E-mail and SMS Marketing Specialist
Columbus Association for the Performing Arts, Columbus, Ohio, United States, 43224
The Columbus Association for the Performing Arts (CAPA) is more than just a performing arts organization—it's a cornerstone of creativity, culture, and community in Central Ohio. At CAPA, we are committed to inspiring and transforming lives through the power of the performing arts. With a rich history and a dynamic vision for the future, we manage iconic theaters, host world-class performances, and foster a love of the arts in audiences of all ages.
The Opportunity CAPA is seeking a proactive and detail-oriented Email & SMS Marketing Specialist to support and grow our direct digital marketing channels across multiple brands and venues. This role plays a critical part in deepening audience relationships, driving ticket sales, and advancing CAPA’s mission through timely, relevant, and data-informed digital communications.
Primary Function The Email & SMS Marketing Specialist, a member of CAPA’s Marketing team reporting to the Director of Marketing, Digital and Analytics, is responsible for the execution, optimization, and performance analysis of email and SMS campaigns, while contributing to strategy, segmentation, and lifecycle marketing initiatives. This position also provides executional email and SMS support for Drexel Theatre, Lincoln Theatre Association, and the McCoy Center for the Arts.
Duties and Responsibilities Area 1: Campaign Execution & Management
Plan, build, test, and deploy email and SMS campaigns, including segmentation, template setup, quality assurance, scheduling, and delivery.
Manage and maintain the email and SMS marketing calendar across CAPA and partner organizations.
Support the development and execution of lifecycle, triggered, and automated campaigns to improve personalization, engagement, and retention.
Coordinate campaign timing and priorities across multiple brands to ensure clarity, consistency, and audience relevance.
Area 2: Content Collaboration & Audience Engagement
Collaborate with cross-functional teams to ensure email and SMS content is timely, compelling, and aligned with campaign objectives.
Partner with creative, ticketing, and development teams to support organizational goals including ticket sales, fundraising, and audience development.
Contribute to audience growth initiatives including list acquisition, preference centers, and opt-in strategies.
Area 3: Data, Optimization & Reporting
Conduct A/B testing on subject lines, creative, copy, segmentation strategies, and send times; apply insights to ongoing optimization.
Monitor and report on campaign performance, including open rates, deliverability, click-through rates, conversions, and revenue impact.
Translate performance data into actionable insights and recommendations for continuous improvement.
Area 4: Data Governance & Compliance
Maintain clean, accurate, and compliant subscriber lists through regular data hygiene practices.
Ensure adherence to CAN-SPAM, TCPA, GDPR (where applicable), and internal data governance policies.
Maintain clear policy, procedure, and documentation standards to support business continuity and recordkeeping.
Other Duties
Educate internal stakeholders on email and SMS best practices.
Support special projects, campaigns, and initiatives as assigned.
Occasional evening or weekend work may be required to support on-sales, launches, or urgent issues.
This job description is not designed to cover or contain an exhaustive list of duties, responsibilities, and key performance objectives that are expected of the employee. These items may change, or new job-related items may be assigned from time to time.
KPIs:
0 – 6 months:
Train on Wordfly, database segmentation, current strategies. Learn CAPA culture and observe the role and functions of the Marketing Team.
6-12 months : Demonstrate autonomy on all copywriting, email execution and analytics. Make recommendations to improve response rates and improve efficiency. Evaluate Wordfly and assess alternative ESP and SMS platforms to drive digital communications in the future. Consistent growth in engagement metrics: database size, open rates, click-through rates etc. Strong feedback from internal and external stakeholders.
12 – 18 months : Through analysis and research, begin to develop data segmentation strategies in preparation for the integration of the Broadway and CAPA databases under Tessitura. Begin to assess digital communication strategies and make recommendations on correct ESP and SMS platform to manage digital communications moving forward.
18+ months : Implement recommended ESP and SMS platform and begin Broadway database migration.
Knowledge, Skills and Abilities
Proficiency with ESP and SMS platforms such as Active Campaign, Prospect2, Hive, Acoustic, or WordFly.
Familiarity with CRM systems and integrations; Tessitura experience is strongly preferred.
Excellent analytical and problem-solving skills, with a data-driven approach to decision-making.
Exceptional written and oral communication skills and the ability to collaborate with cross-functional teams.
Strong organizational skills, attention to detail, and the ability to manage multiple campaigns simultaneously.
Creative mindset with the ability to develop compelling and audience-focused messaging.
Basic HTML/CSS knowledge for email template editing a plus.
Credentials and Experience
Bachelor's degree in Marketing, Business, and/or equivalent work experience.
Typically, 5+ years of experience is needed to gain the skills needed to perform successfully in this role.
Hands-on experience managing email and/or SMS marketing programs; experience in arts or live event marketing preferred.
Proven experience with segmentation, automation, personalization, and lifecycle marketing techniques.
Special Requirements
Successful background check.
The majority of CAPA’s public events take place at night and on weekends. This position requires occasional presence on-site during nights and weekends.
#J-18808-Ljbffr
The Opportunity CAPA is seeking a proactive and detail-oriented Email & SMS Marketing Specialist to support and grow our direct digital marketing channels across multiple brands and venues. This role plays a critical part in deepening audience relationships, driving ticket sales, and advancing CAPA’s mission through timely, relevant, and data-informed digital communications.
Primary Function The Email & SMS Marketing Specialist, a member of CAPA’s Marketing team reporting to the Director of Marketing, Digital and Analytics, is responsible for the execution, optimization, and performance analysis of email and SMS campaigns, while contributing to strategy, segmentation, and lifecycle marketing initiatives. This position also provides executional email and SMS support for Drexel Theatre, Lincoln Theatre Association, and the McCoy Center for the Arts.
Duties and Responsibilities Area 1: Campaign Execution & Management
Plan, build, test, and deploy email and SMS campaigns, including segmentation, template setup, quality assurance, scheduling, and delivery.
Manage and maintain the email and SMS marketing calendar across CAPA and partner organizations.
Support the development and execution of lifecycle, triggered, and automated campaigns to improve personalization, engagement, and retention.
Coordinate campaign timing and priorities across multiple brands to ensure clarity, consistency, and audience relevance.
Area 2: Content Collaboration & Audience Engagement
Collaborate with cross-functional teams to ensure email and SMS content is timely, compelling, and aligned with campaign objectives.
Partner with creative, ticketing, and development teams to support organizational goals including ticket sales, fundraising, and audience development.
Contribute to audience growth initiatives including list acquisition, preference centers, and opt-in strategies.
Area 3: Data, Optimization & Reporting
Conduct A/B testing on subject lines, creative, copy, segmentation strategies, and send times; apply insights to ongoing optimization.
Monitor and report on campaign performance, including open rates, deliverability, click-through rates, conversions, and revenue impact.
Translate performance data into actionable insights and recommendations for continuous improvement.
Area 4: Data Governance & Compliance
Maintain clean, accurate, and compliant subscriber lists through regular data hygiene practices.
Ensure adherence to CAN-SPAM, TCPA, GDPR (where applicable), and internal data governance policies.
Maintain clear policy, procedure, and documentation standards to support business continuity and recordkeeping.
Other Duties
Educate internal stakeholders on email and SMS best practices.
Support special projects, campaigns, and initiatives as assigned.
Occasional evening or weekend work may be required to support on-sales, launches, or urgent issues.
This job description is not designed to cover or contain an exhaustive list of duties, responsibilities, and key performance objectives that are expected of the employee. These items may change, or new job-related items may be assigned from time to time.
KPIs:
0 – 6 months:
Train on Wordfly, database segmentation, current strategies. Learn CAPA culture and observe the role and functions of the Marketing Team.
6-12 months : Demonstrate autonomy on all copywriting, email execution and analytics. Make recommendations to improve response rates and improve efficiency. Evaluate Wordfly and assess alternative ESP and SMS platforms to drive digital communications in the future. Consistent growth in engagement metrics: database size, open rates, click-through rates etc. Strong feedback from internal and external stakeholders.
12 – 18 months : Through analysis and research, begin to develop data segmentation strategies in preparation for the integration of the Broadway and CAPA databases under Tessitura. Begin to assess digital communication strategies and make recommendations on correct ESP and SMS platform to manage digital communications moving forward.
18+ months : Implement recommended ESP and SMS platform and begin Broadway database migration.
Knowledge, Skills and Abilities
Proficiency with ESP and SMS platforms such as Active Campaign, Prospect2, Hive, Acoustic, or WordFly.
Familiarity with CRM systems and integrations; Tessitura experience is strongly preferred.
Excellent analytical and problem-solving skills, with a data-driven approach to decision-making.
Exceptional written and oral communication skills and the ability to collaborate with cross-functional teams.
Strong organizational skills, attention to detail, and the ability to manage multiple campaigns simultaneously.
Creative mindset with the ability to develop compelling and audience-focused messaging.
Basic HTML/CSS knowledge for email template editing a plus.
Credentials and Experience
Bachelor's degree in Marketing, Business, and/or equivalent work experience.
Typically, 5+ years of experience is needed to gain the skills needed to perform successfully in this role.
Hands-on experience managing email and/or SMS marketing programs; experience in arts or live event marketing preferred.
Proven experience with segmentation, automation, personalization, and lifecycle marketing techniques.
Special Requirements
Successful background check.
The majority of CAPA’s public events take place at night and on weekends. This position requires occasional presence on-site during nights and weekends.
#J-18808-Ljbffr