Regional Director of Marketing

This is a Full Time Job

Summary

The Regional Director of Marketing is the strategic marketing leader for Broadway Across America in Baltimore and the France-Merrick Performing Arts Center (FMPAC). This role drives subscription and single ticket revenue for the Broadway Series and leads comprehensive marketing strategy for all in-house programming and venue activity across the FMPAC campus.

Overseeing marketing for the Hippodrome Theatre, The Exchange, the Hipp Club, and related initiatives, the Regional Director of Marketing directs campaign strategy for Broadway productions, non-Broadway presentations, institutional programming, and serves as the strategic marketing partner for rental events. This position is responsible for maximizing revenue performance, strengthening institutional brand equity, expanding and diversifying audiences, and positioning FMPAC as a premier multi-venue performing arts destination and national tour launching pad.

Duties and Responsibilities

Broadway Series Marketing

Lead the creation and execution of all marketing and advertising campaigns for the Broadway Series.
Develop season-long and individual show advertising strategies, budgets, revenue projections, and sales goals in coordination with Broadway Across America national marketing, local leadership, and ticketing teams.
Drive subscription acquisition, retention, and upgrade campaigns, including planning, tracking, messaging, and audience engagement strategy.
Lead weekly sales and inventory meetings; adjust pricing, pacing, and promotional strategy based on performance metrics.
Analyze campaign performance including ROAS, pacing reports, and ticket sales data; proactively optimize campaigns to maximize revenue and profitability.
Coordinate digital and traditional media placement, including TV, radio, out-of-home, print, OTT, paid social, retargeting, email marketing, and grassroots promotions.
Serve as the primary liaison between the local market and BAA national marketing and creative teams, touring press representatives, show producers, and ticketing partners.
Collaborate with ticketing and leadership to provide strategic recommendations on dynamic pricing and targeted discounting.
In-House & Rental Programming Marketing

Serve as the marketing lead for all in-house, non-Broadway programming presented at the France-Merrick Performing Arts Center.
Develop and execute integrated marketing campaigns for concerts, special events, institutional presentations, and other programming.
Partner with programming and venue leadership to establish positioning, pricing strategy, audience targets, and revenue goals for each engagement.
Provide strategic marketing support and guidance for rental events, ensuring alignment with institutional standards, branding, and revenue objectives.
Oversee marketing asset placement and messaging across venue-owned channels for rental partners.
Balance promotional support with revenue optimization and brand consistency across the full event calendar.
Institutional & Campus Brand Strategy

Lead marketing strategy to position the France-Merrick Performing Arts Center as a premier live entertainment destination in Baltimore.
Develop cohesive brand messaging across the Hippodrome Theatre, The Exchange, the Hipp Club, educational initiatives, and community programming.
Support strategic positioning of FMPAC as a national tour launching venue and cultural anchor.
Grow brand visibility, deepen community engagement, and foster long-term patron loyalty.
Ensure consistent brand identity and messaging across all audience touchpoints including website, app, email, SMS, social, signage, and in-venue assets.
Ancillary Revenue & Guest Experience Integration

Partner with Concessions and Catering leadership to integrate food and beverage marketing into show campaigns and venue promotions.
Develop revenue-driving promotions aligned with show demographics, seasonal offerings, and patron experience initiatives.
Utilize digital and in-venue channels to increase per-cap spending and enhance the overall guest experience.
Oversee promotional use of on-site assets including marquee, lobby signage, and display installations to reinforce programming and revenue initiatives.
Audience Development & Community Engagement

Expand and diversify the patron base through data-driven audience targeting and outreach strategies.
Develop partnerships with local organizations, corporate sponsors, and media outlets to extend market reach.
Support group sales messaging and collaborate on community initiatives.
Represent FMPAC at community events and industry functions.
Support Hippodrome Foundation (HFI) development and educational efforts through coordinated marketing initiatives.
Digital & Creative Oversight

Supervise and contribute to marketing content creation across website, social media, email, print, and promotional channels.
Ensure consistency in messaging, tone, and visual identity across all platforms.
Manage or coordinate with graphic designers, photographers, videographers, agencies, and vendors.
Strategize with digital marketing leadership to test emerging platforms and technologies.
Leadership & Collaboration

Supervise the Regional Marketing Coordinator, the Marketing & Sponsorship Coordinator, and external consultants or agencies.
Foster strong collaboration with Box Office, Development, Programming, Guest Experience, Events, and Group Sales.
Lead cross-functional marketing planning initiatives that support institutional and financial goals.
Manage advertising budgets and compile settlements for engagements.
Attend opening nights, media events, post-show receptions, and community activations.
Work closely with BAA national teams to pilot new marketing ideas and best practices.
Perform other duties as assigned.