Director of Digital Strategy and Content

Miami City Ballet; Miami Beach (FL); Hybrid; USD 95,000 - 115,000; Full time

Job summary

Miami City Ballet in Miami, FL seeks a Director of Digital Strategy & Content to shape how audiences encounter the company online. You will own the digital roadmap, oversee organic social, website content, video, photography, and editorial, and collaborate with marketing, artistic, and education teams to align priorities with audience growth and fundraising goals.

You will manage a content calendar, guide internal and external creators, ensure on-brand storytelling, and drive website conversion

Qualifications

• Significant experience leading digital strategy and content.
• Strong command of website, social, email, digital campaigns and analytics.
• Data-driven approach to strategy and decisions.
• Experience managing production budgets and vendors.
• Excellent writing and communication skills.
• Experience in performing arts or nonprofit is a plus.

Responsibilities

• Strategize and lead MCB's digital footprint across channels.
• Own content calendar tied to productions and ticket sales.
• Direct production budgets and manage internal/external teams.
• Build brand stories featuring dancers and School.
• Partner with marketing to optimize email, paid campaigns and site conversion.
• Develop partnerships and sponsorship opportunities.

Skills

Digital strategy

Content creation

Audience growth

Analytics

Production leadership

Budget management

Communication

Tools

Adobe Creative Cloud

Job description

Department: Marketing

Reports to: Vice President, Marketing & Communications

FLSA Status: FTE Exempt

Salary Range: $95,000 - $115,000

Position Summary

About the Role

Miami City Ballet has extraordinary material to work with: its dancers, its repertory, its School and its work in the community. The Director of Digital Strategy & Content decides how audiences encounter all of it online and gives them reasons to come back.

The Director reports to the VP of Marketing & Communications and works as a peer to the Director of Acquisition & Retention Marketing. The two Directors align priorities through the VP. The role owns MCB’s digital roadmap and the content that fills it: organic social, video, photography, and editorial and website content. It partners with the Director of Acquisition & Retention Marketing on email, paid digital campaigns and website conversion. You’ll inherit established platforms and a strong creative pipeline built with MCB’s video and creative partners. Your job is to turn that into a working system: clear priorities, a calendar people trust, faster turnaround, and decisions grounded in data.

The role is also a growth seat. A stronger digital presence opens doors to brand partnerships, creator collaborations, community alliances, and recognition beyond the stage. The Director is expected to see those opportunities, build the case for them, and bring them to life with colleagues across MCB.

This role is for someone who wants both the strategy and the keys, and can set direction in the morning and ship by the afternoon.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Strategy and Audience

• Evaluate and refine MCB’s full digital footprint, including the website and all social and video channels. Decide what each platform is for, what’s working, where to invest, and what to retire.
• Build and lead MCB’s digital roadmap in line with marketing, artistic and institutional priorities.
• Develop strategies to reach new audiences and deepen relationships with existing ones across every digital channel.
• Partner with the Director of Acquisition & Retention Marketing, Guest Experience and Ticketing Services on acquisition, conversion, retention and engagement.
• Help Advancement, the Artistic Department and MCB School use digital platforms to reach their own goals.
• Track emerging platforms, formats and tools, and adopt the ones that earn their place.

Content and Execution

• Own day-to-day execution of organic social, editorial and website content, and the content calendar. Partner with the Director of Acquisition & Retention Marketing on email creative, website conversion and creative for paid digital campaigns.
• Run an integrated content calendar tied to productions, ticket sales, subscriptions, fundraising and institutional priorities.
• Tell the stories of MCB’s dancers, productions, artists, School and community programs with insight and craft.
• Express MCB’s brand through content, in line with the strategy set by the VP of Marketing & Communications.
• Ensure everything published is accurate, on time and true to MCB’s brand and artistic standards.
• Manage content vendors, freelancers and technology partners. The digital advertising agency and paid media sit with the Director of Acquisition & Retention Marketing.

Creative Production

• Lead content from concept and pre-production through post and final delivery, directing in-house resources and outside partners. That includes rehearsal and backstage footage, short-form video and photography, all made at the speed social demands.
• Direct and manage MCB’s internal capture staff, including an in-house photographer and a social media shooter. Set priorities, shot lists and turnaround for rehearsal and backstage capture and daily social content.
• Partner with the Director of Acquisition & Retention Marketing’s design team on visual assets for content.
• Produce larger-scale shoots: solicit, vet and brief outside production partners, audit their bids, and manage them through delivery.
• Manage production budgets for in-house and outside work.
• Maintain a clear standard for when work is made in-house and when it goes to MCB’s video and creative consultants.
• Manage media rights and permissions.
• Build and maintain an organized, searchable asset library so MCB’s archive works as hard as its new content.

Growth and Partnerships

• Identify and develop brand partnerships and co-created content that extend MCB’s reach and deliver measurable value to partners.
• Partner with Advancement to build digital value into corporate sponsorships and to report results back to sponsors.
• Grow MCB’s profile through strategic collaborations with directors, photographers and creative partners, as well as brands, cultural institutions, influencers and community partners across South Florida and beyond.
• Pursue recognition for MCB’s digital work through industry awards, press and platform features.
• Turn audience growth and engagement data into a case for new revenue and new partnerships.

Workflow and Measurement

• Set clear processes for intake, prioritization, production, approval and publishing across departments.
• Coordinate workflow and communication across the marketing team and third-party vendors, so everyone works from the same priorities, timelines and information.
• Set content priorities and elevate competing requests to the VP of Marketing & Communications, and communicate decisions clearly.
• Use testing, analytics and audience data to improve content and shape strategy.

QUALIFICATIONS

• Significant experience leading digital strategy, content, platforms or audience engagement, with a record of turning broader marketing goals into digital results.
• Strong command of website, social, email, digital campaigns and analytics, and a clear sense of the different role each channel plays.
• A habit of using data to ask better questions, not just to report activity.
• Production fluency: you know professional workflows for production, capture, editing, color, sound and delivery. Experience with Adobe Creative Cloud is a plus.
• The ability to develop creative concepts with production in mind: scoping budget, schedule, crew, locations, rights and dancer availability from the outset, and adapting ideas to fit real constraints without losing their impact.
• Experience art directing or producing shoots, and briefing and managing outside creative teams.
• Experience building and managing production budgets: you can read a bid line by line, spot padding or gaps, negotiate scope and cost with vendors, and keep work on budget across a season.
• An established network of production partners, including photographers, directors, editors and crews, or a proven ability to find and recruit the right ones for each project.
• A track record of pitching, securing and growing strategic partnerships through digital, such as brand collaborations, sponsorship activation, production partnerships, creator programs or community campaigns. You can build a compelling case for what MCB offers a partner and carry the relationship from first meeting to signed deal.
• The ability to build process that speeds work up instead of slowing it down.
• Experience leading staff, vendors or creative partners, and managing competing priorities and deadlines across teams.
• Excellent writing and communication, and a point of view you can hold in a room of departments with their own agendas.
• Ownership: you follow through and bring complex work to completion.
• A genuine appreciation for ballet and the pursuit of artistic excellence. Experience in performing arts, cultural, nonprofit, entertainment or media organizations is welcome but not required.

Miami City Ballet seeks to develop and nurture its diversity. Miami City Ballet is committed to maintaining an inclusive community that recognizes and values the inherent worth and dignity of every person; foster tolerance, sensitivity, understanding, and mutual respect. Miami City Ballet is an EEO employer fully committed to achieving a diverse workforce. All individuals, including minorities, women, individuals with disabilities, and protected veterans are encouraged to apply.