Director Of Marketing
Flint of Institute of Music
Flint, MI 48503
FIM (Flint Institute of Music) is seeking a seasoned Director of Marketing with extensive experience in performing arts marketing and communications. The Director will develop, implement, and evaluate all marketing campaigns at FIM to support audience development, earned revenue, patron loyalty, brand awareness as well as equity and inclusion goals across its multi-disciplinary season and campus. This is an exceptionally exciting time in FIM’s evolution to join the leadership team, and an opportunity to develop and oversee all earned income strategies for FIM’s complex business model. This role reports to the VP of External Relations and acts as marketing team leader, and as an institutional thought partner in areas of audience development, public relations, and communications.
FIM is in an exciting stage of its development having recently consolidated the operations of The James H. Whiting Auditorium and the Capitol Theatre, a National Register of Historic Places landmark performance space, into the larger FIM organization. This past fall FIM launched a new brand to reflect the significant organizational change and expansion. In addition to its presented work, the organization consists of multiple artistic components including FIM Flint Repertory Theatre, FIM Flint Symphony Orchestra, and FIM Flint School of Performing Arts. FIM is currently in transition, moving from a traditional performing arts culture with defined hierarchies and siloed organizations to an inclusive and progressive integrated organization that is demanding rapid adaptation during significant business expansion.
The Director of Marketing reports to the Vice President of External Relations and serves a key role on the division’s management team. The position currently supervises the Marketing Manager, Digital Marketing & Website Specialist, and the Social Media Coordinator and will have the opportunity to further shape the future department as needed to support FIM’s long term needs. The ideal candidate will have considerable experience overseeing marketing in a presenting/producing organization and will have led marketing teams during times of organizational change. The Director of Marketing works in a patron-centered model with the External Relations team and the Artistic and Community Programs team, and will support a seamless patron journey from first touchpoint to a long-term relationship with FIM.
This is an incredible opportunity for an experienced and collaborative marketing leader during an exciting time in the organization’s evolution.
Marketing & Development Strategy
Develop all marketing and advertising plans ensuring the integration of strategy across all channels in support of audience development goals
Develop strategies for lead generation, patron/student acquisition and retention, and repeat ticket purchases, subscriptions, and cross-program/venue ticket purchases
Oversee creation and implementation of all advertising campaigns
Collaborate with Patron Engagement, Patron Services, and Audience Services staff on patron engagement and in-venue initiatives that result in enhanced patron experiences and increased sales
Collaborate with Development staff in planning and executing campaigns to meet donor cultivation, retention and fundraising goals
Collaborate with Education and Community Programs staff in planning and supporting marketing and communication needs and maximizing opportunities for cross-program promotion
In collaboration with the Vice President, integrate key initiatives of the Strategic Plan into the day-to-day operations of the department work plans and identify deliverables on an annual basis
Actively collaborate with the Artistic and Community Programs Division leaders and other senior-level staff on artistic programming and season planning
Earned Revenue Campaign Management
In collaboration with Vice President of External Relations and Artistic and Community Programs Division leaders, develop creative concepts for season programs, coordinate delivery of content, author content as needed, and work closely with Sr. Mgr. of Marketing Operations to ensure adequate production timeline and delivery of final season campaign products on deadline
Develop and implement combined FIM season ticket, package, and subscription campaigns for Flint Symphony Orchestra, Flint Repertory Theatre, and Flint School of Performing Arts performances, and all FIM presents/co-presents events at Capitol Theatre and Whiting Auditorium
Develop and implement annual recruitment and enrollment campaigns for the Flint School of Performing Arts lessons, classes, ensembles and camps
Oversee individual presenting event and concert marketing budgets and seek opportunities to develop media/vendor partnerships, leverage budget and maximize revenue
Monitor sales, forecast revenue, and course correct to optimize marketing ROI
Create and embrace a culture of ongoing analysis, evaluation of campaign results, and recommendation for changes to strategy based on findings
With assistance from Vice President of External Relations, supervise external vendors in copywriting, proofreading and content creation
Establish standardized reporting metrics and processes to provide business intelligence regarding marketing spends and investments, campaign returns and website data analytics
Lead a team of three staff who have primary responsibility for advertising and media placement, social media, broadcast, email and website production, and other project coordination
Work with Marketing Manager and Social Media Coordinator to set goals for engagement via social media; support overall strategy to engage Trustees, staff, as well as our patrons, through social media outlets
Train, mentor, and conduct performance reviews for direct reports with the goal of building a strong team of marketing professionals that work cohesively within the ER Division and across all FIM divisions to further the organization’s mission and goals
Identify and create opportunities for professional development for direct reports and participate in opportunities within the field to network, learn from peers, and stay abreast of industry changes and challenges
Operations & Administration
Under the direction of the Vice President of External Relations and coordination with Sr. Mgr. Marketing Operations, assist with the creation of annual department expense budget and actively participate in reconciliation efforts
Maintain positive relationships with internal and external constituents, including key community members, patrons, vendors, consultants, volunteers, Trustees, musicians, artists, faculty and staff.
Attend a broad selection of performances throughout the season and represent FIM to patrons and marketing/advertising partners and vendors
Provide support for the Vice President of External Relations as needed and represent the FIM at meetings as necessary.
Serve as point-person for cross-division marketing meetings and planning
Serve as point-person for cross-campus marketing meetings
FIM seeks a Marketing Director with the following qualifications:
Minimum 5 years of experience working as a marketing professional within an arts organization with responsibility for successfully developing and retaining audiences and increasing earned revenue
Minimum 3 years of management experience, or equivalent experience demonstrating increased levels of responsibility for inspiring and motivating people, and managing processes and budgets
Broad knowledge of and passion for live performing arts; experience in an organization presenting or producing theatre, dance, and classical music preferred
Proficiency in digital marketing platforms and their respective analytics tools and metrics
Proficiency in use of a complex CRM system for data analysis and measuring marketing effectiveness; experience in Tessitura is highly preferred
Superior written and verbal communication skills
Strong organizational skills and excellent attention to detail
Proficiency in standard Microsoft Office applications required, and experience with Adobe Creative Suite preferred
High degree of professionalism and experience working collaboratively with diverse teams to support and strengthen organizational values and culture
Bachelor’s degree in marketing, arts administration, or related field is preferred
Not sure you meet 100% of our qualifications? Research shows that men apply for jobs when they meet an average of 60% of the criteria. Yet, women and other people who are systematically marginalized tend to only apply if they meet every requirement. If you believe that you could excel in this role, we encourage you to apply.
We are dedicated to considering a broad array of candidates, including those with diverse workplace experiences and backgrounds. Whether you’re new to arts & culture administration, returning to work after a gap in employment, simply looking to transition, or take the next step in your career path, we will be glad to have you on our radar.
Please use your cover letter to tell us about your experience in the arts & culture marketing space and what you hope to bring to this role.