Vice-President, Marketing & Communications
The Vice-President, Marketing & Communications (VP-MC) will lead the strategy, implementation, and evaluation of all direct sales activities, brand promotion, and institutional communications for the TSO. Focused on maximizing audience development and public visibility, the VP-MC will oversee subscription and single ticket campaigns, advertising, promotion, publications, social media, and patron service plans in support of the TSO’s performances, events, education, and community programming. This individual will position the TSO’s brand and raise the visibility, relevance, and impact of the organization and orchestral music for the dynamic community it serves. Reporting to the Chief Executive Officer, the VP-MC will collaborate closely with Artistic Administration to determine programming themes, associated stories, repertoire highlights, and focal points of seasons, series, and programs that build compelling, clear, and accurate marketing and communications plans that generate active participation. This individual will also partner with Development & Donor Relations to highlight and integrate marketing and communication messaging that both reinforces case-for-giving statements and drives greater philanthropic support. The VP-MC will engage with both Business Administration and Finance to ensure effective budgeting, forecasting, and technological integrity. This individual will provide consistent and compassionate leadership, mentorship, coaching, and support to a dedicated departmental staff team of approximately 20 employees, including the directors of marketing, media relations & communications, and patron services.
Role and Responsibilities
Strategic Sales and Audience Growth
- Implement and oversee marketing and sales plans that generate revenues through advertising, sales promotion, influencer tactics, direct mail, digital marketing, social media, and telemarketing, among others. Evaluate single ticket, subscription, dynamic, and promotional pricing tactics and set pricing structures that ensure access by the widest possible audience and maximize revenues.
- Achieve and strive to exceed the TSO’s earned revenue goals, measure success, and celebrate results with the team.
- Adapt to the intersectionality of audiences and associated audience development opportunities in response to quantitative and qualitative research.
- Provide a meaningful connection between programs, artists,and experiences that address the distinctive nature of the multicultural community that the TSO serves.
- Share insights and input with Artistic Administration on programming strategies that will balance existing subscriber expectations with new audience development goals.
- Supervise marketing and communication efforts that support the TSO’s Education & Community Strategy. Generate organizational standards for the TSO’s brand and visual identity, educate internal stakeholders on the importance of this information, and monitor usage.
- Embrace the Customer Relationship Management (CRM) system, Tessitura, to align marketing and development efforts that are part of the integrated cultivation, solicitation, and stewardship of individual, corporate, and foundation donors.
- Safeguard data integrity and privacy of subscription, ticket, and group sales information and support appropriate data hygiene and records management.
Dynamic Public Relations and Community Visibility
- Manage the TSO’s brand through effective storytelling to ensure that its vision and values are clearly articulated in all external and internal communications.
- Direct media relations and publicity, strategically guiding the engagement of local, national, and international media, journalists, critics, and other influencers.
- Increase the TSO's market visibilityandvalue proposition to expressly leverage its brand, quality, and reputation as a unique social and artistic destination.
- Build greater visibility for the Music Director, Principal Pops Conductor, musicians, and guest artists while calibrating key messages that ensure relatability to current and future audiences.
- Support Development & Donor Relations to convey the TSO’s overall mission, vision, and values to funders and sponsors.
- Ensure that TSO supporters are well informed of the TSO’s contributions to the community and that their support is recognized publicly and in writing.
- Communicate the TSO’s artistic programs, vision, and brand to an array of audience members, donors, partners, musicians, staff, and community members.
- Cultivate collaborative relationships with the media, key business partners, promotional partners, board members, media, and other performing arts organizations.
- Maximize and leverage digital and social media to communicate and extend TSO’s commercial potential and support community conversations, input, and advocacy.
- Manage outside public relations partners and firms, creative agencies, sponsorship liaisons, and media outlets to promote the TSO and its programs.
Customer Service and Audience Accessibility
- Deliver the highest level of service and standard operating procedures that ensure the customer experience— online, on the phone, at the box office, and in the performance venues—solidifies the audience’s relationship with the TSO.
- Partner with Development & Donor Relations to focus on data-driven insights into lifetime value; audiences, donors, demographics, and psychographics; and market opportunities that maximize the TSO’s reach into the community.
- Create audience satisfaction benchmarks in a system that allows for continuous feedback from audience members that demonstrate a deep commitment to a service-oriented experience.
- Ensure that patron service practices reflect the TSO’s commitment to EDIA and the tenets of Truth and Reconciliation.
- Respond to audience expectations in alignment with arts and entertainment industry benchmarks in a competitive Toronto market.
- Serve as a primary liaison with staff at Roy Thomson Hall and other TSO venues related to ticket inventory and financial controls, sales team training, and overall patron services.
Authentic Leadership and Mentorship
- Mentor, empower, and diversify the Marketing & Communications team to deepen and broaden their experience, better serve internal and external stakeholders, and represent the communities that the TSO serves.
- Maintain productive, collaborative, and authentic working relationships with the Music Director, Principal Pops Conductor, senior leadership group, board members, musicians, and staff.
- Inspire a results-oriented environment with and for the Marketing & Communications team. Convey a deep sense of appreciation for the personal and professional commitments that are being made by the Marketing & Communications team.
- Actively initiate, delegate, and integrate marketing and communications initiatives.
- Support professional development and team cohesiveness with appropriate structures, systems, and technological platforms that are in alignment with core values of mutual respect.
Traits and Characteristics
The VP-MC will be a patron- and team-centric leader that excels in planning, organizing, and achieving goals. An engaging written and verbal communicator who effectively builds diverse and multigenerational audiences, the VP MC will also proactively represent the TSO to the media. The VP-MC will be resourceful in mobilizing human, financial, technology, and other resources to advance programmatic, educational, and institutional visibility. Driven by an experiential approach to building a strong TSO community and a passion for classical and orchestral music, the VP-MC will be collaborative by nature in seeking to strengthen internal and external relationships of the many stakeholders that the TSO serves.
Other key competencies include:
Customer Focus – The capacity to anticipate, meet, and frequently exceed customer expectations while deeply considering internal stakeholder perspectives.
Leadership and Teamwork – The authenticity to inspire, build trust, and create a sense of purpose and direction; tactfully handle challenging and sensitive issues; and lead, mentor, and understand the team’s potential.
Decision Making and Resiliency– The ability to leverage quantitative and qualitative data in analyzing all aspects of a situation; establish and achieve specific, measurable, attainable, reviewable, and time-sensitive goals; make consistently sound, timely, and well-communicated decisions; and quickly adapt to changing circumstances.
Professional Accountability – The self-awareness to accept responsibility for actions and results, reevaluate, and develop long-term relationships with people across the organization and throughout the community.
Planning and Organizing – The ingenuity to use practical and efficient approaches in creating action plans that ensure high quality work is completed on time and desired outcomes are reached.
A minimum of eight to 10 years of senior marketing or communications experience in the arts or creative industries, with demonstrable results in growing subscriptions, single ticket sales, and other earned revenues, is required. Excellent interpersonal, written, analytical, and supervisory skills are required. A proven record of success in establishing promotional partnerships with the media and other organizations is strongly preferred. Experience in patron loyalty and retention, strategic branding, market research, direct marketing, and digital marketing, including web and social media, are required. A passion for classical music and interest in orchestras are desired. A bachelor’s degree in marketing, communications, or a related field and a proficiency with Tessitura or comparable customer relationship management system are preferred. A genuine commitment to EDIA and TSO’s important role in addressing Truth & Reconciliation are expected.
Compensation and Benefits
The TSO provides a competitive compensation package with an estimated salary range between $140,000 to $175,000 in consideration of the organization’s pandemic financial recovery plan. Benefits include extended health and dental insurance, long-term disability and life insurances, vacation and statutory holidays, group pension plan, and an employee and family assistance program.
Applications and Inquiries
To submit a cover letter and resume with a summary of demonstrable accomplishments (electronic submissions preferred), please click here or visit artsconsulting.com/employment. For questions or general inquiries about this job opportunity, please contact:
Dr. Bruce D. Thibodeau, President
Mr. Menon Dwarka, Senior Vice President
Arts Consulting Group
2 Toronto Street, Suite 217
Toronto, Ontario M5C 2B5
Tel (888) 234.4236 Ext. 201 (Dr. Thibodeau) or Ext. 206 (Mr. Dwarka)
The Toronto Symphony Orchestra is committed to having a workforce that is reflective of the diversity of the City of Toronto and strongly encourages applications from all qualified individuals, especially those who can provide different perspectives and contribute to further diversification of ideas. The TSO is also committed to providing accommodations for people with disabilities and will support those needs.
Alumni Engagement Assistant, TSYO
The Alumni Engagement Assistant, Toronto Symphony Youth Orchestra (TSYO) will coordinate alumni development and engagement efforts leading up to the TSYO’s 50th season in 2023/24. This position works with the Education & Community Engagement and Development teams to leverage historical program and personnel records to create and improve the TSO’s existing alumni database. The ideal candidate is someone who is interested in orchestra administration, archives, and alumni outreach.
This position is funded by the Canada Summer Jobs program. Applicants must meet the Canada Summer Jobs criteria (outlined below) to be eligible. This role reports to the Director of Education & Community Engagement and is mentored by the TSYO Manager, Archivist, and the Coordinator of Development Operations.
- Leverage existing alumni resources and archival program materials to develop and improve TSYO’s alumni contact database;
- Create individual alumni records to trace past involvement with TSYO;
- Assist with organizing, selecting, and digitizing archival TSYO materials, including photos and programs;
- Collect archival TSYO materials from alumni and document personal experiences of past youth orchestra members, coaches, and conductors;
- Assist with alumni outreach through email communications, social media, community groups, and other digital strategies.
- Assist with the creation of 2022/23 TSYO sheet music and audition packages, including sourcing excerpts, proofing materials, and printing and organizing sheet music.
- Supports the Education & Community Engagement team’s planning of educational, family, youth, and community activities as needed.
Experience & Qualifications
- Ability to work independently and within a team;
- Strong written and verbal communication skills;
- High degree of attention to detail and discretion with personal information expected;
- Background and/or training in music is an asset;
- Background, training and/or interest in arts administration is an asset;
- Past experience with databases is an asset;
- Comfortable using G-Suite, including using Google Sheets to organize information;
- Familiarity with digital communication methods, including social media platforms (Instagram and Facebook).
Canada Summer Jobs Eligibility Requirements:
To be eligible for this position, you must:
- be between 15 and 30 years of age at the start of the employment;
- be a Canadian citizen, permanent resident, or person to whom refugee protection has been conferred under the Immigration and Refugee Protection Act for the duration of the employment*;
- have a valid Social Insurance Number at the start of employment and be legally entitled to work in Canada.
* Per the funding requirements, International Students are not eligible for Canada Summer Jobs positions.
$16.00/hour, 35 hours per week for eight weeks
TSO is currently working in a hybrid model of in-office and remote work. As TSO continues to evaluate the situation, the balance of time in the office and remote work is guided by the departmental needs determined by the VP.
Deadline to Apply: Friday, June 3, 2022 at 4:00 PM
Target Start Date: Monday, July 4, 2022
Please email your resume and cover letter to Nicole Balm, Director of Education & Community Engagement at email@example.com with the subject line: TSYO Alumni Engagement Assistant. No phone calls please.
Interviews will take place in the afternoon on Thursday, June 9 and Friday, June 10, 2022 via Zoom.
The TSO thanks all applicants but only those selected for an interview will be contacted. The Toronto Symphony Orchestra is committed to having a workforce that is reflective of the diversity of the City of Toronto and strongly encourages all qualified individuals, especially those who can provide different perspectives and contribute to further diversification of ideas. The TSO is committed to providing accommodations for persons with disabilities. If you require accommodation, the TSO will work with you to meet your needs.
About the TSO
One of Canada’s most respected arts organizations, the Toronto Symphony Orchestra (TSO) has played a vital role in the city’s dynamic cultural life for 99 years. Music Director Gustavo Gimeno brings an expansive artistic vision, intellectual curiosity, and sense of adventure to programming the 93-musician Orchestra. The TSO is committed to serving local and national communities through vibrant performances, extensive educational activities, and impactful community relationships. It has a notable recording and broadcast history and has been celebrated internationally during its many tours. Toronto’s iconic Roy Thomson Hall is the TSO’s home, drawing patrons from around the world. The Toronto Symphony Orchestra’s name remains synonymous with musical versatility and growth, and artistic distinction.