Senior Director, Marketing

• Develop and oversee the implementation of integrated marketing plans designed to meet ambitious revenue targets
• Formulate the profile of the Festival’s target markets, tracking the effectiveness of the marketing tactics against the audience segments, improving bottom-line results
• Articulate a clear value proposition associated with the brand and ensure the proposition is integrated into compelling copy and the work of the marketing, audience engagement, publicity, sponsorship, and communications teams
• Establish, implement, and evaluate short- and long-range departmental objectives, policies, and operating procedures to ensure goals are met or exceeded
• Regularly analyze sales data and competitive activity and share with the Festival senior team, together with observations and recommendations
• Recruit, manage, and provide direction and support to employees, fostering professional development, effectively managing performance and maintaining a caring and inclusive work environment
• Guide the work of the Marketing, Publicity, Audience and Community Engagement, Film Production & Distribution, Corporate Sponsorship, and Analytic teams setting the overall plan and supporting the leaders regularly in the execution of those plans
• Advise colleagues on programming choices based on knowledge of target markets, competitive offerings, emerging social issues, and internal competencies
• Identify and develop new customers, build loyalty among existing customers, and win back lapsed customers
• Generate the evolution of a brand strategy that supports the Festival’s strategic goals and objectives
• Oversee and direct the evolution of the Festival’s web and digital presence with the goal of optimizing revenue
• Nurture positive relations with the Board of Directors, delivering information in a consistent and effective manner, which includes as staff support to the Marketing Committee and serving on ad-hoc committees as they arise
• Govern the functions of the Audience Engagement department to meet annual net ancillary revenue targets from commercial business units (cafes and catering, retail, parking, non-Forum tours, Front of House)
• Maintain regular contact with internal and external stakeholders, working to ensure consistent communication towards developing a common brand and reputation
• Forge and nurture connections with local, provincial, and national tourism agencies, and with other cultural organizations within Canada and beyond
• Steer a ‘Sense of Occasion’ strategy, which encompasses all aspects of the patron experience with the twin aims of enhancing those experiences and encouraging loyalty
• Promote, develop, and maintain positive relations with partners, vendors, and distributors
• Orchestrate the functions and team supports designed to meet annual corporate sponsorship, corporate membership, and advertising revenue targets
• Guide the development of the Festival’s website and the selection and implementation of the customer relationship management system in collaboration with the IT Director
• Lead the functions designed to expand the Festival’s brand beyond the stage, specifically the film and digital content. Support the team in identifying plays to be filmed and exploiting the use of these films on the streaming platforms and other channels including the Festival’s own streaming service Stratfest@Home
• Inspire the development of the key art to promote each season and the individual productions, events, and experiences in consultation with the Artistic Director
• Oversee the budgets for the Marketing, Publicity, Audience and Community Engagement, Film Production and Distribution, Corporate Sponsorship, and Analytic departments, setting the revenue and expense targets and submitted quarterly forecasts
• Lead the Festival’s demand pricing strategy in collaboration with the Executive Director
• Generate and administer marketing plans in relation to government funding opportunities
• Develop and deliver strategies on Festival earned revenue opportunities around gift shop sales, merchandise, and food and beverage
• Report on marketing campaign and sales/revenue achievement at Board and Finance Committee meetings
• Serve as staff lead to the Marketing Committee by both reporting to the Committee and soliciting its feedback and advice
• Liaise with the advancement department on the development of the annual communication/solicitation plan and review materials to ensure they are consistent with brand standards

• A minimum of 10 years of senior experience in marketing is required from work in the creative industries, tourism, consumer marketing, or other fields, but preferably in a nonprofit and arts-based environment
• A proven track record of leadership in marketing, branding, budgeting, forecasting, technology, the use of Customer Relationship Management software, and advancing the mission of a similar complex organization, is a must
• A master’s degree in marketing, communications, or business administration or equivalent experience is an asset
• Demonstrable passion and enthusiasm for theatre is an asset
• Outstanding interpersonal, written, and verbal skills in English are required
• Residency in proximity to the Festival’s main offices in Stratford is required to facilitate working on-site
• Those currently eligible to work in Canada, as well as international applicants who would need immigration support, are more than welcome to pursue this unique opportunity

• A master’s degree in marketing, communications, or business administration or equivalent experience
• Demonstrable passion and enthusiasm for theatre

A comprehensive group benefits package includes health, dental, vision, an RRSP matching program, Manager lieu days on top of vacation time, and complimentary opening night tickets