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Flint Institute of Music Senior Manager, Audience Insights

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Flint Institute of Music Senior Manager, Audience Insights Flint Institute of Music Senior Manager, Audience Insights About the Flint Institute of Music The Flint Institute of Music (the FIM) in Flint, Michigan is home to a multi-disciplinary array of performing arts organizations, including the Flint Symphony Orchestra, the Flint School of Performing Arts, and the Flint Repertory Theatre. As an anchor cultural institution in its community, the FIM collaborates with a variety of local arts and culture entities, providing a range of community engagement programs aimed at changing lives through a lifelong continuum of music, dance, and theatre. With a total annual operating budget of $6.4 million, the FIM welcomes a total audience and student population of 29,000 in a typical year. The history of the FIM began in 1917 with the founding of the Flint Community Music Association (FCMA) through the vision and generosity of automotive pioneer and philanthropist, J Dallas Dort. As early as 1920, the Flint Symphony Orchestra was performing stand-alone classical concerts. The Orchestra also performed alongside The Community Chorus in seasonal festivals and the annual production of the Messiah. The FCMA deepened its community engagement with the formation of the Flint Youth Symphony Orchestra in 1946. In 1965 the orchestra professionalized as the Musical Performing Arts Association (MPAA). Seizing the opportunity to circumnavigate their respective financial challenges, the organizations merged, becoming The Flint Institute of Music in 1971. With the support of the community, this move led to significant programmatic growth, including the formation of the FIM Community Music School, later renamed the Flint School of Performing Arts (1986). Once a member of the Flint Cultural Center Corporation, The Flint Youth Theatre (founded 1957) joined the FIM in 2009, where FYT continues on as the education department within the Flint Repertory Theatre, which was founded in 2018, dedicated to providing innovative professional theatre to the city and surrounding region. Since January of 2020, the FIM has managed the Whiting Auditorium and the historic Capitol Theatre. Consistent with its history of fostering organizational connectivity, the FIM is proceeding through a due diligence process to determine a potential permanent consolidation as early as January of 2021, with the continued mission of delivering performing arts excellence to students and audiences. About the Opportunity Reporting to the Chief Development & Marketing Officer, the Senior Manager, Audience Insights will be critical to enabling and enhancing the FIM’s audience engagement and patron experience goals, keeping in mind that constituents of the FIM’s offerings include both performing arts attendees and students of the Flint School of Performing Arts. This new role within the External Affairs team (comprised of both Marketing and Development) will be responsible for collecting and interpreting actionable data that will inform the FIM’s audience development strategy, while also developing strategies to measure impact and growth over time. The FIM is currently in the process of defining a new data structure which will gather data from multiple systems and its constituent organizations to be consolidated into one system of record. The Senior Manager, Audience Insights will play a pivotal role in that process so that the resulting business intelligence can inform benchmarking, goal setting, and strategy development. (Note: the FIM will retain external consulting resources for data conversion and system implementation, and this role will be a key stakeholder and thought partner in that process.) This is a full-time remote position with the option to work on-site if so desired, and requires a strong grasp of CRM database capabilities (preferably Tessitura) as well as an aptitude for establishing long-term systems and processes. This will include instituting best practices from data capture through to analysis and interpretation. Impacts of COVID-19 on the Flint Institute of Music As of October 9, 2020, performing arts venues have been allowed to open in the Flint region at 20% capacity with face coverings and physical distancing required. Because the FIM is fortunate to have a significant level of public funding through a county arts millage, plans are in place to open at 20% capacity. The FIM will screen their first movie on Friday, November 6, at The Capitol Theatre (capacity of 300), and will hold their first live concert at MacArthur Recital Hall on Nov 20 (capacity of 40). The FIM plans to open the Flint Symphony Orchestra season at Whiting Auditorium (capacity of 400) on February 6, 2021, and the Flint Repertory Theatre season at Elgood Theatre (capacity of 30) in March of 2021. Job Description: Senior Manager, Audience Insights Employment Category: Full-Time Exempt / Remote or on-site, as desired The Senior Manager, Audience Insights is a key member of the External Affairs team, and as a new role, will have a distinct set of short-term and long-term responsibilities. In the short-term, with the support of external consulting resources, the role will be focused on the successful development of a unified data structure in Tessitura for all constituents. The Senior Manager, Audience Insights will also work with the various stakeholders at the FIM to ensure that the initial system setup supports its desired business rules, and that data is properly mapped for consistency, maximum usability, and flexibility. In the long-term, the role will be responsible for ensuring data integrity, and will play a central role in extracting and interpreting business intelligence to inform the audience-centric goals of the External Affairs team. Specific duties: ● Collaborate with the External Affairs team to provide necessary data for trend analysis and goal- setting ● Conduct audience-related data analysis in collaboration with the External Affairs team, such as attendance trends, buying patterns, audience segment crossover, and evaluation of campaign strategies and direct marketing tactics ● Serve as the primary daily contact to system conversion, implementation, and training consultants in order to properly map the various streams of CRM data and ensure long-term usability in accordance with central business objectives ● Lead the CRM Task Force to ensure sound data standards across the organization that will enable clear and actionable constituent profiles ● Serve as the primary user of the Tessitura Analytics module (training provided if needed), while assisting other users within the organization to build their own data literacy and proficiency with the available tools ● Collaborate with: o the Ticketing team to ensure that facility/event/ticketing setup is translating to clear behavioral data for use in understanding patron behavior; o the Marketing team to enable accurate factors of audience segmentation for use in direct marketing appeals; and o the Development officers to maintain consistent records of contributions, pledges, and donor engagement for use in direct fundraising appeals ● Establish and enforce data hygiene practices to maintain the integrity of constituent records ● Establish and enforce ethical, consistent use of data to ensure that measurement over time is accurate and actionable Qualifications and Requirements: ● 5+ years of extensive experience preferably in a performing arts organization using an enterprise CRM software; Tessitura strongly preferred (note: this is a front-end Tessitura position, and does not require experience as a DBA) ● Experience working across functional areas (such as marketing, development, ticketing, finance) ● An ability to translate strategic questions and hypotheses into analytical queries ● A collaborative and personable demeanor, with a high attention to detail ● An appetite for innovation and creative problem-solving ● If so desired: the ability to effectively work remotely, with occasional on-site time required as projects warrant Estimated Compensation: $65,000-75,000, plus competitive benefits including paid time off (holiday, vacation, sick, and personal days), health, dental, vision, and a voluntary 401(k) after one year Application Instructions The search for this role is being conducted on behalf of the Flint Institute of Music by Tom O’Connor Consulting Group, a New York-based search firm and consultancy specializing in marketing, audience development, and adjacent disciplines within the arts and culture industries. To apply, email your cover letter, salary requirements, and resume as a single PDF file to [email protected] with “Flint Institute of Music” in the subject line. Please name the file attachment using the template of “Last Name, First Name.” Cover letter should include relevant experience, how you became aware of the position, and any direct experience you have had with similar positions and institutions. No phone calls please. .
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