Communications Manager

Date Posted: Jan 13, 2020
Application Deadline: Jan 23, 2020
Start Date: Feb 03, 2020

Salary From: 55K To 65K
Province: Ontario
Region: Metro Toronto Area
City: Toronto
Employee Benefits: Health, Other (e.g. flex time, comp tickets, etc.)
Check Additional Info section for more Employee Benefits
Organization's Field/Discipline: The Arts
Job's focus: Administrative
Job Type: Full-time
Career Level: Middle management

Organization Description

Luminato Festival

Luminato is Toronto’s international festival of arts and ideas dedicated to presenting programming that cuts across traditional artform boundaries. Luminato works closely with Canadian artists to support the development and creation of distinctive new work, as well as presenting today’s most exciting artists from around the world.  Please visit our website at for more information about the festival.

Luminato prioritizes a collaborative and safe workplace environment, and as such has created a series of Values that we share with our staff, artists, and external partners to collectively uphold our culture.
Our Values are:
Integrity: we encourage the fairness, trust, and transparency that are essential for rewarding interactions internally, within our communities, and with our artists and audiences.
Collaboration: we embrace the diverse thoughts and voices of our communities and work together to create an open and safe environment.
Creativity: we empower and welcome the innovation that will shape our bold visions for the future.
Excellence: we embody an unwavering commitment to greatness across our programming, staff, and collaborators.
Above all, we Respect each other.
By consistently upholding these values, together we seek to build a positive, ambitious culture at Luminato that is professionally rewarding and personally enjoyable.

Job Description

Reporting to the VP Communications, Marketing and External Relations the Communications Manager is responsible for the development, management and execution of the overall media relations, digital media and corporate communications strategy for Luminato that supports the positioning, stability and growth of the organization and that is in alignment with the overall business strategy that:
  • Increases brand awareness, understanding and recall for the festival locally, nationally and internationally throughout the year
  • Ensures a distinctly ambitious reputation for the organization that positions Luminato positively and distinctively to key stakeholders including audiences, media, donors, corporate partners, government, and the arts community
  • Creates systems and processes to achieve the best possible organizational flow of information and internal communications
  • Achieves and grows ticket sales and attendance targets
Roles and Responsibilities
Leadership and Vision 
  • Uphold integrity and respect: exemplify ethical practices and professionalism by creating a trusting and synergistic work environment that encourages diverse perspectives while promoting effective collaboration 
  • Foster an environment that encourages and supports bold thinking, knowledge sharing, guides change and experimentation, and encourages (and afterwards evaluates) intelligent risk-taking 
  • Represent the organization and its values proactively through all the relevant professional networks and at appropriate community and business meetings to promote the organization 
Media Relations and Communications Strategy 
  • Develop and lead the creation and rollout of the annual communications strategy and tactical plan, which is designed to maximize ticket sales (at least meeting the annual ticket sales and audience attendance targets, group and discounted ticket goals), address key communication strategies for events and initiatives, and prepare the organization with a pro-active issues management plan, and that also contributes to and aligns with the festival’s overall identity and its business and strategic plan.
  • Take overall responsibility for developing the website as a compelling, distinctive communications tool, creating and overseeing the project management and work back plans for website updates specifically focused on the consumer experience; select and oversee the work of external web consultant(s)
  • Continuously monitor best practices of our competitors, and others in and beyond the industry, to deliver progressive, best-of-class communication strategies in a cost-effective and timely manner 
  • Develop and manage all internal and external communications and messaging, such as annual reports, media releases, key messaging, case for support materials, with the goal of securing positive, extensive and comprehensive media and influencer coverage, and continually building and nourishing key stakeholder relationships for Luminato, including but not limited to audiences, donors, corporate partners, government, and the arts community
  • In collaboration with the Marketing Manager, actively develop and cultivate new audiences and communities beyond existing target audiences, and develop cost-effective communications approaches to reach and engage new audiences
  • In collaboration with the Ticketing and CRM Manager and working interdepartmentally, manage key stakeholder messages and invitations 
  • Lead the strategy, planning and execution of announcements, launches, events and Luminato PR initiatives
  • Analyze the effectiveness of the strategies and tactics used by creating benchmarks and techniques for success measurement for all activities (PR, digital media and communications) that will positively increase Luminato brand awareness and improve bottom-line results; oversee/prepare associated reporting
  • Source and negotiate contracts as required with external suppliers, designers, and agencies
  • Oversee the brand style guide and compliance of systems and process related to interdepartmental communications (i.e., design requests, social media posts, post-festival reporting, and artists communications), ensuring all departments are using accurate, clear and consistent brand-language and visuals in their external communications
  • Working with the Marketing Manager and other departments, ensure the proper implementation of the company’s brand look and feel on all marketing materials, initiatives and all other outward facing communications
  • Develop and oversee an insights and data-driven digital media methodology shaped around each of the organization’s target markets: individuals (new, returning, lapsed), groups, schools, youth, arts workers, tourism markets and niche groups, in order to develop new customers, win-back lapsed customers and build loyalty among existing customers.
Budgeting and Reporting 
  • Plan, allocate and manage expense budgets
  • Provide strategic and operational reporting to the board and board committees and to Luminato’s senior managers on the status of communication initiatives  
  • Manage post-analysis of communication campaigns, including ROI evaluation and economic and social impact assessments, using the data to inform strategic decision-making, future allocation of resources and intelligence that can be shared with other departments
Management and Direct Reports 
  • Achieve goals by being a results-driven, compassionate leader who recruits, manages and inspires a high-quality of work from staff that is aligned with organizational goals, and works to build a healthy and positive organizational culture
  • Working in collaboration with the Marketing Manager, oversee direct reports in developing and ensuring Luminato’s print, visual, and digital presence is positioned to build and protect the festival’s reputation across multiple stakeholder groups
  • In collaboration with the Ticketing and CRM Manager and other departments, ensure pricing of events and public-facing staff and volunteer activities reflect Luminato brand standards
  • Ensure consistency in all outward facing messaging on and off-season
  • Collaborate with other departments to understand their goals and how best to meet them within the communication materials
Key Competencies
  • Outstanding communications skills, both written and oral
  • Ability to build and nurture relationships across all departments
  • Strong, strategic and creative problem-solver with ability to consolidate, interpret and analyze data
  • Initiative to come up with creative, distinctive ideas that continually strengthen Luminato’s brand position and awareness across stakeholder groups, while leading a team and working with minimal supervision
  • Highly organized with strong attention to detail and the ability to work accurately and effectively under pressure of deadlines
  • Excellent project management skills and meticulous attention to detail
  • Exceptional inter-personal skills, discretion and diplomacy when dealing with internal colleagues, festival artists, external third parties and representatives of the media


  • Communications and/or journalism post-secondary education or related field of study, or equivalent experience
  • Minimum of five years progressive experience in a PR/communications role
  • Experience developing and implementing PR/communications plan and project management experience
  • Experience initiating and successfully stewarding collaborative strategic partnerships
  • Strong knowledge and good relationships with editors and journalists locally, nationally and internationally
  • Experience with content creation, copywriting and editing in a professional setting
  • Experience overseeing the creation and management of a corporate website 
  • Social media-literate, confident and a compelling, distinctive approach to social media management in a professional setting
  • Comfortable working with a finance team on budgeting and accounts payable tracking
  • Proficiency in Adobe Suite, Acrobat and MS Office and more generally IT-literate and confident
  • Enthusiasm for (and ideally experience in) in the work of not-for-profit creative businesses
  • General knowledge of Employment Standards Act as it relates to managing employees in a festival environment, and a management style that combines personal sensitivity with a strong focus on results
  • Understanding of AODA compliance and CASL legislation

Additional Info:

Working Conditions/Physical Demands
  • Weekend & evening work required particularly in the run-up to and during the festival

How to Apply:

Please respond by submitting a cover letter that indicates your interest and qualifications for the position, along with your salary expectations to our online application portal by 5:00 p.m. on January 23, 2020.  Interviews will be ongoing until the ideal candidate has been identified.  Apply Here

We thank all those who apply however only those selected for an interview will be contacted. Luminato is an equal opportunity employer. During the recruitment process, applicants have the right to request accommodation. Applicants invited to participate in an assessment process (such as an in person interview) and who require accommodation, should discuss their needs with us.


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