Director, Digital Marketing and CRM

Job Title: Director, Digital Marketing and CRM

Department: Marketing

Reports to: VP of Marketing and CXO

Status: Full-Time, Exempt

Work Location: Fully Onsite | The Smith Center for the Performing Arts

Summary of Duties and Responsibilities

The Director of Digital Marketing & CRM leads the organization’s digital marketing and CRM strategies to drive audience acquisition, engagement, retention, and revenue growth. This role sets the overall direction for digital initiatives, enhances website performance, and cultivates the customer journey across all digital touchpoints. The Director oversees campaign strategy, determines audience segmentation, and stewards patron engagement, leveraging data and analytics to measure results and continuously optimize performance, ROI, and KPI’s.

Working collaboratively across departments, this role ensures that digital marketing and CRM initiatives align with organizational goals, brand identity, and audience development priorities, strengthening patron loyalty and advancing the organization’s mission through impactful digital engagement.

Essential Duties and Responsibilities

CRM – Patron Journey

• Map and continually refine the patron journey from prospecting and first purchase to multi-ticket buying, season subscriptions, and audience reactivation.
• Define communications strategy for each buyer stage and develop trackable metrics to measure success.
• Develop and execute digital strategies to attract and retain audiences using CRM platforms (Tessitura, Prospect2), search, digital ads, and integrated database campaigns.
• Continuously analyze the TSC patron database to uncover patterns in purchasing behavior, identify emerging opportunities, and address potential challenges.
• Enhance patron profiles by integrating additional data points—such as interests, engagement history, and communication preferences—to build richer audience segments.
• Use insights to create more precise and effective campaign lists, ensuring outreach efforts are tailored to the needs and behaviors of each patron group.
• Lead targeted acquisition and retention programs aimed at increasing attendance frequency and lifetime value.
• Partner with digital agencies, marketing, programming, and ticketing on the development and execution of digital campaigns to include digital campaigns, direct mail, SMS, and email creation.

Analytics

• Develop suite of tracking reports to measure success at each stage of the patron journey.
• Oversee placement of tracking pixels and analytics tags across digital platforms for comprehensive campaign and website performance reporting.
• Oversee selection and list pulls for all marketing efforts to include response rate reporting and ROI.
• Present regular performance reports and strategic recommendations to senior management.

Website/E-Commerce

• Direct ongoing website improvements to enhance usability, accessibility, mobile responsiveness, and performance; implement conversion optimization strategies and accessibility standards.
• Oversee SEO/AI optimization for the venue website, including keyword research, best practices in page structure, technical enhancements, and analytics reporting.
• Monitor website analytics to ensure TSC delivers a quality and user-friendly online experience resulting in an effective distribution of information and high conversion rates. Provide recommendations for improvement.
• Stay current on digital marketing, analytics, SEO, AI and website trends, introducing new approaches to keep the organization at the forefront of industry standards.
• Collaborate with the ticketing department in the development and integration of new marketing technology.

Leadership and Strategic Responsibilities

• Develop annual operating and capital budget and monitor monthly expenses.
• Deploy patron survey according to show schedule and route results to internal stakeholders.
• Collaborate with CXO on research projects that inform patron behavior, audience segmentation, and psychographics.
• Manage and mentor the digital marketing and CRM team, providing leadership, guidance, and professional development while fostering a culture of accountability, collaboration, and continuous improvement.
• Perform other duties and responsibilities as assigned, consistent with the scope, leadership expectations, and strategic objectives of the role.

Required Education and Experience

• Bachelor’s degree in Marketing, Data Analytics, Business Administration, Communications, or a related field is required.
• Minimum seven (7) years of progressive leadership experience in digital marketing; venue, nonprofit, or entertainment sector background preferred.
• Demonstrated expertise in SEO/AI optimization, website management, CRM platforms, digital advertising, and audience acquisition and retention strategy.
• Proven success in developing and executing data-driven campaigns that enhance customer engagement, strengthen loyalty, and increase lifetime value.
• Hands-on experience with Tessitura, Prospect2, or equivalent CRM/email automation platforms preferred.
• Strong background in strategic planning and project management experience.
• Established ability to manage and mentor digital marketing teams, drive results, and communicate complex strategies clearly to leadership.
• Proficient in interpreting complex data sets and translating insights into actionable strategies, and driving continuous improvement.
• Experience managing external agency relationships and vendor partnerships to support digital initiatives and ensure alignment with organizational goals.
• Knowledge of performing arts and the entertainment industry preferred.

Required Skills & Qualifications

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are general guidelines based on the minimum experience, knowledge, skill, and or ability required. Individual abilities may result in some deviation from these guidelines. To perform effectively in this position, the incumbent must have:

• Exceptional written and verbal communication skills, with the ability to articulate complex strategies clearly and persuasively to diverse audiences.
• Excellent organizational, interpersonal, and collaborative skills to successfully work across departments to achieve organizational goals.
• Demonstrated proficiency in developing, analyzing, and interpreting data to inform strategy, improve campaign performance, and enhance audience engagement.
• Experience applying test-and-learn methodologies, A/B testing, and performance optimization techniques to refine digital marketing and CRM initiatives.
• Proven ability to develop, monitor, and manage departmental budgets, ensuring fiscal responsibility and alignment with strategic objectives.
• Strategic thinker with a proactive, solutions-oriented mindset and exceptional attention to detail.
• Highly organized with strong time management skills and the ability to balance multiple priorities, projects, and deadlines in a dynamic, fast-paced environment.
• Self-motivated leader who demonstrates sound judgment, accountability, and the ability to work both independently and collaboratively to drive results.
• Demonstrated leadership with the ability to motivate teams, foster professional growth, and cultivate a culture of innovation, excellence, and shared success.
• Ability to deal with a range of styles and behaviors in a tactful, positive, and professional manner.

Computer Skills

• Advanced proficiency in Microsoft Office 365, with a strong command of Excel and Access for data analysis and reporting.
• Knowledge in Google Analytics, with the ability to develop monthly performance reports and provide data-driven recommendations for improvement.
• Skilled in creating professional presentations using PowerPoint.
• Knowledge and use of marketing automation software and ticketing systems.
• Experience in writing queries and manipulating data to generate reports and developing targeted mailing lists.

Other Skills and Abilities

• Demonstrated ability to build and maintain long-term, trust-based work relationships across all departments
• Creative thinker, consistently looking for innovative ways to solve problems and achieve goals
• Effectively manage a team to complete tasks in a fast-paced environment
• Attention to detail is essential due to the need for accuracy in this position as well as for meeting tight deadlines
• Desire to work as a team player and assist when and where needed.
• Desire and ability to accept all levels of challenges.
• Exhibit a professional appearance.
• Maintain a dependable, professional, and courteous office environment.
• Ability to demonstrate a positive, helpful attitude at all times.
• This position requires the ability to work varied shifts and extended hours, including evenings, weekends, and holidays, to meet operational needs.

Physical Job Requirements

The physical requirements and demands described here are representative of those that must be met by a team member to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.

• This position will require sitting for extended periods, standing, bending, and walking, as well as using fine motor skills, such as finger dexterity for typing.
• Occasionally lifting, carrying, moving, pushing, and pulling up to 40 lbs. or more.
• Ability to occasionally reach, bend, twist, stoop, stack, crouch, kneel, and balance when performing job duties in varying work areas such as confined spaces.
• Ability to operate a computer keyboard and mouse, and to handle other office equipment.
• Ability to physically stand, walk, and climb stairs on a consistent basis.
• A candidate must have the physical and mental capacity to effectively perform all essential functions described.
• Vision abilities include close vision, distance vision, and the ability to adjust focus to effectively use mobile devices, and electronic devices such as tablets, iPads, and computer screens.
• This position could be exposed to loud noises, and frequent phone conversations, and requires average to above average visual acuity and hearing.
• Most of this job will be performed indoors in a climate-controlled environment.

Certificates, Licenses, Registrations

Must be able to qualify for licenses and permits if required by federal, state, and local regulations during the course of employment.

The above job description is meant to describe the general nature and level of work being performed; it is not intended to be construed as an exhaustive list of all the responsibilities, duties, and skills required for the position.

All job requirements are subject to possible modification to reasonably accommodate individuals with disabilities. Some requirements may exclude individuals who pose a direct threat or significant risk to the health and safety of themselves or other employees.

With a career at The Smith Center for the Performing Arts, you really benefit! We offer:

• Creative and collaborative work culture
• Competitive compensation
• Comprehensive health, dental, and vision insurance plans
• Employee Assistance Program- including counseling, wellness programs, and financial support services.
• Flexible Spending Account (FSA) & Health Savings Account (HSA) options to help you save on eligible medical expenses with pre-tax dollars.
• Flexible Time Off Policy
• Paid Holidays and Personal Holiday Time
• 401(k) retirement savings plan eligibility on your start date with employer match
• Employer-paid disability insurance coverage
• Supplemental benefits offered such as accident, critical illness, hospital indemnity coverage, pet insurance, and employee-only discounts.
• Safe and paid parking on-site
• Exclusive early access, employee discounts, and complimentary tickets to world-class performances and events
• Professional development and career growth opportunities
• Exclusive early access, employee discounts, and complimentary tickets to world-class performances and events.
• Discounts on Starbucks products and merchandise

Limitations and Acknowledgments

The Americans with Disabilities Act requires that reasonable accommodations be made for qualified individuals to help perform the required duties and tasks of the position. Reasonable accommodation is available for qualified individuals with disabilities upon request.

The Smith Center for the Performing Arts (TSC) is an Equal Opportunity Employer that complies with the laws and regulations set forth under EEOC.

Diversity, Equity, and Inclusion Mission Statement

At The Smith Center for the Performing Arts (TSC) diversity, equity, and inclusion are at the core of who we are. Our commitment to these values is unwavering. They are central to our mission and to our impact on the community. We know that having varied perspectives helps generate better ideas to solve the complex problems of a changing—and increasingly diverse—world. We believe that a variety of opinions, approaches, perspectives, and talents are the cornerstones of a strong and flexible organization.

TSC strives to champion diversity, equity, and inclusion for all.