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

Website / E-Commerce

Leadership and Strategic Responsibilities

Required Education and Experience

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 :

Computer Skills

Other Skills and Abilities

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.

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 :

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.