OVERTURE CENTER MARKETING MANAGER

General Responsibilities:

This is responsible managerial and professional work in developing the marketing and communication plans for the Overture Center including all events, programs and services. This position involves planning and managing a full range of marketing services for Overture Center including branding, advertising, and promotional strategies. This position will initiate and oversee the development of integrated marketing, creative, and design strategies to optimize tickets sales and/or attendance, auxiliary income, and community awareness. Work is performed with a high degree of independence under the general direction of the Overture Associate Director for Programming.

Examples of Duties and Responsibilities:

Develop and maintain the overall marketing and communication plan for Overture Center as well as the marketing and communication plan for each Overture event, program, or service. Strategize marketing efforts to optimize ticket sales, and attendance at free events. Serve as Overture brand manager and explore new channels to communicate the Overture brand and events to appropriate target markets. Direct market research activities and incorporate findings into the planning and development of marketing and communication programs and activities. Benchmark against other performing arts centers nationally and implement initiatives as appropriate.

Initiate and oversee the development of marketing, creative and design strategies. Design and implement integrated marketing communications plans across functional elements, including print/tv/radio advertising, e-communications (incl. website), pr/publicity, onsite communications (including signage, print materials and verbal information convey to the public, i.e., tour scripts), and direct mail. Fully utilize database opportunities. Develop cooperative advertising and cross-promotional strategies. Collaborate with and support group sales efforts. Develop full marketing programs for special events.

Develop and monitor the annual marketing budget. Make related projections and recommendations. Monitor and approve budget expenditures. Reconcile marketing expenditures with budgets. Work with the Financial Officer and Executive Director to ensure that marketing dollars are optimized.

Develop an effective relationship between the marketing program and ticket sales. Provide timely, accurate information to ticket office staff, work collaboratively to create point-of-sale data collection plan and monitor execution.

Recommend, implement, and evaluate policy changes to established marketing and customer service procedures. Evaluate information, prepare reports and make recommendations to the Executive Director relative to changes in marketing, product grouping, pricing schemes, or other policies and procedures. Oversee the development of operating policies and procedures relative to Overture Center image placement and branding.

Oversee the preparation of accurate and effective news releases for outside press, media, and stakeholders, and all briefing materials for internal Overture staff.

Oversee the design, development, and management of Overture Center website. Implement needed features and functions and optimally organize content to maximize potential.

Provide marketing expertise in programming planning and analysis, particularly related to pricing, program marketability, and ticket sales projections. Execute integrated marketing plans to fulfill programming goals and projections.

Collaborate in the development of a marketing message and materials to support sponsorship efforts. Provide guidance, standards and a process for approval and implementation of sponsorship terms related to marketing. Develop opportunities for joint marketing efforts, and determine how to optimize use of co-promotions with corporate sponsors. Work with resident organizations to develop and cultivate marketing relationships and determine opportunities for co-marketing/co-branding.

In collaboration with appropriate management staff, provide marketing expertise and strategy to the areas of Event Services, Education and Outreach, Development, and Friends Volunteer Ushers. Plan and direct marketing and promotional plans and create the marketing message and materials to support program goals such as maximizing revenue, attendance, and visibility.

Direct, supervise, plan and evaluate the activities of staff involved in the performance of all marketing and public relations initiatives. Create organizational systems and standardize communication to optimize marketing communications within the department and organization. Hire, orient, train, and evaluate staff. Prioritize and assign work, review progress and upon, completion, provide feedback and evaluation. When necessary, discipline employees, and resolve grievances. Maximize utilization of staff, marketing resources and services. Prepare requests for proposals, process bids through the selection process, and hire consultants to perform special marketing/advertising projects and/or research activities.

Manage the in-house publication operations of the Overture Center, including Overture Presents Magazine, playbills for each Overture Center event, annual reports, and other print materials. Supervise art direction and design. Negotiate publication service contracts. Edit and oversee editorial content, assign stories, write and/or edit copy, supervise proof reading, design, and layout; coordinate press production, approve press proofs; determine and oversee distribution.

Monitor the contracts between Overture Center and clients wishing advertising placement in Overture Center media. Serve as contract contact and ensure appropriate revenue is received and the contract provisions are followed.

Plan, implement and/or coordinate presentation to the media, general public, various boards, committees, commissions and officials. Make speeches and public appearances as required. Serve on various marketing and promotion committees and provide staff support to other committees as assigned.

Perform related work as required.

QUALIFICATIONS

Knowledges, Skills and Abilities:

Thorough knowledge of marketing, advertising, promotional, public relations, and journalist theories, techniques, and practices. Working knowledge of budget and media plan development techniques and expense verification and reconciliation methods. Ability to utilize marketing tools including research techniques, benchmarking, and database utilization and analysis. Ability to communicate effectively both in writing and orally. Skill in preparation of advertising and editorial copy. Ability to direct and coordinate the work of other employees, as well as external suppliers of special services. Ability to develop creative, cooperative promotional ideas and campaigns and promote them to local media and business representatives. Ability to conduct related marketing and financial analysis. Ability to work with cross-functional teams to ensure successful implementation of marketing programs. Ability to establish and maintain effective working and public relationships with employees, the public, the media, business owners, and organizations. Ability to organize, prioritize, perform and coordinate the full range of marketing activities associated with the Overture Center. Ability to maintain adequate attendance.

Training and Experience:

Three years of directly related professional leadership experience in managing marketing, advertising, and public relations activities. Such experience would normally be gained after graduation from a four-year college or university with a degree or major in journalism, marketing, arts management, or a related field. Other combinations of training and/or experience that can be demonstrated to result in the possession of the knowledge, skills, and abilities necessary to perform the work will also be considered.

11/2006