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Associate Director of Marketing
SUBMITTED DATE: 5/6/2020

Purpose:

To oversee and develop critical strategic and tactical elements of marketing and sales at San Francisco Opera which maximize total revenue from both new and established opera patrons and increases attendance for all audience cohorts.

EDUCATION: 

  • Bachelor’s degree in marketing, advertising or arts administration from an accredited college or university (preferred) or equivalent work experience

EXPERIENCE:

  • Minimum five to seven (5-7) years of arts marketing-related work experience

PREREQUISITE SKILLS & REQUIREMENTS: 

  • Thorough knowledge and understanding of advertising and marketing disciplines including marketing systems, ticketing, and subscription based sales, and content marketing
  • Superior organizational skills, attention to detail and the ability to meet deadlines
  • Demonstrate creativity, an innovative spirit, initiative, strong problem resolution, sense of humor, and be able to thrive in a fast-paced, team-oriented environment
  • Familiarity with ticketing systems and strategies and box office procedures
  • Proficient in Microsoft programs. Ability to learn other software programs as needed. Familiarity with Tessitura ticketing software or other types of customer database, as well as Adobe Creative Suites and EpiServer or other type of CMS system is a plus
  • Possess excellent verbal and written communication skills with the ability to present effectively internally and externally
  • Schedule flexibility and willingness to work some nights and weekends for events and performance duty as needed
  • Maintain high standards of professional conduct and appearance
  • Ability to take initiative and work independently
  • Must be able to set priorities; coordinate multiple projects simultaneously; meet firm deadlines
  • Exemplary diplomacy, problem-solving and teamwork skills
  • Knowledge of opera / performing arts preferred
  • Must perform the functions of the position in a safe manner

ESSENTIAL JOB FUNCTIONS:

  • Create subscription, single ticket, and digital content marketing strategies and plans for all San Francisco area based performances for the Opera and its associated brands with the goal to significantly grow the audience of all concerts and events
  • With Senior Manager, Research and Analytics, analyze pre- and post-campaign indicators such as return on investment, cost of sale, pricing analysis, market trends, consumer satisfaction, and product preference and make recommendations on new strategies
  • Responsible for implementation of all tactics utilized to generate subscription and single ticket sales (print / broadcast / direct mail / telemarketing / e-commerce / digital and print advertising, etc.) with the goal to create engaging, efficient, cost effective, and targeted campaigns to grow audiences across all offerings
  • Produce timely wrap-up reports of individual series campaigns analyzing future opportunities and challenges based on comprehensive analysis
  • Oversee implementation and design of patron retention strategies to engage and maintain highest level of patron loyalty for the organization
  • Work with Director of Marketing and Senior Manager, Research and Analytics to provide pricing data to position products, packages, and services to achieve maximum sales potential
  • Provide guidance to, and review and approve the work of Manager of New Audiences and Engagement in all new audience engagement strategies and tactics for targeted younger audience segments across earned revenue in efforts to grow participation and revenues and create fandom among this demographic
  • Provide guidance to, and review and approve the work of Manager of Relationship Marketing in defining and implementing patron relationship programs to achieve retention goals and the timely analysis of patron retention to identify priorities and strategies for improving loyalty and driving overall increased revenue
  • Provide guidance to, and review and approve the work of Web and Email Manager in maintaining front-end web content, creating e-mail campaigns, and ensuring a coherent presence across all interactive media channels and to support growing revenue across these channels
  • Provide guidance to, and review and approve the work of Digital Content Manager in generating original content for San Francisco Opera’s digital platforms that engages current audiences as well as fosters curiosity and fandom for San Francisco Opera to support its mission
  • Work closely with Senior Manager of Research and Analytics to collect, organize, and retrieve information within Tessitura and other sales tools as well as communicate the significance and outcomes of the patron data housed to achieve desired results across sales and loyalty campaigns
  • Work with Director of Marketing and Ad Agency of Record to negotiate, oversee, and maintain all media sponsorships. Coordinate media spend between all San Francisco based performances to leverage and maximize purchasing power across all media outlets
  • Work with Art Director, Manager of Relationship Marketing, Web & Email Manager and Director of Marketing for design/planning and production of season brochures, advertising, and all other marketing materials across all collateral mediums
  • Work with Box Office management to maximize revenues for all ticketed events (approximately $15-20 million) and provide highest level of customer service
  • Supervises four direct reports (Manager of Relationship Marketing, Manager of New Audiences and Engagement, Web and Email Manager, Digital Content Manager) and a total staff of six

SECONDARY FUNCTIONS:

  • With the Director of Marketing collaborate with SF Opera artist and staff to shape new experience of operatic performances tailored to engage new audiences and retain current audiences
  • Monitor ticket sales reports and adjust advertising strategies accordingly
  • Oversees budgeting for subscription and single ticket campaigns for SF Opera
  • Work collaboratively with Box Office and Patron Data and IS teams to create critical timelines and requirements for all ticketing fulfillment of marketing campaigns
  • Oversee the management of the telemarketing vendor relationship to ensure high sales of desired packages and products at the lowest cost
  • Work with Director of Annual Giving to establish best practices and strategy for communications between annual fund and subscription campaigns to achieve both maximum revenue and patron satisfaction. These positions will work jointly to establish baseline performance and set objectives to improve overall rates of engagement across the life cycle of the patron through integrated loyalty initiatives
  • Perform other job-related duties as assigned

APPLICATION INSTRUCTIONS:
E-mail required job application, cover letter and résumé with salary requirements directly to employment@sfopera.com or fax to (415) 634-0203.  No phone calls please. San Francisco Opera only retains résumés that are sent in response to specific, posted job openings.

 

Qualified applicants with arrest and conviction records will be considered for this position in accordance with the San Francisco Fair Chance Ordinance.


Questions?
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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