The Vice President of Marketing & Communications strategically plans, monitors, and oversees earned revenue generation of subscription, group and single ticket sales, customer service, cooperative marketing, and other sales activities. They guide public relations and communications, as well as support the Vice President of Advancement in maximizing messaging that maintains a positive brand image for, and content distributed and published by, the organization.
The Vice President of Marketing & Communications oversees key ticketing and customer service staff, supports sales and strategic initiatives, and achieves short- and long-term goals. They maintain maximum positive visibility for and stature of the organization in the greater Worcester community and in the broader performing arts industry. The Vice President of Marketing & Communications partners with the Vice President of Finance on budget development, monitoring, and projections in setting realistic and attainable financial goals.
In addition, they build positive relationships with patrons, donors, volunteers, media partners, and others through effective communications combined with a total customer experience that is superior and unique. They support the President & CEO and collaborate with others on the senior leadership team to ensure a cohesive and integrated organization focused on equity, diversity, inclusion, belonging, accessibility, quality, resiliency, and vibrancy.
Role and Responsibilities
Strategic Direction and Audience Engagement
- Create and implement strategic and operating plans with the senior leadership team that achieve ticket sales, class registrations, audience & community engagement, corporate sponsorships, and other goals for every line of business in which the organization operates.
- Develop effective audience development programs and initiatives that engage diverse audiences and students.
- Supervise all public relations, including writing and placement of press releases and feature articles, and maintain positive ongoing relationships with the media locally, regionally, and nationally.
- Collaborate with the Mainstage Artistic Director & Vice President of Programing to develop plans to provide outreach, advertising, and sponsorship of Wurlitzer Organ concerts and programs.
- Serve as a primary source for media relations and public information with the President & CEO.
- Deliver consistency and accuracy in content development and distribution that supports the positive visibility of the various programmatic and educational areas of the organization.
- Ensure superior customer service throughout all touchpoints of the customer journey.
- Oversee the writing, design, and production of all print materials, including marketing collateral, direct mail, and print advertising for both presented and produced shows.
- Guide all venue marketing and branding, including print, radio, social media, and other advertising.
- Provide strategic leadership and creative direction on the design and timely website content updates, coordinate e-marketing, advise on technological improvements, and supervise online calendar listings.
- Embrace other strategic direction and audience & community engagement roles, as needed.
Revenue Generation and Branding
- Manage earned revenue campaigns for subscriptions, single tickets, group sales, class registrations, and other interdepartmental revenue pacing, meetings, collaborations, and other opportunities.
- Monitor, analyze, and report on marketing and sales for various productions, Conservatory classes, and additional events in considering short- and long-term trends that could impact decisions on programming, pricing, packaging, promotion, and people.
- Engage with other senior leadership team members to ensure that the organization’s website includes appropriate programmatic, educational, and donor-focused content with appropriate recognition and opportunities for direct online giving.
- Develop and distribute annual reports, newsletters, and other publications in collaboration with the executive leadership team to support the organizational brand and communicate public visibility impacts.
- Collaborate regularly with the Vice President of Advancement to position fundraising opportunities that integrate the overall organizational mission and brand alignment in news articles, publications, reports, and collateral materials.
- Integrate with other senior leadership team members to provide them with the print, web, and social media support needed throughout the organization.
- Provide leadership and direction for the advertising, content, data, and digital work groups.
- Collaborate with the President & CEO, Board, and Vice President of Advancement to secure and retain Franklin Square Society and annual members.
- Partner with the President & CEO and Vice President of Advancement to engage corporate sponsors and appropriate recognize their support in collateral materials and social media.
- Embrace other revenue generation and branding roles, as needed.
Team Leadership, Collaboration, and Oversight
- Lead and coordinate the marketing and communications team and advise the President and CEO, board, and senior leadership team on evolving practices in pricing, packaging, and promotion.
- Partner with the Vice President of Finance on budget development, monitoring, and projections in setting realistic and attainable financial and staff performance goals.
- Oversee the marketing and ticketing staff to maximize overall organizational sales and mentor them to consider the entire continuum of each patron’s relationship to and investment in the organization.
- Assess the capacity of an effective marketing and communications department to address short- and long-range staff and volunteer needs to reach sales and customer service goals.
- Participate and contribute actively to equity, diversity, inclusion, belonging, and accessibility initiatives on board and staff committees.
- Collaborate with other staff members to leverage available and emerging technologies that maintain relationships and build upon customer acquisition opportunities.
- Guide the technological implementation of policies and procedures for ticketing, database management, and financial reporting.
- Stay abreast of best practices, emerging trends, and tools and technologies in marketing and communications that support a variety of initiatives, including print and digital audience acquisition campaigns.
- Maintain a broad knowledge of the principles of marketing and communications, deepen customer relationships, build new connections, and ensure that staff and volunteers provide exemplary customer service.
- Embrace other team leadership, collaboration, and oversight responsibilities, as needed.
Traits and Characteristics
The Vice President, Marketing & Communications will be a collaborative and resourceful leader who is goal and people oriented. They will focus on problem solving in an environment where versatility in thought and flexibility in action are a motivation for organizational and team results. The Vice President, Marketing & Communications will be receptive to new ideas and strategies as they skillfully assess the impacts of how best to effectively invest time, energy, and resources. In pursuit of audience satisfaction and brand visibility in the region, they will be an excellent verbal and written communicator who easily engages with people of diverse backgrounds and values. The Vice President, Marketing & Communications will understand that the performing arts and educational programs are intrinsically experiential, inherently societal, and externally impactful.
Other key competencies include:
- Leadership and Goal Orientation — The ability to inspire, build trust, and lead with confidence and integrity while engaging effectively with others to assess challenges, determine a course of action, set mutually agreed upon goals, and oversee timely implementation.
- Interpersonal Skills and Diplomacy — The flexibility to anticipate, meet, and exceed stakeholder needs while listening carefully and respectfully, building rapport, communicating transparently, and relating well to an array of diverse constituencies internally and externally while facilitating mutually beneficial outcomes.
- Customer and Community Focus — The capability to organize, inspire, and influence donors, audiences, and community members while anticipating, meeting, and exceeding their needs and expectations.
- Personal and Professional Accountability — The integrity to be answerable for personal and professional actions while readily modifying and adapting to change with minimal resistance or disruption.
- Time and Priority Management — The capacity to manage, prioritize, and deliver upon complex goals, align competing yet complementary priorities, mobilize team and financial resources, and achieve desired outcomes within allotted time frames.
Qualifications
A bachelor’s degree in marketing, communications, public relations, or equivalent experience, and at least six years of senior management experience in these areas are required. The ability to read, write, listen, and communicate in English at a high level of proficiency is needed with multiple language skills appreciated. A high level of expertise in Microsoft Office programs, ticketing and customer relationship management systems, pricing strategies, and regular use of the internet is expected.
Experience working in a fast-paced environment with attention to detail, superior organizational and time management skills, and oversight of numerous staff, projects, and tasks simultaneously is needed. Experience working with a senior leadership team with a transparent and engaging communication style is critical. Demonstrated experience in and a commitment to equity, diversity, inclusion, and accessibility is deeply appreciated. A passion for the performing arts, commitment to arts education, and active participation in arts advocacy is preferred. Those who do not meet all the qualifications but possess transferable or equivalent skills, experience, or education, are encouraged to apply and highlight those areas.
Compensation and Benefits
Hanover Theatre & Conservatory provides a competitive and equitable compensation package with an estimated salary in the range of $120,000 to $135,000. Benefits include vacation, sick time, and holidays; subsidized (75%) medical, dental, and vision coverage, along with Flexible Spending Accounts (FSAs); life, short-term, and long-term disability insurances; a voluntary 401(k) plan with up to 5% match; and complementary parking and tickets. The organization provides tax-free reimbursement for certain qualified medical expenses through a Health Reimbursement Arrangement (HRA). Employees and dependents enrolled in the Health New England HMO Thrive and PPO Thrive group health plans are eligible to enroll in the HRA and this benefit’s premium is fully paid by the organization. The Massachusetts Paid Family Medical Leave benefits are also available.
Applications and Inquiries
To submit a cover letter and resume with a summary of demonstrable accomplishments (electronic submissions preferred), please visit https://artsconsulting.com/opensearches/hanover-theatre-conservatory-seeks-vice-president-marketing-communications/ .
Hanover Theatre & Conservatory is committed to equity, diversity, inclusion, and accessibility, and it acknowledges the traditional, ancestral, unceded territory of the Nipmuc Nation on which we are working and currently performing in what is known today as Worcester, Massachusetts. We recognize and respect Indigenous Peoples as traditional stewards of this land and the enduring relationship that exists between Indigenous Peoples and their traditional territories. This sort of acknowledgement is essential to human rights work across the world. It is essential to our work of honoring stories that explore the human experience.
