News from ArtsJournal.com
The Senior Director of Marketing is responsible for overseeing the strategic planning, development and execution of Lincoln Center for the Performing Arts’ (LCPA) marketing, advertising and audience engagement initiatives. Reporting directly to the Senior Vice President, Brand and Marketing, he/she will be charged with generating revenue by increasing sales through successful marketing for the entire organization, utilizing market and donor research (via Tessitura), pricing, marketing communications and advertising as well as generating audiences for Lincoln Center’s community and television and digital programs. He/she will be responsible for creating innovative marketing strategies that will continue to build the Lincoln Center brand, leading to increased awareness, acquisition, loyalty and ticket sales among our target audiences.
Our ideal candidate possesses tremendous communication and leadership skills, with proven success in innovative and targeted campaigns across the broad spectrum of today’s marketing channels. We are looking for a ground-breaking, strategic and data-driven leader who also possesses strong creative and financial acumen. He/she should have exceptional business intellect to drive the increase of membership and loyalty of current Lincoln Center audiences as well as shape, cultivate and grow future patrons.
Specific responsibilities include:
Responsible for end-to-end customer marketing, including data collection and analysis,
research, customer segmentation and targeting, loyalty marketing, program development and implementation for Lincoln Center for the Performing Arts’ programmatic initiatives and new targeted audience engagement initiatives. While the primary focus is on ticket sales, the Senior Director of Marketing is also responsible for institutional marketing, contributed income related to the Friends of Lincoln Center membership program, the creation of new audience engagement programs and branding initiatives, Lincoln Center Education, promoting tours, the new Hall of Fame, venue rentals, Lincoln Center Global, catering utilizations and the discount ticketing facility.
The Senior Director of Marketing will oversee consumer direct marketing channels including direct mail marketing, e-mail, website, social media and online and traditional advertising channels. He/she will be responsible for seeking out innovating ways to deliver messaging across said platforms. In addition, he/she must have significant experience working in all channels and understand how to maximize the customer experience, create alignment and consistency of messaging, as well as identify revenue opportunities across all channels.
The Senior Director of Marketing will oversee the membership and loyalty marketing group. This team seeks to develop relationships and loyalty strategies with our patrons through targeted promotions, programs and campaigns as well as overseeing Lincoln Center’s CRM database strategy within the Tessitura program. They are functionally responsible for all direct marketing channels across all campaigns and seek to develop relationships and incentivize loyalty with Lincoln Center patrons. This is a key area of growth at Lincoln Center and essential in maximizing ROI. In addition, he/she will be responsible for enhancing the loyalty program at LCPA, overseeing and directing acquisition and renewal campaigns.
The Director of Marketing will oversee a new Editorial Group whose goal is the development and creation of programmatic content (program notes, newsletter articles, etc.), content marketing initiatives and editorial oversight of short form video projects. In this role the Director of Marketing will oversee multichannel media distribution efforts across both earned and owned channels.
The Director of Marketing oversees the Creative Services and Production/Trafficking group that creates promotional materials for our programs and institutional initiatives which includes supporting Planning and Development fundraising needs. This award winning group maintains the visual brand of Lincoln Center, as well as creating clear and relevant promotional materials.
Revenue and Budget Management:
The Director of Marketing is responsible for budget management, attaining budgeted goals, and revenue optimization, creating bottom-line impact through both revenue growth and cost efficiency.
A critical element of this role is managing multiple partnerships across the organization,
including other arts organizations at Lincoln Center, event programming, public relations, customer service, and coordinating initiatives with the Development department on membership and fundraising to maximize institutional revenue. Lincoln Center’s Marketing Department uses an outside agency for its advertising; the development and maintenance of this relationship is an integral part of the Director of Marketing’s responsibilities.
Oversight and Internal Coordination:
Responsible for strategic oversight and coordination of marketing and customer service
efforts with Technology/IT team, Digital and web development team, and ticketing functions through box offices, in the phone servicing center, and on the web.
Responsible for a team of 21 with a breadth of responsibilities.
- 10 years direct-to-consumer marketing, with specific experience in targeting, segmentation, and data analysis
- Strategic thought leadership in leveraging strong customer marketing to achieve
financial business objectives
- Understanding of a customer-centric approach to marketing, with experience working and aligning campaigns across multiple channels
- Editorial oversight and experience working with successful editorial/proofing systems/protocols
- Strong understanding of technology in marketing, ticketing and the internet
- Experience with campaign development and execution.
- Strong partnership skills, with experience managing programs in coordination with multiple internal stakeholders
- Experience stewarding a strong visual brand
- Strong people leadership
- Preferred experience in and knowledge of the arts and entertainment industries
- MBA preferred
Please send a cover letter (with salary requirements) and resume to:
Please list Senior Director of Marketing in subject line. Resumes without cover letters will not be considered. Internal Candidates should contact a member of the Human Resources Department directly.
Lincoln Center is an equal opportunity employer.
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