The Director of Marketing and Communications will manage all facets of marketing and public relations for Shea’s. This includes the strategic planning of marketing and audience development campaigns to achieve the financial goals for performances at all three campus venues. This position will mentor and supervise the performance of a five-person team—including a Marketing and Communications Manager; Group and Box Sales; Associate Marketing Manager of PR and Content Strategy; Marketing Associate; and Junior Graphic Designer and Website Specialist. This team is responsible for reaching revenue, attendance, and publicity goals for all performances and public-facing activities on the Shea’s campus. The Director of Marketing and Communications will also be responsible for creating a culture of customer service, positive working relationships, and marketing support for all departments within Shea’s operations. This position will have primary control of Shea’s brand management and will oversee all audience and market research activities. Financial accountability will be expected through oversight of expense and revenue budgets and shared responsibility for setting prices.
Roles and Responsibilities
Earned Revenue and Community Visibility
- Create and direct the implementation of an integrated marketing strategy and sales plan to support subscription, single ticket, and group sales goals for all Shea’s venues and programs through traditional and digital media, direct response, and out-of-home advertising.
- Manage strategy and content for website and digital communications, including targeted email marketing, video production, and social media.
- Serve as brand manager and develop key messages for all Shea’s communications.
- Demonstrate commitment to collaboration and provide marketing support for Development, Arts Engagement and Education, and Events and Hospitality Department initiatives.
- Cultivate opportunities for audience development and community connections to serve and engage underrepresented and marginalized audiences.
- Develop and maintain productive relationship with Shea’s presenting partner, Al Nocciolino and NAC Entertainment, on all Broadway touring productions and special engagements.
- Manage all media relations, including writing and approving press releases for all departments, generating consistent local media interest, organizing season announcements and other media events, and providing public relations support to presenters as required.
- Serve as official media spokesperson, managing crisis communication and providing timely responses to media requests.
- Maintain an active presence at performances and arts engagement events to better understand audiences and customer service issues from both operations and patron perspectives.
- Negotiate media placement, marketing sponsorships, and promotional partnerships, including those designed to increase tourism sales.
- Regularly conduct audience and market research and present findings to the entire institution.
- Oversee relationships with external vendors, agencies, and designers.
- Share responsibility for setting prices and revenue budgets for flagship Broadway season and all other performances at Shea’s with the Vice President of Finance and Administration.
- Create zero-based budget and develop customized marketing and advertising plans each season in response to changing programs.
- Monitor sales, forecast revenue, and provide analysis of season and single ticket sales throughout the season.
- Execute timely and effective initiatives to address any events that experience lagging sales in a committed effort to achieve attendance and revenue goals.
- Establish standardized reporting metrics with the IT team to provide business intelligence regarding direct response rates and website data analytics.
- Direct all aspects of development and the patron benefits program, including stewardship, special events, cultivation, benefits fulfillment, daily donor interaction, and volunteer management.
- Use the organization’s formal and informal social and technical structures to build relationships, negotiate solutions, and accomplish goals.
- Guide and mentor the development team’s successful achievement of contributed revenue goals for individual, corporate, foundation, special events, and institutional endowment, with a personal emphasis on identifying, cultivating, and securing new sources of funding.
- Embrace other development planning and implementation roles and responsibilities as needed.
Team Building and Internal Communication
- Manage the performance of and inspire results-driven environment for in-house marketing team.
- Effectively delegate, actively initiate, and personally complete marketing projects.
- Hire, schedule, supervise, and provide customer service training to Box Office personnel.
- Establish and maintain productive and collaborative working relationships with senior staff and board members.
- Regularly meet with the CEO and senior staff to support institutional goals through strategic marketing and public relations support.
- Build relationships with a wide variety of community stakeholders and establish multiple access points to productions and engagement initiatives, working in tandem with the Arts Engagement and Education Department.
- Share research and financial results, revenue projections, and other marketing updates in weekly reports to the marketing team, senior staff, and board committees as required.
- Embrace other administration and oversight roles and responsibilities as needed.
Traits and Characteristics
The Director of Marketing and Communications will be a highly collaborative team player who effectively communicates with tactful directness, both internally and externally. This individual will be a hands-on manager with the ability to inspire a high-performance team by modeling behavior that achieves revenue goals through integrated marketing plans and a commitment to reaching new audiences. A diplomatic senior leader and an organized project manager, the Director of Marketing and Communications will be an enthusiastic supporter of the theatre arts with a proven track record of success.
Other key competencies include:
- Leadership and Teamwork – The ability to organize and motivate others to accomplish goals while creating a sense of direction; build trust and demonstrate integrity; inspire active participation among a variety of stakeholders; respect team members and their individual perspectives; and share responsibility for success and failure.
- Personal Accountability and Goal Orientation – The willingness to take ownership of situations, accept responsibility for actions and results, and prioritize and complete tasks necessary to meet deadlines and achieve revenue goals.
- Project Management, Planning, and Organizing – The capacity to develop procedures, processes, and systems for order, accuracy, efficiency, and productivity and to deliver desired outcomes within allotted timeframes.
- Diplomacy and Interpersonal Skills – The adeptness to demonstrate superior cultural competence and awareness; effectively communicate with people across hierarchical and functional boundaries; understand cultural climate and organizational issues; and build rapport and display a sincere interest in the professional success of others.
A bachelor’s degree in arts administration, marketing, or communications is required (master’s degree preferred) as well as a minimum of eight to 10 years of experience at the managerial level in theatre or performing arts marketing and advertising. Experience managing a high performing team and demonstrated success in project management are necessary. A thorough knowledge and understanding of current arts marketing and advertising disciplines are required. An Excel and PowerPoint expert, the qualified candidate will possess the ability to interpret and present a story through numeric data to multiple stakeholders. Excellent verbal, written, and listening communications skills and superior editing and proofreading experience are needed.
Compensation and Benefits
Shea’s offers competitive compensation, commensurate with experience, and a benefits package that includes paid time off, health insurance, and a generous employer contribution toward a 403(b)-retirement plan.
Please submit a cover letter and resume including demonstrable accomplishments to:
Ms. Cindy Grzanowski
40 South 7th Street, Suite 212-148
Minneapolis, MN 55402
Tel (888) 234.4236 Ext. 210
Shea’s Performing Arts Center is an equal opportunity employer that welcomes and values diversity, inclusion, and equity in all forms.