Director of Marketing
Organization Overview: COCA is a nationally recognized, innovative community arts center with a deep commitment to equity and accessibility. With an annual budget of $6 million, the organization serves 50,0000 diverse St. Louisans from 250+ zip codes. COCA continues to adapt to address the challenges presented by the COVID-19 pandemic and, having recently completed a significant capital campaign and facility expansion, the organization is optimistic about its future. COCA is seeking a talented Director of Marketing to join its leadership team to help guide it toward growth and greater community impact.
COCA’s Equity and Inclusion commitment:
- COCA is committed to actively and intentionally operating as an anti-bias, anti-racist institution. As such, we promote policies, practices, and programs that create courageous spaces for our COCA community to dialogue toward understanding.
- We know art is a powerful instrument for social justice. It is a means for people to share history, culture, and perspectives, celebrate differences, challenge assumptions, and find common ground. We aim to be a home to people from all backgrounds. We do not discriminate based on race, national or ethnic origin, citizen status, veteran status, ancestry, age, religion, disability, sexual orientation, gender identity, or any other basis of discrimination.
- COCA is dedicated to advancing anti-bias, anti-racism work as we grow. As a learning institution, we understand that this work is an iterative journey. We will continue to evolve our strategies in collaboration with our communities in order to remain relevant and impactful.
Position Overview: 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 COCA’s reputation as a forward-thinking innovative leader in arts education. Collaborating closely with department leaders and reporting to the Executive Director, the Director will lead an energetic and efficient team, overseeing web strategies, editorial, public affairs, print and online communications, media relations, interactive marketing and social media, emergency communications, community relations and registration. Understanding these multiple functions and messaging platforms, emphasizing earned revenue goals and prioritizing organizational-wide marketing efforts to meet institutional goals will be critical.
Key duties and responsibilities include, but are not limited to:
Leadership and Strategy
- Guide strategy and effectively direct targeted marketing to a wide range of COCA patrons and stakeholders to diversify participation, increase the visibility and drive revenue.
- Work collaboratively with programming, administrative, operations, artistic and development staff teams to devise appropriate communications and strategies to support new business development, patron participation, internal communications, institutional messaging, and revenue generation.
- 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.
- Design and implement comprehensive marketing, sales and communication strategies to promote performances, exhibitions, classes/camps, and engagement events to retain and grow audiences and meet revenue goals. Build loyalty segments, taking into consideration COCA’s image, branding, message, mission, goals and priorities.
- Plan, manage, and oversee competitive analysis and pricing strategies for diverse programs and audiences.
- Work with program, artistic and finance teams to shape earned revenue goals as part of the organizational budgeting process.
- 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.
- Devise 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.
- Develop strategy for institutional marketing, align media opportunities, and guide organizational talking points, speeches and presentations for leadership team.
- Supervise and support Assistant Director of Marketing who is responsible for management of the marketing team.
- Establish and monitor staff performance and development goals, assign accountabilities, set objectives, establish priorities, and conduct performance appraisals.
- Manage relationships and contracts with PR, marketing/branding firms, consultants, and freelance designers/vendors in collaboration with the Assistant Director of Marketing
- Develop strategic plans and guide marketing efforts 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 degree in marketing or related field; Master’s preferred;
- 5+ years of professional work experience in marketing, communication, or related field;
- Demonstrated knowledge of brand development and current marketing and communication trends, including new media channels;
- Demonstrated ability to develop earned revenue budgets and meet earned revenue goals;
- Track record of developing and leading successful marketing and communication campaigns that achieve specific measurable results;
- Demonstrated commitment to diversity, equity and inclusion;
- Demonstrated ability to effectively manage, mentor, and motivate a team;
- Excellent writing, editing, and communication skills;
- Strong work ethic, critical and creative thinking ability, and problem solving skills;
- Ability to meet deadlines in a fast-paced environment;
- Passion for arts, arts education, and community-based work.