The Director of Digital Marketing is a key support person to the Senior Director, Sales & Marketing and serves as the primary digital marketing strategist for the Metropolitan Opera. Collaborating across the institution, this role is accountable for ensuring a coherent yet impactful brand presence across all interactive media channels, for growing audiences and engagement on these platforms, and utilizing these channels to effectively support marketing objectives. This person is responsible for strategic/long term digital planning, audience engagement, major project management, and liaising with cross-functional teams on organizational strategy consistency across digital channels, as well as content management and direct marketing.
Primary Responsibilities
- Working with the Senior Director and Assistant General Manager to develop an overall marketing and sales strategy, ensuring that audience segmentation plans are being carried out to deliver on the Met’s ambitious sales goals.
- Working with the Senior Director to support cross-functional teams to implement strategic digital organizational initiatives. Examples include, the further development of the Met App, Website improvements/optimizations and other large- and small-scale digital projects.
- Develop and lead overall social media and email communications strategy based on data to support sales and marketing efforts to deliver on audience growth and revenue goals
- Provide strategic direction on digital advertising campaigns to the entire Met organization, including Development, Education, Media, and Merchandising teams
- Work with the Met’s digital advertising agency to develop and implement paid digital campaigns.
- Work closely with internal teams to identify digital content opportunities. Make recommendations for positioning content to resonate with existing fan base yet differentiated and engaging enough to draw in new audiences.
- With editorial and web teams, maintain and advance a data-informed approach to metopera.org content strategy, collaborating closely on website maintenance, updates, SEO, planning, and aligning marketing with technology.
- Create digital marketing plans and timelines that meet institutional objectives. Examples include, but are not limited to:
- Encouraging audiences to discover programs and artistic initiatives.
- Supporting fundraising efforts
- Ensuring awareness of and access to education and public programming
- Building brand awareness and developing connections with existing and new audiences, as defined by the Met’s audience segmentation goals
- Partner with Artistic, Editorial, and Media departments in support of online programmatic developments, as well as considering how online programs complement in person events and programs.
- Partner with Editorial, Media, and Marketing teams to shape the organization’s broader digital strategy, including initiatives and partnerships such as Apple Music, Google Arts and Culture, WQXR, Met Opera on Demand, Live in HD, and Met Stars Live in Concert.
- Oversee the Digital Content and Engagement team to deliver on all aspects of daily operations, including social media, email, and related online activities as necessary.
- Using data tools, set analytics benchmarks and goals; compile and distribute reports on web and email analytics and social media engagement; make recommendations based on thorough evaluation of analytics.
- Keep up with digital trends, innovations and emergent interactive technologies; make recommendations on new features and applications; attend digital marketing convenings
Skills and Qualifications
- 7+ years of directly related experience in marketing/advertising, exposure to not-for-profit management beneficial.
- Excellent interpersonal, communication and organizational skills.
- Superior writing and editing abilities.
- Demonstrable experience of working with a CRM application (ideally Tessitura).
- Proficient in Word, Excel, PowerPoint, Outlook and internet research.
- Demonstrated interest in the arts. Knowledge of opera a plus.
- Ability to multi-task, be imaginative and flexible in a fast-paced, deadline-oriented environment.
Physical Demands
- Must be able to work in the evening and on occasional weekends.
- Capable of being in office 3-5 days a week.
