Director of Performances and Rentals Marketing

POSITION OVERVIEW

As Colburn prepares for the opening of its new performance facilities in 2027, this role presents an exciting opportunity to shape the next era of audience and revenue growth. Reporting to the Vice President of Communications and working closely with the General Manager, the Director of Performance and Rental Marketing will lead the creation and execution of marketing initiatives designed to expand audiences, meet ambitious ticket and rental revenue goals, and strengthen engagement across Colburn’s performance programming. Each year Colburn presents over 350 performances and hosts over 150 rental events, and these numbers will grow exponentially with the opening of the new performance facilities. This position will develop and execute audience segmentation strategies, implement dynamic pricing to optimize ticket sales, build membership programs in collaboration with the Philanthropy team, implement a new in-house box office operation, and collaborate with strategic partners to build marketing plans for both the launch and ongoing seasons. A senior member of the Marketing and Communications team, the Director will combine creativity with data-driven strategy to introduce innovative approaches that take audience development to the next level.

DUTIES AND RESPONSIBILITIES:

Performance Marketing and Audience Development

• Develop and implement comprehensive marketing plans to drive ticket sales and meet revenue goals for over 350 performances each year across multiple venues.
• Manage the performance marketing budget and track ROI on marketing spend.
• Participate in rollout of new creative identity for Colburn marketing materials
• Develop and execute audience segmentation strategies to grow attendance and engagement:
  • Tailor campaigns to first-time attendees, lapsed patrons, and multi-buyers
  • Customize marketing campaigns based on customer preferences such as chamber music, orchestra, dance, etc.
• Implement dynamic pricing and demand management strategies to optimize ticket sales
• Develop and execute group sales marketing campaigns
• Work with Philanthropy team to establish membership program
• Develop annual package and subscription offers
• Create add-on experiences connected to events, building on successful work with the Café to offer pre-concert dinners and teas
• Research competitor pricing, establish annual ticket pricing, and adjust hall scaling as needed, potentially in consultation with pricing consultants
• Work with community partners to develop programs offering discounted and complimentary tickets to performances.
• Input and analyze data for pro formas and financial reporting.
• Partner with the other members of the Marketing and Communications Team to create compelling marketing and engagement content. Contribute ideas, develop content, and test effectiveness.
• Participate in tactical execution of all marketing campaigns, which includes:
  • Working with designers to produce digital and print collateral
  • Drafting marketing copy for email, web, advertisements, brochures, radio, and other assets
  • Placing digital and print advertising, including execution of Facebook and Instagram ads and Google search ads and working with digital marketing agency
  • Creating promotional emails
  • Working with mailhouse to execute promotional mailings
  • Soliciting cross-promotional partnerships for marketing support or sponsorship opportunities
• Present regular reports to executive leadership, highlighting key metrics, successes, challenges, and opportunities for optimization.
• Direct and oversee the performance marketing team (Senior Marketing Manager, Performance Marketing Coordinator)
• Support the Senior Marketing Manager in oversight of the box office contractor and staff
• Serve as a core member of the Marketing and Communications team and collaborate closely across departments, including Philanthropy and Performances and Events
• Attend performances and represent the Marketing and Communications department at institutional events.
• Perform other duties as assigned.

Rental Marketing and Revenue Development

• Collaborate with the General Manager, Events and Rental Director, and others to market facility rentals, catering, concessions, merchandise, and meet revenue targets. Working as a team, determine targets and priorities for rental marketing.
• Lead the development of rental marketing materials and campaigns encompassing website content, social media, and email marketing.
• Partner with designers to create cohesive and effective rental marketing assets.

Preparation for Opening of New Performance Facilities

• Play a key role in preparing for the 2027 opening of Colburn’s new performance facilities:
  • Collaborate on the development of key marketing vehicles, including a new website and print brochure.
  • Strategically adjust ticket pricing and comp policies to influence audience behavior pre-opening.
  • Work with strategic partners to define marketing relationships and box office operations.
  • Oversee hiring and training of in-house box office staff.
  • Support implementation of the new ticketing database.
  • Set performance metrics and track progress toward opening goals.

QUALIFICATIONS:

Education and Experience:

• 10 or more years of experience in performance marketing for a performing arts presenter, orchestra, opera company, or equivalent organization, including 3 or more years at a director-level or equivalent (required).
• Track record of planning, forecasting, and achieving ticket revenue goals of $1 million or more (required).
• Experience supervising a box office team or working closely with the box office on operations, processes, and customer service.
• Experience with dynamic pricing.
• Experience in digital marketing including social media campaigns, email marketing, and search engine optimization (SEO), understanding of best practices in digital content.
• Understanding of audience segmentation, loyalty programs, and pricing strategy to drive revenue.
• Familiarity with ticketing systems and CRM databases such as Tessitura, Spectrix, AudienceView etc.
• Expertise in analyzing marketing data and turning insights into actionable strategies that drive ticket sales and engagement.
• Bachelor's degree is preferred.

Skills and Attributes:

• Knowledge of classical music and dance.
• Passion for the arts and a deep understanding of the value of live performances.
• Strategic thinker who can implement on a tactical level when needed.
• Excellent communication, leadership, and project management skills; ability to plan long-term and manage multiple deadlines and large volumes of information and detail.
• Strong interpersonal, team, and leadership skills; ability to work effectively with graphic designers, web manager, and other staff across the organization in a collaborative and process-oriented manner.
• Experience managing, mentoring and supervising staff.

ESSENTIAL FUNCTIONS:

Physical:

Must be able to see, hear, feel, and use hands to type and grasp objects with fingers. Primarily sedentary with intermittent standing, walking, bending, and stooping; occasional light lifting and carrying of objects weighing 25 pounds or less; light to heavy repetitive use of hands, wrists and forearms while working on a computer.

Emotional:

Ability to develop and maintain effective working relationships involving interactions and communications personally, by phone and in writing with a variety of individuals and/or groups of individuals from diverse backgrounds on a regular, on-going basis; ability to concentrate on detailed tasks for extended periods of time and/or intermittently while attending to other responsibilities; ability to work effectively under pressure on multiple tasks concurrently while meeting established deadlines and changing priorities.

Working Conditions:

Primarily Indoor Office Environment; frequent contact with and interruptions by individuals in person or by phone.

ABOUT THE COLBURN SCHOOL

The Colburn School is a world-renowned performing arts institution located in the heart of downtown Los Angeles. Its mission is to provide the highest quality performing arts education at all levels of development in music and dance, and to foster a vibrant community through a wide range of performances, events, and educational activities.

The Colburn School trains students from beginners to those about to embark on professional careers. Each year, more than 2,000 students from around the world come to Colburn to benefit from the renowned faculty, exceptional facilities, and focus on excellence that unites the community.

The academic units of the school provide a complete spectrum of music and dance education:

Conservatory of Music - The diploma- and degree-granting Conservatory of Music is distinguished by a unique all-scholarship model, renowned faculty, and outstanding performance opportunities. It prepares the very highest level of collegiate musicians for professional careers.

The Music Academy is a highly selective training program for gifted young pre-collegiate musicians, designed to prepare students for conservatory study and performing careers at the highest levels of achievement. This residential program balances performance, musical instruction, and academics.

The Community School of Performing Arts welcomes students of all ages, from seven months old to adults. It offers over 120 classes each year in orchestral instruments, piano, guitar, voice, jazz, music theory, drama, and ensembles including orchestra, choir, and chamber music.

The Trudl Zipper Dance Institute develops performers of all levels, from the pre-professional ballet program in the Dance Academy to beginners starting in Youth Dance. Students of all levels receive training in ballet, tap, and modern genres as part of a comprehensive dance education.

Center for Innovation and Community Impact was created to empower the musical and dance leaders of tomorrow by nurturing students’ passion and ability to serve their communities, preparing them for sustainable careers, and embracing the development of new ideas. The Colburn School partners with 15 Los Angeles Unified School District schools, 13 of which receive Title I funding, to provide interactive and engaging concerts and instructional sessions to 5,000 students every year.

The Colburn School is currently constructing a transformational addition to our downtown Los Angeles campus, designed by renowned architect Frank Gehry with acoustics by acclaimed Nagata Acoustics. This monumental project reflects a deep commitment to both the community and our students and will feature world-class performance venues and innovative learning spaces that foster collaboration and interdisciplinary partnerships throughout the region.

A once-in-a-lifetime expansion for Colburn, the new facility will include a remarkable and accessible 1,077-seat concert hall, complete with a 70-musician orchestral pit and a modular sprung dance floor. It will also house the Trudl Zipper Dance Institute, Colburn’s renowned dance education program. The new dance center will feature a 100-seat dance studio theater, four spacious ballet and tap studios, administrative offices, and vibrant street-level and rooftop gardens with outdoor performance spaces. This will complement Colburn’s existing campus and performance venues which include the 430-seat Zipper Concert Hall, 189-seat Thayer Hall, 100-seat Mayman Hall, an outdoor Plaza, and other venues.

Construction began in 2024, and upon completion in 2027, the expansion will create the world’s largest concentration of Frank Gehry-designed buildings—joining the Walt Disney Concert Hall and mixed-use project The Grand in redefining the cultural landscape of downtown Los Angeles.

COMPENSATION AND BENEFITS

The salary range is $110,000-$145,000 based on qualifications and experience. This is an onsite role with flexibility for some hybrid work.

The Colburn School offers excellent benefits including medical, dental and vision insurance plans, Long Term and Short-Term Disability, Life Insurance, paid vacation and sick leave, and a 403(b)-retirement plan with a generous employer matching contribution.