Director of Marketing

$115,000 - $120,000/Yr

The Santa Fe Opera - Santa Fe, NM

posted 5 days ago

Full-time - Director
Santa Fe, NM
Performing Arts, Spectator Sports, and Related Industries

About the position

The Director of Marketing serves as a key member of the Leadership Team, responsible for maximizing ticket sales and attendance while developing new audiences and enhancing the Santa Fe Opera's brand. This role involves overseeing marketing strategies, advertising campaigns, and customer service initiatives to ensure a high-quality patron experience. The Director collaborates with various departments to create integrated messaging across platforms and engages diverse audiences, from opera enthusiasts to first-time visitors.

Responsibilities

  • Lead, plan, direct and implement strategies for all marketing activities aimed at maximizing ticket sales revenue while also maximizing attendance at performances.
  • Develop marketing plans and strategies that advance the artistic vision and ensure a fully integrated approach across all communication platforms.
  • Manage all day-to-day marketing, sales, research and evaluation activities of the Marketing Department, including Tessitura and RMA; maximize subscription sales as well as individual and group sales; develop and implement all promotional strategies.
  • Oversee the development of creative content for all collateral materials including the Santa Fe Opera Magazine, Season Ticket brochure, and promotional postcards.
  • Oversee season Program Book development; serve as Editor-in-Chief, collaborating with all departments for timely submission of material.
  • Develop design concepts, write copy and find visual imagery for all print, digital and front-of-house marketing materials.
  • Write and adapt copy for all print advertisements; develop audio and video content for online, radio and TV advertising.
  • Develop pricing strategies and manage a dynamic pricing system to meet earned revenue goals; produce reports for strategy and evaluation.
  • Manage departmental budget and allocate resources based on strategic priorities for advertising and design agencies.
  • Serve as lead team member for the continued development of the organization's website and driving the organization's e-commerce strategy.
  • Work closely with the Director of Media & Public Relations to develop new audiences and deepen engagement using digital and social media.
  • Collaborate with the Development Department to design and implement subscriber appreciation events for future donor cultivation.
  • Promote education and public programs that engage new and diverse audiences through unique experiences.
  • Support opportunities for cross-collaboration among other arts disciplines and develop relationships with other arts organizations.
  • Provide staff leadership to the department, including hiring and evaluating support staff/interns.
  • Represent the company at donor and community events; perform public speaking duties if necessary.
  • Participate as key stakeholder in forthcoming strategic planning process.

Requirements

  • Minimum of 7 to 10 years of experience in marketing, preferably in the arts or opera sector.
  • Thorough knowledge of opera and exemplary verbal and written communication skills with exceptional attention to detail.
  • Significant experience with maximizing ticket sales and a track record of successful marketing strategies.
  • Broad-based knowledge of marketing techniques including branding, advertising, direct marketing, and market research.
  • Technological proficiency with Tessitura or similar CRM database; mastery of digital media platforms.
  • Strong customer-service orientation with the ability to train and inspire others.
  • Demonstrated strong organizational and administrative skills with the ability to prioritize tasks and meet deadlines.
  • Creative vision and ability to think outside the box.
  • Bachelor's degree required; advanced degree preferred.

Nice-to-haves

  • Experience in managing a marketing team.
  • Familiarity with e-commerce strategies in the arts sector.
  • Knowledge of audience engagement techniques and community outreach.

Benefits

  • Competitive salary range of $115,000.00 - $120,000.00 per year.
  • Full-time, exempt, benefitted position with a robust safety program.
  • Commitment to environmental sustainability and equity, diversity, and inclusion.
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