Director of Loyalty Marketing

DIRECTOR OF LOYALTY MARKETING JOB DESCRIPTION Department:

Marketing & Audience Development FLSA Status:

Exempt Work Location:

Hybrid FT/PT:

Full-time Last Revision Date

: 4/19/24 How to apply:

A cover letter is required for consideration of this position and should be attached as the first page of your resume. The cover letter should address: Your specific interest in the position and working at the Detroit Symphony Orchestra Outline your skills and experience that directly relate to the responsibilities of the role

The Organization:

The Detroit Symphony Orchestra (DSO) is known internationally for trailblazing performances, collaborations with the world’s foremost musical artists, and a deep commitment to serving our community. Making its home in historic Orchestra Hall at the Max M. and Marjorie S. Fisher Music Center, the DSO actively pursues its vision to be an inclusive and culturally relevant community where all people can experience their world through music.

The DSO is a complex organization. Operating 365 days per year in historic Orchestra Hall, one of America’s most acoustically perfect concert halls, we are a performing arts institution, an educational facility, and a community center. We are governed by an independent Board of Directors and employ both union and non-union employees as musicians, stage crew, and administrative staff. Creating a unified culture throughout the institution is an organizational imperative, and we are guided by our values of excellence, diversity, resilience, collaboration, and innovation. The DSO is also deeply invested in the city of Detroit; through our Detroit Strategy initiative, we are expanding the DSO’s participation in the growth and well-being of the city.

The DSO’s commitment to diversity, equity, and inclusion is paramount to who we are; we work to create an environment where all employees are seen, valued, and supported to enable their best every day. This is essential as we pursue our mission to impact lives through unforgettable musical experiences by sustaining a world class orchestra for the city of Detroit and the global community.

The DSO offers a unique, fast-paced working environment, an excellent overall compensation package, and is an Equal Opportunity Employer. For more information visit

www.dso.org

. Position Summary

: The Director of Loyalty Marketing is a key marketing leader in the Marketing and Audience Development department responsible for driving retention and acquisition of Detroit Symphony Orchestra subscribers. The role leads campaigns to build loyalty and repeat attendance of audiences across a range of programming including Classical, Pops, Jazz, Family, Neighborhood, Presentations, Cube/Sosnick, and co-presentations. This position is responsible for meeting and exceeding earned revenue and tickets sold on subscription campaigns. The position is also the team’s strategic lead on direct marketing to current and past audiences and on audience analytics, data, and research. Specific Duties and Responsibilities: Work in close collaboration with the Director of Growth Marketing to lead one cohesive marketing team with two strategic functions of Growth Marketing and Loyalty Marketing. Lead marketing team to meet and exceed ticket revenue goals to reach the organization’s budget and long-term financial plan. Direct and manage all subscription and membership campaigns and increase retention and membership of each subscriber segment through multi-channel marketing mix: direct mail, email, telemarketing, and other channels. Includes:

Classical Pops Jazz Family Neighborhood Create Your Own subscription series NextGen and Soundcard memberships

Lead, manage, coach, and mentor the Loyalty Marketing Manager, Direct Marketing Manager, and Tessitura Event Operations Manager in their day-to-day operations and annual strategic goal setting. Develop loyalty strategies that are integrated into the customer journey to increase frequency of attendance and retention. Develop segmented, multi-channel customer communications strategies across email, web, mobile, to increase retention rates and lifetime spend. Monitor and frequently report progress of subscription and membership revenue and attendance and analyze related trends. Lead audience data analysis, reporting, and research projects in coordination with internal team and consultants. Define and document project briefs, creative briefs, business rules and procedures for lifecycle marketing campaigns. Write creative briefs for marketing campaigns, particularly subscription direct mail pieces, and work closely with Brand Graphic Designer on production of marketing collateral. Conduct ongoing tests to measure, optimize and increase the effectiveness of CRM efforts. Work with IT to improve the data intelligence available for relevant, personalized, real-time marketing. Manage timetable/production schedule for subscription campaign coordinating closely with Artistic, Advancement, Communications, Patron Sales & Service, and IT departments, ensuring all deadlines are met. Work closely with DSO leadership cross-departmentally to advocate for audiences and actively advance audience relationships and loyalty. Develop and monitor expense budgets for costs related to subscription campaigns. Perform other duties as assigned. Required Qualifications: Five or more years marketing experience including:

Direct marketing experience in driving conversion for subscription acquisition and retention, up-sell, and cross-sell strategy, promotions, and customer segmentation. Strong background in direct mail, direct response, CRM marketing, personalized triggered campaigns, etc. Demonstrated audience/customer development experience of successfully building and retaining a customer base through crafting, executing, and measuring a comprehensive integrated marketing strategy. Understanding of market segmentation and how to apply in marketing decision-making Knowledge of best practices in direct response and promotional messaging. Proven track record of executing CRM initiatives to generate revenue. Tech savvy with keen understanding of e-marketing and integrated marketing planning.

Minimum two years leading successful marketing campaigns. Demonstrated (or transferable) experience designing and leading sales strategies and tactics on subscription campaigns. Two years' experience managing and coaching professional staff. Demonstrated strong strategic planning, analytical and project management experience. Ability to act independently, take initiative, and meet changing priorities. Successful experience working in, and contributing to, a collaborative, team environment. Desired Qualifications: Experience using Tessitura. Passionate about the arts and/or classical music. Demonstrated experience and investment in issues of diversity, equity, and inclusion. Bachelor’s degree in marketing or business-related field, or equivalent combination of education and experience. Additional Information: This is a salaried, non-union position. Successful candidates must be available to work a varying schedule, including nights and weekends, to meet the needs of the DSO’s performance schedule. All positions at the DSO require the successful completion of a background check prior to beginning employment. A criminal record does not automatically disqualify candidates. Physical Requirements:

This role primarily works in an office environment, and frequently has prolonged periods of sitting and looking at a computer screen. Position Reports To:

Senior Director of Marketing & Audience Development Direct Reports:

Loyalty Marketing Manager, Direct Marketing Manager, and Tessitura Event Operations Manager The DSO recommends all employees be vaccinated and boosted against COVID-19.

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