Director of Marketing & Audience Development

Position Summary:

The Director of Marketing & Audience Development (Director) is responsible for developing and implementing an effective, integrated comprehensive marketing, communications, and sales strategy aligned with COCA’s mission, goals, and ambitions. The Director will be a driving force behind initiatives to raise brand awareness in our core markets and increase new customer participation beyond current trends. This position will also advance COCA’s reputation as a forward-thinking innovative leader in arts education. Collaborating closely with department leaders and reporting to the Senior Managing Director, the Director will lead effective Marketing, Registration and Box Office teams, overseeing web strategies, editorial, public affairs, print and online communications, media relations, interactive marketing and social media, emergency communications, community relations, Registration and Box Office functions. Understanding these multiple functions and messaging platforms, emphasizing earned revenue goals and prioritizing organizational-wide marketing efforts to meet institutional goals will be critical.

Essential Functions:

This job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice. Reasonable accommodation may be made to enable individuals with disabilities to perform these essential functions.

Leadership and Strategy

Guide strategy and effectively direct targeted marketing to a wide range of COCA patrons and stakeholders to diversify participation, increase visibility and drive revenue.
Work collaboratively with Programming, Operations, Artistic and Development staff teams to devise appropriate communications and strategies to support new business development, patron participation, internal communications, institutional messaging, and revenue generation.
Create marketing and public relations strategy that will allow COCA leadership to cultivate and enhance meaningful relationships with targeted, external audiences, including the media and key influencers.

Marketing

Design and implement comprehensive marketing, sales and communication strategies to promote performances, exhibitions, classes/camps, and engagement events to retain and grow audiences and meet revenue goals.
Build loyalty segments, taking into consideration COCA’s image, branding, message, mission, goals, and priorities.
Plan, manage, and oversee competitive analysis and pricing strategies for diverse programs and audiences.
Work with program, artistic, and finance teams to shape earned revenue goals as part of the organizational budgeting process.

Communications

Understand challenges, opportunities, and emerging issues faced by the organization. Work with the leadership team and staff to design and execute internal and external communications approaches to support them.
Devise strategies and implement initiatives related to branding, messaging, and fundraising.
Develop ties and seek partnerships that will increase participation in programs and marketing efforts and serve as a representative of COCA as requested and required.
Actively engage, cultivate, and manage press/public relations to ensure coverage surrounding COCA programs, social events, public announcements, and other projects.
Develop strategy for institutional marketing, align media opportunities, and guide organizational talking points, speeches, and presentations for the leadership team.

Management

Establish and monitor staff performance and development goals, assign accountabilities, set objectives, establish priorities, and conduct performance appraisals for the Marketing team, Registration Manager, and Box Office Specialists.
Manage relationships and contracts with PR, marketing/branding firms, consultants, and freelance designers/vendors.
Develop strategic plans and guide marketing efforts to meet earned revenue goals; regularly review and analyze departmental expenditures, progress toward revenue goals, audience segmentation, and development tactics, and overall market reach and program participation.
Establish metrics and employ data-driven decision making related to advertising methods, communication strategies, outreach event participation, and other promotional efforts to increase ticket sales and participation in COCA programming.
Other duties as assigned.

Education and/or Qualifications:

Bachelor's degree in marketing or related field is required; Master’s degree is preferred.
Five (5) or more years of professional work experience in marketing, communication, or related field is required
Experience with Box Office and Registration is preferred.
Demonstrated knowledge of brand development and current marketing and communication trends, including new media channels.
Demonstrated ability to develop earned revenue budgets and meet earned revenue goals.
Record of accomplishment in developing and leading successful marketing and communication campaigns that achieve specific measurable results.
Demonstrated commitment to diversity, equity and inclusion.
Demonstrated ability to effectively manage, mentor, and motivate a team.
Ability to meet deadlines in a fast-paced environment.
Passion for arts, arts education, and community-based work.

Competencies:

Design - Generates creative solutions; Translates concepts and information into images; Uses feedback to modify designs; Applies design principles; Demonstrates attention to detail.
Innovation - Displays original thinking and creativity; Meets challenges with resourcefulness; Generates suggestions for improving work; Develops innovative approaches and ideas; Presents ideas and information in a manner that gets others' attention.
Planning and Organization - Prioritizes and plans work activities; Uses time efficiently; Plans for additional resources; Sets goals and objectives; Organizes or schedules other people and their tasks; Develops realistic action plans.
Leadership - Exhibits confidence in self and others; Inspires and motivates others to perform well; Effectively influences actions and opinions of others; Accepts feedback from others; Gives appropriate recognition to others.
Oral Communication - Speaks clearly and persuasively in positive or negative situations; Listens and gets clarification; Responds well to questions; Demonstrates group presentation skills; Participates in meetings.
Written Communication - Writes clearly and informatively; Edits work for spelling and grammar; Varies writing style to meet needs; Presents numerical data effectively; Able to read and interpret written information.

Physical Demands & Work Environment:

This position will frequently require you to sit for long periods of time.
They will occasionally be speaking with all people, so the ability to speak and hear is required.
Must be able to lift up to 20 lbs.
This position is required to work nights and weekends, subject to the COCApresents and programming schedules.
This position is eligible for remote and hybrid work, subject to the Remote & Hybrid Work policy requirements.