Marketing/General Manager – 59E59 Theaters | Tom O'Connor Consulting Group

Tom O'Connor Consulting Group

New York, New York, About the Opportunity
59E59 Theaters has emerged from the pandemic closure and reopened its three spaces, resuming its unique role in the New York City theater ecosystem as a company committed to providing a top-quality professional home and support services for non-profit theaters. During closure, the team at 59E59 engaged in the deep work required to craft a dynamic strategic plan, articulating next wave goals centering the mission of the organization and activating their commitments to equity, inclusion, and access. 
When productions are welcomed to 59E59 their tenure includes the services of the in-house marketing team and vendors, a significant part of the value of presenting work in this space. As an extension of the strategic planning process, leadership also commissioned an assessment of recent marketing structures, strategies, and practices, to better understand how to align them with the strategic planning goals and to inform the search for new marketing department leadership. With that assessment now complete, there is an exciting opportunity for a Marketing/General Manager who will not only lead the team in designing and implementing new approaches for achieving strategic goals in revenue generation, brand building, and audience development, but who will be recognized as a partner to executive leadership in organizational direction and in representing the organization to companies in residence. A marketing leader who is collaborative and confident, able to craft long-term strategies while also being responsive to in-the-moment sales, with a passion for taking an active role in bringing new work to traditional and new audiences would be successful in this role. 
About 59E59 Theaters
59E59 Theaters was established by the Elysabeth Kleinhans Theatrical Foundation in 2004 to grant professional space and expertise to non-profit theater companies premiering their work in New York City. Under the leadership of Val Day, Artistic Director, and Brian Beirne, Managing Director, 59E59 presents a year-round curated program of Off Broadway plays and musicals that are nurtured and supported through highly-subsidized rental rates, as well as production, ticketing, FOH, marketing, and press support.
The Elysabeth Kleinhans Theatrical Foundation was established by Founding Artistic Director, Elysabeth Kleinhans to create a new, state-of-the-art theater complex to host original and innovative theatrical productions in East Midtown Manhattan. In 2002, the building at 59 East 59th Street was donated to the Foundation. The building was then gut renovated, creating three brand new theaters, Theater A, Theater B, and Theater C, designed by architect Leo Modrcin, who collaborated with the Foundation to create an inviting ambiance.
Under the leadership of Founding Artistic Director Elysabeth Kleinhans and Executive Producer Peter Tear, 59E59 opened its inaugural season in February 2004 with a production of The Stendhal Syndrome produced by then resident company, Primary Stages, in the largest of its three spaces, Theater A. Shortly following, in April 2004, the other two spaces, Theater B and Theater C opened their doors with productions of Sun Is Shining, by the groundbreaking British-Chinese Mu Lan Theatre Company, and My Arm, Tim Crouch’s critically-acclaimed hour-long solo show from the Edinburgh Festival Fringe, during the Theaters’ first annual Brits Off Broadway—a season dedicated to premiering new work by Off Broadway-style UK companies. Since 2004, until the recent epidemic, the theaters had been continuously occupied with shows running from three to seven weeks.
Job Description
The Marketing/General Manager is a member of 59E59 Theaters’ leadership team, responsible for the generation of all earned ticket revenues while overseeing all aspects of audience development and retention, brand management, community outreach, and engagement programs. 
The Marketing/GM will be a key point of contact with the companies in residence, leading the campaign team in providing marketing and communication services which include planning and executing campaigns to brand and promote individual shows to meet each company’s earned income goals and attract targeted audiences based on both the producing company goals and the overarching goals of 59E59. 
The Marketing/GM will also design and execute initiatives to build the 59E59 brand to its two important and distinct constituencies: the theater community we invite into our spaces, and the audiences who attend the productions. 
In alignment with our Community Agreement, the Marketing/General Manager is responsible for upholding 59E59’s mission, our dedication to inclusion, diversity, equity, and accessibility (IDEA) in the workplace, and our commitment to be an anti-racist organization.
Specific Duties and Responsibilities
Organizational Leadership  Collaborate with the Artistic and Managing Directors on programming and company goal setting and evaluation Serve as one of the key liaisons to producing companies, shaping appropriate expectations and providing timely and thorough information on marketing initiatives for their shows, and ensuring that they understand the priorities of 59E59 as well Establish strategies for strengthening awareness of 59E59’s unique place in the NYC theater ecosystem, and engage the full theatre staff, marketing team and PR agency in their roles in implementation of the plan Apply the lens of stated organizational goals in IDEA to leadership team decision-making, including a focus on community-centric perspectives
Marketing and Communications Leadership Develop revenue goals, strategies, and expense budgets for single ticket sales campaigns for more than 30 Off and Off-off Broadway premieres annually Oversee the Campaign Team (Marketing Manager and Digital Marketing Associate) implementation of those campaigns, advising and optimizing as needed Design and implement 59E59 annual membership strategy and campaign Manage and direct the work of the Marketing and Audience Development Coordinator Negotiate and oversee all vendor/agency and media contracts for the season Structure the show campaigns for the season in terms of packaging, resource allocations, and timelines Provide direction for key image development/creative assets for marketing needs Develop strategies for progress on audience development goals, tied to specific shows and for 59E59 overall Conduct analysis of campaigns relative to revenue targets, audience development goals, and branding goals Conduct audience research in support of evaluating strategies Design and support the full arc patron relationship experience, in conjunction with the ticketing and box office teams, as well as FOH and any patron facing staff
Marketing/Communications Operations Supervision of the marketing and campaign teams, including annual goal setting and evaluations Create, manage and track the overall department budget Manage vendor relationships, including PR agency and external graphic designers  Ensure strong communication channels between marketing team and other areas of operations
  Desired Skills and Qualifications 
Significant experience in the creation, execution, management, and implementation of creative, successful marketing and communications campaigns  A degree in arts administration, marketing, communications, public relations, or other related field is welcomed but not required; relevant senior level experience may replace a degree Proficiency with CRM systems, as well as knowledge of and interest in website analytics and digital marketing evolutions Experience in cultivating new audiences and/or community engagement efforts Excellent verbal and written communications skills, with a particular ability to craft messaging to different audiences for maximum clarity A flexible and responsive mindset, able to work with multiple artistic styles and visions  A love for arts and culture; experience working with a theater or audience-serving cultural organization preferred Confident and encouraging leader with effective operational and strategic management skills, demonstrated experience managing, mentoring, and motivating staff, and the ability to inspire those working with them toward accomplishing common objectives Well-organized, data-driven, able to plan and articulate a strategy, set priorities, and focus on details A demonstrated commitment to anti-racism, an inclusive world view, and an openness to the continuous learning process of applying best practices around equity and access to your work
Not sure you meet 100% of our qualifications? Research shows that men apply for jobs when they fulfill an average of 60% of the criteria, while others tend only to apply if they meet every requirement. If you believe that you could excel in this role, we encourage you to apply. 
We are dedicated to considering a broad array of candidates, including those with diverse workplace experiences and backgrounds. So, whether you’re returning to work after a gap in employment, simply looking to transition, or taking the next step in your career path, we will be glad to have you on our radar. 
Please use your cover letter to tell us about what you hope to bring to this role.