The Director of Marketing is an integral leader on USUO’s Marketing and Communications team, working closely with the Vice President of Marketing and Communications to create a compelling marketing strategy that will achieve and exceed earned revenue and audience development goals. This dynamic, experienced leader is responsible for planning, implementing, and analyzing successful subscription and single-ticket campaigns that drive sales and attendance for all performances and events. This position also works with the department’s leadership to create and manage efficient and accurate expense and income budgets.
The Director of Marketing extends high-level marketing support to the Vice President of Marketing & Communications—ensuring the excellence of all marketing and sales efforts and making strategic decisions to achieve new-to-file, patron retention, capacity utilization, and earned revenue goals. This position supervises the Marketing Manager and collaborates with talented team members who work on messaging, branding, public relations, media buys, digital strategies, ticketing operations, group sales, telemarketing, patron engagement, and customer service.
ESSENTIAL RESPONSIBILITIES INCLUDE:
Provide leadership of day-to-day operations in the marketing department; plan, develop, and oversee implementation of all aspects of annual marketing plan for USUO and the Deer Valley® Music Festival to increase visibility and achieve and exceed earned revenue and attendance goals.
Work with fellow department leadership to establish goals and benchmarks for sales, revenue, and attendance.
Spearhead the strategic and tactical execution of subscription and single-ticket campaigns; support and help oversee group sales and telemarketing efforts.
Develop strategic utilization of direct mail, email, broadcast/streaming, digital, print, and outdoor advertising to maximize earned revenue; review and approve all marketing communications before deployment.
Proactively develop sales packaging, segmentation, and pricing strategies; design A/B testing initiatives; and provide analysis on campaign data, sales forecasts, and consumer trends, translating results into actionable insights.
Plan strategies to bring in new and diverse ticket buyers; convert single-ticket buyers to multi-ticket buyers; convert multi-ticket buyers to subscribers; and deliver donor-ready patrons to the Development department.
Participate in the development of season programing and creation of budget-planning P&Ls.
Coordinate with Patron Services and Information Technology teams to achieve optimum ticket purchasing paths and customer experience.
Participate in the development of institutional branding and design guidelines.
Identify short-term and long-term budget and resource needs; proactively make advertising budget recommendations.
Stay abreast of industry best practices and marketing techniques.
Attend Utah Symphony, Utah Opera, and Deer Valley® Music Festival performances in rotation with others in the department and act as an official marketing/PR representative.
Perform other duties as assigned and required.
5-10 years of progressive marketing leadership roles in performing arts or cultural organizations; proven experience achieving earned revenue goals, reaching target audiences, and motivating action.
Thorough understanding of marketing and sales metrics, tracking tools, and data-driven strategies.
Enthusiastic, goal-oriented, and self-motivated, with the ability to inspire others; experience leading and supervising a team of professional staff and contractors.
Creative, analytical, and innovative thinker who will expand the boundaries of traditional marketing with out-of-the-box strategies.
Thorough understanding of existing and emerging best practices in marketing, especially those specific to the performing arts.
Demonstrated commitment to Equity, Diversity, Inclusion, and Belonging.
Excellent verbal and written communication skills, with a sharp eye for detail.
Ability to problem solve, work under pressure, and meet deadlines.
Strong interpersonal and customer service skills; team-oriented, flexible, positive, and personable attitude, with a willingness to learn and continually strive for excellence; ability to work collaboratively across departments.
Proficiency in Microsoft Word, Excel, Outlook, PowerPoint, and Adobe Creative Suite.
Knowledge of Tessitura software a plus.
Basic graphic design skills a plus.
Spanish language fluency a plus.
Knowledgeable and passionate about symphonic music and opera; dedication to the mission, vision, and values of USUO is a must.
Flexible working schedule, including evening and weekend events, required.
Prolonged periods of remaining stationary and working on a computer.
About Utah Symphony | Utah Opera
Utah Symphony | Utah Opera’s mission is to connect Utah with great live music in orchestral and operatic art forms that celebrate past traditions while cultivating present and future audiences.The Utah Symphony, which performs more than 70 concerts at Abravanel Hall and in the community, is one of only fifteen year-round orchestras in the nation. Together with Utah Opera, which presents four productions annually at the Janet Quinney Lawson Capitol Theatre, USUO reaches 350,000 people in Utah and the Intermountain region through performances and educational outreach programs. The organization employs 57 staff and 86 full-time musicians and has a development staff of nine. USUO hosts an annual summer series – the Deer Valley® Music Festival – in Park City, Utah. For more information, visit www.usuo.org.