Job Posting: Vice President – Marketing, Toronto Symphony Orchestra

ORGANIZATION Toronto Symphony Orchestra
POSITION Vice President, Marketing
REPORTS TO President & CEO

The Toronto Symphony Orchestra (TSO) is one of Canada’s leading cultural institutions. The Orchestra was founded in 1922 by a group of Toronto musicians and Viennese-born conductor Luigi von Kunits. The New Symphony Orchestra, as it was then called, gave its first performance in April 1923 at Massey Hall. The name Toronto Symphony Orchestra was adopted four years later.

Today, more than 225,000 patrons and over 50,000 students visit the Orchestra at Roy Thomson Hall each year, and an additional five million Canadians tune in to concert broadcasts on CBC Radio. The Toronto Symphony Orchestra developed an international presence through a history of touring to venues in the United States, Europe, and Asia, including a groundbreaking trip to China in 1978 as the first Canadian orchestra to be invited to enter China after the Cultural Revolution

The TSO has expanded recording projects to include a self-produced record label, and increased touring throughout the US and Canada. The Orchestra continues to develop its international presence by being an active commissioning body for new Canadian and international works, as well as attracting distinguished guest artists and conductors to performances at Roy Thomson Hall. In August 2014, the Orchestra will embark on their first European tour since 2000.

The TSO is committed to innovative programming and showcases a roster of distinguished guest artists and conductors. Throughout its history, the Toronto Symphony Orchestra has welcomed some of the greatest international artists, including Martha Argerich, Maxim Vengerov, Yo-Yo Ma, Itzhak Perlman, Evgeny Kissin, Kathleen Battle, Jessye Norman, Karen Kain, Maureen Forrester, Lang Lang (in his first week-long residency program in North America), and actor Christopher Plummer.

The TSO is seeking a Vice President, Marketing to add to its vibrant management team. The Vice President, Marketing will provide sound leadership, management and coordination of all sales, marketing and communications strategies, and develop and implement these strategies, monitoring and analyzing performance against goals. This exciting and unique opportunity will leverage past achievements and knowledge of the performing arts while bringing new ideas and initiatives.

The role of the Vice President, Marketing is to shape and articulate the public face of the TSO by connecting with existing patrons to increase loyalty and improve retention rates by introducing new patrons to the organization. The Vice President, Marketing will be guided by a superb knowledge and understanding of the various patron segments, as well as a clear objective to optimize earned revenues and minimize expenses so that resources can be dedicated to creating unparalleled experiences.


  • As a member of the senior management team and together with the senior managers of the other functional areas, has a collective responsibility to ensure the success of the whole organization.
  • Strong understanding of the key issues and objectives in each department and an acute awareness of the strategic context of the whole organization in order to properly inform executive function and decision making.
  • Oversee marketing, communications, corporate sponsorship and sales for the organization including the management of staff and budgets.
  • Develop strategies and plans which identify traditional marketing opportunities, direct marketing, and online and digital marketing initiatives.
  • Responsible for product pricing, place (through considerations of venue and time) and promotion and works collaboratively with the senior management team to shape product offering.
  • Responsible for driving the development and evolution of the TSO brand including positioning, messaging, branding and intellectual property (Trademark and attribution) guidelines.
  • Identify and develop new customers, win back lapsed customers and build loyalty among existing customers.
  • Plan and strategize effective methods of revenue generation.
  • Analyze the effectiveness of sales, marketing initiatives and costs, and continually improve bottom-line results; create benchmarks and success measurements for marketing programs.
  • Establish, implement and evaluate short and long-range sales targets and objectives, to ensure goals are met/exceeded.
  • Clearly delineate the TSO’s target market based on internal data and regular audience research findings. Take leadership for initiating and analyzing audience.
  • Set goals for sponsorship revenue and help to identify prospects and build customized cases to support these prospects.
  • Maintain regular contact with internal and external stakeholders and work to ensure consistent communications that develop a common brand and reputation.
  • Develop and maintain appropriate working relationships with management and staff, mentoring and coaching through conceptualizing, guiding and explaining goals and their relationship to projects.
  • Represent the organization at various community and/or business meetings to promote the company.


  • A seasoned marketing professional with a minimum of 10 years experience in a similar senior level role (not necessarily with an orchestral background).
  • A passion for the performing arts and desire to become part of the TSO team.
  • Experience working in the non-profit sector and the ability to work creatively with limited budgets.
  • Extremely comfortable with and proficient in online and digital media marketing strategies and techniques, as well as an advocate and strategic leader in technology, digital media and research.
  • Experience structuring sales quota goals and revenue expectations; exceptional track record in planning marketing strategies, advertising campaigns, e-marketing programs and successful public relations efforts.
  • Experience in corporate sponsorship sales and cultivation.
  • Able to extend and translate the organization’s brand identity through strategic planning and execution; experience in contracting, negotiating and change management.
  • Understands Toronto’s changing cultural landscape, including the challenges and opportunities of connecting with Toronto’s multicultural market.
  • Advocate for market research and sales analysis in relation to artistic planning.
  • Strong management and leadership skills with an ability to identify priorities, build consensus with teams and individuals and able to lead with the independence of thought and urgency required to be effective.
  • Strong communication skills with an ability to interface with the board, musicians and donors and patrons.
  • Collaborative style – engages with others in decision-making process.
  • Mentorship capabilities – has the experience to provide insight and guidance to senior department managers and team members.
  • Motivational style – Can recognize individual team member strengths and harness them. Has the ability to energize the team.

A competitive, experienced-based compensation package will be provided with salary and applicable benefits.

Please send your cover letter and resume to the below Searchlight Recruitment consultants.

We thank applicants for their interest, however, only those advancing in the process will be contacted.