Head of Marketing, American Ballet Theatre

This is an opportunity to lead the brand, marketing, and digital, strategy for one
of the world’s most iconic cultural and artistic institutions. The location is New York City.

The Head of Marketing will support the highest strategic priorities of ABT and will
strengthen the Company’s brand and communications foundation so that the
organization can continue to inspire audiences for many generations to come.
Key responsibilities include:

Global Marketing Strategy & Management
 Develop and lead the integrated marketing strategy and plan
encompassing all audience, partner, and donor touchpoints; work with
the Executive Director to set clear expectations for the plan and its
impact on revenue, ticket sales, donor contributions, and the operating
 Create and execute marketing initiatives to raise ABT’s visibility, and
advance the brand in New York City, nationally, and internationally
 Collaborate with external consultants to manage and help execute
partnership, sponsorship, and licensing opportunities
 Create, execute, and measure the success of strategies and
marketing/advertising plans to achieve income goals, and further
develop long-range audience development goals
 Embrace and promote a culture of innovation to keep abreast of
technologies and marketing practices that can strengthen ABT’s
relationship with audiences, partners, and donors across the globe
 Effectively and prudently manage ABT’s expense budget for marketing

Sales – Ticketing/Reporting/Merchandise
 Working in close collaboration with ABT’s business leaders as well as
pricing experts develop a pricing strategy that enables ABT to support
its bottom line while effectively meeting the needs of audiences across
all income levels
 Collaborate with ABT’s business leaders to develop a sales reporting
platform that provides the organization access to comprehensive
historical data to drive better decision making
 Develop income projections, manage revenue capacity, execute
dynamic pricing strategies, and oversee management of ticket inventory
for ABT performances on the West Coast at the Koch Theater and on
the East Coast at the Metropolitan Opera House
 Collaborate with Development Department and executive leadership to
streamline and manage the process for internal/external ticketing
procedures, and to improve all patrons’ customer service experience
with ABT
 Manage and direct new initiatives for ABT’s merchandise operations
Brand Strategy
 Develop a brand strategy that supports ABT’s unique positioning as the
preeminent ballet institution in the US and a member of a very short list
of globally recognized dance organizations
 Direct and manage all brand strategy initiatives to include: brand
identity, brand positioning and supporting proof points, competitive
landscaping, brand health metrics, and brand governance
 Ensure brand and messaging quality and consistency and establish
guidelines to apply across all departments, activities, and events,
throughout the organization, and to all constituents, both internal and
 Create and implement a process for the marketing department to
support all graphic needs for the institution
 Conduct and analyze market research to determine and enhance overall
competitive positioning
 Ensure that all marketing initiatives align with and support ABT’s brand
 Create and oversee implementation of all brand communications
including broad public relations messaging and category-specific
 Oversee and hold accountable marketing agencies and other partners
Digital/E-commerce Strategy
 Lead the digital and ecommerce strategy for ABT, ensuring that the
Company’s digital experience across its website, mobile site, search
engine marketing, and social media is truly world class and a key driver
for brand engagement
 Work closely with ABT’s digital agency of record to ensure that the
Company’s mission and values and story is punching through the clutter
and optimally representing ABT
 Work in close collaboration with ticket distribution partners to optimize
ecommerce fulfillment and provide a superior online ticket buying
experience for customers

Performance Marketing, CRM & Analytics
 Develop ABT’s approach to Customer Relationship Marketing, including
defining the customer segmentation and owning the holistic customer
experience across all marketing touch points
 Initiate and implement a winning performance marketing strategy for
the Company that supports acquisition and retention, and encourages
audience participation and promotion of the brand
 Collect historical sales/audience data to create a comprehensive
understanding of who ABT’s audience and ticket purchasers are, and
what their buying/attendance behavior is
 Collaborate with Development Department to create a singular
database for ABT’s donors, subscribers and single ticket buyers and
implement a cohesive strategy for Telemarketing, Direct Mail, and ECommunications
 Champion customer surveys as needed to provide additional insights to
key partners including executive leadership, product design,
merchandising, and stores
 Deepen ABT’s understanding of its audiences and donors through
analytics, and share insights and tools with appropriate teams for
planning and decision making
 Define measurements of marketing effectiveness, implement tracking
and reporting on measurements, and communicate regularly to teams
and leadership
 Improve marketing ROI through the continuous refinement of audience
and donor insights utilizing business intelligence to improve
segmentation, targeting, and messaging to engage new constituents
and drive more personalized content to existing audiences and donors

Talent Management
 Hold the marketing team accountable for results; lead team to high
performance levels to achieve successful completion of strategic
initiatives, and provide resources and guidance on activities needed for
execution of tactical objectives
 Lead cross-functional and collaborative teams through complex
activities and projects, and through change
 Inspire, mentor and develop ABT’s next generation of leaders
 Step in and get the job done when resources are limited

Cathy Kim Walker