Description
The Vice President, Earned Revenue & Marketing (VP) of The Ordway Center for the Performing Arts (Ordway) will be a dynamic revenue strategist and audience builder, leading the growth of an $11 million portfolio anchored by Broadway ticket sales, the organization’s primary economic engine. Working closely with the President & CEO and senior leadership team, the VP will shape bold, data-informed strategies that elevate the Ordway’s visibility, deepen audience loyalty, and expand participation across the community. Through innovative marketing, sales, and engagement initiatives, this leader will drive attendance, strengthen earned revenue, and help ensure the Ordway’s continued vitality as one of the region’s premier cultural destinations.
Requirements
Revenue Strategy and Audience Growth
Provide strategic leadership to the Marketing, Sales, and Audience Development departments to maximize ticket sales, audience growth, and earned revenue.
Lead strategically and deliver more than $11 million in annual revenue, driven primarily through Broadway programming, subscriptions, group sales, and single-ticket sales.
Develop and implement innovative marketing and sales strategies that expand audiences, increase attendance, and grow revenue across Broadway and other Ordway-presented programming, promoting the Ordway’s programs, services, venues, and performances while reaching underutilized, diverse, and emerging demographic markets.
Strategize and guide annual season campaigns, ensuring that financial and human resources are directed toward the most effective channels, including digital marketing, telemarketing, group sales, incentive programs, and community-based initiatives.
Provide strategic direction for new market development, campaign planning, research efforts, and audience development initiatives that advance the Ordway’s strategic and financial goals.
Partner with senior leadership to align Marketing, Advancement, and Business Resources strategies, optimizing the patron journey from first purchase through repeat attendance, deeper engagement, and long-term loyalty.
Embrace other revenue strategy and audience growth responsibilities as needed.
Strategic Leadership and Organizational Collaboration
Serve as a key member of the Senior Leadership Team, providing strategic direction and leadership in support of the Ordway’s mission, vision, and long-term goals.
Collaborate with the President & CEO, Senior Leadership Team, and Board of Directors to achieve organizational priorities and strengthen cross-departmental alignment.
Translate the Ordway’s strategic plan into departmental goals, action plans, and measurable outcomes.
Monitor departmental goals, performance indicators, and results, reporting regularly on key strategic areas and outcomes.
Serve as an Ordway representative on outside boards and committees, including as the marketing representative for the Arts Partnership.
Embrace other strategic leadership and organizational collaboration responsibilities as needed.
Brand Leadership, Visibility, and Market Positioning
Raise the profile, visibility, and image of the Ordway locally, regionally, and nationally, positioning the organization as a leading cultural institution.
Collaborate with the Senior Leadership Team, Board of Directors, communications agency, and Arts Partners to establish strategic branding, marketing plans, and goals that elevate the Ordway’s profile, expand audiences, and increase revenue.
Identify and secure new and expanded opportunities to raise awareness of the Ordway, its competitive advantages, programs, venues, and partners.
Parter with departmental leadership to translate strategic goals and operational plans into creative communications, media, advertising, and promotional initiatives.
Guide positioning strategies across all channels, balancing creativity, consistency, budget optimization, and measurable impact.
Cultivate, retain, and optimize media partnerships that build awareness, enhance visibility, and elevate the Ordway’s profile and reputation.
Steer the ongoing development and enhancement of the Ordway’s website to ensure it aligns with institutional strategies, audience needs, and revenue goals.
Oversee internal and external communication, editorial, and design standards for marketing materials and publications.
Embrace other brand leadership, visibility, and market positioning responsibilities as needed.
Marketing Analytics, Research, and Performance Measurement
Develop, oversee, and maximize efficient and resourceful marketing functions that generate timely, accurate, and meaningful quantitative and qualitative data.
Inform strategic business decisions, audience development, and revenue growth using market research, data analysis, and performance metrics.
Inventory and evaluate current market research tools, data analysis platforms, subscriptions, and methods, recommending enhancements, additions, or eliminations as appropriate.
Identify and guide targeted data analyses that support understanding of current and future demographic, political, economic, and social trends impacting the Ordway’s audiences and revenue streams.
Provide thoughtful analysis and interpretation of market research data, drawing clear implications and recommendations that support critical business decisions.
Guide and influence marketing and ticket services strategies for seasons, subscriptions, single-ticket sales, and group sales to maximize revenue and audience engagement.
Embrace other marketing analytics, research, and performance measurement responsibilities as needed.
Advancement, Patron Engagement, and Institutional Alignment
Collaborate with Advancement to align departmental goals, strategies, and communications in ways that increase giving, deepen patron involvement, and strengthen the Ordway’s image.
Partner with Advancement to create integrated communications campaigns that deliver consistent messages to donors, patrons, and audiences.
Support strategies that deepen donor understanding of and connection to the Ordway, optimizing giving, participation, and long-term engagement.
Team with Advancement to broaden and integrate the donor base with subscription, single-ticket, and group sales buyers, increasing the likelihood that ticket buyers become donors and donors become ticket buyers.
Strategize with Ordway departments and Arts Partners to identify public-, patron-, and audience-worthy ideas, programs, and initiatives.
Embrace other advancement, patron engagement, and institutional alignment responsibilities as needed.
