Web Site:blo.org
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Director of Marketing and Sales

BLO seeks an innovative marketing professional to develop and implement marketing strategies that maximize ticket sales revenue, and drive engagement with BLO’s extensive programming. The Director of Marketing and Sales is responsible for the successful development and implementation of BLO’s marketing, branding, sales, research, and communications efforts.  The Director is responsible for achieving sales goals and raising visibility and awareness of BLO both locally and nationally to support all institutional goals.


Reporting to the Managing Director, the Director of Marketing plays a key role in the organization: planning, directing and implementing strategies for all marketing initiatives; and specifically accountable for:


  • Maximizing ticket sales revenue and attendance at performances;
  • Increasing participation in all public outreach programs;
  • Working in partnership with the Development Team to build comprehensive patron communications and relationships;
  • Managing and elevating BLO’s brand through all communications including BLO collateral and publications, as well as paid advertisements and social media.


The Director will shape the branding elements for the organization and will be responsible for: deploying content developed by the External Relations Department for maximum impact on ticket sales and attendance; planning and administering direct mail and various media campaigns; and shaping the website, social media and other electronic communications to maximize sales and attendance. A catalyst for innovation, the Director will spot new trends and continually refresh BLO’s customer outreach infrastructure.


Priorities and Responsibilities:

  • Rapidly acclimate to the organization; understand the complexities of venues; know all marketing, outreach, box office, and conventional and e-marketing activities of the department;
  • Develop marketing plans and strategies that advance the artistic vision, and drive attendance and ticket sales; with the Audience Services Manager, develop pricing strategies that, along with attendance volumes, enable BLO to meet earned revenue goals; develop, implement and oversee other revenue generating activities such as ad sales for BLO’s various print and digital publications;
  • Manage all day-to-day marketing, sales, research and evaluation activities of the Marketing Department, including but not limited to: relationships with current and prospective ticketing outlets in order to maximize subscription, individual, group, corporate, and young professional ticket sales; placement of print, electronic and media advertising, and social media outreach efforts; management of direct mail and other sales campaigns, including telemarketing and new subscriber activities; oversight of all BLO print, digital, and media collateral for brand consistency and enhancement;
  • In collaboration with the Director of Development Operations, design strategies and implement concrete plans to capitalize on data to increase earned revenue through ticket sales, contributed revenue through donations, and attendance to maximize total revenue from individuals, organizations, businesses, and foundations; with the Audience Services Manager, improve customer service, communications with patrons and prospective patrons; with the Director of Community Engagementexpand awareness of BLO’s programs, with an emphasis on outreach to Boston’s diverse communities;
  • Manage the Marketing and Communications Coordinator and provide staff leadership within the department, including hiring, day-to-day management and motivation of marketing staff and contractors, ensuring professional development and excellence;
  • Stay informed on: new ticket distribution channels; trends across the performing arts and entertainment field; and technology that might advance BLO’s objective of maximizing earned income;
  • Develop the department revenue and expense budgets and upon approval, ensure adherence to its financial guidelines;
  • Act as the primary contact for external marketing vendors.



  • Experience developing strategies to maximize ticket sales and respond to changing markets;
  • Experience managing revenue and expense budgets, tracking variances and updating strategies and tactics as needed;
  • Sophisticated marketing and branding experience, with a track record of conceiving and implementing successful, innovative strategies, plans and programs for arts or ticket-selling/audience development organizations; broad-based knowledge of marketing techniques and tools, including branding, advertising, direct-marketing, market research and interactive technologies;
  • Proven ability to manage and work with a diverse group of personalities, particularly in shaping a positive experience for ticket holders and other constituents in order to involve them more closely in the work of the organization;
  • Demonstrable success in working collaboratively across organizational lines; demonstrated ability to gain the respect and support of various constituencies, including boards, artists, education and public program professionals, development and finance staff, partner organizations, and other stakeholders;
  • Excellent written and verbal communication and persuasion skills;
  • The ideal candidate will be knowledgeable and enthusiastic about the arts; a critical thinker who can analyze data, capitalize information, and develop and implement strategic marketing initiatives and plans; well-organized and deadline-oriented, with exceptional attention to detail and follow-through; able to work both in structured and planned environment, and in situations where rapid response and instant decision-making is required;
  • High level of proficiency with technology, including Microsoft Office applications and databases; experience with Tessitura a plus.

This is a full-time position with some evening and weekend work required. Salary range competitive and commensurate with experience. Boston Lyric Opera is an equal opportunity employer. Diverse candidates are strongly encouraged to apply.

How to Apply:
Please send resume, cover letter, and salary requirements to: Director of Marketing Search, Boston Lyric Opera, 11 Avenue de Lafayette, Boston, MA 02111, or email
Recruiting@blo.org. No phone inquiries.


Apply by: The search will be ongoing until the position is filled but applicants are encouraged to submit materials by August 30, 2019.


About this Organization:

Founded in 1976, Boston Lyric Opera’s mission is to build curiosity, enthusiasm, and support for opera, by creating musically and theatrically compelling productions, events, and educational resources for our community and beyond. BLO produces opera in all forms, large to small, popular to less known, from early music to newly commissioned works. BLO’s programs are funded, in part, by grants from the Massachusetts Cultural Council and the National Endowment for the Arts.

Questions about Membership or this application? Please contact Vincent Covatto, organizational membership manager, at VCovatto@operaamerica.org or by calling 646.699.5237.
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