The Director of Marketing, Communications, and Creative Media develops and leads the implementation of strategies that achieve Washington Performing Arts’ goals for audience development; earned revenue; public relations (in tandem with external consultants); patron loyalty and engagement; brand integrity and expansion; and messaging and expression of organizational mission, vision, and guiding principles in visual and narrative media.
The Director is responsible and accountable for achieving and exceeding Washington Performing Arts’ annual revenue goals for subscription and single ticket sales, currently $890,000 (but up to $2M as in pre-pandemic seasons). The Director designs and implements marketing plans and sales campaigns, and develops dynamic pricing strategies for a broad array of programs across multiple venues utilized by Washington Performing Arts throughout the Capital region. The Director develops and monitors marketing and promotional budgets and tracks performance against goals, and collects/analyzes patron data to inform marketing decisions, expand audiences, and maximize revenues.
The Director oversees and mobilizes the patron journey, developing strategies to grow patron loyalty, experience, retention, and acquisition across all aspects of the patron pathway with Washington Performing Arts, often in partnership with Advancement, from the earliest touch points with the Washington Performing Arts website through to direct interactions with members of the team.The Director reports to the President and CEO and is a member of the senior Management Team that develops strategic operating plans and implements institution-wide projects. The Director manages a staff team of five and several external consulting partners including a graphic designer and PR firm. The Director works closely with the CEO and Chief Advancement Officer on patron-centric initiatives and designs marketing and communications strategies that enhance the customer experience in all interactions with Washington Performing Arts. With the Chief Advancement Officer, the Director serves as co-liaison to the Board’s Philanthropy and Patron Engagement Committee and supports the work of the Board in furtherance of Washington Performing Arts’ goals for audience and community engagement.
