POSITION SUMMARY
The VPMC ensures that the BSO branding, creative marketing, market analysis, and messaging is clear and consistent with BSO values, mission, and strategy. They will refresh and re-establish the BSO brand to drive attendance at/engagement with the BSO’s various programs, as well as raise awareness and recognition of the institution as the cultural hub of Baltimore and the State of Maryland. The VPMC leads the Marketing, Graphic Design, and Communications teams, and believes that great marketing supports the generation, increasing, and sustaining of earned and contributed revenue. These teams are focused on maximizing public visibility and brand awareness, sales and audience development, and overall financial growth.
Driven by an experiential approach to building a strong BSO community and a passion for classical and orchestral music, the VPMC will be collaborative by nature in seeking to strengthen internal and external relationships of the many stakeholders that the BSO serves.
The position has a team of six Marketing/Design professionals led by a Senior Director, Marketing; plus one Associate Director, Communications.
BSO: AT A GLANCE
Operating budget FY 21/22: Approximately $30millionOrchestra members: 80 musiciansAdministrative Staff: 75 employeesOrchKids Program Staff: 75 team membersSPECIFIC RESPONSIBILITIES – MARKETING, SALES, and AUDIENCE GROWTH
Establish a highly valued and respected Marketing & Communications function at the BSO that both supports and partners effectively with the BSO’s Advancement, Artistic (including Education), and Patron Support teams to create one voice for the BSO – contributing to and championing a holistic patron revenue strategy that helps to drive incremental Contributed and EarnedDevelop and implement a clear and consistent branding strategy and visual identity for the BSO – generating organizational standards, educating internal stakeholders, and monitoringDevelop and launch the BSO’s digital platform strategy including the BSO’s successful Offstage; and digital content management resources to provide ready access to the BSO’s library of visual content,Increase the visibility and prominence of the BSO through compelling institutional and programmatic campaigns –identify, secure support, and execute initiatives to this end.Achieve and strive to exceed the BSO’s annual earned revenue goals (single tickets and subscriptions), evaluating tactics, measuring success, and celebrating results with the team.Devise and execute major marketing and sales plans inclusive of advertising, influencer tactics, direct mail, digital marketing and SEO, social media, telemarketing, grassroots and group sales, and dynamic ticketing programs, amongEmbrace the Customer Relationship Management (CRM) system, Tessitura, to ensure all marketing efforts are part of the integrated cultivation, solicitation, and stewardship of individual, corporate, foundation, and government donors.Safeguard data integrity and privacy of subscription, ticket, and group sales information and support appropriate data hygiene and recordsSPECIFIC RESPONSIBILITIES – COMMUNICATIONS
Establish a robust, long-lead and rolling BSO Communications strategy that supports and aligns effectively with the work of the Advancement, Artistic (including Education), and Patron SupportGuide the curation of compelling content for owned, shared, and earned media (publications, digital, social media, PR and media outreach), with attention paid to local, regional and industry markets, bringing attention to the organization’s mission, annual programs, and thoughtEstablish a crisis management process and ensure itsA VALUED TEAM LEADER
Serving as a member of the BSO’s Senior Management Team, working effectively across departments, and working closely with the Executive TeamEffectively manage the BSO’s marketing and communications teams, supporting the design, delegation, and implementation of distinct initiatives and integrated strategies for maximum successCollect, assess, and communicate market research data to develop and refine strategy and executionMeasure and analyze team efforts, staying abreast of nonprofit trends, to achieve the best return on investment and maximize opportunities for team engagement and conversionManage department budget planning and monthly reconciliationManage outside vendors, consultants, partners, and firms
