Director of Performance Marketing

University of North Carolina School of the Arts; Winston-Salem (NC); On-site; USD 95,000 - 140,000; Full time

Job summary

University of North Carolina School of the Arts seeks a Director of Performance Marketing to lead audience development, branding, and revenue-driving campaigns for a high-volume performance program.

You will craft integrated marketing strategies, manage budgets, and collaborate with campus partners to advance institutional goals. The role requires leadership, CRM and analytics expertise, and a deep understanding of performing arts marketing within higher education.

Qualifications

• Bachelor's degree required in a related field and equivalent experience.
• Three+ years in marketing, communications, or arts administration.
• Experience with performing arts or event marketing, ticketing, and campaigns.
• Experience with CRM, analytics, and digital advertising platforms.
• Experience supervising staff and coordinating cross-functional teams.
• Knowledge of higher education or complex service organizations.

Responsibilities

• Lead integrated marketing strategy for 100+ performances, aligning audience, brand, and ticket revenue.
• Direct multi-channel campaigns across paid media, email, web, social, and print; coordinate agency planning and asset review.
• Manage performance budgets, forecasts, and vendor expenses with the division's business manager.
• Coordinate with Box Office, conservatories, and campus partners to ensure consistent messaging and delivery.
• Provide leadership and coaching to staff, and advise university leadership on priority initiatives.

Skills

Strategic marketing leadership

Audience development

Campaign planning and analytics

Leadership and coaching

Education

Bachelor's degree in Marketing/Communications/Arts Administration

Tools

Spektrix

Dotdigital

Google Analytics

Google Ads

Meta Ads

ClickUp

Job description

Director of Performance Marketing

This is an Exempt Professional Staff (EPS) position. The application must be completed in full detail (including work history) for your qualifications to be considered. Failure to complete the application process as required by state regulations will result in your application being rejected for the vacancy, and you will not be considered for the position. The UNCSA participates in E-Verify. Federal law requires all employers to verify the identity and employment eligibility of all persons hired to work in the United States. Final candidates are subject to criminal background checks.

The University of North Carolina School of the Arts provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination, harassment, or retaliation based on race, religion, color, national origin, ethnicity, sex, pregnancy, gender identity or expression, sexual orientation, age, political affiliation, National Guard or veteran status, genetic information, or disability.

EEO Contact Information: Applicants needing assistance with the application process are asked to contact: [e-mail]

Work Schedule and Hours

Monday-Friday, 8:00 a.m.-5:00 p.m.; occasional nights and weekends

Performance Marketing Strategy and Leadership 30%

• Lead integrated marketing strategy for more than 100 annual performances, aligning audience, brand, ticket-sales, revenue, and engagement goals.
• Lead the complex, multi-phase annual marketing campaign for The Nutcracker, coordinating early and general ticket on-sales, audience development, school-group and patron communications, sponsorship recognition, venue-specific information, and integrated storytelling across the Schools of Dance, Music, and Design and Production and the UNCSA Symphony Orchestra.
• Develop annual strategies, priorities, audience plans, channel plans, budgets, promotional calendars, and success measures for the performance portfolio.
• Develop the season narrative and subscription, package, Arts Card, single-ticket, acquisition, and retention strategies using information from the conservatories and Box Office.
• Lead performance-planning meetings that define objectives, audiences, offers, timing, messages, assets, channel roles, approvals, and measures of success.
• Provide performance-marketing counsel to university leaders and campus partners and recommend priorities based on audience needs, sales patterns, capacity, and institutional goals.
• Provide functional leadership, coaching, and priority-setting for the Marketing Systems Coordinator in coordination with the Recruitment Marketing Director.

Integrated Campaign Planning and Execution 35%

• Plan, coordinate, and evaluate multi-channel campaigns across paid media, email, web, social media, creative, print, ticketing, patron communications, and grassroots partnerships.
• Direct paid-media strategy and investment across digital, social, search, radio, print, streaming, and other appropriate channels; manage agency and media-partner planning, trafficking, optimization, and reporting.
• Manage the annual performance email calendar, including season announcements, subscriptions, on-sales, event promotions, and pre-show and post-show communications.
• Develop campaign briefs, messaging, copy, and creative direction; coordinate asset development and review with Creative Services, Digital Experience and Engagement, Communications, vendors, and campus partners.
• Coordinate performance information, calendars, listings, landing pages, promotional content, and campaign assets, ensuring that changes and approvals are communicated quickly and accurately.
• Plan and coordinate performance photography and videography in coordination with the Creative Services Director, and direct mail, performance brochures, print collateral, and other campaign production needs.
• Maintain campaign and performance archives, including approved messages, creative assets, reports, calendars, and reusable materials.

Audience Sales Budget and Campaign Analysis 20%

• Analyze ticket sales, audience behavior, inventory, revenue, campaign performance, email engagement, paid-media results, and return on investment to guide strategy and spending.
• Use CRM, ticketing, email, web analytics, and paid-media platforms to segment audiences, improve targeting, test acquisition and retention approaches, and strengthen the patron journey.
• Monitor sales throughout the season and recommend adjustments to offers, messages, timing, channels, audience targeting, and media investment.
• Develop and manage performance-marketing budgets, forecasts, media plans, estimates, commitments, invoices, and vendor expenses in coordination with the division's business manager.
• Prepare recurring and post-campaign reports on sales, revenue, attendance, campaign effectiveness, and return on investment, and use findings to shape future plans.
• Research industry practices, audience trends, and marketing technology and recommend changes that improve effectiveness, efficiency, or measurement.

Cross Departmental Coordination and Patron Experience 10%

• Serve as the primary Strategic Communications marketing contact for the Box Office and coordinate performance marketing with conservatories, Advancement, Creative Services, Communications, Digital Experience and Engagement, and external partners.
• Establish clear processes for collecting performance details, approving information, launching campaigns, managing changes, and resolving time-sensitive patron communications.
• Coordinate ticketing promotions, campus ticket holds, performance updates, cancellations, venue communications, and patron-experience information with the Box Office and responsible campus partners.
• Partner with campus stakeholders to develop audience-focused messages and promotional plans while maintaining institutional brand standards and campaign priorities.

Selected Institutional Marketing Initiatives 5%

• Provide focused marketing strategy or campaign support for a limited number of priority institutional initiatives, such as Homecoming, Days of Giving, Kenan Institute events, or other assignments designated by the Vice Chancellor.
• Define the scope, audience, objectives, budget, channels, deliverables, and measures of success for assigned initiatives and balance the work against performance-marketing priorities and available capacity.

Minimum Qualifications

Bachelor's degree in a discipline related to the area of assignment; or equivalent combination of training and experience. All degrees must be received from appropriately accredited institutions.

Preferred Qualifications

• Demonstrated expertise in writing, editing, and adapting audience-focused marketing copy for email, websites, social media, brochures, advertising, and other print and digital channels.
• Three or more years of relevant marketing, communications, audience development, arts administration, or related experience.
• Experience with performing arts or event marketing, ticketing, subscriptions, patron communications, paid media, email marketing, and campaign analysis.
• Experience with CRM, ticketing, email, analytics, advertising, content management, and project management platforms such as Spektrix, Dotdigital, Google Analytics, Google Ads, Meta Ads, and ClickUp.
• Experience managing complex, deadline-driven marketing projects and collaborative content workflows-from development and review through approval and delivery-using project-management platforms such as ClickUp or similar tools.
• Demonstrated interest in and knowledge of the performing arts, along with an awareness of cultural, audience, media, and consumer trends that can inform relevant and effective marketing strategies.
• Experience supervising, coaching, or providing functional leadership to staff, contractors, agencies, or cross-functional teams.
• Experience working in higher education, the arts, or another complex service organization.

Terms of Employment

P1 PrsnlLv EHRA 17.33 12 Month

Knowledge, Skills and Abilities

Strategic marketing. Ability to translate institutional, audience, and revenue goals into integrated marketing strategies, campaign plans, channel roles, budgets, and measures of success.

Performance and event marketing. Knowledge of subscription, package, single-ticket, acquisition, retention, patron-communication, and on-sale strategies for a high-volume performance or event portfolio.

Digital and paid media. Knowledge of paid search, paid social, display, streaming, radio, print, email, web, social media, marketing technology, campaign optimization, and current audience-development practices.

Analysis and financial management. Ability to interpret sales, audience, inventory, campaign, and budget data; identify trends and tradeoffs; forecast needs; and recommend timely adjustments.

Leadership and collaboration. Ability to set direction, establish priorities, coach others, coordinate work across functional teams, manage partners and vendors, understand institutional and stakeholder expectations, and influence outcomes without relying solely on formal authority.

Communication. Ability to present strategies and results clearly, facilitate productive planning, write and edit marketing content, and maintain effective relationships with a wide range of campus and external partners.

Campaign and project management. Ability to lead multiple concurrent campaigns with complex schedules, dependencies, approvals, budgets, deliverables, and changing priorities from planning through evaluation.

Responsible use of artificial intelligence. Ability to evaluate and use approved generative-AI and AI-enabled tools responsibly for research, ideation, drafting, adaptation, audience analysis, workflow efficiency, and campaign optimization; verify outputs; protect confidential information and intellectual property; and preserve human creative direction and original artistic work.

Posting Details

Open Date: 10/29/2026

Open Until Filled: Yes

Salary Range: Commensurate with Education and Experience

Supplemental Questions

1. How did you learn about this employment opportunity?
   • UNCSA Website
   • Agency Referral
   • Print Advertisement (Newspaper / Periodical)
   • Social Media (LinkedIn, Twitter, Facebook, Other)
   • Online Job Board
   • Other

Documents Needed To Apply

1. Resume
2. Cover Letter