AMA has made hundreds of its resources open to non-members and added them to our resource hub AMAculturehive. AMA Members can still get exclusive event highlight videos and member research in the Members Area.


A free online resource hub for cultural professionals that brings the collective intelligence of the sector together in one place, by you, for you.

It’s run by the Arts Marketing Association, a diverse team of people passionate about engaging the public in the arts, heritage and culture.


The AMA Guide to Marketing Job Descriptions and Skills

As part of its role representing arts marketing and audience development expertise in the arts and heritage sector, the Arts Marketing Association (AMA) has produced a set of job description templates for key roles. The guide supports the need to match skills with both expectations and pay. It also seeks to ensure job descriptions are a part of a wider inclusive recruitment process.

Across the sector, there is a lack of consistency between marketing and audience development roles, responsibilities and pay.  As the demand for a wider skillset increases the discrepancy between expectations and pay is increasing. Basically, we’re often asking people to do more for less. At the same time we’re seeing a constant drift of talent at all levels to work in the wider charity and commercial sectors where pay is often more commensurate with the skills expected for the job.  As a result we’re currently seeing major recruitment challenges and skills shortages. 

We’ve drafted these marketing templates as a practical resource to help you rethink your job descriptions to match realistic and fair salaries to roles and responsibilities.  They work alongside our sister guide, The AMA Salary Minimum Guidelines

Two pairs of feet stand in front of the words 'passion led us here' written on the pavement
The back of a small, toy teddy bear with scrabble letters saying: #MissYour
Image by Alexa from Pixabay

Research: Missing Audiences

Mel Larson
Mel Larsen helped the AMA improve its inclusivity. Courtesy AMA.

Creating a diverse board


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