Vice President of Marketing and Audience Development, Charlotte Symphony Orchestra

ORGANIZATION:

One of the premier music organizations in the southeastern United States and the oldest operating symphony orchestra in the Carolinas, the Charlotte Symphony Orchestra (CSO) connects with more than 100,000 music lovers each year through its lively season of concerts, broadcasts, community events, and robust educational programs. The CSO has demonstrated a commitment to its mission of uplifting, entertaining, and educating the diverse communities of Charlotte-Mecklenburg and beyond through exceptional music experiences. Celebrating its 90th anniversary in 2022, the CSO continues its vision to reach out through the transformative power of live music as a civic leader, reflecting and uniting the region.

The CSO employs a professional full-time orchestra of 62 musicians and three conductors, supports three youth orchestras, and offers an extensive array of educational and audience engagement programs. The CSO performs in a variety of venues in Charlotte-Mecklenburg and surrounding counties in the Charlotte region, principally at the Blumenthal Performing Arts Center’s Belk Theater (1900 seats), the Levine Center for the Arts’ Knight Theater (1100 seats), and Symphony Park at SouthPark Mall. Its extensive community engagement activities take the CSO’s music to a variety of churches, breweries, community centers, schools, and senior care centers throughout the region.

The 2022-2023 season will feature 11 guest conductors, including the CSO debut of Erina Yashima leading Beethoven’s rarely performed Triple Concerto and Berlioz’s Symphonie Fantastique, and Cleveland Orchestra’s Vinay Parameswaran conducting Benjamin Britten’s Les Illuminations and William Grant Still’s Poem for Orchestra. The Sandra and Leon Levine Pops series will explore a wide range of musical genres, highlighted by 007: The Best of James Bond, a celebration of five decades of music for the iconic spy films. Legendary film scores come to life in the CSO’s popular Movie Series, a true “surround-sound” live experience. Additionally, the CSO is opening the 2022 Charlotte International Arts Festival with a newly commissioned production of David Bowie’s final album, titled Blackstar Symphony. The CSO is one of 25 orchestras in the United States to receive Catalyst Fund grants from the League of American Orchestras to advance equity, diversity, and inclusion within the organization.

The CSO 2021-2025 Strategic Plan, completed in May 2021, focuses on seven essential areas of strategic focus: artistic vitality and growth, education, financial health and sustainability, innovation, organizational culture, public relevance, and audience development. Strategies to advance the CSO’s commitment to diversity, equity, and inclusion are incorporated within each area. This plan serves as a road map for CSO, pointing the orchestra towards an enterprising and resilient future.

The CSO is governed by a 30-member Board of Directors chaired by Linda McFarland Farthing. David Fisk was appointed President & CEO in 2020. For the last 12 years, the artistic leadership of the CSO was under the baton of internationally renowned Music Director Christopher Warren-Green, who has now taken on the titles of Conductor Laureate and Artistic Adviser. Emerging American conductor Christopher James Lees is the Resident Conductor of the CSO and Principal Conductor of the Charlotte Symphony Youth Orchestra. For the fiscal year ending June 30, 2022, the CSO is reporting total revenue of approximately $11.8 million, with over $6million in contributions and grants (excluding government or other special assistance related to COVID relief), and just over $3 million in ticket sales and program services. Total expenses in FY22 were approximately $11.3 million.

For more information, please visit www.charlottesymphony.org.

REPORTS/RELATIONSHIPS:

The Vice President of Marketing and Audience Development reports to the President and Chief Executive Officer and manages a team of six direct reports.

BASIC FUNCTIONS:

The Vice President of Marketing and Audience Development is responsible for overseeing the strategic planning, development, and execution of the Charlotte Symphony Orchestra’s marketing, advertising, and audience engagement initiatives. They are responsible for leading the marketing operation and meeting or exceeding earned revenue with a strong emphasis and understanding of subscription acquisition and retention.

Specific duties will include, but not necessarily be limited to:

  • Develop, direct, and guide all marketing campaign strategies/plans and spending for both subscription and single-ticket marketing across all marketing channels – both traditional and digital – with solid understanding of direct mail, digital marketing (web content, email, social media, video ads, display advertising, and SEM), content marketing, advertising, out-of-home advertising, radio, etc.
  • Manage and develop the marketing, communications, and ticket sales team – six direct reports.
  • Handle ongoing single-ticket dynamic pricing and inventory management efforts to optimize revenue; assist in concert pricing.
  • Analyze sales patterns and pacing, campaign results, and ticket history to determine and/or change the course of campaign strategies and spends; project manage high-level campaigns as necessary.
  • Manage ticket sales office and telemarketing teams to increase subscriber base and audiences.
  • Ensure brand standards and brand communication strategies are consistently maintained and applied through all touch points and communication platforms.
  • Develop content marketing and audience development/cultivation programs to support ticket sales and build strong relationships with our audiences.
  • Work effectively with creatives, data analytics, and other outside vendors and consultants.
  • Develop effort for patron retention and frequency-building efforts, including subscriber and single-ticket retention and loyalty programs.
  • Oversee communications personnel in the collaboration and coordination with other internal departments on marketing-related matters to promote proper flow of information as it relates to marketing responsibilities.
  • Oversee external communications and public relations activities/strategies.
  • Concert duty and attendance and miscellaneous duties as required.

REQUIREMENTS:

  • At least five years of senior-level experience in marketing, communications, business, or a related field or equivalent combination of education and experience, including management experience leading a team and collaborating with peers.
  • Passion for the organization’s mission, growth, impact, and lasting value.
  • Superior writing and presentation skills.
  • Strong business acumen.
  • Thorough understanding of, and deep experience in, modern marketing; familiarity and expertise with marketing automation, machine learning, and other forms of artificial intelligence is desired.
  • Experience building a digital ecosystem.
  • Strong hands-on analytical skills, and data-driven decision-making skills.
  • Adaptive, creative, strategic, and forward-thinking about mission and patron experience.
  • Ability to collaborate effectively with peers across all departments within CSO.
  • Undergraduate degree in business administration, with an emphasis on marketing or a related field, preferred.

COMPENSATION:

Compensation will be commensurate with experience including a competitive base salary, bonus opportunity, and competitive benefits package.

To make a nomination, provide a referral, or for additional information, please use the contact information below. To apply, please submit a resume and/or vita and cover letter, to:

CONTACT INFORMATION:

Joy Davis, Consultant
704.377.0362