Department: Marketing & Communications
Direct Reports (3): Marketing Manager, Digital Communications Manager and Marketing Coordinator.
Status: Full-time, permanent
Position Summary:
The Director of Marketing oversees and provides strategic direction for all marketing activities at the Toronto Symphony Orchestra. The incumbent works closely with the VP, Marketing & Communications to create, develop and execute single ticket and subscription campaigns, other earned revenue opportunities, and initiatives that focus on patron engagement and retention, and new audience growth. The Director of Marketing should have expertise in marketing for live arts and entertainment, particularly within a ticketed venue, and/or one that focuses on growing subscriptions or memberships. The position oversees digital advancement, including website and e-commerce development, digital and social media advertising, and e-marketing strategies. The incumbent will maintain a data-driven approach, providing analytical reporting across multiple platforms, ensuring that the TSO not only achieves but exceeds revenue goals.
For the TSO’s 2022/23 season, all activities will need to reflect the TSO Centennial, with special attention given to the major highlights of the season, including the gala (Nov), tour to the National Arts Centre, Carnegie Hall, and Chicago’s Symphony Center (Feb), return to Massey Hall performance (Feb), recording of Messiaen’s Turangalîla (May), and the free season closing performance (June).
Key Responsibilities:
Strategic Marketing Planning - Establishes and implements short- and long-range marketing plans that support the full range of TSO activities, including single ticket campaigns for all performances, education and community partnerships, and development activities to maximize patron revenue.
- Strategic Marketing and Sales - Provides weekly sales reporting and briefs, distinguishing between successful and underperforming activities, and making tactical recommendations accordingly.
- Audience Growth - Dedicated focus on expanding group sales initiatives. Supports outreach to new audience segments, and the execution of a win-back campaign for first-time single ticket buyers.
- Digital Marketing Campaigns - Oversees the work of the Digital Communications Manager in website e-commerce and e-marketing strategies.
- Media Planning and Advertising Buys - Oversees media planning for all TSO subscription and single ticket campaigns as executed by the Marketing Manager, including direct mail, email, digital, print, radio, transit/outdoor and signage.
- Other - Generates new promotional ideas to raise earned revenue, including the sale of recordings and TSO merchandise.
Team Management - Supervises three direct reports: Marketing Manager, Digital Communications Manager and Marketing Coordinator. Manages Marketing team members’ responsibilities in their respective program areas, as well as supporting marketing needs for other TSO departments and TSO partners. Ensures that the Marketing team is well-represented during internal meetings and activities.
Project Management and Workflow - In conjunction with VP, Marketing & Communications, manages marketing requests from all departments within the organization through an intake process that prioritizes and schedules projects, articulates each project’s goals, and provides a plan of execution.
Writing - Writes compelling marketing copy. Contributes to the Annual Report and other publications as assigned by the VP, Marketing & Communications.
Collaboration - In conjunction with the VP, Marketing & Communications, supports other TSO departments in achieving goals, working collaboratively with department heads to ensure consistency and the most effective use of marketing resources.
Quality Assurance - Under the direction of the VP, Marketing & Communications, supports organizational standards for the TSO’s brand and visual identity, educates internal stakeholders on the importance of this information, and monitors usage.
Budgeting - Under the direction of the VP, Marketing & Communications, oversees budget tracking and invoice reconciliation for Marketing activities.
Concerts / Other Duties – Participates in rotating concert duty (involving evening and weekend hours). Attends regular meetings of the Marketing & Communications teams, and other meetings as needed.
Specific Skills:
- University Degree at Bachelor level, or equivalent
- Minimum 5 – 8 years as marketing specialist in a mid- to large-size performing arts organization or related non-profit at a manager level (including experience managing more than one direct report); experience reporting to senior management; understanding of how to speak with high-level donors, patrons and volunteers (including board members and trustees)
- Experience implementing multi-channel marketing campaigns that are on time and on budget
- Well-versed in reporting and interpreting marketing analytics, and executing data-driven marketing campaigns and activities
- Good knowledge and appreciation of orchestral music, regardless of usage (in dance, opera, theatre)
Salary Range: $75,000 to $90,000 (commensurate with experience)
Competitive Benefits package.
Working Conditions/Physical Demands:
Routine office environment with most concert-related activity taking place in Roy Thomson Hall. The Director of Marketing will be required to work some evening and weekend concerts and/or other special events. The TSO is currently working in a hybrid work environment with the balance of in-office and remote work determined by departmental needs.
The TSO requires all employees to provide proof of fully-vaccinated status, with vaccines approved by Health Canada. A person is considered fully-vaccinated if they have completed the required regime for a COVID-19 vaccine and 14 days have passed since their final dose.
How to Apply:
Qualified candidates should apply by submitting a cover letter and résumé to Esther Lee, Director of Human Resources, at elee@tso.ca, with the subject “Director of Marketing”, no later than 5 pm on Friday, October 14th, 2022.
The TSO thanks all applicants but only those selected for an interview will be contacted.
The Toronto Symphony Orchestra is committed to having a workforce that is reflective of the diversity of the City of Toronto and strongly encourages applications from all qualified individuals, especially those who can provide different perspectives and contribute to the further diversification of ideas.
The TSO is committed to providing accommodations for people with disabilities. If you require accommodation, the TSO will work with you to meet your needs.
