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Director of Marketing, Palm Beach Opera
SUBMITTED DATE: 5/13/2020

Palm Beach Opera invites applications and nominations for the position of Director of Marketing, available immediately.

The Organization 
https://pbopera.org/

Founded in 1961, Palm Beach Opera (PBO) is dedicated to producing opera at an international standard of excellence; to enriching the life of the communities it serves with a diverse offering of programs; and to training the next generation of opera stars.  PBO seasons are comprised of both well-known audience favorites and lesser-known works designed to satisfy both the opera aficionado and new audiences. During an intensive opera season from November to April with year-round community engagement and education programs throughout Palm Beach and surrounding counties, Palm Beach Opera now produces over 250 programs and events per year, reaching over 19,000 individuals per season. 

Mainstage performances take place at the 2,200-seat Alexander W. Dreyfoos Hall, part of the Raymond F. Kravis Center for the Performing Arts, and feature internationally acclaimed singers, conductors, directors, and designers. The Palm Beach Opera Chorus is comprised of up to 50 local singers who are committed to the highest musical values. The Palm Beach Opera Orchestra is made up of approximately 75 professional musicians who are members of major orchestras both nationally and internationally and travel to Palm Beach specifically for PBO productions.  PBO’s 2019/2020 Season featured Puccini’s Turandot, Rossini’s Il Barbiere di Siviglia, and Humperdinck’s Hansel and Gretel.  PBO’s production of  Tchaikovsky’s Eugene Onegin was unfortunately canceled due to the COVID-19 pandemic.    

Additional annual programs included a Children’s Performance Matinée adapting one of the mainstage operas (The Barber of Seville in February 2019), and a Gala Recital and Dinner (Christian van Horn in February 2020), featuring opera stars such as Renée Fleming, Joyce DiDonato, Michael Fabiano, Matthew Polenzani, and Sondra Radvanovsky.  Past programs have included outdoor opera concerts, symphonic-choral concerts, and the PBO Vocal Competition. 

PBO maintains a strong focus on training the next generation of singers, and has been widely recognized for the success of its rigorous three-tiered artist training model. Eighteen participants in the Benenson Young Artist Program and the Bailey Apprentice Artist Program, selected from national auditions, receive extensive training and performance opportunities. Alumni have gone on to sing at major international companies including the Metropolitan Opera, San Francisco Opera, Chicago Lyric Opera, Berlin State Opera, Vienna Opera, etc.  Up to 12 local high school students participate without charge in the PBO Studio, which prepares them to pursue their music education successfully at the college and conservatory level.

PBO has an annual operating budget that is now approaching $6.5M. The Company maintains an endowment of $1.2M, and a Board-restricted reserve fund of $835K.  PBO has posted surpluses over the past few seasons, and has significant future funding secured. The Company is governed by a 26-member Board of Directors.  David Walker is General Director and leads a staff of 16, which expands to a larger team during the season when each production employs up to 300 people. The PBO receives additional support from the Palm Beach Opera Guild.

The Opportunity

The Director of Marketing will join Palm Beach Opera at a critical time in the Company’s history as senior leadership seek unique and creative solutions to the challenges presented by the COVID-19 pandemic.  It is also an exciting time of transition.  After serving as PBO’s Managing Director since 2016, David Walker assumed the role of General Director in the Fall of 2019.  The Director of Marketing will be part of a dynamic, fiscally healthy, and well-respected Company with significant opportunities for growth in earned income and all aspects of patron and revenue development.  The Director will play a major part in planning the PBO’s 60th Anniversary celebration, taking place in the 2021/2022 Season, and will join with the General Director and Board as they assess overall Company future space and facilities needs.  

Palm Beach is a welcoming and vibrant community that values music, art, dance, and other cultural offerings.  The Director of Marketing will join an experienced staff and will partner closely with the General Director and a dedicated, supportive, and generous Board of Directors whose reach extends nationally.

The Position

Working closely with the General Director, the Director of Marketing is responsible and accountable for planning, implementing, and evaluating all aspects of marketing, sales, promotion, advertising, and positioning to achieve and exceed the Company’s earned revenue goals.  S/he develops and implements a comprehensive and strategic marketing plan to position Palm Beach Opera both locally and nationally.

The Director of Marketing ensures a comprehensive focus on data and analytics in driving sales and building patron loyalty.  S/he conducts market research, monitors trends, and provides reports to inform organizational decision-making.

The Director of Marketing plans and executes subscription and single-sales campaigns and implements decisions regarding dynamic pricing.  S/he develops and implements strategies that build PBO’s institutional brand.  S/he develops public relations, promotional, and publicity campaigns with print and electronic media.   S/he serves as spokesperson for the organization as appropriate and maintains positive and productive relationships with media locally and nationally.  The Director oversees all internal and external communication and ensures the highest editorial and design standards for all print and electronic communications, including PBO’s website.

The Director of Marketing reports to the General Director and leads a marketing team that includes both a Marketing & PR Manager and Marketing & Advertising Manager.

The Director collaborates with the fundraising team to generate solicitation materials and information for donor recognition in publications, newsletters, playbills, annual reports, and digital media.  The Director regularly attends performances and events and is an active participant in the greater Palm Beach community.

Candidate Profile

The ideal candidate will be a seasoned executive with a passion for opera and a track record of success generating at least $1M million in annual earned income.  S/he will be able to engage the experienced opera aficionado as well as the first-time opera attendee.  S/he will be a strategic thinker with excellent planning, budgeting, organizational, and communications skills.  The demonstrated ability to build audiences for the performing arts will be considered a major asset.  

The successful candidate will have superb analytic skills and strong experience with use of data for decision-making.  S/he will be experienced in conducting, analyzing and utilizing market research. S/he will be knowledgeable about direct mail, telemarketing, and e-marketing, and will be comfortable employing new media and Internet technology for advertising, sales, and promotions.

The successful candidate will be skilled at working effectively with designers, graphic artists, website technicians, writers, and other creative talent in order to achieve the highest standards in all marketing materials.  S/he will be knowledgeable about box office operations, ticket pricing, and patron services.  Experience with dynamic pricing will be a plus.

The successful candidate will have a proven record of success in developing opportunities for promotional partnerships and collaborations with sponsors, media, and community organizations.         S/he will have experience working with the press, including feature writers, critics, and news reporters.  S/he will have excellent written and oral communication skills.  

The successful candidate will have excellent communication and interpersonal skills, and will be able to work effectively with Board members, staff, community leaders, and volunteers.  S/he will be able to speak and write persuasively about the mission and programs of Palm Beach Opera.  S/he will have superb planning and organizational skills, and the ability to inspire and motivate a high caliber staff.

The successful candidate will have high ethical standards, personal integrity, and a healthy sense of humor.  S/he will be flexible, adaptable, and energetic.  S/he will be able to accept a work schedule that incudes evening and weekend commitments.  S/he will welcome the opportunity to become an active participant in the greater Palm Beach community.

Compensation

Compensation, including benefits, is competitive and commensurate with qualifications and experience.

Applications

Palm Beach Opera is an equal opportunity employer and is committed to diversity, equity, and inclusion in all facets of the organization.  Palm Beach Opera seeks to develop a diverse candidate pool and welcomes nominations and applications from all qualified candidates. 

Please send a cover letter outlining interest and qualifications with resume, salary history or requirements, and contact information for at least three references.  Electronic submissions are preferred.  All applications will be treated as confidential and references will not be called without the candidate’s knowledge and agreement.  

Please send materials to:

 Palm Beach Opera – Director of Marketing 
c/o Catherine French Group
2500 Q Street NW, Suite 623
Washington, DC  20007
applications@catherinefrenchgroup.com

MS Word or Adobe Acrobat attachments only

 

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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