Marketing Analytics Manager

About The Kennedy Center

“I am certain that after the dust of centuries has passed over our cities, we, too, will be remembered not for victories or defeats in battle or in politics, but for our contribution to the human spirit.” – President John F. Kennedy

The Kennedy Center is the nation’s cultural center and living memorial to President John F. Kennedy. Located on the banks of the Potomac River in Washington, D.C., the Center presents performances across all genres, and is also home to artistic affiliates Washington National Opera and National Symphony Orchestra. 

At the Kennedy Center, we strive to foster belonging and empowerment at work. We are able to advance our mission because of our committed and passionate employees. We are fortunate to be able to leverage their diverse perspectives, life experiences and skills to inform how our workplace can be a safe, transparent, and replenishing community. The Kennedy Center is an equal opportunity employer and does not discriminate against any employee or applicant based on race, religion, gender identity, sexual orientation, disability, veteran status, marital status, pregnancy or related condition, or any other basis protected by law. 

Mission Statement: As the nation's performing arts center, and a living memorial to President John F. Kennedy, we are a leader for the arts across America and around the world, reaching and connecting with artists, inspiring and educating communities. We welcome all to create, experience, learn about, and engage with the arts. 

Why Join Us

We offer a comprehensive range of benefits to all full-time employees including: 

• Staff offers for discount tickets
• Retirement plan with organization matching (after 1 year of employment)
• Qualifying employer for the Public Student Loan Forgiveness Program (PSLF)
• Commuter programs including pre-tax options for discounted parking and SmartBenefits (WMATA)
• Annual Leave, Sick Leave, and Personal Days available immediately upon hire
• 11 paid holidays per year 
• Medical, Dental, and Vision benefits with FSA and HSA options, and paid FMLA
• Flexible work arrangements
• We like to have fun! Check out the Kennedy Center National Dance Day 2022 staff video!

Job Description

The Kennedy Center Marketing and Sales department is charged with planning, creating and optimizing all marketing communications to promote performing arts and other events at the Center and in offsite communities. Reporting to the Senior Marketing Manager, the Marketing Analytics Manger will advance data collection and analysis to inform advertising and sales, strategic planning, and patron experience decision making. This position will also work closely with the Senior Vice President of Marketing and Chief Strategy Officer and the business intelligence and CRM teams within the IT department.

Key Responsibilities

Analysis

• Understand the goals of campaigns and marketing activities and collaborate with marketing team to derive relevant metrics, targets, and data collection strategies and communicate insights to stakeholders.
• Create data visualizations that illustrate trends and inform decision making. Effectively communicate research and insights findings to all levels of the organization to help guide strategic decision making.
• Monitor ongoing analytics such as website traffic, email campaign results, and social media activity. Collaborate with Capacity Interactive on our Google Analytics implementation. Set hypotheses, conduct A/B testing and make recommendations for optimization of marketing campaigns using both Wordfly and Google Analytics data.
• Perform analytical strategic “deep dives” into trends, including preparing thought-guiding materials and metrics for various Kennedy Center Boards, including the WNO, NSO, and Kennedy Center Boards
• Create and maintain statistical regression analysis across genres to inform revenue projection process. Maintain models for forecasting revenue for performances during the sales cycle. Use machine learning tools to help revenue projects get even more accurate. Build predictive models that help solve complex business problems.

Reporting

• Develop recurring reports focused on end user experience and share reports cross functionally. Integrate external data sets from research and surveys into customer data for analysis. Work to help clean and standardize marketing data collection and data input into Tessitura.
• Plan and execute audience survey strategy, including collaborating with consultants on baseline audience surveys, planning and coordinating intercept surveys for capturing information from millennium stage audiences, and maintaining and reporting on our triggered post performance survey.
• Maintain regular sales reporting, including daily sales reports, daily forecasting reports, and weekly sales reports for all Kennedy Center programs.
• Report on audience insights including demographic and geographic trends across genres and over time.
• Create and manage cross-departmental after-action reviews for select events and campaigns.

CRM

• Establish best practices for segmentation, forecasting, targeting, analysis, and execution of CRM programs across all genres. Manage segmentation strategy for all marketing lists.
• Evaluate data needs of various marketing and web staff and work with IT team to ensure data is available, reliable, and appropriately secured.  Work closely with the BI teams and the CRM teams in the IT department as the representative for marketing in conversations regarding systems upgrades, prioritization of projects, and other moments that need marketing representation.

Other duties as assigned.

Key Qualifications

• Bachelor’s degree or equivalent experience
• 4-6 years’ proven experience in analytics and/or marketing analysis
• Experience in the arts or entertainment industry preferred
• Strong knowledge of Google Analytics and e-commerce tracking
• Experience with customer relationship management databases and ticketing software, Tessitura preferred
• Working knowledge of data visualization principals and experience using data visualization software
• Understanding of marketing principles and common metrics
• Desire to work on both technical and non-technical projects
• Understanding of basic data science and principles of statistics
• Familiarity with SQL and Machine Learning a plus
• Candidate must be local or willing to relocate to the DMV area