Marketing Manager, Live Performances & Lodging

A global destination for artists and arts enthusiasts, Interlochen Center for the Arts nurtures creativity through five dynamic platforms: Interlochen Arts Camp, the renowned summer arts program; Interlochen Arts Academy, the nation’s premier fine arts boarding high school; Interlochen Presents, a producer of more than 600 annual performances by internationally celebrated guest artists, Interlochen students, and faculty; Interlochen Public Radio, two listener-supported, 24-hour public radio stations (classical music and news); and Interlochen College of Creative Arts, a convener for lifelong learning in the arts.

The Marketing Manager, Live Performances and Lodging oversees strategy and execution of promoting live Interlochen performances and on-campus lodging to maximize ticket sales and occupancy rates. Reporting to the Director of Marketing, this position leads the strategy and execution of multi-channel marketing campaigns that develop new audiences, engage patrons, drive ancillary revenue and amplify the mission of Interlochen. Key institutional partners include the VP of Strategic Communications & Engagement, Guest and Patron Services, Interlochen Presents, Media/ Public Relations and Content teams.

Job Responsibilities:

• Drive attendance, occupancy, and revenue goals for Interlochen Presents, campus lodging, and other related business opportunities.

• Utilize analytics to assess the effectiveness of marketing campaigns and their impact on organizational goals.

• Write effective marketing copy for a variety of marketing materials; including but not limited to website copy, ad copy, email, landing pages, brochures, and direct mail.

• Liaise with artist management companies and their marketing contacts and oversee the development of event marketing materials. 

• Develop and oversee the execution of a strategic season launch plan for Interlochen Arts Festival and year-round campus events. 

• Partner with Media Relations to broaden awareness of major institutional events to deepen relationships with the region. 

• Manage on-site visits of regional media supporting day-of-show concert promotions. 

• Partner with local and regional media organizations to secure media sponsor/ trade agreements.

• Develop strategy, book placements, and verify runs for multi-media advertising plans.

• Ensure donor and sponsor recognition agreements are implemented as agreed upon with philanthropic and corporate sponsors.

• Increase visibility of Interlochen's campus lodging facilities within the regional tourism market.

• Strategize with the Guest Services team and other institutional partners to maximize revenue from bookings, while increasing guest engagement with institutional mission. 

• Liaise with regional tourism and local businesses to develop potential cross-promotions, bundling opportunities, and market intelligence.      

• Manage audience segmentation and create constituent reports in Salesforce 

• Prepare visual assets using Photoshop, including light touch up, cropping, and resizing of images.

• Extract and prepare data for marketing analytics reporting

• Coordinate marketing research projects

• Lead special projects within the marketing operations team

• Provide website support

• Execute basic search engine optimization (SEO) updates to ICA’s websites. Including but not limited to content development implementation, page title, and meta description optimization, image optimization, etc. 

• Execute various website updates. Including but not limited to: event creation, program updates, various content and image updates, etc.

• xBachelor’s degree (preferably in marketing, business, communications, English, journalism, public relations or similar program)
• Minimum of 3 years professional experience.
• Education or student recruitment marketing experience a plus.
• Proven digital marketing acumen, including reporting/analytics experience, with strong copywriting skills, attention to detail, knowledge of the latest trends and best practices in online marketing and measurement, and track record of success.
• Experience working in Google Analytics, digital advertising platforms, Photoshop, project management systems, and content management systems (Drupal experience is a plus).
• Demonstrated success in partnering with internal teams to deliver effective integrated marketing campaigns, with a solid foundation in CRM and experience in developing and managing nurture and drip campaigns.
• Effective collaborator with excellent interpersonal skills, who is organized and able to successfully manage numerous projects simultaneously.

Application Materials Required: Cover letter and Resume

Safeguarding our students, guests, and employees is a valued mission within Interlochen Center for the Arts. As a condition of employment, Interlochen Center for the Arts requires all new hires to receive various vaccinations, including the influenza and COVID-19 vaccines, barring an approved exemption. Prior to beginning employment, all employees must be fully vaccinated against COVID-19 and all new hires will be required to submit proof of vaccination prior to their start date.