Director of Marketing and Communications
Little Island seeks a Director of Marketing & Communications to join its senior leadership team and oversee all the park’s marketing, brand development and PR strategies, ticketing and sales operations, and merchandise. Candidates who have a successful track record of building and implementing strategic marketing, communication, and social media plans for public/non-profit destinations, parks, theaters, arts organizations, or similar institutions are especially encouraged to apply. The ideal candidate also brings an operations background and mindset, as they will manage the park’s ticketing and merchandise operations—all while ensuring that our park and its offerings remain accessible for all.
About the Role
- Job Type: Full Time
Little Island’s annual visitation is approximately 1.4 million and we host performances in 3 different spaces. The Amphitheater is a 687 seat venue and is the only space that requires tickets (a combination of fair market value, low cost and free), and the other two spaces, The Glade and The Play Ground, host all free programming that includes weekly series, pop ups, and education programs six days/nights per week. It is important for the Director of Marketing & Communications to have a strong grasp of market/constituent segmentation to ensure that messaging is being targeted and tailored appropriately; as well as the analytical skills to ensure that strategies are achieving their stated goals in terms of audience and impact. While revenue is one of this role’s targets (annual revenue target of roughly $500k in 2022), it is not the primary driver of Little Island’s marketing and communications strategies—an understanding and comfort with this type of mission and purpose-driven approach is essential for understanding the role and the company.
The search for the Director of Marketing & Communications is being conducted on behalf of Little Island by Tom O’Connor Consulting Group, a New York-based executive search and consulting firm specializing in the arts and culture industries.
To apply, follow the link below and submit your materials. Your cover letter should include relevant experience, including any direct experience you’ve had with similar roles and institutions. No phone calls, please.
What It’s Like Working at Little Island
Park employees will spend time onsite at Little Island working in outdoor weather conditions, navigating the entire park multiple times a day, and interacting with park visitors to ensure operations are running effectively. Little Island is ADA compliant, and park employees are committed to fostering an inclusive environment for each other and our park’s visitors.
Little Island’s Headquarters, located near the park, provides an open floor plan office, shared work areas and kitchen, a locker room, and rehearsal space. It is a dynamic and multi-use space where employees and artists can collaborate, connect, and unwind in between shifts, meetings, and events.
Little Island has adopted a mandatory COVID-19 Vaccination Policy for all employees unless a reasonable accommodation is approved, which includes the booster dose if eligible. Potential employees will be given the opportunity to provide proof of up-to-date vaccination or request a reasonable accommodation at the start of employment.
The Director of Marketing & Communications reports to the Executive Director and is a member of the executive leadership team along with the Chief Operating Officer, Director of Education and Community Relations, Director of Operations, and Producer. The role is supported by two full-time staff, in addition to receiving seasonal/peak season support as needed. This role also manages any external firms that support the goals of the department.
Organizational Leadership & Management
- Oversee and lead the Marketing and Communications department, ensuring the day-to-day responsibilities of Little Island’s communications, public relations, marketing, design, ticketing, partnerships, and merchandising are executed excellently and creatively
- Create a culture both internally and externally that is collaborative, inclusive, and service oriented as you build and maintain relationships on behalf of Little Island
- Contribute to the development and execution of Little Island’s strategic planning and values alignment as a senior leader in the organization
- Hire and identify all Marketing and Communications related personnel, including any outsourced vendors, firms, and agencies, in partnership with the Communications Manager
- Collaborate with the Finance department to generate and manage the Communications budget
- Serve as spokesperson for Little Island as needed
- Miscellaneous projects, duties and tasks as assigned
Marketing & Communications Strategy
- Create a multi-segment communications and marketing strategy that conveys the story of Little Island to both local and tourist visitors, and makes clear the destination experience beyond its individual programmatic offerings; strong copywriting capabilities are essential
- Develop and execute comprehensive communication and marketing strategies across all paid, earned, and owned channels: social, website, press, email communications, advertising, and more
- Lead the development and/or redesign of any necessary branding tools and materials representing the organization, its park and facilities, and its programming
- Explore the development of a loyalty or rewards program to ensure that local visitors are encouraged to return and understand the benefits of repeat visitation
- Oversee the creation of a comprehensive and multi-faceted merchandise program
- Manage seasonal box office staff and ensure effective operations across all direct purchase (website only) and third-party sales and distributions (including TDF and community partners)
- Oversee and assess all technology and software needs for the Communications department, including the Little Island website, archival software, digital communication software (Mailchimp, SimpleTexting, Buffer), and ticketing software (Showclix), to ensure they are working in service to the organization’s marketing and communication goals
- Establish a process for reconciliation of tickets issued against actual attendance to discern trends by audience segment and shift strategy accordingly to maximize sales
- Maintain ongoing reporting to measure and internally communicate the audience profile.
Community & Partnerships
- Partner with the Executive Director, Director of Education and Community Relations, and Director of Operations to support all community engagement, neighborhood, and government relations
- Serve as an active liaison in highly visible meetings or conferences within the community
What You Bring / Qualifications
- 10+ years of experience in Marketing or Communications
- A proven track record in delivering on an organization’s sales and ticketing goals for live events (if you feel your experience is different but transferable, please use your cover letter to explain this)
- Experience working with a multi-channel ticketing operation, preferably for live events or attractions
- Storytelling skills in all mediums, including written, verbal, and visual communications
- Meaningful relationships with advertising agencies, PR firms, and local design and media talent
- An understanding of the balance between storytelling and analytics when developing an organizational marketing and communications operational plan
- Experience and passion for leading a department with a diversity of skillset and experience
- Higher education in Business, Marketing, or Communications a plus
- Ability to speak another language a plus
- Ability to work in the US
- A genuine interest and investment to contribute to our culture of camaraderie and excellence by collaborating and problem-solving cross-departmentally
- Passion for engaging with visitors and guests, ensuring they feel welcome and have the information they need in service to a memorable visitor experience
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. Yet, women and other people who are systematically marginalized 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, and how your background and experience responds to the desired skills and qualities.
This is a full-time, year-round position with an annual salary of $130,000-$140,000. The standard schedule involves weekdays, with the flexibility to work nights, holidays, and weekends as required during the high season. Little Island offers a robust benefits package including generous time off, health plan (medical, dental, and vision), 401(k), commuter benefits, employee assistance program, free tickets at Little Island, and more.
This position requires a great deal of in-person onsite work during high/peak season and thus is not available on a fully remote basis. However, when scheduling and seasonality permits, team members may work from home on a limited basis.
Little Island is a proud equal opportunity employer and considers applicants for all positions without regard to race, color, religion, creed, gender identity or expression, national origin, age, disability, familial or veteran status, sexual orientation, or any other legally protected status. In short, you are welcome here no matter who you are, where you come from, or what you look like. Our park is for everyone, and so is our workplace.