Marketing Manager

Date Posted: May 09, 2019
Application Deadline: May 22, 2019
Start Date: Jul 15, 2019

Salary Range: Other
Additional Salary Information: $55K+
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 arts festival dedicated to performance, media and visual arts, and programming that cuts across traditional artform boundaries. Luminato works closely with Canadian artists to support the development and creation of distinctive new work and presents today’s most exciting artists from around the world.
The 2018 festival was our most extensive to date – running for 19 days in 25 venues across the city; showcasing over 1,000 artists from 20 countries and staging 154 performances including 12 premieres and 5 Luminato commissions. The 2019 festival runs June 7-23.


Job Description

The Marketing Manager is responsible to develop and manage the execution of the overall marketing strategy for Luminato that supports the positioning, stability and growth of the organization and that is in alignment with an overall business strategy that:
  • Achieves and grows ticket sales and attendance targets while supporting the sustainability and growth of the organization through innovating cost saving strategies
  • Continually improves and strengthens Luminato’s market position and reputation as a major international festival
  • Identifies key customer targets and business opportunities to retain existing audiences and inspire engagement and support from new audiences
Roles and Responsibilities
Leadership and Vision 
  • Uphold integrity and respect: exemplify ethical practices and professionalism by creating a trusting 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 at various community and/or business meetings to promote the organization   
Marketing and Sales Strategy 
  • Develop and lead the creation and rollout of the annual marketing strategy and tactical plan, which is designed to meet the annual ticket sales and audience attendance targets, group and discounted ticket goals, and audience loyalty and development plans, while contributing to and aligning with the organization’s overall business and strategic plan
  • Continuously monitor best practices of our competitors, and others in and beyond the industry, to deliver progressive, best-of-class marketing strategies in a cost-effective and timely manner 
  • Analyze the effectiveness of the tactics used by creating benchmarks and success measurements for the marketing initiatives that will improve bottom-line results
  • Source and negotiate contracts as required with external suppliers, designers, printers and media buyers
  • Working with the Communications Manager, ensure the proper implementation of the company’s brand look and feel on all marketing materials and initiatives
  • Develop and oversee an insights and data-driven marketing and sales 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
  • Develop relationships with regional, national and international tourism partners to increase audience base and generate brand awareness
Budgeting and Reporting 
  • Plan, allocate and manage expense and revenue budgets
  • Provide strategic and operational reporting to the board and board committees on the status of marketing initiatives  
  • Manage post-analysis of marketing campaigns, including ROI evaluation and customer surveys, 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 Communications Manager, oversee direct reports in developing and ensuring Luminato’s print, visual, and digital presence is positioned to grow its revenue targets year-over-year across multiple target markets
  • In collaboration with the Ticketing and CRM Manager, ensure sales packages and individual ticket sales targets are set and achievable
  • Ensure consistency in outward facing marketing on and off-season
  • Collaborate with other departments to understand their goals and how best to meet them within the marketing materials


Key Competencies
  • Strong problem-solver with ability to analyze data
  • Initiative to come up with creative ideas that continually improve Luminato’s marketing, and work with minimal supervision
  • Outstanding communication skills, both written and oral
  • Excellent project management skills and attention to detail
  • Flexibility to work collaboratively to quick deadlines in a busy team and company environment
  • Marketing post-secondary education or related field of study, or equivalent experience
  • Minimum of five years progressive experience in a marketing or sales role
  • Experience developing and implementing marketing plan, or similar project management experience
  • Experience initiating and stewarding collaborative strategic partnerships
  • Experience using content management systems (CMS), email platforms, and customer relationship management tools (basic HTML skills and basic image editing skills an asset) to optimize marketing effectiveness
  • Social media management in a professional setting
  • Comfortable working with a finance team on budgeting and accounts payable tracking
  • Proficiency in MS Office and more generally IT-literate and confident
  • Enthusiasm about or experience in not-for-profit and arts industry
  • General knowledge of Employment Standards Act as it relates to managing employees in a festival environment
  • Understanding of CASL legislation

How to Apply:

Please upload your resume and cover letter that includes your salary expectations to Luminato’s online application portal by May 22, 2019 at 5:00 p.m.  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.