The Digital Engagement Manager will deliver strategic and coordinated email and social media campaigns for the BSO.
The BSO relies on social media and email marketing as core elements of its brand strategy, including all sub-brands (Symphony Hall, Tanglewood, Boston Pops, July 4th, Tanglewood Learning Institute, and Tanglewood Music Center). The ideal candidate will understand the unique marketing and audience development goals of each of these sub-brands and play a part in crafting an overarching strategy which can then be activated within the BSO’s email and social channels.
Reporting to the Director of Marketing & Audience Development, and managing the Digital Engagement Assistant, this role will work closely with all members of the Marketing team, including Content & Digital Services, Patron Experience, and more. They will collaborate with the programmatic leadership of each of the BSO’s sub-brands in order to ensure that their strategic marketing needs are being consistently addressed.
The Digital Engagement Manager will be responsible for overseeing the development and deployment of the BSO’s social media strategy, execution, and day-to-day activity. The Digital Engagement Manager will also manage the scheduling, creation, and implementation of email campaigns focused on sales/attendance and patron experience and communication in support of all BSO activities.
Develop and manage the implementation of email plans supporting sales and communications, as well as social media engagement plans for all aspects of BSO, Inc. including Boston Symphony, Boston Pops, Tanglewood, July 4 Fireworks Spectacular, Tanglewood Learning Institute, Tanglewood Popular Artists, BSO Classics Recordings, BSO Youth and Family Concerts, and other programs as they arise.
Manage the BSO’s social media channels (including Facebook, Twitter, Instagram, YouTube, and other emerging social media channels and online platforms) to maximize traffic, engagement, and growth and ensure that messaging is appropriate based on channel, but also in line with other BSO communications.
Create and curate engaging, clickable, shareable social media content through superior writing, utilizing video, photography, and other assets generated by colleagues, contractors, and guest artists.
Monitor, listen, and promptly respond to social media users.
Develop a calendar of relevant internal and external topics and events to help shape the social media and email strategies.
Design triggered/automatic marketing initiatives based on patron behavior, such as pre-/post-concert communications, abandoned cart email campaigns, and others as deemed necessary and appropriate
Create segmentation using Tessitura and ensure proper lists are generated in Prospect2 to ensure successful in coordination with other direct marketing practices in place at the BSO (including coordination with Development).
Refresh and upgrade email templates using graphics, personalization and advanced features/optimization tools
Create and traffic tracking URL’s and Source Codes for appropriate media.
Supervise the Digital Engagement Assistant in daily activities, including execution of email and social media efforts.
Collaborate with the Content & Digital Services team to acquire assets needed for email and social channels, including website landing pages, based on agreed-upon campaign plans.
Work closely with Associate Director, Marketing Insights on marketing automation strategy, workflows and setup to increase retention and engagement
Measure results and analyze response to engagement initiatives utilizing our integrated ESP (currently Propect2), Tessitura, and social media channels, to ensure that engagement activities are performing to expectations, or being optimized to do so.
In coordination with the Marketing Manager, confer with the consulting team at Capacity Interactive (digital marketing firm) and Norbella (media buyer) to seamlessly coordinate paid advertising and organic social media efforts
Ensure that the BSO’s engagement initiatives keep pace with (or ahead of) industry standards for maximum engagement and revenue return
Utilize social media management platform such as Hootsuite.
Utilize RoboHead project management software system used by BSO design and production teams to request design needs.
Bachelor’s degree in Marketing, Business, Digital or related field
5+ years of experience in digital marketing, with a preference for not-for-profit cultural organizations; knowledge of classical music preferred
Strong proficiency in major social media platforms, as well as enterprise CRM platforms and integrated ESPs; knowledge and experience with video, mobile, and streaming audio, and familiarity with digital reporting key performance indicators (KPIs)
Strong understanding of digital content and social engagement best practices and industry standards
Exceptional communication skills, including written and verbal communication
Strong proficiency with data-driven decision making
Superior interpersonal, organization, time management and teamwork sills
Ability to thrive in a fast-paced environment with many competing priorities
Extreme attention to details required
A team player, willing to provide support where needed
Internally: All departments within the BSO
Externally: Prospect2, Capacity Interactive, Artist representatives
“We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identify, national origin, disability status, protected veteran status, or any other characteristic protected by law. The Boston Symphony Orchestra is committed to building a culturally diverse staff and encourages applications from female and minority candidates.”
About Boston Symphony Orchestra
The Boston Symphony Orchestra, Inc. engages more people in the remarkable variety and wonder of classical music than any other symphonic organization in the world, bringing music into the lives of millions of people every year. The rich tapestry of offerings by the Boston Symphony, Pops, Tanglewood Music Center and Tanglewood Festival Chorus represent the best that the art form offers. Known for its diverse programs, passionate performances and tradition of innnovation, the Boston Symphony Orchestra has been at the forefront of artistic excellence for more than 135 years.