Vice President of Patron Loyalty

//Vice President of Patron Loyalty

JOB DESCRIPTION

POSITION: VICE PRESIDENT OF PATRON LOYALTY – NEW POSITION
REPORTS TO: President & CEO

A newly created role, the Vice President of Patron Loyalty is a senior level position reporting to the President &
CEO. Having just completed its 90th Anniversary Season, Tucson Symphony Orchestra is in the midst of an exciting
transformation. TSO is investing in the professional team to lead the change needed in the classical music industry
so that we can better serve our patrons and our art form. We’re not setting out to continue marketing and
development in the traditional siloed approach; rather, we are implementing the Long Haul Model for audience
development and hiring this position to double down on patron loyalty and focus on retention among single ticket
buyers, subscribers, and donors. This new position is to lead this growth, overseeing all marketing efforts and low-level
annual fund donors, bridging the gap that many arts organizations face between marketing and development.

We have a story to tell. We have deep impact. Momentum is building. We have extraordinary plans. We are
seeking an innovative leader to drive the effort to increase the numbers of people we connect with and serve.

If you are data-driven, marketing savvy, forward-thinking, and passionate about developing and retaining new arts
audiences, we want to hear from you.

Core duties include:

  • Oversee and execute Long Haul Model strategy and audience development plan for the organization.
    Responsible for $3.5M revenue goal across all marketing and low-level annual fund segments (new
    attendees, repeat single ticket buyers, new and renewing subscribers, and new and renewing donors up to
    $4,999)
  • Set campaign timelines – ensuring campaigns across the patron segments named above coordinate so that
    the right patron segments are getting the right communications and offers and the right time via multiple
    marketing and development efforts across subscription renewal and acquisition periods, ongoing single
    ticket marketing during the 32-week concert season, and three annual fund campaigns throughout the
    fiscal year.
  • Donor stewardship/loyalty plan – oversee scheduling, planning, and execution of events such as open
    rehearsals, intermission receptions, and guest artist meet-and-greets, as well as offering these events as
    donor upgrade incentives to strategically appropriate segments.
  • Annual fund for donors below $5,000 – generally includes three or four (if needed) direct mail appeals per
    year, along with campaign follow-up supporting materials, digital ads, and emails. Managing the timing of
    these appeals so as not to conflict with marketing solicitations mailing at the same time is important, as is
    knowing who not to solicit (for example, we will not solicit single ticket buyers or first-year subscribers for
    donations, a deliberate strategy that will aid in the cultivation and retention of these segments).
  • Patron revenue and budgeting – working with CEO to set revenue goals for subscriptions, single tickets,
    and low-level annual fund, as well as develop detailed expense budgets for these areas.
  • Pricing and scale of house – working with Patron Loyalty Director and Box Office Manager to review house
    map annually, make any adjustments to price map, set pricing for subscriptions and single tickets, and
    review/adjust dynamic pricing plan.
  • Setting a policy for patron data hygiene – via patron database (Ticketmaster Account Manager and
    Ticketmaster Archtics) and community database (TRG Data Center).
  • Website – ensure website content is written and designed to serve and attract the customer. Stay up to
    speed on various analytic and sales reports produced by staff and guide and approve data-driven decisions
    to improve site performance and sales conversions.
  • Oversee PR – TSO has local, regional, national and international relevance and impact. Create a strategy,
    messaging, calendar/timeline for announcements.
  • Oversee program book – determining content, strategy, messaging, and calendar/timeline.
  • Supervise a team of eight full-time, part-time, and contract positions.
  • Representing TSO in the community and at TSO concerts, events, and board meetings, which often take
    place outside of normal business hours on evenings and weekends.

Requirements to be successful:

  • Broad knowledge of current marketing trends, especially digital and content marketing
  • A relentlessly data-driven approach to all department campaigns and goals
  • Familiarity with arts marketing and development activities, and able to see how those normally-siloed
    functions can be united under the Long Haul model.
  • Must be creative, autonomous, and have strong attention to detail
  • Excellent writing and speaking skills
  • Must be technologically savvy
  • CRM experience with ticketing and fundraising platforms
  • Strong organizational and strategic planning skills
  • Excellent data and financial management skills
  • Experience managing and motivating other people

Additional qualifications (encouraged but not required):

  • Bachelor’s degree with a minimum of 7 years of marketing experience, preferably with an orchestra or other arts
    organization
  • Previously held a development/fundraising role working on annual fund appeals
  • Read Mark Schaefer’s book Marketing Rebellion and are interested in applying these principles to an arts
    organization
  • Background in classical music or other performing arts discipline

Compensation:
• This position is full-time, exempt
• Nationally competitive salary
• Benefits include paid time off, sick time, health insurance

SITUATION:
This is an exciting time for the Tucson Symphony Orchestra. The Board of Trustees is investing in our mission to
engage, educate and transform. During this year’s 90th Anniversary Season, the Board signed a three-year contract
with our extraordinary professional musicians, extended our dynamic Music Director José Luis Gomez’s contract
through 2024, and appointed veteran arts transition strategist Kathryn R Martin as Interim President & CEO – all
making it possible to envision new ways to engage and impact our community.

TSO has an annual budget of $5.4M, an endowment of $3.4M, an engaged board of Trustees and community
supporters, and a dedicated and creative professional staff.

We have a story to tell. We have deep impact. Momentum is building. We have extraordinary plans. We are
seeking an innovative data-driven, marketing leader to drive the effort to increase the numbers and diversity of
people we serve.

ABOUT TUCSON SYMPHONY
Now celebrating its 90th season, the Tucson Symphony Orchestra’s mission is to engage, educate and transform the
community through live musical experiences of the highest quality, envisioning a community where music is the
catalyst that brings people together across all boundaries for inspired living. Under the artistic leadership of Music
Director, José Luis Gomez, the TSO impacts more than 120,000 lives each year, infuses millions into Southern
Arizona’s economy annually, and attracts over 75 professional musicians from across the country to live, perform,
and teach in Tucson and throughout the state. Programming, Engagement, Partnership, and Learning are the TSO’s
pillars. Its diverse offerings include the Classic, MasterWorks, and Pops series, free Just for Kids concerts, a Free
Community Concert and many special performances. TSO’s nationally-recognized education programs are present
in 120 schools from Southern Pinal County to the Arizona–Mexico border reaching over 40,000 students each
year. The TSO partners with a variety of regional organizations to deepen its engagement with the community.
Maestro Gomez conducts orchestras all over the world, serving as Tucson’s cultural ambassador to audiences on
every continent.

An Equal Opportunity Employer:
It is the policy of the Tucson Symphony to provide all persons with equal employment opportunities without
regard to race, color, sex, religion, national origin, veteran status, marital status or any characteristic protected by
federal, state, and local law. Candidates of ALAANA (African, Latinx, Asian, Arab, and Native American)
communities are encouraged to apply.

To Apply:
• Submit cover letter and resume to hr@tucsonsymphony.org
• No phone call or email inquiries, please