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Marketing Manager, Audience Initiatives

Job Title:              Marketing Manager, Audience Initiatives

Department:        Marketing and Communications

Reports To:         Associate Director of Marketing 

Classification:     Full-time, Non-exempt

Date:                      March 2019


Reporting to the Associate Director of Marketing, the Marketing Manager for Audience Initiatives has a vital role within HGO’s fast-paced Marketing & Communications Department by driving integrated, ROI oriented campaigns to improve sales, retention, and engagement efforts through single ticket, subscription, and group sales.  While managing an established portfolio, this role will also develop new growth opportunities to achieve both short and long-term budget, revenue, and customer experience goals. 

The ideal candidate has experience with marketing for the performing arts and has demonstrated success in achieving sales goals, project management, and crafting engaging copy.

Essential Duties and Responsibilities


  • Create and manage campaigns to drive sales and engagement for subscription, single ticket, and group initiatives in order to achieve revenue goals.
  • Manage and serve as the primary point person for group sales and audience-specific programs.
  • Research and create production-specific partnerships to increase target market awareness and sales.
  • Maintain and communicate sales metrics from the CRM (Tessitura) for the organization, including comparisons and insights of trends to identify sales trends to marketing team to guide strategic and tactical decision making.
  • Manage the CRM assets, including collaborating with the data manager to maintain and edit sales reports.
  • In close partnership with the Director of Marketing and Communications, lead in the development and implementation of pricing strategy, including demand-based pricing initiatives and overall inventory management.
  • Compile, update, and make readily available all database assets for marketing purposes, including creation of promotional codes and lead management for direct mail, e-marketing, and digital campaigns.
  • Research and analyze prospects and frequently engage with Customer Care Manager to ensure front-line team is effectively capturing customer insights in Tessitura and offering targeted upsell opportunities to audience.
  • Craft talking points and update scripts for our Customer Care Representatives, as needed.

Audience-Specific Initiatives

First Year Experience

  • Expand, create, and execute engagement strategies for first time subscribers and single ticket buyers in order increase retention of segment and subscriptions renewal rate.
  • Lead the Nexus Affordable Ticket Program strategy, outreach and fulfilment.

Affinity Groups:

  • Opening Night for Young Professionals (ONYP) + Overture
    • Develop the ONYP and Overture group strategy and explore new opportunities to increase growth
    • Serve as the liaison to the ONYP group by maintaining subscriber accounts, managing ticketing needs, and attending events.
  • Groups
    • Lead group sales strategy by identifying potential prospects through research, managing e-marketing efforts, providing portfolio reporting, and developing creative initiatives to promote group sales.
    • Managing event and ticketing needs for all group sales accounts.


Note: This job description represents the essential functions of the position but is not all inclusive.  Additional duties reasonably related to the position may be assigned.


Bachelor’s degree in marketing, communications, advertising, or sales with 2-3 years of office administrative experience. Experience working in a CRM database system (especially Tessitura) is a plus. Experience or background in performing arts is a plus.  Must be able to work some evenings and weekends.

Special job characteristics

Ability to work under pressure in a fast-paced environment, high energy and exceptionally strong interpersonal and communication skills are a must. An eye for detail and quality control is imperative, as well as being able to multi-task and prioritize effectively. A polished approach in presenting sales and campaign information, a proactive and collaborative professional manner required.

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