Vice President of MarketingNashville Symphony • Full-Timehttp://www.nashvillesymphony.org/Nashville, TNTHE ORGANIZATION
Led by Music Director Giancarlo Guerrero and President and CEO Alan D. Valentine, the Nashville Symphony has established an international profile with its innovative programming and steadily expanding discography. Celebrating its 70th anniversary in 2016, the orchestra is today the largest performing arts nonprofit in the state of Tennessee, reaching nearly a quarter million individuals over the past year. The Symphony's concert schedule of 140 performances annually encompasses a diverse mix of classical, pops, jazz, and family programs, along with extensive community outreach efforts. The Symphony has also dramatically expanded its concert offerings to draw major touring acts to Nashville, including sold-out performances by B.B. King, Bill Cosby, the Silk Road Ensemble, and Brandi Carlile. The Nashville Symphony's FY14 operating budget is $21.3 million, with $9.9 million coming from program fees (ticketing and other fees).
One of the most active recording orchestras in the U.S., the Nashville Symphony has released 21 recordings on Naxos, the world's leading classical label, including two recordings in 2013. These recordings have received a total of 14 GRAMMY® nominations and seven GRAMMY® wins, including two for Best Orchestral Performance. Throughout its history, the Nashville Symphony has championed the music of America's leading composers, earning three ASCAP Awards for Adventurous Programming and an invitation to perform at Carnegie Hall's 2012 Spring For Music Festival.
Music education and community engagement are at the heart of the Symphony's mission. Musicians and staff work directly with students across Middle Tennessee, offering concerts, classroom presentations, curriculum materials, instrument lessons and other hands-on learning opportunities. The Nashville Symphony's Community Concerts series brings the orchestra to neighborhoods across the city.
In 2006, the Symphony opened its $123.5 million Schermerhorn Symphony Center. Notable for its remarkable acoustics and distinctive architecture, this 197,000-square-foot facility has become an integral part of the city's cultural life and is regarded as one of the country's finest concert halls.
Severely impacted by both the economic downturn in 2008 and a catastrophic flood in May 2010, which caused more than $36.7 million in damage to its new home, the orchestra is in the midst of a major institutional turnaround, which has included:
- Successfully restructuring its debt, reducing it by more than 80% and reducing the cost of carrying the debt by more than 90%;
- Successfully negotiating a new labor contract with its musicians;
- Improving its annual operating budget by $6 million and annual cash needs by $10.5 million; and
- Deepening its commitment to serving the community through expanded education and engagement programs.
Nashville is a thriving community filled with risk-takers. The strong entrepreneurial spirit, coupled with the music and entertainment industries, ensures a vibrant "creative class" that helps make the Nashville region an exciting place to live, work, and do business. With live music of every genre being performed any night of the week, more than 180 recording studios, and some 5,000 working musicians, Nashville is known the world over as Music City. In addition, in March 2013, Zagat named Nashville one of seven up-and-coming food cities in the U.S. The area has strengths in all facets of community life and well-being, including a low cost of living among a diverse, welcoming community; unique, affordable residential areas; abundant parks, waterways and recreational areas; and a temperate climate. Nashville is also a national hub for health care.
The Nashville Metro region offers an array of educational options with over 130 public and 50 private schools in the immediate vicinity. The Nashville area's 21 accredited four-year and postgraduate institutions are an integral part of the economic and cultural identity of the region. The area additionally boasts six community colleges and 11 vocational and technical schools. The availability of such varied higher education choices creates an extremely well-educated base of residents. In the Nashville MSA, 51.5% of adults at least 25 years old have one or more years of college education, and over 70,000 people have graduate or professional degrees. (Source: Nashville Area Chamber of Commerce)
Reporting to the Chief Operating Officer, the Vice President of Marketing is responsible for all activities related to conceptualizing and implementing market strategy and achieving marketing goals. He/she will work closely with senior staff and board leaders on marketing related activities and will have a strong connection to the institutional mission of the Nashville Symphony. Specific responsibilities include business and market development; market research and planning; strategic direction for promotion and advertising; oversight of all ticket sales efforts; and hiring and directing the day-to-day activities of marketing staff.
- Creates, manages, coordinates, and executes all marketing strategies and budgets; Implements tactical plans that meet and exceed the organization's goals
- Carries out marketing functions in a manner consistent with the Nashville Symphony brand, in order to support, develop and expand that brand
- Analyzes and evaluates existing and potential marketing activities and strategies; Develops benchmark criteria to measure the efficiency and effectiveness of marketing programs
- Conceives, implements and manages subscription and single ticket direct marketing mail and e-marketing campaigns, from strategic and conceptual development through design, mailing and printing; Devises ticket pricing strategies and the creation of subscription ticket packages
- Collaborates with Artistic Administration, Music Director, President/CEO, and COO to ensure that programming decisions generate high demand for tickets while reflecting the organization's artistic vision; Provides input regarding the scheduling, frequency and structure of concert programming
- Oversees telemarketing, advertising, and promotions efforts, ensuring effectiveness to achieve sales goals and broader organizational results
- Provides support with writing, editing, and proofreading all marketing materials
- Researches and analyzes economic trends, buying habits and the demographic characteristics of consumers, their tastes and their preferences for the organization's products and for those of competing product offerings
- Serves as the staff liaison to the Marketing Committee and attends full Board of Directors meetings and other meetings as requested
- Supervises Marketing Department staff, including interviewing, hiring, evaluating, and mentoring team members.
TRAITS AND CHARACTERISTICS
The Vice President of Marketing must be an exceptional leader and communicator who demonstrates creativity, intellectual curiosity, and optimism, and inspires fellow team members to achieve common goals and exceed expectations. He/she should possesses strong analytical, planning, forecasting, and budgeting skills with the ability to be flexible and to manage multiple, complex priorities within demanding timeframes. Possessing a keen attention to detail, the candidate should be highly motivated and have a well-rounded set of capabilities that sets him/her apart from others with an ability to quickly set, pursue, and reach goals with a positive, energetic, and entrepreneurial attitude. A tenacious and assertive leader, the VP Marketing is comfortable in a fast-paced environment with many interruptions.
Additionally, the Vice President of Marketing will possess the following competencies:
- Persuasion: Builds trust and credibility, and utilizes knowledge of the wants, beliefs, attitudes, and behaviors of others to promote a concept, product, or service
- Personal Accountability: Embraces his/her own capacity to be answerable for personal actions and professional decisions
- Conceptual Thinking: Demonstrates the ability to forecast long-range outcomes and develop suitable business strategies; identifies, evaluates, and communicates potential impacts of hypothetical situations.
Qualified applicants will have a University degree or college diploma in business, marketing, or a related field, with an advanced degree strongly preferred. A minimum 10 years as a senior-level marketing professional, ideally in a major orchestra or similar arts organization, is required, with strong knowledge of marketing concepts including qualitative and quantitative research, product development, pricing, branding, and positioning. A strong familiarity with and passion for classical repertoire and artists, and experience with Microsoft Office Suite is also needed. Knowledge of Tessitura preferred.
COMPENSATION & BENEFITS
Compensation is competitive and commensurate with experience. Employment benefits include: paid medical insurance (80% of premium) with optional dental and vision coverage; life and long-term disability coverage; flexible spending accounts; a 403(b) employee tax deferred compensation plan; vacation, holiday, personal, and sick days; as well as complimentary parking.
APPLICATIONS AND INQUIRIES
Send letter and resume, electronic submission preferred, outlining demonstrable accomplishments to:
Daniel Zanella, Senior Consultant
Arts Consulting Group
1040 First Avenue, Suite 352
New York, NY 10022-2991
Tel: (888) 234-4236 ext. 11
Fax: (888) 284-6651
The Nashville Symphony is an Equal Opportunity Employer