Director of Marketing & Communications

Position Summary

As the largest Latine and Hispanic cultural organization in the U.S. and designated an American Cultural Treasure by the Ford Foundation, Ballet Hispánico (BH) is a celebrated American dance institution delivering bold, inclusive, and authentic art experiences to tens of thousands of people in New York City, across the country, and around the world each year.

The Director of Marketing & Communications is a strategic and hands-on leader responsible for advancing BH’s institutional brand, visibility, and audience engagement across its three programs. The Director develops and executes integrated marketing, communications, and sales strategies that drive ticket sales, touring fees, enrollment, and studio rental income, while partnering with Development to strengthen charitable support. This work supports BH’s commitment to nurturing artists, teachers, students, arts leaders, families, and communities through artistic excellence and the power of dance.

Salary Range

$130,000 - $150,000 annually

Responsibilities

Strategic Leadership & Institutional Brand Management

· Develop and execute a comprehensive, multi-year marketing and communications strategy aligned with Ballet Hispánico's mission, strategic plan, artistic programming, financial objectives, and long-term sustainability.

· Serve as the organization's senior marketing and communications advisor, providing strategic guidance to executive leadership on brand positioning, audience engagement, institutional visibility, and emerging market opportunities.

· Collaborate with executive leadership, department heads, and the Board of Directors, including the Board Marketing Committee, to advance organizational priorities and strengthen institutional positioning.

· Oversee and maintain a cohesive institutional brand identity, ensuring consistency in messaging, visual presentation, and storytelling across programs, platforms, and audiences.

· Translate the organization's artistic, educational, and community impact into compelling narratives that resonate with audiences, donors, institutional partners, artists, and stakeholders.

· Identify and develop strategic partnerships and innovative initiatives that enhance Ballet Hispánico's reputation, expand its reach, and support programmatic and financial growth.

· Monitor emerging trends, audience behaviors, and developments within the arts and cultural landscape to inform institutional strategy and maintain organizational relevance.

Audience Development, Revenue Growth & Program Promotion

· Develop and implement integrated marketing strategies that support audience acquisition, engagement, retention, ticket sales, program enrollment, and other earned-revenue opportunities.

· Lead marketing campaigns across Ballet Hispánico's primary program areas, including:

o  Company performances, New York seasons, and national and international touring engagements.

o  BH School enrollment, summer intensives, and educational programming.

o  Community Arts Partnerships and related local and national initiatives.

o  Fundraising campaigns, institutional events, and special initiatives in collaboration with Development.

· Identify opportunities to attract new and underserved audiences while strengthening relationships with existing patrons, supporters, and community partners.

· Establish strategies to convert first-time attendees and participants into repeat patrons, students, advocates, and long-term institutional supporters.

· Serve as a strategic marketing partner to performance venues, ensuring appropriate promotional assets, messaging, and localized campaigns to support touring engagements and performance sales.

· Evaluate campaign effectiveness and marketing return on investment, making informed recommendations to improve audience engagement, resource allocation, and revenue performance.

Digital Marketing, Content Strategy & Analytics

· Lead the organization's digital marketing strategy across its website, social media platforms, email marketing, search engines, digital advertising, and emerging communications channels.

· Oversee the development of compelling digital content, including video, photography, artist interviews, educational storytelling, and behind-the-scenes initiatives.

· Leverage customer relationship management (CRM) platforms, ticketing and enrollment data, audience segmentation, and analytics tools to strengthen marketing effectiveness.

· Develop and implement strategies to increase online visibility, website traffic, digital engagement, audience conversion, and patron retention.

· Establish measurable performance indicators and reporting systems to evaluate campaign results, audience growth, digital engagement, and marketing effectiveness.

· Explore emerging technologies, including artificial intelligence and marketing automation, to improve operational efficiency, enhance audience engagement, and support strategic decision-making while maintaining appropriate data privacy and oversight.

· Ensure digital communications and marketing platforms support accessibility, inclusive engagement, and positive user experience.

 Communications, Public Relations & Reputation Management

· Direct the organization's institutional communications and public relations strategy to strengthen brand visibility, public awareness, and institutional reputation.

· Develop and maintain relationships with local, national, international, and arts-focused media outlets, journalists, cultural influencers, and communications partners.

· Oversee press releases, media campaigns, executive communications, institutional announcements, and public-facing materials.

· Identify opportunities to elevate the visibility of Ballet Hispánico's artistic leadership, dancers, educational programming, community partnerships, and institutional achievements.

· Partner with executive leadership on communications concerning organizational developments, sensitive matters, strategic initiatives, and public-facing announcements.

· Develop and maintain crisis communications protocols that support timely, accurate, and thoughtful responses to reputational challenges.

· Ensure consistent, professional, and mission-aligned messaging across institutional communications.

Department Leadership, Budget & Operational Management

· Provide strategic direction, supervision, mentorship, and professional development to marketing and communications staff.

· Foster a collaborative, creative, accountable, and results-oriented departmental culture that promotes innovation, professional growth, and operational excellence.

· Establish departmental priorities, performance expectations, workflows, and project timelines to ensure effective execution of marketing initiatives.

· Develop, manage, and monitor the annual marketing and communications budget, ensuring responsible resource allocation and alignment with organizational priorities.

· Oversee relationships with external public relations agencies, consultants, graphic designers, photographers, digital marketing partners, freelancers, and other vendors.

· Evaluate departmental staffing, technology, systems, and resources needed to support operational effectiveness and organizational growth.

· Promote cross-departmental collaboration to ensure marketing and communications initiatives are coordinated, efficiently executed, and aligned with institutional goals.

Qualifications & Experience

Required Qualifications

· Commitment to Ballet Hispánico's mission and the importance of arts, education, and cultural engagement.

· Bachelor's degree in marketing, communications, public relations, arts administration, business, or related field, or equivalent professional experience.

· Minimum of 5 years of progressively responsible experience in marketing, communications, brand management, or audience development, including demonstrated leadership and supervisory experience.

· Proven experience developing and executing comprehensive marketing and communications strategies that produce measurable results.

· Strong understanding of integrated marketing, digital communications, content strategy, brand management, audience analytics, and CRM systems.

· Demonstrated experience managing departmental budgets, supervising staff, and overseeing external agencies or vendors.

· Excellent written, verbal, interpersonal, and presentation skills, with the ability to engage and influence diverse stakeholders.

· Strong strategic judgment, analytical abilities, creative problem-solving skills, and project management expertise.

· Demonstrated ability to balance strategic vision with hands-on execution, competing priorities, and available organizational resources.

· Ability to collaborate effectively across departments and with executive leadership while fostering shared accountability.

Preferred Qualifications

· Experience within a non-profit art, performing arts, cultural, entertainment, educational, or mission-driven organization.

· Demonstrated success developing strategies that support earned revenue, audience growth, enrollment, and patron loyalty.

· Familiarity with ticketing platforms, donor management systems, marketing automation tools, digital advertising, and audience segmentation.

·Established professional relationships within New York City's arts, cultural, media, and creative communities.

· Experience supporting fundraising campaigns, corporate partnerships, institutional communications, and public relations initiatives.

· Understanding nonprofit financial stewardship and the relationship between artistic programming, community engagement, and organizational sustainability.