Lyric Opera of Chicago Director of Marketing

POSITION DESCRIPTION December 2012 Lyric Opera of Chicago Director of Marketing One of world’s most successful opera companies, Lyric Opera of Chicago seeks an innovative marketing professional to maximize ticket sales revenue, and drive participation in Lyric’s extensive public and educational programming. Lyric Opera is poised at the beginning of a new era of greatness. Steeped in almost 60 years of ground-breaking work by diverse artists, Lyric and its new leadership team continue to build a reputation for excellence and audience engagement. Just four leaders have held the post of General Director, with dynamic innovator Anthony Freud assuming the position in 2011. He is joined by internationally renowned conductor Sir Andrew Davis (just the second Music Director in Lyric’s history), and celebrated soprano Renée Fleming, who recently joined Lyric as the organization’s Creative Consultant. A new energy exists around this great team and company, an energy that has already had a tangible impact on Lyric’s performances, programs and operations. Together with Lyric’s staff and board, Freud, Davis and Fleming are introducing a groundbreaking new strategic plan that includes (and demands), new programming, new marketing and new innovation geared to developing new audiences. Over the next years Lyric will offer performances on the mainstage of the Civic Opera House as well as throughout the Chicago metro area, delivering a balance of traditional opera, an annual Broadway musical, and innovative and experimental programs. Such activities are designed to thrill current and develop new audiences, with the Director of Marketing playing a critical role in driving attendance and earned income though: • A strong triple-bottom-line emphasis on Lyric’s artistic excellence, public and audience engagement, and financial responsibility. • Exceptional performances , including 2012/13 productions of Elektra, Don Pasquale, La Bohème, Rigoletto, A Streetcar Named Desire, among others. Lyric has also announced the World Premiere of Bel Canto for the 2015/16 season, and will ensure that world premieres remain an important part of its future. • Lyric Unlimited Initiative , a series of projects combining classic operatic arts and popular culture in an engaging mix that attracts new audiences of diverse ages, backgrounds and interests into the Lyric fold. Examples include presentation of the world’s first Mariachi Opera, collaboration with the Second City comedy troupe, and a strong partnership with the Merit School of Music to involve Chicago youth in opera. • Ryan Opera Center Lyric’s Patrick G. and Shirley W. Ryan Opera Center is recognized as offering one of the world’s premier artist training programs for opera singers. More than 500 singers audition annually for 12 admittance slots. • Audience Education , delivered through Lyric's Education Department that engage more diverse audiences through interesting operatic arts education experiences. Having balanced its budget for 24 of the last 25 years, Lyric currently has an operating budget of $65 m funded by ticket revenues of $30m, contributed revenue of $23m, other operating revenue of $8m, and the balance through a reserve fund purposefully set-aside for that purpose by leaders who combine a strong artistic vision with prudent financial management. A new capital campaign to further ensure Lyric’s longevity long into the future is now being launched. 1 POSITION DESCRIPTION December 2012 The Lyric marketing budget averages $3.8 million annually, exclusive of personnel expense. The Marketing Department includes 6 professionals responsible for subscription and individual-ticket advertising, corporate sales, group sales, digital and social media marketing, and e-commerce. Additionally, 7 full-time staff is assigned to Ticketing Services, which reports to the Director of Marketing. The Marketing Director is responsible for maximizing ticket sales and program attendance, and will play a key role in the General Director’s leadership team. BASIC FUNCTION Reporting to General Director Anthony Freud, the Director of Marketing will lead, plan, direct and implement strategies for all marketing on behalf of the Lyric Opera of Chicago, and will be specifically accountable for: • Maximizing ticket sales revenue while also maximizing attendance to performances; • Maximizing other revenue from diverse Lyric events and programs; • Continually increasing participation in education and public programs. While the primary objective of the Marketing Department is to drive earned income through ticket sales, Lyric Opera of Chicago is dedicated to engaging new audiences to support the health and vitality of the operatic arts, Chicago’s economy, and the quality of life of Chicago’s citizens and visitors. With a department of 13 professionals and various subcontractors, the Director of Marketing will translate the efforts of Lyric’s artists and program professionals into both attendance and ticket sales. The Marketing Director will ensure that revenue targets are achieved, while also ensuring that new and diverse audiences are introduced to opera and to Lyric performances and public programs. The Director of Marketing will seek to continually diversify and strengthen interest in the art of Lyric. To this end, the Director is responsible for positioning Lyric, its brand, venues, performances, programs, events, art and artists with all possible current and prospective ticket holders. Lyric seeks to develop a diverse audience of all ages, backgrounds, ethnic origins, economic means, and linguistic and cultural traditions into the Civic Opera House and other venues. The Marketing Department’s objective is to engage those who attend performances frequently and those who have never experienced operatic performance, and both Chicago citizens and visitors to the region. The Director will ensure that ticket sales revenue and attendance data is collected in the course of sales activities and various programs and performances. Accurate and appropriately comprehensive data is critical to directing ongoing sales activities, and in particular to the fundraising efforts of the Development Department as it seeks to engage different donors in supporting Lyric. Ticketing and program attendance metrics, regardless of whether attendance is funded by ticket sales or through contributed revenue, provides important intelligence to Lyric leaders, and the Marketing Director will ensure that appropriate metrics are developed, tracked and shared with other members of the management team. The Director will work in close cooperation with the Director of Communications, whose department shapes the messages, text/video content and branding elements for the organization and also interacts directly with traditional media and critics. In addition to driving ticket sales and attendance, the Marketing Department will be responsible for: deploying content developed by the Communications Department for maximum impact on ticket sales and 2 POSITION DESCRIPTION December 2012 attendance; planning and administering direct mail and various media campaigns; and shaping the website, social media and other electronic communications to maximizing ticket sales and driving attendance to Lyric programs and event. A catalyst for innovation, the Director will spot new trends and continually refresh Lyric’s customer outreach infrastructure. Digital marketing will be key to Lyric’s future audience development, and it is critical for the Director to be prepared to take full advantage of emerging social media, mobile and other new marketing and sales tools. The Director will manage, recruit and retain a small marketing department of top-notch staff and contractors capable of supporting Lyric’s marketing, sales and web marketing needs into the future, and will play a key role in the General Director’s leadership team. Budgeting must be responsible, and it is critical that all marketing strategies are sustainable, offer a positive return on any financial investment and are consistent with the organization’s overall arts agenda and business objectives. PRIORITIES AND RESPONSIBILITIES The Director of Marketing will be expected to: • Rapidly acclimate to the organization; thoroughly know the history, culture, traditions and base of financial support of the Lyric Opera of Chicago; understand the complexities of venues (particularly the Civic Opera House); know all marketing, outreach, box office, electronic ticketing, and conventional and e-marketing activities of the department; • Develop marketing plans and strategies that advance the artistic vision, and drive attendance and ticket sales; with Lyric’s Finance Director and with members of the Marketing Department (including the Director of Ticket Services in particular), develop pricing strategies that, along with attendance volumes, enable Lyric to meet earned income goals; • Engage all members of the Lyric Opera of Chicago family in the effort to maximize earned income, educating them on various marketing and sales challenges and techniques; closely collaborate with the various departments of Lyric and serve as staff liaison to Board committees tasked with support of efforts to strengthen Lyric’s marketing and earned income outcomes. • Manage all day-to-day marketing, sales, research and evaluation activities of the Marketing Department, including but not limited to: administration of the ticket department, the Tessitura system, and relationships with current and prospective ticketing outlets (such as StubHub, TicketsNow and

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