Regional Director of Marketing
CATEGORY: Other
The Hippodrome Theatre
Baltimore , MD
US
Job Details
DESCRIPTION
Summary
The Regional Director of Marketing is the strategic marketing leader for Broadway Across America in Baltimore and the France-Merrick Performing Arts Center (FMPAC). This role drives subscription and single ticket revenue for the Broadway Series and leads comprehensive marketing strategy for all in-house programming and venue activity across the FMPAC campus.
Overseeing marketing for the Hippodrome Theatre, The Exchange, the Hipp Club, and related initiatives, the Regional Director of Marketing directs campaign strategy for Broadway productions, non-Broadway presentations, institutional programming, and serves as the strategic marketing partner for rental events. This position is responsible for maximizing revenue performance, strengthening institutional brand equity, expanding and diversifying audiences, and positioning FMPAC as a premier multi-venue performing arts destination and national tour launching pad.
Duties and Responsibilities
Broadway Series Marketing
- Lead the creation and execution of all marketing and advertising campaigns for the Broadway Series.
- Develop season-long and individual show advertising strategies, budgets, revenue projections, and sales goals in coordination with Broadway Across America national marketing, local leadership, and ticketing teams.
- Drive subscription acquisition, retention, and upgrade campaigns, including planning, tracking, messaging, and audience engagement strategy.
- Lead weekly sales and inventory meetings; adjust pricing, pacing, and promotional strategy based on performance metrics.
- Analyze campaign performance including ROAS, pacing reports, and ticket sales data; proactively optimize campaigns to maximize revenue and profitability.
- Coordinate digital and traditional media placement, including TV, radio, out-of-home, print, OTT, paid social, retargeting, email marketing, and grassroots promotions.
- Serve as the primary liaison between the local market and BAA national marketing and creative teams, touring press representatives, show producers, and ticketing partners.
- Collaborate with ticketing and leadership to provide strategic recommendations on dynamic pricing and targeted discounting.
In-House & Rental Programming Marketing
- Serve as the marketing lead for all in-house, non-Broadway programming presented at the France-Merrick Performing Arts Center.
- Develop and execute integrated marketing campaigns for concerts, special events, institutional presentations, and other programming.
- Partner with programming and venue leadership to establish positioning, pricing strategy, audience targets, and revenue goals for each engagement.
- Provide strategic marketing support and guidance for rental events, ensuring alignment with institutional standards, branding, and revenue objectives.
- Oversee marketing asset placement and messaging across venue-owned channels for rental partners.
- Balance promotional support with revenue optimization and brand consistency across the full event calendar.
Institutional & Campus Brand Strategy
- Lead marketing strategy to position the France-Merrick Performing Arts Center as a premier live entertainment destination in Baltimore.
- Develop cohesive brand messaging across the Hippodrome Theatre, The Exchange, the Hipp Club, educational initiatives, and community programming.
- Support strategic positioning of FMPAC as a national tour launching venue and cultural anchor.
- Grow brand visibility, deepen community engagement, and foster long-term patron loyalty.
- Ensure consistent brand identity and messaging across all audience touchpoints including website, app, email, SMS, social, signage, and in-venue assets.
Ancillary Revenue & Guest Experience Integration
- Partner with Concessions and Catering leadership to integrate food and beverage marketing into show campaigns and venue promotions.
- Develop revenue-driving promotions aligned with show demographics, seasonal offerings, and patron experience initiatives.
- Utilize digital and in-venue channels to increase per-cap spending and enhance the overall guest experience.
- Oversee promotional use of on-site assets including marquee, lobby signage, and display installations to reinforce programming and revenue initiatives.
Audience Development & Community Engagement
- Expand and diversify the patron base through data-driven audience targeting and outreach strategies.
- Develop partnerships with local organizations, corporate sponsors, and media outlets to extend market reach.
- Support group sales messaging and collaborate on community initiatives.
- Represent FMPAC at community events and industry functions.
- Support Hippodrome Foundation (HFI) development and educational efforts through coordinated marketing initiatives.
Digital & Creative Oversight
- Supervise and contribute to marketing content creation across website, social media, email, print, and promotional channels.
- Ensure consistency in messaging, tone, and visual identity across all platforms.
- Manage or coordinate with graphic designers, photographers, videographers, agencies, and vendors.
- Strategize with digital marketing leadership to test emerging platforms and technologies.
Leadership & Collaboration
- Supervise the Regional Marketing Coordinator, the Marketing & Sponsorship Coordinator, and external consultants or agencies.
- Foster strong collaboration with Box Office, Development, Programming, Guest Experience, Events, and Group Sales.
- Lead cross-functional marketing planning initiatives that support institutional and financial goals.
- Manage advertising budgets and compile settlements for engagements.
- Attend opening nights, media events, post-show receptions, and community activations.
- Work closely with BAA national teams to pilot new marketing ideas and best practices.
- Perform other duties as assigned.
Competencies
To perform the job successfully, an individual should demonstrate the following competencies:
-
Cooperation
-
Establishes and maintains effective relationships
-
Active listener
-
Offers assistance and support to co-workers
-
Works cooperatively in group situations
-
-
Adaptability
-
Able to work around unexpected changes of events or workload
-
Modifies a planned course of action based on new circumstances
-
Changes communication style to achieve the best results
-
Willingness to adapt and learn new skills to execute new initiatives
-
Ability to prioritize and manage rapidly shifting priorities
-
-
Functional Competencies
-
Strong MS Office Skills with emphasis on Excel
-
Excellent written and verbal communication
-
Strong sense of creativity and intuition
-
Ability to create lasting relationships to develop new business opportunities and work relationships.
-
Attention to detail and the ability to manage multiple projects at once are paramount to this position.
-
Proven ability to build and evolve a multi-entity brand strategy.
-
Strong business acumen with experience balancing institutional branding and revenue performance.
-
Experience leading marketing for complex venues, campuses, or multi-program organizations preferred.
-
-
Team Orientation
-
Fosters team cooperation
-
Understands team roles and responsibilities
-
Supports group problem solving and collaboration
-
Willingness to help the team successfully execute projects
-
Qualifications aka KSAOs
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily, the requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Education and/or Experience
-
Bachelor’s Degree in marketing, communications, and advertising preferred but additional experience may be substituted for education
-
3-5 years’ experience in live event sales, preferred
-
Ticketing experience with Archtics, and Ticketmaster preferred
-
Google Ads certification is a plus
-
Relationship with local media sales reps in Baltimore is a plus
-
undefined
Communication Skills
- Ability to read, analyze, and interpret media buys, media performance and sales reports
- Ability to respond to common inquiries or complaints from customers, partners, or members of the industry
- Ability to write email, social media, and sales copy
- Ability to effectively present information to internal staff and outside show and presenting partner representatives
Critical Thinking
- Able to create specialized marketing plans for each individual production based on each show’s unique target audience
- Remain nimble to shift strategies as needed based on reporting metrics and sales data
- Stay updated on marketing trends nationally and locally to maximize reach and effectiveness of marketing plans
Physical Demands
Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is regularly required to talk or hear. The employee is frequently required to:
- Plan and produce various promotional and sales events
- Set up and breakdown for off-site events
- Some travel for company and industry-related events
Work Environment
Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is occasionally exposed to:
- Fostering a team spirit
- Assisting with other departments needs as requested
Acknowledgement
The above job description is not intended to be an all-inclusive list of duties and standards of the position. Employees will follow any other instructions, and perform any other related duties, as assigned by their supervisor.
We offer competitive compensation including Vacation and Holiday Pay, health & welfare benefits, and a 401(k) retirement plan.
Applicants for employment in the U.S. must possess work authorization which does not require sponsorship by the employer for a visa.
SALARY
$100,000.00 – $110,000.00 per year