Director of Marketing

Director of Marketing

The Shed is a cultural institution of and for the 21st century. We produce and welcome innovative art and ideas, across all forms of creativity, to build a shared understanding of our rapidly changing world and a more equitable society. In our highly adaptable building on Manhattan's west side, The Shed brings together established and emerging artists to create new work in fields ranging from pop to classical music, painting to digital media, theater to literature, and sculpture to dance. We seek opportunities to collaborate with cultural peers and community organizations, work with like-minded partners, and provide unique spaces for private events. As an independent non-profit that values invention, equity, and generosity, we are committed to advancing art forms, addressing the urgent issues of our time, and making our work impactful, sustainable, and relevant to the local community, the cultural sector, New York City, and beyond.

Reporting to the Chief Marketing and Brand Officer, the Marketing Director plays a key role within The Shed's Marketing & Communications team, which drives local, national, and global visibility for The Shed's performances, exhibitions, programs, initiatives, and events. The Marketing Director works closely with the Chief Marketing and Brand Officer to develop and manage The Shed's audience development, and ticket revenue efforts. The position directs advertising, social media, email marketing, CRM, data analysis, and promotional partnerships to draw and engage audiences, meet revenue goals, and differentiate The Shed within the cultural sector. The ideal candidate will be someone who connects deeply with The Shed's mission to advance contemporary culture, is a strategic and data-driven marketing leader with experience in arts, culture, entertainment, or nonprofit organizations, has an entrepreneurial mindset, and can work collaboratively with colleagues across the organization.

Key responsibilities include:

Marketing

• Develop and implement comprehensive marketing plans to draw a diverse, engaged audience in support of The Shed's mission and programs
• Conceptualize, plan, and execute integrated marketing campaigns across multiple channels, including digital, social media, print, events, and partnerships
• Manage media planning, advertising buys, and promotional partnerships
• Oversee the department budget, comparative analytics, research, and campaign performance

Audience Development and Revenue Generation

• Drive audience growth to reach our annual targeted 200,000-to-250,000 attendance goal
• Meet earned revenue goals by implementing marketing strategies to drive ticket sales
• Create show-by-show revenue projection models and sales forecasts as part of season planning
• Establish annual marketing goals, KPIs, budgets, and reporting frameworks
• Lead audience acquisition, retention, and engagement efforts
• Identify and cultivate new audience segments through targeted outreach and partnerships
• Utilize audience insights to inform strategic decisions
• Track and analyze campaign performance, ticket sales trends, and audience behavior
• Use CRM and ticketing systems to support targeted marketing efforts

Team Leadership and Collaboration

• Manage and mentor the Marketing Manager who is responsible for email, social media content and strategy, community management, and analysis
• Partner with Program, Development, and Ticketing teams to maximize attendance and earned revenue
• Collaborate with Communications, Editorial, and Design department colleagues on marketing initiatives
• Collaborate with artists and producing and presenting partners to reach institutional and partner goals
• Manage relationships with agencies, consultants, and vendors

Qualifications and Qualities

• Ten or more years of experience in marketing, with deep knowledge of theater and contemporary visual arts
• Team leader with supervisory experience and a collaborative approach
• Must be proficient in Tessitura and creating reports using Tessitura Analytics, or comparable ticketing software system
• Experience using Google Workspace, Prospect2, Sprout, SurveyMonkey
• Substantial understanding of marketing analytics and digital marketing platforms
• Confidence presenting to artists, producers, and other external stakeholders
• Exceptional written communication skills with a strong sense of storytelling
• Excellent judgment, collegiality, and ability to juggle multiple assignments in a fast-paced environment

Compensation

The salary range for this position is $140,000 – $150,000. Compensation is commensurate with experience.

Application Process

Interested candidates should complete an application and submit a résumé and cover letter in a Word or PDF document saved as the candidate's first and last name through our Career Center. Only résumés and cover letters submitted in this format will be reviewed.

The Shed is dedicated to building an equitable environment that is mixed across lines of difference and strongly encourages applications from Black, Indigenous, people of color, women, transgender, and nonbinary candidates. This position will remain open until filled and until a diverse and qualified pool of candidates is identified. Applicants from populations underrepresented in the arts field are strongly encouraged to apply. Whether you're new to arts and culture administration, returning to work after a gap in employment, simply looking to transition, or taking the next step in your career path, we will be glad to have you on our radar.