Case study: Women’s work?

The Arts Marketing Association (AMA) has 1,900 members. Seventy-four per cent are women. So why has it become a female-dominated profession? We spoke to 30 female members (across all artforms and the UK) to find out. When asked why they decided on a career in arts marketing, many said they fell into it, but then caught the bug.

One member said: “I love what I do – which is finding ways of bringing about a closer, more mutually beneficial relationship between the arts and its audiences.” In what other industry do people talk so passionately and enthusiastically about their work? This isn’t about women being more interested in or successful at marketing. Soft skills – empathy, creativity, interpersonal and communication skills – are important, but so are analytical, planning and management skills. Marketing appeals to both sexes, as demonstrated by the commercial sector – 49% of members of the Chartered Institute of Marketing are men. This is about arts marketing. Members believe that men generally expect higher pay, and while women might be willing to compromise on salary, they want to work in a sector that they believe in.
Looking to the future, there are a number of issues which concern me. Nineteen per cent of the men who are members of the AMA state that their role is at ‘director’ level, against just 8% of women. When asked what needs to change to retain more women in senior arts marketing (or director) level jobs, flexibility was seen as the key factor. One member said: “It is very difficult to be a parent in the arts due to a ‘long hours culture’… a lot of evening and weekend work.” Many women therefore have chosen to go freelance, or into consultancy.
A key barrier to progression is not to do with any form of discrimination, or lack of skill, but geography: “There are plenty of opportunities if you’re prepared to move around the country… bit trickier if family commitments (and just liking where you live!) make this difficult.” Perhaps more women at board level would help? Currently, “boards for most arts organisations are primarily made up of men and the chair is more usually a male”, said one respondent. The AMA has just appointed its first female Chair – Jo Taylor, Head of Marketing, Wales Millennium Centre. She said: “As well as being proud, I am also a little surprised to realise I am the first woman to hold the position. But the AMA is all about continuous development, and I see exceptional, strong women leaders emerging all around me.”
In times of austerity, arts organisations need to be at the top of their game in terms of generating audiences, visitors and earned income, and we as a sector need to make sure we don’t undervalue the crucial role played by the intelligent, creative, passionate and inspiring women (and men) working in arts marketing in the UK today.