The Marketing Division is responsible for implementing a comprehensive communications strategy for the Performing Arts Center. This includes issues of image and branding, media relations, marketing, research, graphic design, print and electronic media and publications, advertising, sales and all other communications processes required to successfully promote the Center and its programs and facilities. The primary products of the Center are tickets, facility rentals, fundraising (major gifts, memberships, sponsorships), education programs, concessions, parking and any related business initiatives which may be undertaken from time to time. Government and community relations are also part of the scope of communications, which is national, regional and local. It also includes working proactively with the Center’s Resident Companies and other client organizations to ensure that a consistent set of messages is used for all programs, which take place in the Center. Marketing and Communications also has the responsibility of making the message of the Center equally available to the diverse communities of Miami-Dade County.
The Vice President, Marketing will oversee the Marketing and Communications Division (current staff of 16). The direct supervisor of this position is the Center’s President and CEO. This position must contribute to overall staff needs and comply with PAC policies.
Responsibilities include, but are not limited to the following initiatives:
Work with the President of the Center, all Division Heads particularly in the Programming, Fundraising, and Operations Divisions, the Board of Directors, the Resident Companies and other related organizations to establish a shared vision for a communications style and strategy for the Performing Arts Center
Direct an effective staff organization for Marketing and Communications and recruit, train and supervise the staff
Direct and implement a full-blown marketing plan to accomplish the communications strategy to include:
Maximizing ticket sales potential
Grow, manage and protect the integrity of the database
Oversight of integrated communications plan for tourism market
Media strategy and relations
Publications standards, schedule and production
An effective and innovative Web site
Advertising programs to support ticket sales, facility rentals, membership and other initiatives
Facility sales marketing plans
Communications support for the Center’s fundraising programs
Plan and execute the sales and marketing plans for all Center produced performing arts events and festivals, assess sales potential for shows prior to booking, evaluate sales results for future reference.
Work closely with the Center and Resident Company ticket offices to capture data, support excellent customer service, and develop such proactive sales tools as group sales and loyalty programs.
Site signage, both informational and promotional
Conduct market research on an ongoing basis, analyze its results and adjust communication strategy accordingly
Achieve a high level of awareness of the Center in the community
Market the sales and marketing services of the Marketing and Communications department for events presented by outside clients in order to provide professional support to renting organizations and earn revenues for the Center.
Conduct training for all Center staff and Resident Company staff on the Center’s communications plans
Prepare public presentations with appropriate audio visual support for staff and board members to use in a coordinated program of public speaking on behalf of the Center
Participate in the national PAC marketing group and other communications forums
With the President, develop and implement government communications programs at the local, state and national level.
Coordinate all political outreach activities
A Bachelor’s degree from an accredited institution of higher education
At least 7 - 10 years of experience in the field of Marketing and Communications and/or in an industry that offers high level customer services, entertainment or other leisure activities
Area of expertise within Marketing and Communications in an area such as media buying, message development, graphic design, production, market analysis or research, or publishing
Strong executive management skills
Strong analytical experience leading to effective pricing and sales results
Must have worked in a large, complex organization
Strong public speaking and presentation skills
Proven record of accomplishment
Fluency in Spanish
Specific experience in marketing a wide variety of performing arts
Prior experience as a Director of Marketing and Communications
Experience in a public setting
Knowledge of Miami-Dade County arts and culture and government organization
Masters degree in related field
Skills and Abilities
Ability to communicate openly, effectively, and persuasively in both oral and written form at all levels—with Trustees, stakeholders, staff, citizens, and the media
Ability to be a highly effective manager of personnel and equally capable of working cooperatively with a number of different client types
Ability to think strategically about all Marketing and Communications aspects as once, including Resident Companies and institutions
Ability to build strong relationships among Resident Companies
Ability to sell yourself well to various arts groups, artists, and other stakeholders
Ability to compose presentations, advertisements, and other written documentation
Ability to answer any questions relating to Marketing and Communications and established policies
Ability to effectively develop strong working relationships
Ability to collaborate with others yet remain a leader
Ability to multi-task and prioritize multiple tasks
Ability to seek and hear the ideas and opinions of others and to incorporate them as appropriate into Communications’ initiatives
Ability to define and adhere to the best interests of the organization
Fully computer literate
About The Adrienne Arsht Center for the Performing Arts
Set in the heart of downtown Miami, the Adrienne Arsht Center for the Performing Arts of Miami-Dade County is committed to welcoming and connecting ALL people to the arts, to the Arsht Center, and to each other. Since opening in 2006, the Arsht Center, a 501C3 non-profit organization, has been a catalyst for billions of dollars in new development in the downtown area, a leader in programming that mirrors South Florida’s diversity, a host venue for historic events and Miami’s hub for arts education.
Each year, we serve more than 50,000 young learners and offer more than 100 culturally diverse and inclusive education programs. Our 300+ annual events include our Knight Masterworks Classical Music series featuring magnificent orchestras and soloists from around the world; the very best musicals direct from New York for Broadway in Miami; Jazz Roots, the largest jazz series in South Florida; our award-winning, Miami-made Theater Up Close program; Flamenco Festival Miami; brilliant work from our many Arts Partners and local artists, and much more.
The Arsht Center is a home stage for three resident companies - Florida Grand Opera, Miami City Ballet, and New World Symphony - and a lau...nchpad for local artists to make their mark on the international stage. In addition, our Family Fest, Free Gospel Sundays, Communi-Tea LGBTQ+ celebration, and Heritage Fest are among dozens of free activities that bring together people from all corners of our community.
For more information, visit arshtcenter.org.