Job Title: Director of Marketing
Reports To: Chief Advancement Officer
Classification: Full-time, Exempt
Date: June, 2017
Reporting to the Chief Advancement Officer, the Director of Marketing is responsible for the strategy, implementation, evaluation and achievement of earned ticket revenue (approximately $5 million) for both single tickets and subscriptions. The position manages two direct reports – the Director of Sales and Services, and the Marketing Manager, and leads the department of six full time employees and up to eight Customer Care Representatives.
ESSENTIAL DUTIES AND RESPONSIBILITIES:
- Direct the subscription and single ticket campaigns and oversee all supporting tactics to achieve revenue goals including the following disciplines: paid media, direct mail, email marketing, group sales, subscriber retention, telemarketing, the young professionals program, the Customer Care Center and all front-of-house teams including the usher and box office staff
- Develop and monitor revenue projections for both single ticket and subscription targets and oversee department budget, work closely with Marketing Manager on forecasting department expenses
- Oversee inventory management and dynamic pricing strategies to maximize revenue
- Research, evaluate and implement the latest marketing trends, specifically in digital media and ecommerce to increase web sales
- Evaluate and report marketing campaign metrics to ensure effectiveness and efficiency
- Advise on all marketing and front-of-house efforts for additional ticketed performances outside of HGO’s mainstage productions, such as community collaborations, concerts, special events etc.
- Assist with company mission to engage new and diverse audiences associated with Houston’s current and future demographics by understanding how to effectively market to these segments
- Provide staff leadership to the department including hiring, day-to-day management and motivation of marketing staff and contractors to ensure professional development and excellence.
- Bachelor’s degree with a major in business, marketing and sales, the performing arts or related disciplines
- Minimum of seven years of marketing/sales experience with record of driving audience growth and maximizing ticket sales required
- Previous experience in non-profit, especially in a performing arts organization, is required
- Familiarity with the operatic repertoire is strongly preferred
- The ability to translate strategic thinking into action with strong understanding of technology and multi-channel marketing
- A keen sense of design and sales copywriting
- A proven manager of people and projects
- Knowledge of Tessitura Ticketing Software preferred
- Self-motivated and detail oriented; must organize and prioritize projects, meet deadlines and sustain productivity
- Ability to effectively communicate and present ideas
- Ability to work under little supervision
- Ability to work nights and weekend
ABOUT HOUSTON GRAND OPERA:
Since its inception in 1955, Houston Grand Opera has grown from a small regional organization into an internationally renowned opera company in the most diverse large city in America. HGO enjoys a reputation for commissioning and producing new works, including 64 world premieres and seven American premieres since 1973. In addition to producing and performing world-class opera, HGO contributes to the cultural enrichment of Houston and the nation through a diverse and innovative program of performances, community events, and education projects that reaches the widest possible public. HGO has toured extensively, including trips to Europe and Asia, and has won a Tony, two Grammy awards, and two Emmy awards—the only opera company to have won all three honors.
Through HGOco, Houston Grand Opera creates opportunities for Houstonians of all ages and backgrounds to create, participate in, and observe art. The NEXUS Initiative is HGO’s multi-year ticket underwriting program that allows Houstonians of all ages and backgrounds to enjoy world-class opera without the barrier of price. Since 2007 NEXUS has enabled more than 225,000 Houstonians to experience first-quality opera through discounted single tickets and subscriptions, subsidized student performances, and free productions.