TPAC is a nonprofit performing arts organization and cultural anchor providing enriching arts experiences for all ages, empowering lifelong arts education programs, artistic expression reflective of our community, arts connections that support the local economy, and sustainable support for professional resident companies and local artists.
The Director of Marketing drives earned revenue and audience expansion for TPAC’s presentations with a focus on integrating advertising, promotions, sales, and analytics to optimize income for multiple performance series, including, but not limited to, touring Broadway, dance, dramatic theatre, and family programming. Working within the department, across the organization, and with external groups, this position supports an integrated marketing approach to increasing ticket sales, frequency of attendance, patron engagement, fundraising, community engagement, patron loyalty, and other organizational goals.
Employ a patron loyalty model to move customers from individual ticket buyers to multi-ticket buyers to season ticket holders to patrons/donors by leveraging analytics to drive frequency of attendance, loyalty, and patron engagement throughout the patron lifecycle.
Oversee day-to-day marketing operations, including campaign budgeting, media planning, marketing creative, digital media, group sales, and promotions. Closely liaise with communications team for seamless integration of social media platforms.
Work with others throughout the organization to implement and exemplify policies as part of TPAC’s commitment to diversity, inclusion, access, and equity.
Develop and sustain relationships with producers’ and agents’ representatives to obtain approvals of campaign advertising, budgets, timelines, and settlements.
Foster a data-driven culture in which key data streams are utilized and acted upon.
Identify new opportunities and build proposals, as needed, for VP’s review to grow multi-layered marketing programs.
Engage external entities, community partners, and vendors to forge impactful and purposeful marketing partnerships.
Define target audience and oversee list selection, based on metrics, for direct mail campaigns to support season and single ticket sales.
Project manage the build and launch of TPAC webpages for future performance series.
Work with TPAC’s Graphic Design and external vendors to create and deliver effective campaign assets, marketing collateral, and program-related signage.
Inspire a collaborative work environment that motivates staff and cultivates productive relationships within the marketing and communication team and through the organization.
Explore potential synergies between TPAC’s education and community engagement initiatives with ticketed performances.
Supervise two direct reports, including the Group Sales Manager and the Manager of Email, Digital, and Sales Analytics (vacant).
Maintain awareness of the TPAC budget designated for funding programs associated with this position’s responsibilities.
The responsibilities listed above are not all inclusive. Other related duties may be assigned.
TPAC is an Equal Employment Opportunity employer. All aspects of the employment process will be merit-based and applied without discrimination on the basis of race, color, religion, sexual orientation, gender identity, marital status, age, disability, national or ethnic origin, military service status, citizenship or other protected characteristic
SKILLS AND KNOWLEDGE
Required: Bachelor’s degree with 8-10 years experience in marketing. Significant experience maximizing ticket sales and exceeding key performance indicators (KPIs). Innovation, creative direction, and abilities to work independently and directing a team. Excellent verbal and written communication. Passion for the performing arts and a belief in the importance of arts education and arts access.
Preferred: Master’s degree in marketing, business, or arts administration. Analytical tracking and reporting. Experience working with external agencies on creative projects and digital ad placement. Familiarity with market research and audience measuring tools.
SOFTWARE AND SERVICES USED
Microsoft Office Suite, Tessitura, VenueOps, Zoom.
About TN Performing Arts Center Mgmt
The nonprofit Tennessee Performing Arts Center®, located in downtown Nashville, is dedicated to providing and supporting the presentation of the performing and cultural arts.
Founded in 1980, TPAC® serves several hundred thousand audience members each year. Performances include the HCA Healthcare/TriStar Health Broadway at TPAC series, a variety of special engagements, and the productions of three resident artistic companies – Nashville Ballet, Nashville Opera, and Nashville Repertory Theatre.
In addition, TPAC administers one of the largest and most comprehensive arts education programs in the United States, serving students from pre-school to high school, educators, and adults.
Over almost four decades, TPAC has welcomed more than 14 million audience members and served more than 1.8 million students, educators, and adults with performances at TPAC, teacher resources, professional development opportunities, classroom residencies, and enrichment programs.
TPAC manages three performance venues in the James K. Polk Cultural Center – Andrew Jackson Hall (2,472 seats), James K. Polk Theater (1,075), and Andrew Johnson Theater (256) – and War Memorial Auditorium (1,661), a h...istoric concert hall located across 6th Avenue from the center.
Dreaming of opportunities in the arts and a well-rounded education for their children and grandchildren, private citizens led by Martha Ingram proposed an arts center for the citizens of Tennessee to the state legislature in 1972.
After a private fundraising effort established an endowment, the state approved funding for the center, built in conjunction with the James K. Polk State Office Building and the Tennessee State Museum.
Prior to the September 1980 dedication, the legislature created the TPAC Management Corporation to oversee the public-private partnership. It charged the unique nonprofit organization with providing affordable performance spaces for resident artistic companies and offering educational experiences in the arts for Tennessee school children.
During that first 1980-81 season, TPAC presented 119 performances for a total attendance of 84,000. The center was strengthened by the traditions of TPAC’s first two resident companies: Nashville Symphony, founded in 1946, and Circle Players, a community theater founded in 1949.
Three professional companies took residence at TPAC within the next five seasons: Nashville Opera, Nashville Repertory Theatre, and Nashville Ballet.
TPAC established Humanities Outreach in Tennessee (HOT) in 1983, receiving the Governor’s Award for Artistic Excellence the next year. Now called TPAC’s Season for Young People, this nationwide model for arts education programming has served children from the state’s 95 counties. Following an operational merger with the Nashville Institute for the Arts in 2000 and decades of expansion, TPAC currently provides several signature arts education programs, including Wolf Trap Early Learning Through the Arts (which engages pre-school children), TPAC InsideOut (which enriches the theatre-going experience for adults), Disney Musicals in Schools (which creates sustainable theatre programs in disadvantaged schools, and Spotlight Awards (which honors the talents of high school theatre students). In addition, TPAC offers a variety of professional development opportunities for teachers.
Nashville is now a major market for Broadway touring productions, and TPAC presents a variety of special engagements from iconic performers, musicians, comedians, dance companies, and more.
Nashville Ballet, Nashville Opera, and Nashville Repertory Theatre remain in residence at TPAC, following the 2004 departure of Circle Players and the 2006 construction of a new hall for the Nashville Symphony.
For some, TPAC is a dream come true. For others, it’s a gathering place for friends and families waiting to enjoy time and the arts together. A place to laugh or experience live theatre and music, TPAC is also good for the economy — attracting industry, creating jobs, increasing business downtown, and generating revenue.
Together, artists, audiences, administrators, educators, and supporters carry the mission of TPAC into the years ahead. We welcome you to visit us and become part in our ongoing story of growth, success, and service.