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Company Name:
Calgary Opera
Approximate Salary:
Not Specified
Calgary, Alberta
Arts and Culture
Position type:
Full Time
Experience level:
10 - 20 years
Education level:
Not specified

Director of Marketing & Public Relations



Position Title: Director of Marketing & Public Relations

Department: Marketing and Public Relations

Reports to: General Director & CEO



Under the leadership of Calgary Opera’s new General Director & CEO, Calgary Opera has launched an ambitious new strategy based on artistic innovation and collaboration with other arts organizations.  The Director of Marketing and Public Relations plays an integral part in the refinement and execution of this new strategy, working closely with his / her colleagues across the organization.


The position requires a strategic thinker who can also be “hands on” in the day-to-day management of the marketing team (Box office, web designer), and be comfortable in a fast-paced, team-based environment.  This role also requires meticulous planning and execution of multiple projects simultaneously, and the ability to shift seamlessly between myriad tasks over the course of the calendar year.  Under the leadership of the Director of Marketing & PR, the marketing department will provide superior service to all internal and external stakeholders, Board, patrons, guests, sponsors, and the community. 


The duties and responsibilities for the position are as follows, including other responsibilities as requested:


  • Strategy definition and long-range planning
    • Work with General Director & CEO to articulate brand strategy and key marketing messages
    • Create effective marketing and communication plans (long range and tactical)
    • Develop detailed annual planning calendar to manage “peaks and valleys” in workload, and take full advantage of gaps in performance season
    • Identify proactive “pitches” for local, national and international publications
    • Design and implement periodic marketing research, including conjoint-based pricing
    • Prepare and present Board reports

  • Box office, patron management, and ticket sales
    • Recommend ticket prices for subscriptions and single tickets, for General Director & CEO approval
    • Manage subscription renewal process through multiple channels, including outbound telemarketing by Box Office
    • With Box Office, handle patron compliments and complaints, escalating as required
    • Design and implement key events (e.g. season launch), and manage pre-performance lectures

  • Budget and resource management
    • With General Director & CEO and Director of Finance and Administration, set subscription and single ticket marketing goals by production
    • Track progress against approved budget, making adjustments as required
    • Prepare weekly tracking reports of ticket sales relative to historical patterns, adjusting promotional campaigns as required to meet goals

  • Advertising and media
    • Set advertising budget by channel, monitoring return on investment in each area
    • Work effectively with designers, printers, and distribution vendors to implement planned advertising strategy
    • Design and implement social media and Google AdWords strategies

  • Publications and programs
    • Draft preliminary copy for season brochure and programs, hire writers as needed for feature articles, and proofread / edit material
    • Design and print brochures and programs, securing timely input from other departments as required

  • Website and Tessitura
    • Manage website, reflecting brand strategy and planned programming, and ensure “back end” linkage with Tessitura CRM system operating correctly
    • Gradually extend capabilities of current website (e.g. to incorporate content on diversity and inclusiveness, impact of education program, monthly content postings from General Director & CEO)

  • Stakeholder management
  • Maintain positive working relationships with a wide range of organizations and individuals, i.e.

    • Staff, Board, volunteers, and other stakeholders
    • Current and prospective audiences
    • Traditional and social media outlets
    • Vendors and suppliers
    • Peers and community contacts


    Measurements of Success

    • Maintain or exceed revenue expectations with respect to subscription renewal and single ticket campaigns
    • Manage total marketing expenditure within Board-approved budget, identifying cost-reduction opportunities where possible
    • Deliver all marketing materials on time and on budget (e.g. programs, advertising campaigns, banners)
    • Provide Board and General Director & CEO with timely updates, reports, and analyses.
    • Generate positive local, national, and international media coverage



    • At least ten years’ experience in a marketing role, ideally in a not-for-profit setting
    • Passion for the performing arts
    • Experience managing a team, and working closely with colleagues in other functions (e.g. development, production, finance)
    • Knowledge of opera and / or classical music strongly preferred



    • Competitive, based on qualifications and experience
    • Benefits, including holiday, flexible leave days, medical insurance, opera tickets, and matched RRSP contributions
    • Relocation assistance available
    • Some nights and weekends required, especially during performance season


    Application Deadline


    Please submit your application by June 8, 2018


    How to Apply


    Please submit your application by emailing your resume and cover letter to Lauren Martin at [email protected]