General Summary: A member of the Asolo Rep leadership team, the Marketing & Communications Director administers the activities of a full-service in-house agency responsible for marketing, branding, public relations, sales, customer service, and front-of-house operations for the organization. Supervises the marketing and patron services (box office and front-of-house) department and manages outside agencies and contractors. Collaborates closely with other departments to advance the organization’s long-term and day-to-day interests. Promotes the mission of Asolo Repertory Theatre in all areas of responsibility and action.
Organizational Structure:
Hire, Supervise and Develop marketing personnel which include, but are not limited to, Associate Marketing Director, Patron Services Manager, Public Relations, Video/Media and Design staff, and Patron Services staff.
Works most closely with: Managing Director; Producing Artistic Director; Board of Directors and its sub committees; Director of Development; Director of Education; Finance Director and IT staff
Essential Job Functions:
The Marketing & Communications Director plays the lead role in a broad range of data-inspired, detail-oriented, and deadline-driven activities that extend the Theatre’s influence. Responsibilities include but are not limited to:
Align artistic ambition with savvy creative services that effectively build the Theatre’s brand and the brand of each production in the marketplace to deliver a positive brand experience to all guests that engenders support for the institution
Develop and carry out a comprehensive communications strategy and plan to establish and achieve goals for branding, public relations, sales, and community awareness
Develop subscription, single ticket, membership, group, and other ticket programs and campaigns to identify, cultivate, attract, steward, and retain audiences from year to year:
Optimize sales and revenue through goal-setting, yield management and pricing
Administer multi-channel campaigns to include database marketing, direct mail, telemarketing, e-commerce, and media planning
Project and budget subscription and single ticket revenues based on historical sales trends and pricing of house; set and manage pricing; maximize revenue by implementing dynamic pricing strategies in coordination with overall organizational goals
Execute innovate audience development strategies with a focus on increasing patron loyalty, maximizing revenue and increasing audience diversity
Develop reporting and analytics to generate key sales, financial, and statistical analyses to effectively track sales and financial performance
Employ industry-leading digital strategies and tools that extend the Theatre’s reach to the broadest potential audience
Partner with the Development Director to provide marketing and communications services that help achieve objectives for annual fund, planned giving, capital and other fundraising programs
Partner closely with the Muriel O’Neil/Community Foundation of Sarasota County Education & Engagement Director to help achieve the Theatre’s education objectives
Oversee marketing for the FSU/Asolo Conservatory for Actor Training productions
Manage an audience development committee of the Board of Trustees and contribute to Board activities
Develop essential partnerships with organizational colleagues and peers within the community and industry that expand the Theatre’s reach and impact
Lead the Theatre’s research efforts to maintain a culture inspired by data, with relevant key performance indicators
Develop and oversee an annual marketing & communications budget
Job Performance Standards:
The Producing Artistic Director should feel that the total Asolo Rep experience is in alignment with the quality and artistic vision of its productions.
The Managing Director should be comfortable that the operational aspects of the Department not only further the cause of Asolo Rep but do so in a fiscally responsible manner.
Senior staff should feel supported in their endeavors through the efforts and the processes of the Marketing Department and should value that department as a true partner.
The Marketing Department staff should feel motivated and valued. Everyone should feel encouraged to grow and assist others in growing. The team should feel “anything is possible.”
All stakeholders, internal and external, should feel well informed; clear, consistent communication is essential.
People who experience Asolo Rep should be favorably motivated.
The essence and values of Asolo Rep should be upheld and furthered.
Essential Qualifications:
Intellectual curiosity, drive, and enthusiasm
A record of progressive accomplishment in theatre, arts, or event marketing at a multi-million-dollar organization
Dedication to long-term strategic planning in a fast-paced, deadline-driven, multi-task environment
Demonstrated commitment to cultivating and managing a diverse staff with multiple areas of competing needs
Superlative communication skills, both in writing and interpersonally
Proficiency in all facets of current digital advancement trends
Superior analytical abilities and unwavering commitment to detail
Experience with MS Office products (Outlook, Word, Excel, PowerPoint, others)
Experience with CRM systems; Tessitura experience a plus
Maturity, steadiness, and a sense of humor
The capacity to add value and perspective to organizational culture
Requirements:
Master’s degree in communications or marketing or the equivalent level of experience.
15 or more years’ experience in positions of increasing responsibility in a marketing or communications arena, preferably including performing arts experience.
Demonstrated ability to manage the quality of goods and services and lead a marketing team
ABOUT ASOLO REPERTORY THEATRE
Asolo Repertory Theatre, Florida’s premier professional theatre, is one of the most important cultural forces in the Southeastern United States. A center for theatrical excellence, Asolo Rep stages up to fifteen productions every season, spanning a diverse repertoire of newly commissioned plays, bold reinterpretations of contemporary and classical works, and provocative musical theatre experiences. OUR MISSION is to engage and inspire audiences with extraordinary theatrical experiences created with vision, passion and artistry and enhanced by deeply integrated education and community engagement programs.
