Miami City Ballet’s mission is to produce and present the highest level of dance performances throughout Florida, the United States and abroad, train young aspiring dancers, and develop Miami City Ballet School into a leader of dance education.
MARKETING MANAGER
• Full time, exempt • Usual work hours are 9 – 5.30pm • Based in Miami Beach
ABOUT MIAMI CITY BALLET
Miami City Ballet’s (MCB) mission is to transform lives through the passion of dance. Now in its 34th season, the company has grown to 53 dancers and has a repertoire of more than 100 ballets.
As one the country’s premier ballet companies, Miami City Ballet performs for over 100,000 patrons annually during its South Florida home season in Miami, Fort Lauderdale, West Palm Beach, and Naples. The company also tours domestically and internationally.
Miami City Ballet opens its 2019/20 season in October 2019. The new season is full of cinematic, magical experiences and a number of company premieres. Each of the four programs showcases the vibrancy and world-class artistry of Miami City Ballet, plus the dazzling spectacle of George Balanchine’s The Nutcracker that has become a cherished holiday tradition for South Floridians.
Miami City Ballet (MCB) is led by Artistic Director Lourdes Lopez and is considered a leader in the field – nurturing new choreographic voices, creating innovative collaborations and opening new avenues of inclusivity within classical ballet. Founded in 1985 by Miami philanthropist Toby Lerner Ansin and Founding Artistic Director and ballet legend Edward Villella, MCB is universally admired as one of the world’s preeminent interpreters of the choreography of George Balanchine. Its repertory of more than 100 ballets, including many world premieres, was built upon the Balanchine repertory, style and technique and then expanded to include beloved classical works of importance and exciting new choreography by contemporary and ground-breaking artists.
Miami City Ballet is headquartered in Miami Beach, FL, at the Ophelia & Juan Js. Roca Center.
“Bold, light, immediate, intensely musical, the dancing of Miami City Ballet flies straight to the heart." New York Times
“Miami City Ballet has become a cornerstone of the city's cultural landscape, a nationally acclaimed company that is arguably Miami's most famous arts institution.” Miami Herald
THE ROLE
The Marketing Manager is responsible for managing and implementing integrated marketing campaigns with special focus on digital marketing channels, implementing strategies to effectively reach MCB’s many valued audience segments.
The successful individual will have at 3+ years’ experience in campaigns marketing management or similar, and is responsible for managing implementation of marketing campaigns, developing and managing the email communications and social marketing advertising/content to support the myriad needs of Miami City Ballet. This position will have
MCB / Marketing Manager – UPDATED May 2019 Page 1 of 4 excellent working knowledge of campaign marketing landscape and practices, be up to date with the latest developments in digital marketing platforms and tactics.
The Marketing Manager reports to the Director of Marketing in a busy, lean team supported by a range of freelance suppliers and vendors. The Marketing Manager must have an exemplary ability to collaborate with a diverse array of stakeholders, while always keeping the customer at the center of all planning. It is essential that this individual has an eye for accuracy, high level organizational and problem solving skills, and the ability to thrive in a fast-paced environment.
The Marketing Manager must be hands-on and willing to jump in to help with whatever needs to be achieved. The Marketing Manager must have initiative and the ability to keep complex projects moving, and also a willingness to take advice and ensure endorsement before implementation where appropriate.
The Marketing Manager will enjoy daily variety in responsibilities, a positive environment and the opportunity to work across a range of creative marketing and digital campaigns. Some flexible hours are required in order to meet inherent deadlines, and can include attendance at MCB performances in the evening or on weekends.
THE MARKETING DEPARTMENT
This role reports to Director of Marketing and Audience Acquisition
Department head Chief Marketing Officer
Other roles within the dept Marketing Services Manager Graphic Designer Marketing Assistant
Key relationships Customer Relations / Box Office Development and Community Engagement MCB School Artistic Finance
ESSENTIAL DUTIES AND RESPONSIBILITIES
Email marketing • Under the guidance of the Director of Marketing, refresh MCB’s segmented email strategy • Manage the email calendar and day to day delivery of emails that reflect best practice, and deliver on agreed sales and engagement targets • Keep cross-departmental communications calendar up to date, ensure business practices and rules are upheld • Deliver post-campaign email reporting and communicate insights to inform improvements and adjust strategy as needed • Develop a complete understanding of WordFly email deployment system and related reports and templates, and serve as the primary contact for the WordFly vendor, responsible for reporting issues, testing new features and requesting WordFly enhancements. • Test, monitor and review all email communications before deployment, ensuring all necessary approvals are sought in relation to content and that Tessitura extractions have been reviewed • Write copy for emails and design briefs for graphics as required, including promotional, triggered, audience engagement emails and surveys • Under the guidance of the Director of Marketing, play a key role in implementing customer acquisition campaigns through preparing and distributing email assets • Work with internal departments to ensure that email communications not deployed through WordFly are in line with other email communications in regards to design, tone of voice and messaging
MCB / Marketing Manager – UPDATED May 2019 Page 2 of 4 Marketing campaigns • Working closely with the Director of Marketing, act as key liaison to MCB’s digital advertising agency and media booker, briefing and managing implementation of campaigns including digital, out of home, print, radio, TV, social campaigns • Work closely with the Chief Marketing Officer and Director of Marketing to manage the positioning of the MCB Brand in line with agreed brand strategy for all campaigns • Working closely with the Marketing Services Manager and Graphic Designer to contribute ideas for innovative and engaging marketing collateral, write briefs and write copy and proof-read marketing collateral for MCB campaigns, including but not limited to: emails, advertising, mail pieces, signage, flyers, posters, brochures • Coordinate the approvals process with stakeholders and collate feedback where necessary, ensuring adherence to copyright or owner permissions and deadlines • Research advertising opportunities and make recommendations on campaign activity • Work with the Marketing Services Manager to liaise with MCB’s three performance venues in South Florida, ensuring a robust information pack for each of MCB’s productions is delivered, kept up to date and that opportunities are sought out and followed through • Ensure campaign activity is seamlessly integrated across platforms and communications channels, and Box Office staff are briefed accordingly • Manage, monitor and report on campaign budgets, process invoices, maintain accurate records
Social media and content • Work closely with Director of Marketing to develop and manage overall social media content to support sales and marketing efforts to deliver on the Ballet’s ambitious audience growth and revenue goals • Manage the MCB social media channels to support the agreed marketing strategy with content that engages, entertains and educates audiences • Work closely with the internal departments to identify opportunities to capture content, and with the marketing and communications team to develop creative campaigns for social media channels • Provide strategic direction on social content and channels to other departments internally and implement campaigns as needed • Activate the wider team in brainstorming and content creation for social media campaigns
Website • Act as the key contact for website updates, ensuring that all content is up to date at all times • Coordinate and develop promotional additions to the MCB website e.g. microsites, landing pages
General • Develop Tessitura understanding and skills, be an active contributor to the conversation of Tessitura best practice and opportunities related to marketing, customer relations an audience experience • Be an active participant in agreed cross-departmental teams • The post holder shall also be required to carry out other reasonable duties as required
QUALIFICATIONS & SELECTION CRITERIA
Essential
• 3+ years’ marketing campaigns experience within performing arts industry, including advanced knowledge of best practice digital marketing • Advanced campaign and project management experience including experience in managing agency and supplier relationships • Very good communications writing skills especially in the area of social media, and excellent proof-reading and editing skills • Demonstrable experience of working with a CRM application (ideally Tessitura) and email management system (ideally WordFly). • Demonstrated ability to work independently, to multi-task and meet deadlines • Demonstrable experience in budget management MCB / Marketing Manager – UPDATED May 2019 Page 3 of 4 • Excellent administrative and organizational skills including problem solving, meticulous attention to detail, professionalism and confidence suitable for working in a busy environment • Excellent time management skills, demonstrated ability to coordinate simultaneous projects, forward plan and meet deadlines • Excellent interpersonal and communication skills including the ability to deal with a variety of stakeholders • Excellent knowledge of Microsoft suite, and an ability to learn new programs if required • A positive hands-on attitude, willingness to take direction and work as part of a team • Must be able to work in the evening and on occasional weekends.
Desirable
• Experience in arts marketing, and an interest in ballet and the arts • Experience memberships / loyalty program / subscriptions with a track record of success in positively influencing customer churn and acquisition • Experience in and understanding of customer relationship management
TO APPLY
To apply, please send:
1. Resume 2. Cover letter briefly outlining your experience in relation to the qualifications and selection criteria above 3. Two work samples that demonstrate your copywriting skills (links or attachments are fine)
Please note: Applications will not be considered if they do not address the qualifications and selection criteria for this role, and please include examples of your work as requested above.
Email your application to [email protected]. No agencies or phone calls, please.
Closing date Closing date for applications is 9am, Monday 10 June 2019
For enquires specifically relating to the role Contact Stephanie Zappala, Director of Marketing [email protected].
Miami City Ballet seeks to develop and nurture its diversity. Miami City Ballet is committed to maintaining an inclusive community that recognizes and values the inherent worth and dignity of every person; fosters tolerance, sensitivity, understanding, and mutual respect. Miami City Ballet is an EEO employer fully committed to achieving a diverse workforce. All individuals, including minorities, women, individuals with disabilities, and protected veterans are encouraged to apply.
This job description describes the broad scope of the role and is not an exhaustive list. It may also change from time to time with due consultation to meet the changing needs of the business.
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