Director of Marketing

Description

General Summary

The Director of Marketing leads the planning, execution, and optimization of integrated marketing and audience development strategies that drive ticket sales, subscriptions, memberships, attendance, and earned revenue across all programming areas. Reporting to the Vice President of Marketing and Sales, this role builds and translates institutional marketing strategy into actionable campaigns and oversees day-to-day execution across brand marketing, digital channels, advertising, communications, and audience engagement initiatives. The Director ensures all marketing efforts are aligned with revenue goals, audience growth objectives, and brand standards. This position leads a cross-functional marketing team and serves as a key connector between strategy and execution, working closely with Creative Services, Programming, Development, Communications, Education, and Operations to ensure cohesive messaging and maximum impact.

Supervises:
Marketing Manager, Digital Strategist
Marketing Project Coordinator

Essential Duties & Responsibilities (other duties may be assigned)

Integrated Marketing Strategy & Execution

• Lead the execution of comprehensive, multi-channel marketing campaigns that support subscription, single-ticket, group sales, memberships, exhibitions, and institutional initiatives.
• Translate organizational marketing strategy into actionable campaign plans, timelines, and deliverables across all channels.
• Oversee seasonal and annual campaign execution across all programming areas including performing arts, exhibitions, education, and special events.
• Ensure consistency of messaging, positioning, and brand expression across all marketing outputs.

Audience Development & Revenue Delivery

• Lead audience acquisition, retention, and engagement strategies in alignment with institutional revenue goals.
• Oversee segmentation, targeting, and lifecycle marketing strategies using CRM and audience data.
• Drive growth across subscriptions, single-ticket sales, group sales, memberships, and institutional attendance.
• Identify opportunities to expand and diversify audiences through targeted campaigns and community engagement initiatives.

Digital Marketing & Content Execution

• Manage the Marketing Manager, Digital Strategist and oversee execution of digital marketing strategy including website content, email marketing, social media, and paid digital advertising.
• Ensure effective use of CRM, automation, and digital tools to improve conversion, engagement, and customer journey performance.
• Collaborate with internal teams to ensure consistent and compelling content across platforms.

Advertising, Media & Public Relations

• Manage execution of integrated advertising plans across print, digital, broadcast, outdoor, and emerging channels.
• Oversee media planning, buying, trafficking, and performance tracking.
• Support public relations execution including press campaigns, announcements, and media events in coordination with internal staff and external partners.

Data, Insights & Performance Management

• Monitor campaign performance, sales trends, and audience behavior to inform ongoing optimization.
• Work with analytics and CRM systems to ensure accurate reporting and actionable insights.
• Prepare regular performance reports and recommendations for VP-level review.
• Use data to continuously refine targeting, messaging, and channel strategy.

Budgeting & Resource Management

• Manage annual marketing budgets, ensuring alignment with revenue goals and institutional priorities.
• Monitor campaign spend, vendor costs, and channel performance to maximize ROI.
• Support forecasting of marketing-driven revenue across ticketing, subscriptions, and group sales.
• Manage relationships with external agencies, vendors, and media partners.

Team Leadership & Cross-Functional Collaboration

• Lead, mentor, and develop a high-performing marketing team across digital, audience development, communications, and publicity functions.
• Foster a culture of accountability, collaboration, creativity, and results orientation.
• Collaborate closely with Creative Services to ensure strong alignment between strategy and execution.
• Partner with Programming, Development, Education, Communications and Operations teams to support institutional priorities and revenue goals.
• Empower and manage Marketing Project Coordinator, who will be directly responsible for tracking marketing and creative projects through workflow and daily progress tracking, interdepartmental coordination and communication, identification and procurement of required project components, and internal review processes.

Institutional Partnerships & Support

• Support development of marketing partnerships, sponsorships, and cross-promotional opportunities.
• Provide marketing support to Development initiatives, including fundraising campaigns and donor engagement.
• Serve as a key internal partner ensuring marketing alignment across departments and stakeholders.

QUALIFICATIONS:
Competencies, Core Values, Education and Experience

Competencies

To perform this job successfully, an individual should possess and demonstrate the following competencies:

• Analytical: Collects and researches data; is able to analyze and interpret data.
• Financial: Has knowledge of general accounting standards.
• Problem Solving: Identifies and resolves problems in a timely manner; gathers and analyzes information skillfully; develops alternative solutions; works well in-group problem solving situations.
• Technical Skills: Knowledge of construction, engineering and all facets of property management operations.
• Oral Communication: Speaks clearly, confidently in positive or negative situations; listens and gets clarification; responds well to questions in office and in public settings; demonstrates group presentation skills; participates constructively and thoughtfully in meetings.
• Written Communication: Writes clearly and informatively; varies writing style to meet needs; presents numerical data effectively.
• Teamwork: Contributes to building a positive team spirit; puts success of team above own interests; supports other's efforts to succeed; fosters a cooperative work environment.
• Leadership: Displays passion and optimism; inspires respect and trust; exhibits confidence in self and others.
• Quality Management: Improves and promotes quality; demonstrates accuracy and thoroughness.
• Business Acumen: Understands business implications of decisions; aligns work with strategic goals.
• Cost Consciousness: Works within approved budgets; assist in developing and implementing cost saving measures; conserves organizational resources.
• Diversity: Shows respect and sensitivity for cultural differences; educates others on the value of diversity; promotes a harassment-free environment; builds a diverse workforce.
• Ethics: Treats people with respect; keeps commitments; inspires the trust of others; works ethically and with integrity; upholds organizational values.
• Strategic Thinking: Assist in developing strategies to achieve organizational goals; understands organization's strengths and weaknesses.

Organizational Core Values

• Collaborative: Working internally and externally to accomplish something together that we may not be able to accomplish separately in order to realize shared goals.
• Transparency: Behaving and communicating in a manner that exudes openness and sheer honesty.
• Excellence: A standard of performance that surpasses ordinary standards.
• Accountability: The acceptance and assumption of responsibility for actions, decisions and results.
• Patron-first: Placing the patron at the center of our efforts.
• Integrity: A commitment to the highest standards, values and principles through every action and decision.

Education/Experience

• Bachelor's degree in Marketing, Communications, Business, Arts Administration, or related field.
• 7-10+ years of progressive marketing experience, preferably in performing arts, cultural institutions, entertainment, or nonprofit organizations.
• Demonstrated success in revenue-driven marketing (ticketing, subscriptions, memberships, or similar models).
• Strong understanding of integrated marketing strategy and campaign execution.
• Experience using and analyzing data, CRMs, and audience research is critically important.
• Proven ability to manage digital marketing channels including email, social, paid media, and web.
• Excellent leadership, communication, and cross-functional collaboration skills.
• Strong business acumen with focus on revenue impact and ROI.

Physical Demands

Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.

• Regularly required to sit, use hands to handle objects, and talk or hear.
• Frequently required to reach with hands and arms.
• Occasionally required to stand, walk, and lift up to 25 pounds.
• Specific vision abilities required include close vision and color recognition.

Work Environment

• General office conditions with moderate noise levels.
• On-site presence required for events and high-traffic patron service times.

This position description reflects management's assignment of essential functions; it does not restrict additional tasks that may be assigned as needed.