Director of Marketing

Classification: Full-Time Regular

Reports to: Executive Director

Department: Marketing

Location: New York, New York / Remote Hybrid (at least 3 days/week in the 2ST offices)

About Second Stage Theater

At Second Stage, we create and champion plays and musicals solely from contemporary American writers. On our mainstage Broadway theater, the Hayes, and in our Off

Broadway theaters over the past 47 years, we have developed and presented over 200 daring and provocative theatrical experiences by working with countless artists who have contributed their talents to our award-winning productions. As the only Broadway company exclusively devoted to contemporary American writers, Second Stage is dedicated to introducing the world to bold and diverse voices of American creativity.

Position Overview

Second Stage Theater seeks a forward-thinking, data-driven, and creative Director of Marketing to lead marketing, brand strategy, and communications for both Broadway, off-Broadway and institutional properties.

Reporting directly to the Executive Director, the Director of Marketing serves as a vital strategic and revenue-generating partner to the institution. This role drives comprehensive multi-channel campaigns that expand and diversify audiences, optimize earned revenue, and celebrate 2ST's unique presence in both the Broadway and Off-Broadway landscapes across its two venues.

Essential Duties & Responsibilities

Multi-Venue Brand Strategy & Management:

• Steward the overarching 2ST brand while executing distinct marketing identities tailored to the Broadway season at the Hayes Theater and the Off-Broadway season housed at The Pershing Square Signature Center.
• Articulate and implement storytelling strategies that elevate 2ST's reputation as a premier incubator for modern American theater, appealing to traditional Broadway theatergoers, subscription ticket holders, and contemporary Off-Broadway audiences across both spaces.
• Ensure absolute consistency of visual and verbal identity across all consumer-facing touchpoints, from production artwork and social media to digital platforms.

Campaign Execution & Revenue Operations:

• Oversee multi-channel campaigns integrating direct marketing, digital ads, social media, and public relations to maximize single-ticket sales and subscription packages.
• Drive data-driven growth by parsing audience analytics and market trends to optimize media buys, maximize subscription models, and project earned revenue performance.
• Collaborate across departments to align marketing initiatives with development strategies, fostering a cohesive pipeline for memberships, subscription renewals, and donor engagement.

Agency & Press Relations:

• Manage and direct the relationship with the outside advertising agency to ensure high-impact media buys, cutting-edge creative asset development, and cohesive campaign execution.
• Partner with the outside press office to steer strategic communications, institutional publicity, production reviews, and crisis management, aligning media coverage with brand messaging.

Organizational Leadership & Partnership:

• Partner closely with the Executive Director and executive leadership to align earned revenue benchmarks with long-term financial, operational, and institutional goals.
• Directly supervise and mentor an internal team of 4 marketing personnel across creative services, communications, and digital media, actively stewarding the team to hit ambitious box office sales goals.
• Identify and leverage publicity opportunities alongside internal and external teams to elevate 2ST’s institutional profile and individual production visibility.
• Drive robust community outreach initiatives in tandem with marketing campaigns to build long-term engagement, lower barriers to entry, and ensure diverse communities are well-represented in audiences at both venues.
• Performs other duties to support the Marketing function, as assigned.

Knowledge, Skills, & Qualifications:

• 10+ years of progressive marketing and communications experience, ideally within theater/the performing arts
• Proven track record of directly supervising, motivating, and stewarding internal teams to achieve performance milestones and sales goals
• Proven experience successfully directing outside advertising agencies and external PR/press offices
• Exceptional copywriting and storytelling skills across a diverse range of formats, channels, and audience segments; proven ability to align communications with a company's unique brand voice
• Keen aesthetic judgment, with a sharp eye for design (clean layouts, intentional typography, color harmony, and visual balance); attention to detail in maintaining brand consistency across all visual assets
• Deep understanding of the New York City cultural landscape, with a proven track record of executing multi-channel cultural sector campaigns
• Aptitude and proven experience in data analysis; adept at analyzing market trends and audience behavior to identify opportunities for maximizing revenue growth
• Strong computer skills and mastery of CRM databases and digital marketing platforms/tools (e.g., Google Analytics, CRM dashboards, social media listening tools, and ad managers)
• Resourceful, flexible, and adaptive to change
• Strong organizational skills; able to handle multiple competing priorities at once
• Passion for the arts and an understanding of contemporary American theater, community outreach, and expanding audience accessibility
• Commitment to Equity, Diversity, & Inclusion; thrives in a diverse working environment

Work Environment

Time will be spent in an office with quiet to moderate noise level and occasionally in the theatre with often loud and amplified noises. The office environment requires using the computer, phone, and other routine office equipment. Majority of the work will be performed inside at room temperature.

Physical Requirements

Position requires long periods of sitting. Employee is required to use hands, wrists, and fingers for keyboard and other office equipment.

Hours of Work

Second Stage’s working hours are 10 AM to 6 PM. Hours may also include nights and weekends, as assigned.

Background Checks

Second Stage Theater is committed to providing a safe and secure environment for its employees, audiences, and other members of our community. In order to do so and to safeguard assets, Second Stage will conduct background screenings on final candidates after a conditional offer of employment has been made.

EOE Statement

Second Stage is dedicated to building an equitable and inclusive working environment that reflects a diversity of backgrounds and experiences. Individuals from populations underrepresented in the theater field are encouraged to apply.

Second Stage is an Equal Opportunity Employer. All positions at Second Stage are filled without regard to race, color, religion, sex, sexual orientation, gender identity or expression, age, national origin, alienage, citizenship or immigration status, disability, pregnancy, genetic information, military or veteran status, marital or civil partnership/union status, familial status, caregiver status, domestic violence, sexual violence or stalking victim status, sexual and reproductive health decisions, arrest or conviction record to the extent required by applicable law, unemployment status, credit history, height or weight, or any other protected characteristic as established by applicable law.

For more information about Second Stage, visit www.2st.com.

Second Stage offers a full benefits package including vacation, medical, dental, and vision insurance, Flexible Spending Accounts, 401(k) retirement plan with employer contribution, life insurance, and short and long-term disability coverage upon eligibility.

Fluency in English required