Objective:
The Vice President of Marketing and Communications (VP) is a key member of the senior leadership team at Tennessee Performing Arts Center (TPAC) in Nashville. The VP will lead a department that is responsible for $18 million in earned revenue while overseeing a marketing budget of $1.7 million. TPAC’s diverse array of programming spans touring Broadway, classical and contemporary dance, cabaret, family fare, and more. The VP will deeply understand the nuances and unique sales opportunities within each of these genres. Additionally, the VP will lead the institutional branding and communication strategies that will advance TPAC as a vital destination for the live performing arts in its current facility, the James K. Polk State Office Building, as well as forge a collaborative vision to inspire the next generation of diverse audiences with the grand opening in the next several years of TPAC’s new state-of-the-art facility, designed by renowned architect Bjarke Ingels.
The VP directly oversees a marketing and communications department comprised of nine full-time staff members. Focused on maximizing audience development and public visibility, the VP will oversee subscription and single ticket campaigns, advertising, promotion, publications, and social media in support of TPAC’s presentations, including an expected aggressive growth and retention of the Broadway subscriber base. The VP will also provide guidance and support, when needed, for TPAC’s philanthropic initiatives, education, and community programming, as well as resident companies. The VP will provide consistent and compassionate leadership, mentorship, coaching, advocacy, and support to a dedicated departmental staff team.
Primary Responsibilities:
- Institutional Branding Serve as brand champion to ensure communications, marketing, and broader institutional efforts maintain brand integrity.
- Advocate for branding and message consistency throughout the organization.
- Plan and execute institutional branding to launch TPAC’s new state-of-the-art facility. In doing so, the VP will raise the visibility, relevance, and impact of the TPAC brand to broaden and generate active participation among the dynamically changing community served.
Marketing
- Build a long-term audience development strategy to create a patron path of deeper and broader engagement from single ticket buyers to donors through collaboration with peer external relations departments, i.e., Ticketing, Customer Service, and Development.
- Develop, direct, and oversee comprehensive sales campaigns and marketing plans, including demand-based ticket sales, to seize opportunities for market growth in subscription, single ticket sales, and group sales.
- Lead the process to set pricing and sales goals for all TPAC self- and co-presentations.
- Meet or exceed set sales goals to maximize TPAC’s market share.
- Monitor progress and track results relative to target.
- Drive sales analytics to ensure data-driven marketing decisions expand audiences and maximize revenue.
- Supervise appropriate marketing team members to achieve an effective mix of marketing media using the various channels including, but not limited to, print advertising, digital, social media, email, and direct mail.
- Work cross functionally, as needed, to achieve organizational goals, which may include developing comprehensive marketing strategies to support fundraising, education, and community engagement goals.
- Participate in the process of market research as well as monitor trends in the performing arts field and in the community.
- Lead creative direction with departmental staff and external partners to achieve compelling graphic design and messaging for institutional, season, and show-specific promotional materials.
Communications
- Develop and implement strategies to continually build upon TPAC’s brand messaging both externally and internally and encourage consistent use and understanding throughout the organization.
- Ensure TPAC’s story is conveyed with compelling mission-based and programming information through all communication channels to engage current and potential audiences.
- Deeply and strategically embody leadership to advance an evolving digital landscape, including dynamic web, email, and social media platforms.
- Develop and champion assessment of digital communication platforms, such as websites, email, and social media that leads to measurable and actionable results.
- Advance diversity, equity, access, and inclusion initiatives throughout the communication materials.
Management
- Provide leadership, supervision, and professional development for departmental team members by fostering a shared vision, positive work environment, and creativity in their work.
- Ensure TPAC’s Strategic Plan, wherever applicable, is advanced through the department’s work.
- Coach and guide team members through challenging conversations, complex problem-solving, and professional development that expands their skillsets and knowledge.
- Responsible for HR-related issues including hiring, training, development, performance appraisals, and employee relations.
- Supervise staff in the preparation and oversight of the annual departmental budget.
Note:
- Ticketing/Customer and Guest Services are peer functional areas; the VP will work closely with these peer areas in providing consistent and effective experiences for all customers.
- The duties above are not all inclusive. This position is expected to perform other work-related duties as assigned even though they may not be considered primary duties.
