Director of Audience Engagement

Job Description

Job Description

DIRECTOR OF AUDIENCE ENGAGEMENT 

Exempt/Full-Time

POSITION OVERVIEW
The Director of Audience Engagement is a strategic revenue leader responsible for driving earned income growth and building sustainable audience engagement across San Pedro Playhouse and Classic Theatre. This role owns all earned revenue goals and develops the strategic, data-driven marketing and sales initiatives to achieve them. Working at the intersection of business strategy and artistic mission, this professional sets ambitious revenue targets, leads audience acquisition and retention strategies, and oversees the execution of marketing campaigns through partnership with a part-time Social Media & Graphic Design Coordinator. Reporting directly to the Vice President of Advancement, the Director of Audience Engagement works in close collaboration across departments to maximize earned revenue while creating seamless, high-quality patron experiences that convert first-time visitors into loyal supporters and advocates.

KEY RESPONSIBILITIES

• Revenue Strategy & Goal Ownership: Own and establish annual and seasonal earned revenue targets for ticket sales, subscriptions, memberships, and other patron-driven income streams. Develop and execute comprehensive strategies to meet and exceed revenue goals. Monitor performance daily, analyze trends, and make strategic adjustments to optimize financial results across both venues.
• Audience Strategy & Analytics: Conduct deep analysis of audience data, demographics, attendance patterns, and ticket sales trends. Use data insights to identify growth opportunities, develop targeted acquisition strategies, and improve retention. Create audience profiles and develop segmentation strategies that drive personalized marketing and pricing approaches.
• Pricing & Revenue Optimization: Design dynamic pricing models, promotional campaigns, discount strategies, and subscription packages that maximize revenue while maintaining mission-aligned accessibility. Test and evaluate pricing strategies based on demand, seasonality, and audience behavior.
• Marketing Strategy & Campaign Development: Develop overarching marketing strategy aligned with organizational mission, artistic programming, and revenue objectives. Lead the conceptualization and execution of season campaigns, show-specific marketing initiatives, and targeted promotional campaigns that drive ticket sales and audience engagement. Ensure all marketing efforts build brand awareness and position San Pedro Playhouse and Classic Theatre as must-visit cultural destinations.
• Budget Management: Develop and manage annual marketing budgets and campaign expenditures to maximize return on investment and achieve revenue goals.
• Team Leadership & Collaboration: Supervise and mentor the part-time Social Media & Graphic Design Coordinator, providing strategic direction on digital media, social campaigns, email marketing, and graphic design priorities. Foster a collaborative environment that supports professional growth and accountability to revenue goals. Work cross-functionally with Development, Artistic Programming, and Operations to align efforts and share patron insights.
• Audience Development & Diversity: Implement strategic initiatives to expand and diversify audience demographics, increase subscription renewal rates and repeat attendance, and build a sustainable audience base. Collaborate with community partners, tourism entities, and cultural organizations to extend reach and visibility, particularly among underrepresented communities.
• Cross-Departmental Partnership: Partner closely with the Director of Development to identify donor prospects from patron data, coordinate messaging across fundraising and marketing channels, and ensure VIP patron experiences are seamlessly integrated into all touchpoints. Collaborate with the Vice President of Artistic Programming to align marketing messaging with artistic vision. Work with the Vice President of Operations on operational considerations that impact patron experience.
• Patron Stewardship & Experience: Cultivate personalized relationships with patrons, donors, and VIPs through tailored communication and exceptional experiences at every touchpoint, strengthening loyalty and long-term giving.
• Analytics & Reporting: Track and report on key performance indicators including ticket sales, subscription renewal rates, audience demographics, website traffic, social media engagement, campaign ROI, earned revenue vs. goals, and more. Present data-driven insights to leadership and use findings to inform strategic decisions and demonstrate return on marketing investments.
• Special Events & Partnerships: Develop partnerships with corporate sponsors, media partners, and community organizations that enhance visibility and create mutually beneficial collaborations. Support special events and initiatives that drive audience engagement and earned revenue.

WHAT SUCCESS LOOKS LIKE IN THE FIRST YEAR

• Demonstrated growth in earned revenue across all earned revenue income streams with clear progress and sustainability toward annual targets.
• Improved audience retention and engagement, including measurable progress in subscription renewal rates and repeat attendance.
• Expanded and more diverse audience base through targeted marketing and strategic community engagement initiatives.
• Clear revenue strategy and pricing model that balances financial sustainability with mission-aligned accessibility.
• Strong partnership with the Director of Development and other leadership to create an integrated approach to audience and donor cultivation.
• Deepened patron relationships that strengthen giving across both earned and contributed revenue streams.
• Built a positive, collaborative team environment with the part-time Social Media & Graphic Design Coordinator that supports quality campaign execution and professional growth.

QUALIFICATIONS

• 3-5 years of proven experience in audience development, marketing strategy, sales leadership, or revenue management roles, preferably within performing arts, theatre, or other ticketed entertainment/visitor -based organizations.
• Demonstrated success in owning and achieving ambitious earned revenue goals through strategic marketing, pricing, and audience development initiatives.
• Deep analytical skills with ability to interpret audience data, identify trends, and translate insights into actionable strategies.
• Strong business acumen and understanding of revenue drivers, pricing strategy, and financial performance metrics.
• Expertise in marketing strategy, digital marketing, email campaigns, paid advertising (Google, Meta), and analytics tools (Google Analytics, CRM platforms).
• Proficiency with ticketing systems, CRM/donor databases, and sales analytics platforms.
• Leadership experience managing and mentoring team members.
• Genuine passion for live theatre and commitment to accessibility, equity, and building diverse audiences.
• Outstanding communication and interpersonal skills with ability to influence across departments and engage diverse stakeholders.
• Flexibility to work evening and weekend hours during key sales periods and special events.
• Bachelor's degree in Marketing, Business, Arts Administration, Communications, or related field preferred; or equivalent professional experience in revenue leadership.

ESSENTIAL FUNCTIONS AND PHYSICAL REQUIREMENTS

• Ability to work in an office environment using computers and digital communication tools for extended periods.
• Ability to travel between organizational venues, community events, and partner locations as needed.
• Ability to occasionally lift and transport marketing materials, signage, promotional items, and event supplies weighing up to 25 pounds.
• Ability to work evenings and weekends during performances, fundraising events, and major marketing initiatives.
• Ability to move throughout theatre facilities and event venues during patron-facing events and activities.
• Reasonable accommodations may be made to enable qualified individuals with disabilities to perform the essential functions of the position.

OUR MISSION

San Pedro Playhouse produces excellent, relevant, and transformative theatre that unites diverse communities through dynamic performances and arts education programming.

OUR VISION

San Pedro Playhouse serves as the artistic hub of San Antonio that fosters a thriving arts community, contributing to the region's vibrancy and creativity.

OUR CORE VALUES

At San Pedro Playhouse, our core values serve as the compass guiding every aspect of our work, from artistic endeavors to community engagement. These values—artistry, integrity, bravery, joy, and kindness—are not just words on a page; they are the driving force behind everything we do. Together, they form the foundation of our commitment to enriching lives through the transformative power of theatre.

CULTURAL COMMITMENT 

As a theatre company and nonprofit organization, San Pedro Playhouse puts Equity, Diversity, Inclusion, and Accessibility (EDIA) at the forefront of its operations, decisions, and practices. We are working towards this by actively addressing everything from internal policies to evaluating our programming, both on and off stage, in our effort to meet these goals. We expect our staff to be on board with this approach by providing ongoing conversations and workshops, welcoming direct and open conversation, and holding ourselves accountable through our community. We are committed to providing the resources to our staff and creative teams as we continue our efforts to learn and grow in these areas. We are a caregiver and parent-friendly workplace. San Pedro Playhouse is an equal-opportunity employer.

This position is based in San Antonio and will require in-person attendance, as well as flexibility to work evening and weekend hours during key sales periods, special events, and peak production seasons.