Director of Marketing and Sales
The Director has primary responsibility for developing and implementing an effective, integrated comprehensive marketing, communications, and sales strategy aligned with COCA’s mission, goals, and ambitions for the future. The Director will be a driving force behind initiatives to grow brand awareness in our core markets and increase new customer participation beyond current trends as well as advance our reputation as a forward-thinking innovative leader in arts education.
Collaborating closely with the Executive Director and members of the senior leadership team and reporting to the Director of External Affairs and Strategic Initiatives, the Director of Marketing and Sales will lead an energetic and efficient team of three, overseeing web strategies, editorial, public affairs, print and online communications, media relations, interactive marketing and social media, emergency communications, and community relations. Understanding these multiple functions and messaging platforms, providing team management and prioritizing organizational-wide marketing efforts to meet our goals will be critical. Of paramount importance will be identifying marketing and promotional opportunities to position COCA for greater community visibility.
Key duties and responsibilities include, but are not limited to:
Employ a deep understanding of COCA to lead, and strategically direct targeted marketing and outreach efforts to a wide range of COCA patrons and stakeholders, including students, faculty and staff, local and regional community members, donors, corporate partners, and national entities to increase the visibility and stature of COCA.
Work collaboratively with programming, administrative and development teams to devise appropriate communications strategies to support new business development, patron participation, internal communications and institutional messaging.
Create marketing/public relations strategy that will allow COCA leadership to cultivate and enhance meaningful relationships with targeted, external audiences, including the media and key influencers.
Marketing and Sales
Design and implement comprehensive marketing and sales strategy and initiatives to promote performances, exhibitions, classes/camps, and engagement events to retain and grow audiences and meet set revenue goals. Build loyalty segments, taking into consideration COCA’s image, branding, message, mission, goals and priorities.
Plan, manage, and oversee execution of branding, market research, media planning, market segmentation and targeting, and pricing strategies for diverse campus and community audiences.
Manage traditional marketing and communication elements including public relations efforts, print, broadcast, direct mail, and email campaigns; ensure high-visibility presence at community events.
Provide direction for public relations, publicity, and development of visual and print material, including season guides, annual report, performance programs, website, and direct mail.
Manage advertising and promotional activities to enhance COCA’s image, and increase enrollments, ticket sales, corporate clients, event participation, and donations.
Understand challenges, opportunities, and emerging issues faced by the organization. Work with leadership team and staff to design and execute internal and external communications approaches to support them.
Liaise with colleagues to coordinate strategies and implement initiatives related to branding, messaging, and fundraising.
Develop ties and seek partnerships that will increase participation in programs and marketing efforts, and serve as a representative of COCA as requested and required.
Actively engage, cultivate and manage press/public relations to ensure coverage surrounding COCA programs, social events, public announcements, and other projects.
Oversee the development of all print communications, marketing collateral materials and electronic communications.
Exercise judgment to prioritize media opportunities, and prepare talking points, speeches, presentations and other support materials for leadership team, as needed.
Supervise Marketing Manager, Digital Content Specialist and Marketing and Publicity Coordinator.
Establish and monitor staff performance and development goals, assign accountabilities, set objectives, establish priorities, and conduct performance appraisals.
Promote a culture of high performance and continuous improvement that values learning and a commitment to quality.
Manage day to day activity, relationships and contracts with PR, marketing/branding firms, consultants, and freelance designers/vendors.
Develop strategic plans and expense budget to meet earned revenue goals; regularly review and analyze: departmental expenditures, progress toward revenue goals, audience segmentation and development tactics, and overall market reach and program participation.
Establish metrics and employ data-driven decision making related to advertising methods, communication strategies, outreach event participation, and other promotional efforts to increase ticket sales and participation in COCA programming.
- Bachelor’s or master’s degree in marketing or related field;
- 7+ years of professional work experience in marketing and communication;
- Demonstrate knowledge of brand development and current marketing and communication trends, including new media channels;
- Have a track record of developing and leading successful marketing and communication campaigns that achieve specific measurable results;
- Demonstrate the ability to effectively manage, mentor, and motivate a team;
- Possess strong leadership, analytical, creative messaging, and problem solving skills;
- Excellent writing and editing skills required;
- Demonstrate a commitment to diversity and ability to work constructively with a variety of constituents;
- Exhibit a strong work ethic and an energetic, influential, and diplomatic work style.
- Ability to meet deadlines in a fast-paced environment;
- Passion for arts, arts education, and community-based work.