Director of Audiences and Support

The National Trust for Scotland is the conservation and membership charity that protects and promotes Scotland’s natural and cultural heritage for present and future generations to access and enjoy. With around 350,000 members, it is the largest conservation charity in the country with responsibility for over 110 natural and designed-heritage sites across all Scotland, from the UNESCO-recognised archipelago of St Kilda and the National Nature Reserve of Mar Lodge Estate in the Cairngorms, to Robert Adam’s Culzean Castle, Gardens and Estate in Ayrshire and Robert Smail’s Printing Works in Innerleithen in the Scottish Borders, the oldest working commercial letterpress printers in the UK. Established in 1931, the Trust acts as guardian of the nation’s magnificent heritage of architectural, horticultural, natural, historic, archaeological places and artistic treasures in its ownership and care, welcoming some 6 million people a year. As an independent and self-financing charity through membership, enterprise and philanthropy, (and not a department of government), it acts on behalf of everyone to safeguard and speak up for the importance of our heritage.  

This is one of the most influential leadership roles within the National Trust for Scotland, offering the opportunity to shape the organisation’s future and strengthen its connection with members, supporters and audiences across Scotland and beyond. 

As Director of Audiences and Support, you will provide strategic leadership for a broad and high-profile portfolio encompassing communications, fundraising, marketing, digital, membership, audience development and insight. Working collaboratively across the Trust, you will champion its charitable purpose, ensure audience voices inform decision-making, and lead strategies that grow engagement, support and advocacy for Scotland’s natural and built heritage. 

The Directorate serves as the Trust’s principal point of connection with members, donors, visitors and the wider public, making this a role of significant strategic importance. Through effective audience engagement, membership growth, fundraising and communications, you will play a pivotal role in inspiring people to support the Trust’s mission and deepen understanding of Scotland’s heritage at a national and international level. 

Joining the Trust at an exciting stage in its development, you will help drive the delivery of its ten-year strategy, Nature, Beauty and Heritage for Everyone, while leading preparations for the organisation’s centenary in 2031. Building on strong foundations, major conservation programmes and ambitious plans for growth and investment, you will oversee the continued implementation of key strategic initiatives while identifying future opportunities to enhance impact, engagement and sustainability. 

Reporting directly to the Chief Executive and serving as a member of the senior management team, this is a broad, highly visible and rewarding leadership role with the opportunity to influence the future direction of Scotland’s largest independent conservation charity and membership organisation.

The successful candidate will be able to demonstrate: 

• Strong strategic experience of leading audience and support work in large and/or complex high-profile organisations, with a demonstrable understanding across audience development, brand, marketing, communications, fundraising and digital programmes, and a track-record of senior leadership and expertise in at least one of these. 

• Direct experience of working in a membership organisation, the charitable sector, and knowledge specific to heritage, cultural and conservation sectors.  

• The ability to manage complex teams and influence and build support for needed change and new initiatives across internal and external stakeholder groups. 

• Excellent financial acumen with the ability to manage the Directorate’s income and expenditure plan as well as contribute to the the wider corporate business plan and budget. 

• Results-focused with a pro-active approach to taking initiative and driving forward ideas and projects designed to improve daily operations and deliver an exceptional audience and supporter experience. 

• Ability to anticipate internal and external risks and issues, and to make strategic recommendations on mitigating actions. 

• Strong knowledge of member or donor database systems, including how to enact customer journeys through CRM systems, and with an entrepreneurial flare for maximising benefits to and from customers. 

• Experience of leading on key digital developments of relevant systems such as Membership/CRM systems and a depth of understanding across social and digital channels, as well as opportunities from AI. 

• A passion for the work of the National Trust for Scotland and its charitable business model, its commitment to conservation, public access, visitor experience and education, and the vital role the charity has to play as a foundation organisation for Scotland, socially, economically, and more. 

Essential Requirements 

• Degree-level education, ideally linked to a relevant aspect of audience and support expertise adn management. 

• A UK driving license, and the ability to undertake travel across all of Scotland.