Director of Marketing

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

Job summary

Miami City Ballet, based in Miami Beach, FL, seeks a Director of Acquisition & Retention Marketing to lead multi-channel marketing, email/CRM, website initiatives and audience development. You will align campaigns with strategic objectives, manage partnerships, and drive subscription and ticket sales while maximizing earned revenues.

The role collaborates across departments to ensure a cohesive customer journey, oversees campaigns across digital, print and social channels, and champions

Qualifications

• 5–8+ years in marketing management.
• Proven revenue and attendance growth record.
• Budget management of 6-figure+ seasonal budgets.
• Data-driven campaign optimization using Tessitura, GA4, and analytics.
• Strong cross-department collaboration and leadership.

Responsibilities

• Lead strategic marketing initiatives for subscriptions and tickets.
• Oversee digital advertising and paid social campaigns.
• Manage brand positioning across campaigns.
• Develop and oversee email, CRM and customer communications.
• Coordinate with partners and venues for integrated campaigns.
• Deliver performance reports and insights.

Skills

Marketing leadership

Budget management

Data analytics

Campaign optimization

Team leadership

Tools

Tessitura

GA4

Meta Ads

Google Analytics

Job description

Reports to: Vice President, Marketing & Communications

FLSA Status: FTE Exempt

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

Position Summary

About the Role

The Director of Acquisition & Retention Marketing provides leadership, direction, and administrative oversight in aligning Miami City Ballet's marketing and content strategy with the company's overall strategic objectives. The Director will champion marketing initiatives to support MCB's position as a leader in the industry and will work closely with the Vice President of Marketing and Communications to broaden MCB's diverse audience and maximize earned revenues.

This position is responsible for developing and implementing strategic marketing and communications plans across multiple platforms to attract new audiences and deepen relationships with existing audiences. That includes the company website, email platform, social media, and text messages with an emphasis on the customer journey to create lasting and valuable relationships.

The Director will collaborate with a diverse array of internal and external stakeholders to help foster a consistent and holistic approach to customer relationship management. This position will manage complex projects and lead in cross departmental collaboration efforts to support Miami City Ballet's organizational objectives and goals.

This position works as a peer to the Director of Digital Strategy & Content, who leads organic social, video, photography and editorial content. The two Directors align priorities through the Vice President, Marketing & Communications.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Marketing Campaigns & Brand Management

oWork closely with the Vice President of Marketing and Communications to develop strategic initiatives for the company’s subscription and single ticket campaigns.

oAct as primary contact to MCB’s digital advertising agency, overseeing and directing integrated digital and paid social campaigns designed to meet various objectives: create awareness, attract new audiences, increase customer engagement, ticket sales and donations.

oWork closely with the Vice President of Marketing and Communications to manage the positioning of the MCB brand in line with agreed brand strategy for all campaigns.

oContribute ideas for innovative and engaging marketing campaigns for the season and individual performance campaigns. Ensure that they are seamlessly integrated from subscriptions to single tickets and groups.

oWrite briefs and marketing copy for all associated collateral and communication pieces such as emails, advertising, mail pieces, signage, flyers, posters, brochures. Proof-read to ensure accuracy and attention to detail on digital and physical collateral.

oSupport and strengthen relationships with key marketing partners including community associations, community partners (ex. GMCVB, Miami Beach and other neighborhood associations), local tourism and cultural affairs offices, and MCB’s performance venues in South Florida.

oEnsure campaign activity is seamlessly integrated across platforms and communications channels, and Box Office staff are briefed accordingly.

oDeliver reports, highlight insights and make recommendations for enhanced revenue and engagement, and identify economies of scale and other efficiencies from a departmental expense standpoint.

Email Marketing & CRM Communications

oDrive MCB’s email and CRM communications strategy to continue to reflect a holistic view of the customer journey and consider all programs that MCB offers across the organizations. Focus on welcoming new audiences, as well as building relationships with and empowering existing audiences across the organization to become advocates for MCB.

oReview post-campaign email reports and surveys, highlight insights and make recommendations.

oEnsure cross-departmental communications are interwoven and use business practices. Test, monitor and review all email communications before deployment, ensuring brand formatting is being adhered to and that segmentation is appropriately managed with the full customer journey in mind.

oServe as the primary contact for the WordFly vendor, responsible for reporting issues, testing new features and requesting WordFly enhancements.

oWork with internal departments to ensure that email communications not deployed through WordFly are in line with other email communications in regards to design, tone of voice and messaging.

oDraft / proof engaging copy for emails and work with the VP, Marketing & Communications to design briefs for graphics as required, including promotional, triggered, audience engagement emails and surveys.

oPartner with the Director of Digital Strategy & Content, who provides storytelling content and creative input for email, while this role retains ownership of strategy, segmentation and sends.

Website, Tessitura and TNEW

oOwn website conversion, TNEW and technical updates, and partner with the Director of Digital Strategy & Content on editorial website content, ensuring the site is accurate and up to date at all times.

oPlay a key role in the development of new website and technology projects; develop and oversee efforts to improve and update the existing MCB website e.g. microsites, landing pages.

oCollaborate with the Marketing team and external vendors on new customer service projects and digital solutions.

oDevelop a thorough understanding of Tessitura Analytics in order to feed into post campaign reports for insightful analysis.

oCollaborate with internal departments on list and extraction segmentation strategy for overall communications.

oBe an active contributor to the conversation of Tessitura best practices and opportunities related to marketing, customer relations and audience experience.

Administrative / Staff Management

• Supervise direct reports performance to ensure successful execution of role and responsibilities.
• Provide mentorship and team leadership; lead by example to create a positive working environment and collaborative work ethic.
• Encourage creativity and professional development.
• Provide support for departmental admin processes (budget, invoices and accounting, reporting).

QUALIFICATIONS

5–8+ Years in Marketing Management: Prior experience as a Senior Marketing Manager, Associate Director, or Marketing Director within performing arts, entertainment, cultural non-profits, or commercial hospitality.

Proven Revenue & Attendance Growth: Demonstrated track record of meeting or exceeding ticket sales, subscription, or single-ticket/group sales targets while optimizing acquisition costs ( ).

Budgetary Management: Hands-on experience developing and allocating 6-figure+ seasonal marketing and advertising budgets across digital, print, outdoor, and direct response channels.

Data-Driven Campaign Optimization: Proficiency with ticketing and CRM platforms (e.g., Tessitura), Google Analytics (GA4), meta-ads management, and audience segmentation.

Integrated Campaign Design: Ability to build synchronized multi-channel campaigns spanning email marketing, targeted programmatic ads, direct mail, social media, radio/out-of-home, and press strategy.

Brand & Visual Identity Oversight: Strong eye for dynamic copywriting, visual design, season brochure production, and promotional asset creation aligned with organization standards.

Team Leadership & Agency Oversight: Experience managing internal creative/digital staff and directing graphic designers and creative services staff.

Cross and Inter-Departmental Collaboration: Ability to work closely with Executive Leadership, artistic staff, Advancement Department and Guest Experience/Box Office/Ticketing operations.

Board & Metric Reporting: Proficiency in synthesizing complex campaign performance data into clear executive dashboards and board reports regarding sales pacing and audience demographics.

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; fosters 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.