Reporting to the Executive Director as a key member of the Moss Arts Center core leadership team, the Director of Marketing and Communication supervises unit heads responsible for communications, creative services, and patron services operations and supports the Executive Director in defining policy and setting strategic priorities. The Director is responsible for ensuring a prominent public profile for the Center and its work, including initiatives of the Institute for Creativity, Arts, and Technology (ICAT) and the campus Creativity and Innovation District (CID); establishing data-driven patron and donor strategies; engaging creatively with community and campus partners; and effectively managing departmental resources.
Marketing Team Leadership
- Supervise Associate Directors of Communication, Creative Services, and Patron Services, ensuring development of coordinated unit plans that support strategic goals, promote performances, exhibitions, and engagement events, retain and grow audiences, and build loyalty segments.
- Develop thoughtfully targeted strategies to increase the visibility and stature of the Center and ICAT across patron and stakeholder populations, including students, faculty and staff, local and regional community members, donors, corporate partners, and national entities.
- Guide and supervise execution of branding, pricing strategies, media plans, and market research.
- Oversee in-house development of visual and print material, including season guides, programs, website, print and broadcast advertising, direct mail, and email messaging.
- Provide direction for public relations, publicity, digital and social media initiatives across multiple channels, and ensure high-visibility presence at community events.
- Establish short- and long-range departmental goals, objectives, policies, and operating procedures; monitor and evaluate program effectiveness and implement changes required for improvement.
- Stay informed of industry trends and developments in performing arts marketing and public relations to consistently improve cost-effectiveness of marketing efforts.
Patron and Donor Experience
- Ensure delivery of high-quality personal service to patrons, visitors, donors, and students consistent with expectations set by marketing messaging.
- Attend Center and ICAT-related day, evening, and weekend events to interact with audiences and participants and to understand patron services and ticketing operations.
- Work closely with the executive director, internal development staff, and central University Advancement offices to plan annual fund, development campaign, and alumni-related initiatives.
- Design, conduct, and review surveys, evaluations, and other market/consumer research to determine effectiveness of marketing activities, program participation, and fundraising efforts.
- Provide overall direction and periodic review of the center’s ticketing and customer data management system vendor contract as well as other marketing and customer-related software and systems.
Internal & External Relations
- Within the marketing and communication unit, provide strong strategic leadership and day-to-day supervision to ensure coordinated and effective support of center goals.
- Within the university, liaise with University Advancement colleagues to coordinate strategies and implement initiatives related to branding, messaging, and fundraising.
- Within the local and regional community, develop ties and seek partnerships that will increase program participation and visibility of the arts.
- Serve as a representative of the center as requested by the executive director.
Budgeting and Analysis
- Regularly review and analyze departmental expenditures, earned revenue, audience segmentation and development tactics, and overall analysis of market reach and program participation.
- Employ data-driven decision making related to advertising methods, communication strategies, outreach event participation, and other promotional efforts to meet goals for ticket sales and event participation.
- Work with the executive director and other senior leaders of the center to develop and manage budgets and perform periodic cost-benefit and productivity analyses.
- Advanced degree in arts management, marketing, communications, or related field of study, or Bachelor’s degree combined with significant related experience.
- Progressively responsible experience directing marketing, community relations, and audience development functions within arts or cultural organizations.
- Experience directly supervising in-house marketing staff, including those in positions of significant responsibility.
- Experience working in a large, complex organization.
- Experience with current and developing trends and tools related to digital marketing and media.
- Strong communication, organization, analytical, and interpersonal skills with demonstrated ability to present complex information clearly with confidence and credibility.
- Availability to attend evening and weekend events as requested and required.
- Experience working with a major university performing arts presenting program, or with a large-scale performing arts presenter.
- Patron services experience including working knowledge of box office operations and ticketing systems.
- Demonstrated understanding of the academic mission of a comprehensive, land-grant, research university and sensitivity to diversity and other issues unique to higher education.
About Moss Arts Center at Virginia Tech
Virginia Tech’s Moss Arts Center presents renowned artists from around the globe and from close to home, with a special focus on experiences that expand cultural awareness and deepen understanding. Our presented seasons typically include large orchestra, chamber, and solo performers, major contemporary and classical dance companies, multimedia events, and thought-provoking authors and speakers. More about the Moss Arts Center and our first five years of programming can be found at www.artscenter.vt.edu.