Opera Queensland

Marketing Manager
Position Description and Duty Statement
BACKGROUND
This position offers a great opportunity to join Opera Queensland at an exciting time of change for the
organisation and to participate at a senior level in the implementation of strategies aimed at audience
development, growth and financial stability.
Opera Queensland’s Vision: A boundless landscape of opera experiences reflects the richness, expanse
and diversity of both the operatic art form and Queensland itself; while our Mission: To reflect, celebrate and
enrich life in our communities articulates the important role the company seeks to play in contemporary
Queensland life.
One of Australia’s major performing arts companies, OperaQ serves Metropolitan Brisbane and
regional/remote Queensland through the development and presentation of opera projects that reflect our
passion for Excellence, Community and Adventure. Three intersecting spheres of engagement are central to
achieving our goals:
 In a range of theatres and venues across Metropolitan Brisbane we present a diverse range of
excellent experiences, from grand opera to bold creative adventures;
 We tour extensively throughout Regional Queensland, creating unique and innovative opportunities
for regional artists and audiences to experience opera; and
 OperaQ’s Open Stage unit creates first-rate education and community engagement programs for all
ages.
Located in the heart of Brisbane’s South Bank cultural precinct, OperaQ enjoys creative partnerships with
Griffith University and multiple arts organisations, festivals and presenters across and beyond Queensland.
The company is limited by guarantee and has deductible gift recipient (DGR) status.
SCOPE
The Marketing Manager is a member of OperaQ’s senior management team responsible for developing
strategies to drive revenue and build the profile of OperaQ in metropolitan and regional areas.
Under the overall supervision of the General Manager, and guided by the creative expectations of the Artistic
Director, the role will implement and subsequently evaluate agreed strategies through management of all the
company’s marketing, communications, publicity, promotions, sales and audience development activities.
With a primary focus on broadening and building the company’s audience and supporter base to maximise
ticket sales, the role will also develop institutional marketing and branding campaigns that significantly
increase community awareness of OperaQ and its activities throughout the year.

Opera Queensland Ltd ABN 83 010 258 750

Queensland Conservatorium Building, 140 Grey Street, South Bank | PO Box 5792, West End QLD 4101
T 61 7 3735 3030 F 61 7 3844 5352 E info@operaq.com.au W operaq.com.au
In addition, the Marketing Manager will play an important role in the areas of sponsorship, fundraising and
individual patronage and will seek and develop new revenue opportunities for the company.
 Relationships: Reports to:
The General Manager
Serves the ambitions of:
The Artistic Director
Current staff responsibilities:
Supporter Services and Events Coordinator
Marketing Coordinator
Future staff responsibility
Development/sponsorship role
Functional relationships:
Business Manager
Manager, Open Stage
Production Manager
Head of Music
Creative Producer
External relationships
Public Relations Consultant
Creative Agency
 Location:
Opera Queensland Ltd, The Conservatorium Building, 140 Grey Street, South Bank and other
rehearsal and performing venues.
PRINCIPAL ACTIVITIES, DUTIES AND RESPONSIBILITIES include:
Marketing Planning and Strategy
Devise and execute marketing plan and strategy.
 In conjunction with the General Manger and Artistic Director set priorities and devise all aspects of
the marketing strategy.
 Develop and implement audience development strategies and initiatives.
 Identify future needs, trends and resources for effectively marketing opera and the organisation.
 Ensure all stakeholders and target audience segments are catered for, via programs, events,
resources and marketing materials.

Marketing Budget
Plan and monitor marketing spend
 Plan the effective use of marketing resources to deliver on revenue and engagement targets.
 Monitor spend and prepare reports as required.
Develop and maintain effective working relationships with internal departments and external suppliers to
deliver on cost efficiencies.
Marketing Campaigns
Oversee all elements of the company’s marketing campaigns
 Maximise performance and event attendance and revenue, and build awareness of and value in the
OperaQ brand.
 Develop campaign concept and manage the production of OperaQ branding.
 Manage a close working relationship with the creative agency including writing creative briefs,
managing sign-off procedures and minimising corrections and additional fees.
  Managing the scheduling, planning and production of advertising and marketing materials with the
creative agency and production houses.
 Managing marketing roll-out, including advertising, direct marketing campaigns, signage and
collateral distribution.
 Tracking campaign against timelines and project plans.
 Editing marketing copy as required.
 Proofing and editing marketing publications and materials.
 Overseeing the scripting, presentation and production of promotional materials and media packages
and coordinating their distribution.
 Manage photography, documentation and video footage.
Digital and Social Media
Lead the digital and social media strategy
 With the Marketing Coordinator, devise and implement online marketing and social media strategies.
 With the Marketing Coordinator, manage digital marketing campaigns, including regular enewsletters,
website updates and cross-promotions.
 Explore and implement new technologies and channels to enhance and expand OperaQ’s digital
offering.
 With the Marketing Coordinator, develop digital content for the website and other online resources.
Oversee website and online resources to ensure brand and design consistency.
 Monitor, manage and respond to commentary, enquiries and feedback delivered through social media
channels.
 Monitor, build and protect the OperaQ brand online.
Sales and Customer Care
Drive revenue through growth and retention strategies
 Develop campaigns for customer renewal and acquisition, single ticket sales, and enhancing
customer relationships.
 Project and manage earned revenue processes including pricing, sales strategies and fulfilment
operations.
 Liaise and develop ticketing operations and sales strategies with the company’s ticket services
provider (Qtix)
 Monitor ticket sales and respond as necessary to variations in planned outcomes.
 Act as primary liaison to theatre management for all front of house (customer care) operations.
 Develop and manage appropriate membership, and commercial customer loyalty and supporter
programs.
 Manage the appropriate storage and use of customer and membership data through available
customer relationship management (CRM) tools.
Media and Communications
Work with the PR Agency to manage media, PR and external communications
 Develop and implement public relations and communications strategies to position the company
in association with the company’s PR consultant.
 Work with the Creative Producer to maximise the artist’s media and promotional opportunities
and ensure their effective delivery.
 Monitor all relevant media matters to ensure opportunities are taken to improve the Company’s
standing and earning potential.
 Develop, implement and maintain close working relationships with other arts organisations in
order to create co-operative opportunities and enhance the image and standing of the company.
 Act as a spokesperson for the company when necessary in the absence of the Chairman, Artistic
Director or General Manager.
Venues and Partners
Manage marketing, customer experience and ticketing relationship with venues and other partners.
 Manage relationships with venues to ensure venue marketing campaigns, customer experience
and ticketing services have brand consistency.
 Liaise with local, state and federal government, tourism and other partner marketing teams to
promote the company and its events.
 Oversee marketing-related communications with internal and external stakeholders.
Sponsorship
Oversee the acquisition and delivery of mutually beneficial sponsor and partner relationships.
 Facilitate the production of comprehensive development and philanthropic fundraising strategies,
programs and events and implement them to achieve agreed financial targets.
 Assist with identifying and securing partners to enhance the company’s financial position.
 Develop mutually beneficial partnerships with suppliers to ensure delivery of high quality products
within the allocated budgets.
 Participate in research and work with the Board to identify corporate sponsors, partners, philanthropic
benefactors and individual contributors and develop targeted strategies for developing these
relationships to the mutual advantage of all parties.
 Assisting with drafting proposals tailored to the needs of target companies and creating materials for
presentation to potential partner companies.
 Assist with account managing sponsor relationships, including delivery and acquittal of agreed
benefits, as well as all contractual requirements for the brand exposure and logo placement.
Customer Experience and Event Management
Planning and development of a range of events and managing the OperaQ customer experience.
 Work with the Supporter Services and Events Coordinator to develop and deliver a range of events,
including openings, media launches and stakeholder events.
 Assist the General Manager and the Supporter Services and Events Coordinator with managing
VIP’s, Board members, Patrons and other key stakeholder’s communications and invitations.
 Oversee the planning and delivery of all OperaQ stakeholder engagement activities including annual
fundraising gala, dinners, celebrations and other events.
 Oversee the planning and delivery of the OperaQ customer experience including enquiries, bookings,
accessibility, venue front of house liaison and effectively managing customer complaints.
Research and Evaluation
Oversee the evaluation of performances, programs, marketing campaigns and online initiatives.
 Oversee research projects such as audience research surveys, focus groups, think tanks and formal
studies.
 Collating, auditing and analysing existing environmental, competitive and industry research.
 Providing the General Manger and Opera Queensland Board with evaluations of marketing activities
and attendance against targets.
Publications
Plan, develop and execute OperaQ publications
 Evaluate current marketing publications and devise publications strategy.
 Deliver season brochures, annual reports, production programs, Open Stage and philanthropy
publications ensuring consistency of brand, style and company messaging.
 Oversee and approve all third-party publications relating to OperaQ brand, events and partnerships.
Open Stage
Assist with the marketing, promotion and branding of community and education activities.
 Oversee brand and design consistency in education materials and resources.
 Plan and deliver marketing strategies that support the sales and participation targets of the Open
Stage programs.
 Work with the Manager – Open Stage to build the brand and profile of Open Stage programs and
develop new ways of working with the community.
Corporate Identity
Oversee all elements of OperaQ’s Corporate Identity
 With the Marketing Coordinator, manage the design and delivery of branded stationary, forms,
templates and tools.
 Oversee all OperaQ brand approvals ensuring consistency and relevance.

Management
Fully participate in the leadership and support of OperaQ
 Manage the workload and deliverables of the Marketing Coordinator and Supporter Services and
Events Coordinator.
 Provide regular reports to the General Manager and Artistic Director on the efficacy of marketing and
development initiatives and programs for subsequent inclusion in reports to the Board of Directors.
 Participate in developing the annual revenue and expenditure budget for all departmental activity in
conjunction with the General Manager and Business Manager.
 Take responsibility for the financial management of all marketing, communications and development
activities.
 Identify and develop other revenue opportunities for the Company.
 Participate fully as a member in the senior management team of Opera Queensland and contribute
in areas such as future and strategic planning, policy and strategy development, budgeting and
revenue projection, and overall operational decision-making.
 Undertake any other related duties as may be assigned from time to time by the General Manager
Position Advertised
Artshub.com.au and seek.com.au from 26 May 2015.
Applications To
Mail: Russell Mitchell
General Manager
Opera Queensland
PO Box 5792
WEST END QLD 4101
Email: rcampbell@operaq.com.au
Subject Line: Marketing Manager
Applications Close
Monday, 8 June 2015