JOB TITLE: Director, Marketing & Sales
DEPARTMENT: Administration
REPORTS TO: Executive Director
LOCATION: This is an onsite job placement at Harriett’s Orlando Ballet Centre, 600 N. Lake Formosa Drive, Orlando, FL 32803
POSITION DATE: August 2025
POSITION STATUS: Full-Time, salaried, exempt
COMPENSATION: $100,000-$110,000 annually, commensurate with experience
BENEFITS: All standard in coordination with employee handbook policies
About Orlando Ballet:
Orlando Ballet is a vibrant and rapidly growing cultural institution dedicated to entertaining, educating, and enriching through the highest quality of dance. With a dynamic leadership team, the organization is in the midst of an exciting growth phase—expanding audiences, deepening community impact, and establishing its identity as a major entertainment offering and dance education institution.
This moment presents an exceptional opportunity for a senior-level, data-driven, and results-oriented marketing leader to join Orlando Ballet as Director of Marketing & Sales. We are seeking a dynamic strategist, with an emphasis on consistent execution, who thrives in a fast-paced environment and has a proven ability to drive multiple revenue-led agendas while partnering with diverse stakeholders for shared accountability.
With a solid foundation, a forward-looking strategic plan, and a fast-expanding footprint, Orlando Ballet is building on key priorities to:
- Strengthen earned and contributed revenue performance
- Expand audience reach across the local, drive, and tourism markets
- Reinforce its identity as one of Central Florida’s top entertainment offerings
- Grow its standing as a premier dance school and community enrichment leader
This is a unique opportunity for a high-performing marketing professional to take a visible leadership role, fueling Orlando Ballet’s reputation, reach, and revenue while supporting its mission across all facets of programming.
Basic Purpose and Objective of the Role:
Reporting to the Executive Director and serving as a member of the senior leadership team, the Director of Marketing & Sales oversees all marketing, communications, ticketing, and sales operations for the organization—driving visibility, deepening engagement, and generating the majority of earned revenue for the Ballet.
This role directly influences and drives over 70% of the organization’s annual revenue through ticketing, enrollment, and earned-income strategies.
The Director oversees both the Marketing & Communications and Sales & Ticketing departments, and is responsible for performance marketing, brand strategy, customer experience, audience development, public relations, digital channels, and research/insights.
Team Oversight
- Internal
- Oversees 1 Manager and 1 Coordinator in each department (Marketing & Communications; Sales & Ticketing)
- Oversees 1 Graphic Designer (Marketing)
- Oversees seasonal interns across both departments
- Agency
- Think Integrated – Creative Development, Website Management, Paid Advertising
- TBD – General Public Relations
- Sara Brady PR – Crisis Communications
- Alexander Babbage – Research & Insights
- Carolina Grabova – Influencer Strategy & Execution
This role also works in close partnership with:
- The Artistic Director on creative direction and campaign development
- The Events Manager on partner marketing activations
- The School Director and Development teams to support enrollment and philanthropic goals
- Key agency partners and community stakeholders
Responsibilities include, but are not limited to:
Marketing & Communications
Oversees the strategic direction and execution of all brand, content, PR, digital, creative, and communications initiatives.
- Brand Strategy & Campaign Creative
- Partner with the Artistic Director to shape and oversee the creative direction of all annual season campaigns
- Ensure consistency of brand voice, visual identity, and storytelling across all channels and programs
- Oversee creative agency including campaign development, branding, and design support
- Supervise the in-house creative process, including direction for graphic design, print, and digital assets
- Digital Marketing, Website & Influencer Engagement
- Oversee digital marketing strategy, including SEO, SEM, paid social, organic content, and email marketing
- Oversee the website strategy and infrastructure, ensuring conversion-driven, user-friendly experiences
- Oversee paid advertising efforts across channels via Think Integrated
- Direct the influencer marketing strategy and engagement with influencer agency
- Communications & Public Relations
- Oversee all public-facing communications including email, announcements, newsletters, and invitations
- Direct PR strategy with general PR partner and Sara Brady PR for crisis communications
- Collaborate with Development on integrated donor and campaign messaging, including appeals, stewardship, and event communications
- Partner Event Activations & Community Engagement
- Oversee all marketing-related partner event activations in collaboration with the Events Manager, ensuring on-brand presence and fulfillment
- Cultivate and lead partnerships with community organizations, tourism groups, local chambers, key hotels, and destination marketing partners
- Collaborate on cross-promotional campaigns that expand brand reach and position Orlando Ballet as a “must-see” entertainment offering/ top dance education option
- Develop and execute strategic corporate sponsorship initiatives in alignment with organizational goals, including customized activation opportunities, brand alignment strategies, and measurable ROI for sponsors
Sales & Ticketing
Oversees earned revenue strategy, customer experience, ticketing systems, and performance/school sales planning.
- Ticketing Strategy & Operations
- Oversee all performance-based and program-based ticketing needs for:
- Phillips Center mainstage performances
- Harriett’s Orlando Ballet Centre events
- Orlando Ballet School showcases and recitals
- Direct the implementation and optimization of CRM and ticketing platform, Tessitura
- Ensure the customer journey is seamless and aligned with the brand—from pre-purchase to post-performance
- Oversee all performance-based and program-based ticketing needs for:
- Revenue Planning & Sales Strategy
- Oversee performance and school P&Ls; drive strategies that meet or exceed established revenue targets
- Develop pricing, promotions, and segmentation strategies to maximize yield and expand household participation
- Optimize conversion rates across sales campaigns through cross-sell, upsell, and audience segmentation tactics
- Oversee Box Office/Patron Services to strengthen retention and service models
- Customer Communications & Experience
- Direct all transactional and experiential communications to ensure high satisfaction and alignment with marketing messaging
- Oversee the collection and analysis of post-performance surveys and other customer feedback
- Ensure audience-centric messaging across platforms that supports retention and deepens engagement
- Research & Insights
- Direct audience research strategy in partnership with Alexander Babbage
- Use data and insights to inform audience development, segmentation, content planning, pricing, and experience design
- Oversee the creation of dashboards and regular reporting for internal stakeholders and the Executive Director
Organizational Leadership
- Serve as a key member of the senior leadership team, reporting directly to the Executive Director
- Collaborate with peers across departments to ensure marketing/sales alignment with institutional goals
- Attend Board of Directors meetings and engage with Board-led committees as appropriate
- Represent organization at industry events, civic engagements, and key partner convenings
- Serve as company spokesperson as appropriate
Required Qualifications:
- Passion for the arts, particularly dance, and a deep commitment to Orlando Ballet’s mission and community impact
- 5–7 years of senior-level experience in marketing, ticketing, and revenue strategy roles
- Proven track record of success in earned revenue growth, audience development, performance marketing, and brand strategy execution
- Demonstrated experience leading data-driven campaigns, utilizing segmentation, targeting, and performance measurement to drive outcomes
- Strong understanding of CRM systems and audience lifecycle strategies; familiarity with Tessitura or similar platforms strongly preferred
- Strategic and creative thinker who takes initiative and delivers measurable results in a fast-paced, collaborative environment
- Excellent written, verbal, and presentation communication skills with a talent for persuasive storytelling
- Deep knowledge of digital tools, social media, paid advertising, and content marketing, including an understanding of platform-specific best practices
- Demonstrated team leadership experience, with a collaborative and empowering approach to mentoring and staff development
- Ability to build cross-departmental alignment and inspire shared ownership of institutional goals
- Strong analytical and problem-solving skills; ability to interpret data and translate insights into actionable strategy
- Ability to work under pressure, prioritize competing demands, and meet tight deadlines with professionalism
To apply for this position, please send a resume and cover letter to kfabian@orlandoballet.org.
Please note that Orlando Ballet is an equal opportunity employer and a drug free workplace. Additionally, as required by Florida law, Orlando Ballet participates in E-Verify and will provide the federal government with Form I-9 information to confirm that individuals who have been offered employment at Orlando Ballet are authorized to work in the U.S.
