
  • Audience surveys: oversee and manage audience research as required.
  • Touring: Oversee the effective marketing support of national and international touring productions and partnerships.
  • Stakeholder Management: Act as relationship manager for agencies and suppliers to the Communications and Marketing team including website, design, advertising agencies.


  • Strategy: Ensure the implementation of the Communications Strategy and of strategic projects relating to the Abbey Theatre brand, working closely with the Director of Communications and Marketing
  • Marketing Strategy: Develop and oversee the implementation of a marketing strategy in collaboration with the Director of Communications and Marketing.
  • Audience Engagement Strategy: ensure that campaigns reflect and consider the audience engagement strategy.
  • Website Management: Manage the Abbey Theatre website from the point of view of customers and internal stakeholders.
  • Team Management
  • Line manage and support the marketing team members, ensuring their continuous professional development and the implementation of the organisation’s Performance Management System.


  • Budgeting: Contribute to the annual budgeting process in collaboration with the Director of Communications and
  • Marketing. Manage the marketing budget for Abbey productions.
  • Reporting: Through delegation and oversight, ensure financial reporting standards are met and act as key contact for the Finance Department.


  • Support the work of the Director of Communications and Marketing and undertake any other tasks as may be deemed reasonable and appropriate.
  • Network and represent the Abbey Theatre at industry events, internal events including opening nights and meetings. Establish strong contacts within the wider marketing and arts communities.
  • Support the Director of Communications and Marketing in tendering processes.
  • Manage the teams adherence to procurement procedures and continuous drive for cost savings.
  • Lead on the creation of key department reports including board reports.

Application criteria includes:

  • A marketing qualification with at least five years relevant experience.
  • A marketing/sales/strategic mindset.
  • Demonstrable experience of creating and implementing successful integrated marketing campaigns.
  • Financial experience of managing and tracking marketing budgets.
  • Experience of digital marketing across e-mail marketing and social media channels and website maintenance.
  • Management of external agencies for design, advertising, website maintenance.
  • Demonstrable experience in the area of audience development initiatives and loyalty programmes is desirable.
  • Substantial experience and expertise in the use of a CRM database (ideally Tessitura).
  • Excellent communication skills, including copywriting skills (print and online).
  • Written and spoken Irish is an advantage but not a requirement.



  • Co Directors/ Executive and Artistic Directors
  • Director of Communications and Marketing
  • Sales Manager & Customer Service team
  • Development
  • Finance Department
  • Community & Education
  • Producing Department
  • New Work
  • HR


  • Abbey Theatre audiences/visitors
  • Abbey Theatre artists
  • Theatre Community
  • Industry peers
  • Tourism Sector

Application Process

To apply, please send a cover letter and CV. The deadline for applications is 09/12/2022 at 5pm.

The Abbey Theatre is an equal opportunities employer.

More Info
Date Posted: 18 November 2022
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