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Director of Marketing

Appell Center for the Performing Arts
Job Description
Updated December 2019
50 North George Street, York, PA 17401; appellcenter.org
A Best Place to Work in Pennsylvania 2019
Job Title: Director of Marketing
Department: Marketing
Reports To: President & CEO
Classification: Exempt
Direct Reports: Marketing Content Manager, Part-Time Administrative Assistant
Summary Description
The Director of Marketing is a dynamic, strategic-minded professional responsible for developing and overseeing the comprehensive marketing, sales and communications program for the organization. The position is responsible for meeting ticket sales goals, creating awareness for Appell Center events and programs, and communicating the organization's role and impact as the home for the performing arts in York County.
Essential Duties and Responsibilities
• Lead and manage strategic marketing initiatives in alignment with the Appell Center’s strategic goals that will meet and exceed goals for the following:
o Ticket sales for Strand Theatre, Capitol Theatre and Studio performances – 150+ performances and films annually
o Annual membership donations and corporate sponsorships (with Director of Development)
o Audience development and retention
o Tourism
o Education Programs
• Lead and manage Appell Center website strategy and upgrade projects
o Enhance user experience
o Infuse SEO best practices
• Lead and execute Appell Center Public Relations strategy
o Manage earned media relationships and sponsorships
• Lead and execute media/advertising buying and planning, including: Radio, TV, Print, Digital, OOH, Direct Mail, Social Media, Email, etc.
o Manage paid media relationships and sponsorships
Updated December 2019
• Manage artist relationships to meet and exceed individual performance sales goals
• Supervise activities and responsibilities of Marketing team
• Manage the Appell Center brand and its implementation
o Establish and oversee brand guidelines and standards
o Manage the brand guidelines and standards for the Appell Center’s subbrands,
including: CapLive, CapComedy and CapFilm
• Lead ticket sales and marketing data analytics initiatives to determine the effectiveness of
marketing initiatives.
• Provide input and expertise to Ticket Office to maximize ticket sales, membership goals and
enhance customer service experience.
• Oversee all Marketing Department budgets, including event settlements, department
expenditures, and invoice processing
• Other tasks as assigned
Critical Success Factors
The critical success factors 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 job functions.
• Advanced strategic knowledge of marketing and advertising; public relations and corporate
• Advanced best practice knowledge of web development and user experience
• Best practice knowledge of traditional media (Radio, TV, Print, Direct Mail, OOH, etc.)
• Best practice knowledge of ever-evolving digital marketing technologies (Search Engine
Marketing, Display/Programmatic, Social Media, Retargeting, Email Marketing, etc.)
• Strong skills in media planning, buying and negotiation
• Ability to manage and supervise staff
• Strong organizational skills and attention to detail
• Strong and professional communication and presentation skills
• Strong skills in data analytics and reporting
• Ability to multi-task and manage a large number and variety of projects concurrently
• Behavioral characteristics of successful candidates will include:
o Initiative
o Problem-solver
o Effective communicator (internally and externally)
Updated December 2019
o Creative thinker
o Business-minded
o Detail-oriented
o Professional
o Collaborator
Education and Experience
Bachelor’s degree with at least 6-8 years in progressively responsible and relevant experience
Physical Demands
The physical demands described here are representative of those that must be met by an
employee to successfully perform the essential functions of this job.
While performing the duties of this job, the employee is regularly required to use hands to finger,
handle, or feel objects, tools, or controls; reach with hands and arms; talk and hear. The employee
frequently is required to stand, walk, climb or balance. The employee is often required to sit and
stoop, kneel, crouch, or crawl. The employee must frequently lift and/or move up to 10 pounds and
will occasionally lift and/or move up to 20 pounds.
Specific vision abilities required by this job include close vision, distance vision, peripheral vision,
and depth perception.
Excellent hearing is essential.
Work Environment
The work environment characteristics described here are representative of those an employee
encounters while performing the essential functions of this job. Reasonable accommodations may
be made to enable individuals with disabilities to perform the job functions.
The activity level varies daily depending on a wide variety of circumstance many of which are out
of the control of the employer or employee.
The noise level in the work environment is usually moderate but may be quite noisy.
To Apply
Send cover letter and resume to sbrown@appellcenter.org.
Updated December 2019
About the Appell Center for the Performing Arts
Located at the corner of George and Philadelphia
Streets in historic downtown York, PA, the Appell
Center for the Performing Arts (previously the
Strand Capitol Performing Arts Center) is Central
PA’s premier venue for dynamic live
entertainment, presenting an array of Broadway
productions, comedy performances, live music
and family shows. The facility encompasses five
buildings, including two historic theatres – The
Capitol, built in 1906 and The Strand, which
opened in 1925.
The Appell Center for the Performing Arts is committed to serving as the cultural center of the
community, offering a diverse array of arts programs and education to enrich the quality of life for
all area residents.
A non-profit organization, the Appell Center is led by an outstanding staff and guided by a Board of
Directors made up of community stakeholders and leaders. The organization is funded by a mix of
ticket revenue and donations from individuals (“members”), businesses, foundations and
government sources, which are key to the organization’s ongoing ability to offer high-quality
diverse performances, preserve the historic integrity of the theatres and serve as a cultural leader
in the community.
The Appell Center was recognized as a Best Place to Work in Pennsylvania 2019.
Our Vision and Mission
The vision of Appell Center for the Performing Arts is a community that is passionate about the
performing arts.
To work towards that vision, the Appell Center’s mission is to enrich the community through the
performing arts, education and entertainment.
Our Values
The organizational values that guide our work are Integrity, Creativity, Collaboration, Respect,
Passion, Excellence.
Contact Information