Senior Vice President, Marketing
The Senior Vice President of Marketing at the Kennedy Center is the chief marketing officer responsible for developing, implementing and maintaining the brand proposition for the Center, its programs and affiliate organizations. Working collaboratively with the senior management team in the Office of the President, the SVP Marketing has the primary responsibility for leading the marketing initiatives to fulfill the Center’s strategic plans and institutional initiatives. These include world class artistic endeavors, powerful national and local education programs and the expanding reach of the Living Memorial of President John F. Kennedy, for whom the Center is named. The SVP Marketing leads a sophisticated professional team to develop and implement annual and long-range marketing strategies including the creation and maintenance of a robust customer relationship management (CRM) approach. The SVP leads and manages the Marketing, Sales, Digital Media, and Retail Operations Departments. The Kennedy Center is a complex, dynamic performing arts organization with collaborative, matrixed reporting relationships.
- Provide strategic direction for the Kennedy Center brand proposition, ensuring broad and thorough implementation and effectiveness through all physical and virtual channels, programs and activities. Provide strong collaborative leadership with Center colleagues to ensure understanding, enthusiastic adoption and implementation.
- Lead all facets of marketing and sales to achieve participation and engagement goals for the Center, whether through attendance at events (paid and unpaid) and visitor/tourism objectives. Provide strategic and annual direction to assist in meeting artistic and financial goals and objectives. Work with artistic leadership in planning programs and seasons. Supervise marketing/ticket sales campaigns and strategies for approximately 750 Kennedy Center presented events across the course of a 52 week season, including oversight of the National Symphony Orchestra and the Washington National Opera marketing operations.
- Institute and manage a robust Customer Relationship Management approach across the center in coordination with IT and Development. Oversee integrated, cross-functional strategies to increase lifetime value of current patrons. Conduct market research to inform customer-facing strategies organization-wide. Provide oversight in the ongoing execution and advancement of the Kennedy Center’s customer experience initiatives in collaboration with the SVP Operations.
- Guide the evolving digital and social media strategies. Ensure the strategic integration of social media, website and digital content strategies achieve marketing, customer relationship and strategic communications goals. Work with the IT/Digital Committee in furtherance of digital objectives at the Board level.
- Provide ongoing input and development of new programmatic activities responding to and leading customer taste and interests. Identify and access new market segments and deepen existing segments in order to broaden patron engagement.
- Supervise effective, high performing customer-facing services including Box Office, Instant Charge and Retail Operations.
- Act as Kennedy Center leadership with external agencies and organizations including Destination DC, DC Visitors and Tourism, Performing Arts Center Consortium Marketing team, and others.
- Other duties as may be assigned.
- A minimum of 7-10 years senior level marketing and advertising experience at a managerial level
- Executive-level experience with major non-profit cultural institution, preferably a presenting organization or Performing Arts Center
- Experience/skill in marketing events within extremely competitive environment
Minimum Skills and/or Knowledge Required:
- Brand management
- Direct marketing, including direct mail and telemarketing
- Database marketing
- Relationship and loyalty marketing
- Digital marketing, including social media
- Consumer research
- Customer experience and guest service management
- Revenue and expense budgeting
The John F. Kennedy Center for the Performing Arts is a world premier performing arts organization and our nation’s cultural center. Diversity is a critical component of our mission, vision, and values. Our staff exhibits a wide variety of perspectives and experiences which enable us to foster and strengthen an environment of diversity and inclusion. We offer a comprehensive range of benefits including medical, dental and vision insurance, paid vacation and sick leave, and a 403(b) retirement plan.