Director of Marketing

New York City Center Inc., New York, NY USA

Work at New York City Center Inc.

Duration: Full-Time

Company Overview: New York City Center has played a defining role in the cultural life of the city since 1943—making the best in the music, theater, and dance accessible to all audiences. Championed by a staff of passionate arts lovers, this commitment continues through celebrated dance and musical theater series including the Fall for Dance Festival, the Tony-honored Encores!, and the newest series Artists at the Center and City Center Dance Festival. The distinctive neo-Moorish theater in midtown Manhattan welcomes over 300,000 annual visitors to experience internationally acclaimed artists on the same stage that legends like George Balanchine, Leonard Bernstein, Barbara Cook, Martha Graham, and Paul Robeson made their mark. Home to a roster of renowned companies including Alvin Ailey American Dance Theater and Manhattan Theatre Club, City Center's dynamic programming, art exhibitions, studio events, and master classes, are complemented by education and community engagement programs that bring the performing arts to over 11,000 New York City students, teachers, and families each year.

Job Overview: The Director of Marketing leads of team that is responsible for effectively and efficiently planning, executing, and tracking the integrated marketing efforts that generate institutional awareness and drive ticket sales for New York City Center events, including education, studio, and rentals. Their role is to enhance City Center's brand as a welcome destination for all New Yorkers and to generate and coordinate content/assets/videos/ads for all channels including digital (owned and paid), social, direct, on-site, radio, out-of-home, and print. The Director of Marketing is expected to demonstrate a passion for this work while upholding City Center's mission, and our commitment to being an anti-racist organization.


  • Lead, mentor, and develop marketing team to achieve goals. Demonstrate and instill best practices.
  • Develop, implement, and test marketing plans which will ensure the achievement of revenue/audience goals, including measurable strategies for audience retention and new audience development through various use of channels and promotions. Operate within budget and identify efficiencies.
  • Develop, track and oversee financial projections, including establishing income goals, monitoring and reporting to the VP of Marketing & Communications and senior staff on progress and identified revenue opportunities. Develop projections through rigorous analysis and knowledge of marketplace.
  • Active management of sales and revenue data to maximize revenue and seat capacity through price changes, promotions, and keen sensitivity to marketplace. Includes tracking and reporting and post-show analysis to identify any lessons learned.
  • Ongoing inventory management throughout the run of a production:
  • Scale all houses for productions presented or produced by City Center
  • Use Tstats and other tools to make decisions on house price scales
  • Evaluate third party sales channels for both full price and discount sales opportunities. Coordinate inventory for third party offers with box office staff
  • Generate sales reports from Tessitura
  • Develop and execute marketing surveys to better understand audience behavior. Identify opportunities to incorporate research learnings into media planning, projections, and pricing.
  • Stewardship of outside agency in development and execution of marketing plans including establishing budgets and reviewing analytics to identify improvements.