General Manager Visitor Experience

Organisation: V&A Dundee

Salary: £38,000 - £42,000 + On Call Allowance

Location: Dundee

Reporting to the Director of Operations, the General Manager- Visitor Operations is responsible for the overall management of the visitor experience and the smooth running of the public-facing areas, during both the standard daily operation and all out-of-hours events and activity.

Role Profile

A high degree of flexibility and the ability to manage effectively, both directly and by influence, is key to this role, which leads and champions a dynamic and visitor-centred approach at V&A Dundee. Directly responsible for a large team of managers and visitor assistants, and indirectly third party staff who work in visitor-facing roles, the General Manager- Visitor Operations will foster an environment that inspires the best in their team, working collaboratively to ensure everyone is heard and ideas are nurtured. The post-holder must be confident questioning anything that doesn’t put the visitor at the heart of what we do, and be comfortable working closely with colleagues across Programming, Development and Marketing teams, promoting holistic working practices and the building of a cohesive museum offer that takes in to close consideration the needs and wants of our audiences.

The front of house team is at the core of the visitor experience, committed to providing a memorable journey for everyone who comes to see us. We respond to visitor feedback, identify who each of our visitors is, and tailor each interaction appropriately. We recognise the importance of accessibility for all and, with our help, ensure that everyone can find a way of relating to our building and the space, whilst learning something new and exciting about design. We strive to increase exhibition ticket conversion, donations and gift aid when applicable, membership and retail sales, which in turn promotes museum sustainability and accessibility for those who need it the most.

Duties and Responsibilities

Working across departments, ensure that V&A Dundee adopts and embraces best practices in the industry, and prioritises a welcoming and inclusive approach to all its activities, whilst delivering service excellence

Promote V&A Dundee’s continued commitment to consistently delivering a world-class, 5* experience for all, identifying training opportunities and developing a learning and development matrix, ensuring the visitor experience team are confident in delivering this on a daily basis

Oversee all elements of the Front of House and visitor-facing function, including but not limited to, welcome and admissions, ticketing and box office, retail, gallery staffing and invigilation, visitor tours and gallery talks

Maintain full working operational oversight and knowledge of all areas, and the cascading of relevant operational training to colleagues, including POS System operation, Ticketing Systems, SOPs and Service Delivery

Line management of the Visitor Experience Team, including direct line management of 3x Visitor Experience Duty Managers, Event Manager, Retail Manager, Bookings Officer and Visitor Experience Officer, as well as indirect accountability for the large Visitor Assistant team

With support and direction, and in close collaboration with the General Manager- Health and Safety and Facility Maintenance, ensure all Health and Safety and Security processes and policies are regularly reviewed, updated and in place. This includes full responsibility for ensuring compliant and professional cash handling and banking processes, and all emergency response policies and procedures

Ensure the Visitor Experience team have access to regular training and professional development opportunities

Responsibility for operational budgets (Front of House staffing/deployment, training, security contract and all other relevant budget attached to visitor experience)

To promote equality, diversity and inclusion in all aspects of your work by developing and maintaining positive working relationships, ensuring that colleagues are treated fairly and with respect/ dignity and actively contributing to initiatives that support V&A Dundee’s strategy for widening EDI

Supported by the Events Manager, oversee the management of the venue diary and booking system, coordinating all spaces and all activities within the building and ensuring appropriate resource is deployed

Chair the weekly diary operations meeting and ensure relevant action points are cascaded and organisational-wide overview of the calendar of activity

Work closely with the Events Manager and supported by the Director of Operations to continue to develop the Major Events Strategy for V&A Dundee, implementing and overseeing an efficient organisational-wide activity booking process that optimises resource, prioritises key activities and ensures collective vision

Liaise regularly with the Retail Manager and Retail team, maintaining excellence in retail standards and encouraging a dynamic offer specific to the audience at V&A Dundee

Using data and industry knowledge, develop, implement and monitor commercial strategies and KPI’s in all visitor-facing areas where revenue can be generated, included but not limited to, on-site ticket sales and conversion, on-site membership purchase, donations and gift aid information retrieval, retail conversion and spend and catering conversion and spend

Working with Bookings Officer and colleagues in Audiences and Media team, develop a successful Trade and Groups Business, maximizing opportunities to increase income via bespoke packages and to reach wider audiences

To build strong relationships with colleagues across the whole organisation, and externally with similar organisations and attractions, nurturing a strong professional network within Dundee and wider and to contribute positively to the regeneration of the waterfront and Dundee as a destination

Work closely with colleagues in Programming, Audiences and Media and Development, providing advice, feedback and ideas, to ensure the consistent delivery of a museum offer that is cohesive, holistic and responds to visitor needs

To nurture relationships across all teams, using diplomacy, empathy, and influence to help foster working environments that encourage the best ideas and ensure all are working towards a shared goal

Maintain a five-year vision of the Visitor Experience, Retail and Major Events strategies, in line with V&A Dundee’s business plan and Vision and Mission, ensuring adequate time and resource can be applied to achieve goals and all teams are working collaboratively to help get there

Any other duties as can be reasonably expected

Personal Specification

Proven experience in a similar role in a large venue or attraction, leading a team to deliver an excellent experience

Must be able to demonstrate knowledge and understanding of visitor needs, competition and bench mark indicators

Proven experience of developing and maximising the events business in a multi priorities organisation

Experience of managing both a large team, and a large venue, with multiple priorities, coordinating and leading on delivery activity

Experience of managing and monitoring of operational budgets

Knowledge and practice on Access policies

An understanding of Health & Safety management and associated legislation to ensure compliance and best practice within the venue

Strong organisational, communication and administrative abilities

Good experience and understanding of the requirements of working within a museum and around museum objects


Previous work experience in a museum or gallery

Holder of a First Aid at Work certificate

IOSH Certificate or other relevant H&S qualification

Deadline for applications: no later than 23.59, 23 September 2022.

Application Deadline: Friday 23/09/2022