Reporting to the Director of Marketing and Communications, the Marketing Analytics and CRM Manager will advance data collection and analysis to inform advertising, pricing, sales, and patron experience decision making. Key functions include maintaining daily sales reports, creating dashboards, and analyzing large datasets including ticketing and patron data. The position is responsible for internal and external market research, including advanced audience segmentation strategy and collecting feedback from audiences.
Acting as the organizations primary Tessitura (CRM Database) Super User, this role works closely with Tessitura Extended Services on maintaining the database and leads project management of cross organizational Tessitura initiatives. In close collaboration with the Associate Director of Ticketing and Audience Services, the Marketing Analytics and CRM Manager is responsible for the oversight of patron data in Tessitura, including ticketing imports, large scale data cleanup projects, the creation of keywords, patron preferences, and more. This position creates business rules for use of the database and provides cross organizational oversight and training over procedures.
Marketing Analytics and Reporting:
Create data visualizations that illustrate trends and inform decision making. Effectively communicate research and insights findings to all levels of the organization to help guide strategic decision making.
Be the primary super-user of Tessitura Analytics and create dashboards for end users that provide real time information on ticket sales, customer service issues, and campaigns.
Maintain regular sales reporting, including daily sales reports, forecasting reports, and subscriptions reports for all Celebrity Series performances and programs.
Perform analytical strategic “deep dives” into trends, including preparing thought-guiding materials and metrics for various special projects.
Monitor ongoing digital analytics such as website traffic, email campaign results, and social media activity. Collaborate with Capacity Interactive on Google Analytics implementation.
Using the Revenue Management Application (RMA), work with the Associate Director of Ticketing and Audience Services to provide regular sales reports that support pricing optimization through increases and strategic discounting.
Assist the Director of Marketing in the revenue projection process by pulling historical data and using analytical prediction methods to create accurate revenue projections for future productions.
Market Research and Audience Segmentation:
Lead all market research activities in partnership with external consultants, including satisfaction surveying, audience segmentation strategy, patron behavioral studies, and other projects.
Create mechanisms to integrate audience feedback deeply into organizational practices. Work in survey building tools to create long form survey instruments for collecting feedback on projects and initiatives.
Work closely with Director of Marketing and Communications to develop standards for demographics reporting needs and implementation of corresponding surveys to capture information. Utilize external data sources to compare internal data to market data to help with goal setting for audience targets.
Develop sophisticated audience segmentation techniques, including behavioral, demographic, and psychographic segmentation analysis to inform marketing campaigns.
Tessitura Administration, Data Management and CRM Strategy:
Develop standards and management of data hygiene for the company’s CRM database (RAMP hosted Tessitura) for efficient information management. Maintain and enforce data cleanliness practices, including naming conventions, consistency of inputs, and other tactics.
Act as the primary liaison between Tessitura Extended Services consulting team and Celebrity Series staff, providing support to other staff members on escalation for Tessitura Help Tickets and consulting projects.
Process all constituent and order imports and all ticketing data uploads from venue consignments and other sources of third-party data into the Tessitura database, ensuring accurate, reliable, and clean information flow.
Oversee and manage Tessitura technology long term plans, staying on track with Tessitura & TNEW roadmaps and upgrades, new features, and enhancements.
Maintain and troubleshoot lists and data pulls for marketing and automation projects, including triggered emails between the database and the email client (Wordfly).
Create and maintain a data dictionary and document’s Celebrity Series use of Tessitura to create a shared language surrounding data.
Facilitate internal training of Tessitura tools and onboarding of new staff to Tessitura.
Manage security and permissions for users and troubleshoot account issues for interdepartmental users in partnership with superusers on other teams.
Stays on top of audience trends in the performing arts industry and shares research from other organizations as it is published.
Attends weekly departmental and cross-departmental meetings.
Other duties as assigned
Bachelors degree or equivalent
Minimum of 4 years experience in Marketing Analytics, Data Analysis, Business Intelligence, or a related field.
Detail-oriented self-starter with ability to handle multiple projects at a time and a problem-solving mindset.
Excellent communication and presentation skills.
Willingness to support, assist, and collaborate with CS colleagues in all departments.
A commitment to advancing anti-racism efforts in the workplace and an interest in Celebrity Series’ ongoing Equity, Diversity, and Inclusion goals.
Attendance at evening and weekend performances and special events is required, in addition to regular weekday office hours.
Experience using database, analytics, and dashboarding tools; proficiency in Microsoft Office suite and excellent Excel skills
With a mission to present performing artists who inspire and enrich our community, Celebrity Series, founded in 1938, has become a mainstay of Boston’s cultural life by bringing a widening spectrum of performers to Boston’s major concert halls. Celebrity Series presents over 70 mainstage performances in 8 to 10 different venues, and over 150 community engagement activities annually. Celebrity Series’ audiences experience the world’s great orchestras, chamber ensembles and soloists, and leading artists in contemporary dance, jazz, world, and folk music, and spoken word. Alongside mainstage performances, Celebrity Series’ Arts for All! community engagement programs connect with a dynamic network of hundreds of community collaborators, reaching thousands of individuals annually, through 150+ activities. During the COVID-19 pandemic, performances have been live streamed (free and paid) through its website as Celebrity Series @ Home. While initially pursued as a response to the shutdown of live performances, streamed content will remain an important and complementary strategy when live, in-person performances return. Learn more at www.celebrityseries.org.
The Celebrity Series of Bo...ston, Inc. is an equal opportunity employer and welcomes applications from candidates demonstrating diversity of race, gender, sexual orientation, religion, ethnicity, and national origin. Celebrity Series is committed to creating a dynamic work environment that values diversity and inclusion, respect and integrity, artist and audience focus, and innovation.