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8 Apr 2021

Full-Time Senior Director of Digital Initiatives

lyricopera – Posted by lyricopera Anywhere

Job Description

REPORTS TO: Vice President, Marketing and Communications

STATUS:          Full-time, exempt

 

Through artistic excellence coupled with innovative, relevant programming; initiatives to connect with and grow new audiences; engagement with communities to ignite creativity across Chicago; and a modernized Opera House that is the setting for truly great experiences, Lyric is leading the advancement of opera. This collaborative vision will deliver ever more exciting, thought-provoking and inclusive audience and community experiences – while increasing the gravitational pull of our art form, our company, and our city.

The Senior Director of Digital Initiatives leads digital innovation across Lyric in the areas of marketing, fundraising, and program delivery. Managing a team of five digital marketers and one digital fundraiser, this role is responsible for creating strategy for the wider connectivity between all of Lyric’s digital channels and working to maximize synergies between digital and traditional marketing channels. The successful candidate will develop full working knowledge of each of Lyric’s individual platforms to train, advise, and provide support to the team in using systems to full potential. The goal of Lyric’s digital activity is to deepen engagement with current audiences and to create a broad range of entry points and opportunities to interact with new and diverse audiences.

 

DUTIES AND RESPONSIBILITIES:

  • Demonstrate leadership in accordance with Lyric’s mission and vision.

Cross-Team

  • With department leadership, develop digital strategy and alignment of priorities across areas including web site design and search engine optimization, content creation, email marketing, social media, and digital advertising, working in tandem with Lyric’s traditional channels with key responsibility to drive tickets sales.
  • Develop digital strategies around reaching new audiences for Lyric’s product lines that align with Lyric’s overall marketing and audience development efforts, moving consumers along the continuum from awareness of Lyric to attendance and engagement.
  • Demonstrate leadership in process improvement and efficiency for both the digital team and cross-departmental initiatives.
  • Collaborate with each system lead staff member in creating metrics and reporting around the ROI and engagement effectiveness of our digital channels.
  • Serve as integral team contact for external digital advertising firm and assist with ROI analysis.
  • Research and work with digital teams to champion innovative, new digital for Lyric’s audience development (e.g. using Facebook targeting and new ad formats, methods for improving SEO, creating a sophisticated email workflow strategy using Prospect2, Google Tag Manager, and ACE).
  • Collaborate with other departments (Patron Services, Development, Learning and Engagement, etc.) to identify digital opportunities to build relationships with existing patrons, cultivate new audience participation, and support sales initiatives.
  • Partner with IT and system leads on creating efficient testing processes for new programming and functionality.
  • Manage a cross-functional digital team of six.
  • Provide occasional back-up functions for digital channels during ebbs and flows of the season.
  • Maintain continuing knowledge of best practices as a digital resource across departments to increase digital knowledge for staff.

Email

  • Lead strategy around the goals and design of email briefs for sales and customer service purposes.
  • Design, with email lead and IT department, email trigger automations, including abandoned cart emails, pre-performance emails, post-performance surveys.
  • Strategize and oversee email workflow between team members.
  • Work directly with graphic designer to continue improving Lyric’s email designs.

Website

  • Determine and prioritize, in cooperation with IT and marketing web lead, Lyric’s institutional website needs around the purchase path, content population, and web design in support of a culture of continuous improvement.
  • Assess and design website service needs around non-marketing projects (e.g. online streaming for students, young artist audition information, etc.) in cooperation with web lead.
  • Plan and lead discovery, testing, and learning activities using tools like Google Optimize to test landing pages, A/B formatting tests, etc. and recommend changes according to results.

Digital Advertising

  • Design, build, and lead the management of digital campaign on Facebook Ads, Google Ads (Display and YouTube).
  • Determine, with social media, video, and content leads, content for ads.
  • Work with graphic designer to optimize design for display ads.

Social

  • Drive the creation and procurement of content for social media lead around events like digital productions, subscription and single ticket on-sales, announcements in support of Lyric’s engagement and ticket revenue goals.
  • Collaborate with social media lead to prioritize storylines and content on social media channels, pushing both engagement and sales.
  • Act as a sounding board for social media lead on strategy, phrasing, and tone on all social channels.

Video

  • Collaborate with video lead, marketing and audience development team, and digital team to determine video needs throughout the year.
  • Lead video team in creating a content strategy for YouTube.
  • Work with video lead to create video briefs, prioritize scheduling, optimize workflow, and establish/calendarize deliverables.
  • Act as liaison to other departments on their video needs, including determination of what projects will be done in-house vs externally, acting as liaison for external video projects.

SMS

  • In collaboration with IT, identify a new platform for SMS communication with patrons.
  • Develop an SMS strategy for segmented patron communication that integrates with Lyric’s full complement of digital communication.

Fundraising

  • Advise the Digital Fundraising Manager and channel leads on email/web/social/video strategy specifically for fundraising.
  • Find, research, test, and implement new online platforms and strategies for online giving.

Digital Programming

  • Based on individual digital project goals, work with digital team to design and implement optimal strategy for program delivery
  • Project manage creation of digital platform work from post-capture to delivery (i.e. captioning, file delivery, platform determination and upload, etc.)

 

  • As the business evolves, so may this role. These duties may change as Lyric’s leadership identifies the need at any time.

 

KNOWLEDGE AND SKILLS:

  • A passion for digital marketing and its potential to engage audiences in new and unique ways.
  • An analytical mind that excels at mapping connectivity between many different channels.
  • Strong communications skills in interfacing with a variety of stakeholders.
  • A minimum of three years of experience in a digital marketing management role.
  • Strong time management skills and ability to multi-task.
  • Knowledge of best practices in web development.
  • Knowledge of SEO and Content marketing.
  • Experience in running digital advertising campaigns.
  • Knowledge of Google Analytics.
  • Knowledge of best practices in social media analytics (e.g. FB, Instagram, Twitter) and video analytics (e.g. YouTube).
  • Knowledge of Tessitura and Tessitura Analytics a plus.
  • A positive personality that thrives on team dynamics.

 

WORK CONDITIONS:

  • Ability to work evening or weekend functions, events, or performances at the Civic Opera House and at off-site venues.
  • Work will occasionally take place at multiple locations.
  • Sitting for extended periods of time.

 

TO APPLY: https://lyricopera.applytojob.com/apply/SttebY0YLV/Senior-Director-Of-Digital-Initiatives?source=Pink+Jobs

 

 

The Lyric Opera of Chicago is committed to enhancing our diverse work environment and is proud to be an equal opportunity employer. Lyric does not discriminate on the basis of race, color, national origin, sex, gender identity, religion, sexual orientation, age, disability, parental status, veteran status, or any other protected status under applicable laws. We encourage individuals of all backgrounds to apply.

How to Apply

https://lyricopera.applytojob.com/apply/SttebY0YLV/Senior-Director-Of-Digital-Initiatives?source=Pink+Jobs

Job Types: Full-Time.

Job expires in 86 days.

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