The Director of Marketing, Sales and Communications is a senior management position responsible for all aspects of planning, implementing, and evaluating marketing, public relations, publications, and group marketing activities in support of Miami City Ballet (MCB) and Miami City Ballet School (MCBS) productions and events. In collaboration with the Executive Director and senior management team, the Director is responsible for developing long-term marketing, sales, and communications strategies, including MCB’s brand identity. The management of season campaign programs, day-to-day marketing and communications operational activities, and inbound and outbound sales operations are within the scope of the Director’s duties. 

Miami City Ballet’s mission is to produce and present the highest level of dance performances throughout Florida, the United States and abroad, train young aspiring dancers, and develop Miami City Ballet School into a leader of dance education. 

Led by Artistic Director, Lourdes Lopez, MCB is considered a leader in the field, nurturing new choreographic voices, creating innovative collaborations, and opening new avenues of inclusivity within classical ballet. MCB is admired as one of the world’s pre-eminent interpreters of the choreography of George Balanchine. Its repertory of 100 ballets, including twelve world premieres, was built upon the Balanchine repertory, style, and technique and expanded to include classical works of importance and exciting new choreography by contemporary and ground-breaking artists. MCB maintains annual seasons in Miami-Dade, Palm Beach, Broward, and Collier Counties, serving more than 123,000 patrons in South Florida through four diverse repertory programs; George Balanchine’s The Nutcracker™; and an expansive national touring program including extensive tours throughout the United States, Canada, and Europe. 

The Miami City Ballet School, founded in 1993, is one of the largest dance-training programs in the nation, training dancers for careers with MCB and other professional companies throughout the world. MCB School’s expanded national and international audition tours attract more than 1,300 students each season, and MCB School’s scholarship program offers support to children from across the globe, providing nearly $500,000 worth of scholarships each year. As one of the most diverse classical ballet companies in the nation, MCB serves as a gateway to the Americas for dancers from Central and South America, resulting in a robust international roster of both dancers and students. 

MCB’s transformative Share the Dance: Community Outreach and Educational Programs reach deep into the community, touching nearly 17,000 young people, seniors, and other traditionally underserved community members annually through a wide array of programming, introducing new and underserved audiences to the art form of classical ballet while building strong community relationships and engagement with the arts. 

REPORTING RELATIONSHIPS 

The Director of Marketing, Sales, and Communications reports to the Executive Director. 

PRINCIPAL OPPORTUNITIES 

Miami City Ballet is among the largest and most highly regarded ballet companies in the country. MCB’s 30th anniversary season catapulted the organization to the forefront of dance with the first reimagining of George Balanchine’s A Midsummer Night’s Dream in history, followed by the company’s highly successful debut at the David H. Koch Theater at Lincoln Center. The New York press lauded the company’s artistry and subsequent performances in Chicago and Minneapolis were equally well-received and also received critical acclaim. Financially, MCB has made great strides in recent years toward improving its balance sheet and operating with balanced budgets. Going forward, MCB is poised to increase its revenue from contributions and ticket sale growth, at a pace to fund initiatives outlined in a new strategic plan that is under development. 

The Director of Marketing, Sales, and Communications is a highly critical position within the organization. Along with the Director of Development, this senior manager is responsible for 85% of the organization’s operating revenue (the remaining 15% is derived from School tuition and miscellaneous sources). Ticket revenue is on an upward trajectory yet there is much more to be accomplished, particularly in a region that is experiencing tremendous growth. The ideal candidate will have an opportunity to increase resources, expand and diversify MCB’s audience, and explore the development of digital platforms. There are huge opportunities to reach the large Hispanic community in South Florida, as well as to attract young families and millennials. A seasoned marketing professional will have at his/her disposal a product and brand that have the potential to propel MCB into one of the leading ballet companies in the United States, and, ultimately, the world. The profile and renown of Lourdes Lopez, Miami City Ballet’s artistic director, provides the DOMSC with a valuable tool to build MCB’s brand and audiences. 

PRIMARY RESPONSIBILITIES 

Strategic/Long-term 

The Director of Marketing, Sales, and Communications will 

• develop a vision for MCB’s marketing and sales efforts that communicates the character, ideals, and mission of the organization to a wide range of patrons, donors, employees, and other stakeholders; 

• provide consistent and clear leadership to the marketing, sales, and communications team; 

• inspire the team with passion, respect, and an openness to new ideas and approaches; 

• continue professional development by participating in field and industry activities (conferences, professional groups, seminars, courses, etc.) to ensure that new ideas and methods are introduced to MCB on an ongoing basis; 

• establish and maintain company-wide standards for written and graphic communications in printed, verbal, or electronic forms; 

• create and implement audience development marketing plans, including research on target audiences, market trends, and performing arts/non-profit trends using focus groups, surveys, and industry data; and 

• build and cultivate collaborative relationships with industry leaders, board members, media, government and city officials, key business partners, promotional partners, performing arts organizations, and community leaders. 

 

Season Planning and Execution 

The Director of Marketing, Sales, and Communications will 

• oversee creation of season timeline and calendars in consultation with team managers and other department directors; 

• oversee the development and execution of comprehensive advertising, promotion publicity plans, and single ticket campaigns for all MCB programming; 

• oversee the development of all collateral marketing in support of all MCB productions and public events; 

• establish ticket sales goals by production and ticket type during budgeting process and forecast sales on a regular basis in coordination with team managers; 

• develop and manage departmental expense budgets; and 

• provide summary reports to the Executive Director, senior managers, Board of Directors, and Trustees. 

 

Ongoing Activities 

The Director of Marketing, Sales, and Communications will 

• oversee company website, including content, design, maintenance, e-commerce, and promotion; 

• oversee management and coordination of outside consultants; 

• oversee social media campaigns, including Facebook, Twitter, company blog, and email communication; and 

• oversee customer/patron complaints and expedite customer service issues in coordination with Box Office Manager.

 

CANDIDATE QUALIFICATIONS AND QUALITIES 

The ideal candidate for the position of Director of Director of Marketing, Sales, and Communications will have 

• demonstrated excellence in verbal and written communication skills; 

• familiarity with ballet repertoire and the entertainment industry; 

• solid business computer skills, including intermediate Microsoft Word and Excel skills; 

• working knowledge of Tessitura and database management; and 

• working knowledge of design and printing principles. 

A minimum of ten years of experience in marketing, sales, and/or a public relations field with a demonstrated ability to lead, manage, and guide a team of diverse marketing and sales professionals in a high-pressure, deadline-oriented atmosphere is required for this position as is a bachelor’s degree in Communications, Marketing, Public Relations, Journalism or a related field from an accredited college or university. 

APPLICATION DEADLINE 

Before sending your résumé for this position, please read it over for accuracy. Review of applications will begin immediately and continue until the successful candidate has been selected. 

To apply for this position, visit: http://opportunities.aspenleadershipgroup.com. 

To nominate a candidate, contact Angelique Grant: angelique@aspenleadershipgroup.com.

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