Director of Marketing, Sales, & Patron Engagement

The Opportunity

Founded in 1974 and located outside Philadelphia in Malvern, Pa., People’s Light seeks an exceptional Director of Marketing, Sales, and Patron Engagement to serve as a key member of the senior leadership team at an exciting moment of evolution for the company. Reporting to the Managing Director, and working closely with the Producing Artistic Director, this position is responsible for developing, overseeing, and managing the company’s integrated marketing and communications; holds revenue responsibility for the entirety of its ticket sales and box office operations; and oversees the gamut of patron engagement services. The Director also serves as the steward of People’s Light’s visual presence, playing a pivotal role in refining and upleveling the company’s brand, positioning, and market share as it forges a new identity within the region and beyond on its journey to grow into a live arts hub with theatre at its core.

About People’s Light

Founded in 1974, People’s Light is a nationally recognized and award-winning LORT D theatre company located in Malvern, Pa. (Chester County), just outside Philadelphia. It is known for producing classics, contemporary plays and musicals, including an annual signature holiday “panto,” and commissioning and producing new work: over one-third of its productions in its 50-year history have been world or regional premieres. These include MUD ROW by Dominique Morisseau; PERSONALITY: THE LLOYD PRICE MUSICAL by B. Jeffrey Madoff with Lloyd Price, and LIGHTS OUT: NAT “KING” COLE by Colman Domingo and Patricia McGregor.

In addition, People's Light offers a robust array of education and community programs, including the New Voices Ensemble, a multi-decade program serving young people from the City of Chester; and New Play Frontiers, a long-term initiative to develop and produce new plays that explore the American identity through stories of deep meaning to the diversity of populations rooted in Chester County.

People's Light has always called Chester County “home.” In 1979, the theatre moved to its current Malvern location, which includes two black box theatres with 330 and 140 seats respectively; offices; scenic shops; rehearsal halls; classrooms; a restored 18th-century farmhouse that includes housing for guest artists; the Fern & Fable restaurant; and The Farmhouse banquet and catering facility that can be rented for special events, and which is owned and operated as a for-profit entity.

People’s Light has an annual operating budget of $7.7M and annually employs 40 full-time staff, with an additional 60 part-time artists and staff members, many of whom live within 15 miles of campus. Each season it welcomes almost 200 guest artists from Philadelphia, New York, Washington, D.C., and beyond. With a resident company of artists and serving 80,000 patrons, guests, students, and community members each year, People’s Light is a community beacon and cultural hub that champions innovation, inclusion, and the transformative power of the arts.

Position Summary

Reporting to the Managing Director, the Director of Marketing, Sales, & Patron Engagement is a key member of the leadership team, responsible for developing and executing data-driven, comprehensive, and integrated marketing and communications strategies to drive ticket sales, broaden audience reach, elevate its brand and awareness, and deepen engagement with the company’s diverse communities and in-person annual audience of 80,000.

Dedicated to elevating the theatre’s profile, optimizing earned revenue, and creating exceptional patron experiences, the Director leads a team of seven full-time staff, as well as multiple consultants and vendors in the areas of Marketing & Communications (including social media); Ticket Sales and the Box Office (including Group Sales); and Patron Services (including Front of House and Accessibility). They will guide and collaborate with People’s Light’s external PR and creative firms, as well as other consultants/vendors as needed.

This is a full-time salaried exempt position, providing flexibility with in-person work where possible. Some evening and weekend work will be needed.

Key Responsibilities include:

• • Develop and implement integrated marketing, sales (including single, group, and subscription tickets), and audience engagement strategies to meet or exceed annual revenue and attendance goals for the company’s productions, programs, and events;
  • Oversee all marketing and communications activities and collateral, including advertising, digital marketing, social media, and public relations for a smooth and high-functioning marketing and sales operation centering versatile, multi-channel, and mission-centric storytelling;
  • Maintain brand stewardship for cohesive messaging and a strong institutional identity that attracts and grows audiences, donors, patrons, and partners;
  • Lead the ticketing and box office functions, including pricing strategy, sales campaigns, patron loyalty initiatives, and customer service standards;
  • Supervise and mentor marketing, sales, and patron services staff, fostering a collaborative, high-performing, and data-driven team culture;
  • Analyze audience data, sales and marketing trends, and campaign performance from multiple sources, including but not limited to Tessitura and Tessitura Analytics, Google Analytics, and web/social media analytics to inform decision-making and optimize results;
  • Collaborate cross-departmentally to support fundraising, education, community engagement, and artistic initiatives;
  • Cultivate relationships with media, community partners, and stakeholders to enhance visibility and audience development;
  • Manage departmental budgets, including forecasting, reporting, and resource allocation;
  • Serve as staff liaison to relevant board committees and represent the department at leadership meetings;
  • Attend performances and events, including evenings and weekends as needed, to oversee audience experience and capture engagement opportunities;
  • Uphold and advance the theatre’s commitment to equity, diversity, and inclusion in all patron-facing activities.

Essential Requirements:

• • Bachelor’s degree, preferably in marketing, communications, or a related field;
  • Minimum 5-7 years’ progressive leadership in sales and marketing, ideally in a performing arts or nonprofit environment;
  • Proven expertise and demonstrated success in data-driven, outcome-oriented sales and marketing strategies that drive revenue and audience growth;
  • Deep understanding of, and proficiency in, digital marketing, CRM/ticketing systems, and data analytics;
  • Ability to conduct primary or secondary research, as required, as well as data retrieval and analysis;
  • Excellent written and verbal, and strong inter-personal communication skills, with an eagle eye for detail;
  • Exceptional ability to communicate efficiently both cross-functionally and with executive management, including creating and disseminating executive dashboards and reports;
  • Excellent ability to deconstruct and solve complex, multi-layered challenges in a creative, innovative, collaborative, and integrated manner;
  • Outstanding budget, project, and time management and organizational skills with an attention to detail;
  • Skilled in being able to prioritize and pivot quickly if needed in order to meet short- and long-term deadlines;
  • The ability and willingness to listen to and collaborate with a range of internal and external stakeholders;
  • Willingness to coach, train, and develop a team of utility players so that there is coverage and backup in the department;
  • Experienced in collaborating with and guiding external consultants and vendors to achieve and/or exceed stated measurable outcomes;
  • Willing and able to exercise discretion in sensitive situations;
  • Comfortable with various software programs including Microsoft Office Suites (Word, Excel, PowerPoint);
  • Experience with the Tessitura Database Management System;
  • Experience with media, email, and marketing analytics and tools such as Microsoft Excel, Google Analytics, Canva, online content management systems, and email marketing software such as MailChimp, Wordfly, Prospect2, etc.

Additional Desired Skills and Abilities:

• The willingness to challenge traditional thinking in order to identify efficiencies and improve performance;
• A growth mindset centering servant leadership;
• Experience in working with commercial producers or on commercial transfers is a plus;
• Familiarity with the Philadelphia and U.S. East Coast theatre and entertainment markets is a plus.

Compensation and Benefits:

People’s Light offers competitive compensation, with the annual salary range for this position expected to be $85,000-$92,000. Benefits include:

• • Medical/dental/life/disability insurance plans (employee coverage 100% funded);
  • Defined Contribution Plan through TIAA-CREF with employer contributions after 1 year; and
  • Paid vacation, holidays and sick leave.

Equal Opportunity Employment

People’s Light is an equal opportunity employer. We work to cultivate a deep and wide reach in order to connect with prospective employees who have varied experiences and skills, a collaborative attitude, and the capacity and desire for growth.

Non-Discrimination Hiring Policy

People’s Light seeks to recruit and retain a diverse workforce as a reflection of our commitment to create an antiracist, socially just, and inclusive presence in Chester County and our surrounding community. People’s Light does not discriminate on the basis of race, color, religion, national origin, ancestry, sex, gender identity, sexual orientation, age, disability, or any other legally protected characteristic. Applicants from populations historically underrepresented in the theatre field are strongly encouraged to apply.