Assistant Vice President of Performance & Rentals Marketing

This is a Full Time Job

The Assistant Vice President of Performance & Rentals Marketing (AVP) will lead the strategy to grow and diversify audiences, maximize earned revenue, build Colburn's profile as one of Los Angeles's premier destinations for music and dance, and position its world-class venues as sought-after destinations for performances, celebrations, conferences, and other special events. Blending bold brand-building with data-driven audience development and revenue-generating campaigns, the AVP will expand Colburn's reach, convert awareness into attendance and bookings, and deepen loyalty among audiences and clients.
Through innovative marketing and audience engagement strategies, the AVP will help establish Colburn as a must-visit destination for both local residents and visitors while creating compelling experiences that inspire audiences and clients to return again and again. The AVP will advance a distinctive, unified brand vision that showcases Colburn's unique identity as a performing arts institution providing both exceptional performances and programs for the public and a world-class education for its students, strengthening its visibility, relevance, and impact across Los Angeles and beyond. This is an on-site position located at Colburn's campus in downtown Los Angeles.
Roles and Responsibilities
Performance Marketing and Revenue Growth
• Lead the development and execution of comprehensive marketing strategies that drive ticket sales, attendance, and earned revenue across more than 350 performances annually and an expanding portfolio of venues.
• Meet ambitious performance revenue goals and develop the campaigns, pricing strategies, audience offers, and promotional approaches needed to achieve them.
• Identify and implement dynamic pricing, packaging, and other revenue strategies that maximize both attendance and earned income.
• Oversee integrated marketing campaigns across digital, email, web, social media, search, print, direct mail, radio, and other channels, balancing long-range strategy with hands-on execution.
• Guide the development of compelling creative, messaging, and marketing materials that bring Colburn's performances, artists, and experiences to life for audiences.
• Manage the performance marketing budget, establish and monitor key performance indicators and return on investment, and continually refine spending to support measurable attendance and revenue growth.
• Contribute to the rollout of Colburn's creative identity across performance marketing materials and audience touchpoints.
• Mentor and develop the performance marketing team, including the Senior Marketing Manager, Performance Marketing Coordinator, and Box Office team, while helping shape team capacity as activity grows.
• Embrace other performance marketing and revenue growth responsibilities as needed.
Audience Development and Patron Engagement
• Develop and execute strategies to grow, diversify, and deepen engagement with Colburn's distinct audiences, from core classical music, jazz, and dance patrons to first-time and emerging audiences.
• Cultivate new audiences while strengthening loyalty, frequency, and repeat attendance among existing patrons.
• Use audience segmentation, behavioral insights, and market trends to develop targeted campaigns and increasingly personalized audience experiences.
• Identify opportunities to enhance the value of attending Colburn performances through amenities, partnerships, special experiences, and other engagement initiatives.
• Collaborate early and strategically with the Philanthropy Team on strategies that strengthen patron relationships and advance institutional goals, including the development of donors giving under $1,000 and support for corporate sponsorship opportunities.
• Build relationships with community partners to expand access to Colburn performances through discounted and complimentary ticket programs.
• Cooperate with academic leadership, faculty, and colleagues across Colburn's schools to identify and market priority student and faculty performances, ensuring audience development strategies reflect Colburn's educational mission.
• Evaluate the competitive landscape and evolving audience expectations to inform positioning, pricing, programming promotion, and engagement strategies.
• Embrace other audience development and patron engagement responsibilities as needed.
Rentals Marketing and Earned Revenue Development
• Partner closely with the General Manager/Vice President of Events and Facilities, the Events and Rental Director, and other colleagues to establish goals, priorities, and strategies for growing rental activity and related earned revenue.
• Develop and implement marketing and sales strategies that position Colburn's existing and expanded facilities as premier destinations for performances, celebrations, conferences, corporate events, and other special events.
• Create compelling campaigns and collateral that showcase the distinctive capabilities, amenities, and experiences available across Colburn's venues.
• Collaborate with designers, web manager, marketing team, and external partners to ensure rental marketing materials are cohesive, persuasive, and aligned with the Colburn brand.
• Identify new markets, audiences, partnerships, and promotional opportunities that can generate qualified rental inquiries and strengthen the rental pipeline.
• Help establish clear targets and measures of success for rental marketing and continually evaluate opportunities to increase revenue.
• Embrace other rentals marketing and earned revenue development responsibilities as needed.
New Performance Facilities and Destination Marketing
• Play a leadership role in preparing for the 2027 opening of Colburn's transformational campus expansion.
• Develop and implement launch marketing strategies that build anticipation, drive attendance, establish long term audience growth, and introduce the expanded Colburn campus as a must-visit cultural destination.
• Help shape audience development, pricing, patron experience, and revenue strategies for the significantly expanded volume and range of performances made possible by the new facilities.
• Work with strategic partners to define marketing relationships and establish effective box office operations for the expanded campus.
• Support the development and implementation of new systems, processes, and organizational capabilities required to successfully market and operate the expanded performance facilities, including the recently implemented ticketing and philanthropy CRM, Spektrix, and the effective use of ticketing, CRM, digital, and emerging technologies. Establish key performance indicators and regularly evaluate progress toward launch, audience, revenue, and institutional goals.
• Embrace other new performance facilities and destination marketing responsibilities as needed.

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