Director of Marketing and Engagement

FirstOntario Performing Arts Centre

JOB POSTING – Director of Marketing and Engagement

Position Location: 250 St. Paul Street, St. Catharines, ON, Canada Job Type: Permanent Full-Time Hours of Work: 35 hours/week, Monday through Friday. Evening, weekend and overtime hours in accordance with the ESA will be required to accommodate business demands and position requirements. Salary Range: $90,000 to $110,000 plus benefits, pension and generous PTO ABOUT THE PAC The FirstOntario Performing Arts Centre (PAC) is a vibrant cultural hub and charitable organization located in downtown St. Catharines, the largest city in the Niagara Region of Ontario, Canada. The PAC aims to engage people in exceptional live arts experiences and to enrich the lives of the citizens of St. Catharines and the Niagara region, while providing a world- class venue for local, national and international artists and community arts organizations to flourish. The PAC opened its doors in 2015 as part of a transformative effort to rejuvenate St. Catharines’ downtown area. and has been a key catalyst for downtown development and an economic driver for Niagara, with over 40 new businesses opening with an economic spin-off of $17 million. The PAC team believes that healthy communities are built through arts and cultural engagement, and that our individual and collective identities are shaped through the stories told. They engage audiences across the Niagara region and work to remove barriers for under-served community members to experience the arts. The PAC features four performance venues: Partridge Hall, Recital Hall, Robertson Theatre, The Film House as well as the outdoor The Mann Raceway Plaza. Current PAC programs include: PAC Presents Live Performance Series, The Film House - an indie film house offering unique films and community screenings in a modern cinematic environment as well as facilitated community discussions, imPACt Education Series and access initiatives such as Pay-What-You- Can, discounted ticket prices for patrons under 30 years of age and partnership with the CANOO program to provide newcomers with access to free performing arts and film experiences. The PAC employs 27 full-time staff, 48 part-time staff, a pool of IATSE union workers and over 75 engaged and dedicated volunteers.

THE OPPORTUNITY

Located in the heart of Niagara’s vibrant cultural corridor, the FirstOntario Performing Arts Centre (PAC) is a flagship destination for more than 100K annual visitors and generates over $4M in box office revenue. Now celebrating its 10th anniversary, the PAC is deepening relationships with its highly engaged audience, with strong core sales and promising uptake of new premium membership offerings. Recognized for its exceptional patron service and meaningful community partnerships, the PAC plays a vital role in enriching the region’s creative and civic life.

The PAC presents a diverse range of programming, from popular to provocative, including signature initiatives such as the 2026 Art in Action: Climate Festival, which will feature Edward Burtynsky’s In the Wake of Progress. These bold artistic undertakings reflect the PAC’s commitment to cultural leadership, innovation, and impact.

This is an exciting moment for an inspired and strategic marketing leader to join the PAC’s senior team. The incoming Director of Marketing and Engagement will unify institutional, programmatic, and philanthropic messaging to deepen brand resonance, drive revenue growth, and amplify the PAC’s cultural, social, and economic influence throughout the Niagara region and beyond.

THE ROLE As a key member of the senior leadership team, the Director of Marketing and Engagement leads the strategic development of marketing, communications, and ticketing to connect the PAC with its audiences and drive earned revenue. Key responsibilities include strengthening patron loyalty and brand awareness through brand positioning and creative design, earned media and institutional marketing, sales strategy for the PAC Presents and The Film House seasons, digital and e-marketing strategy including website and e-commerce development, and digital and social media advertising. This leader will embrace a data-driven yet customer centric approach to sales and engagement, providing analytical reporting across multiple platforms and in collaboration with other departments, ensuring that the PAC not only achieves but exceeds revenue goals and patron expectations. In addition, the Director of Marketing and Engagement and team provide support to fund development communications strategies and campaigns with compelling collateral and impact messaging to inspire the PAC’s growing family of supporters. Working closely with the senior leadership team, the Director will collaborate to align marketing and engagement strategies with the strategic goals of the PAC, including programming, fund development, and other institutional priorities, while encouraging positive inter-departmental collaboration, communication, and strategic alignment. DUTIES AND RESPONSIBILITIES: Marketing, Branding, Communications and Sales

• Develops and executes marketing, branding, communications and ticketing strategies to support PAC earned revenue programs and services, supports institutional marketing and Fund Development strategies.

• Leads content strategy and oversees brand storytelling across platforms, to craft a compelling and consistent institutional voice.

• Conducts audience segmentation analysis and develops tailored engagement strategies to grow and diversify PAC audiences.

• Develop, refine and drive the PAC’s brand through marketing, digital, and earned media strategy as well as creative and promotional campaigns.

• Oversee public relations strategy, including media relations, press releases, and interview preparation for key stakeholders.

• Leads the PACs digital strategies including, but not limited to, website development and e-commerce strategies.

• Represents the PAC regionally and nationally within arts marketing networks and discussions.

Team Management

• Maintain a positive work environment and foster a culture of collaboration, creativity, safety, and continuous improvement.

• Responsible for overseeing the supervision, performance management, evaluation, selection, training, and development of the marketing/communications and ticketing services team.

• Mentor and coach employees, effectively lead by example to build trust, promote employee engagement, and increase retention.

• Develop action plans for your teams to meet operational and organizational goals and objectives as per the strategic plan.

• Oversee the ticketing/CRM operations and provide support to the Ticketing Services Manager to ensure integrity of the ticketing systems and processes, manage cost effective solutions and revenue maximization as well as ensure maximum customer satisfaction.

Financial Management and Reporting

• Responsible for achieving annual ticket sales and membership financial targets as well as advertising revenue as trackable through the PAC’s RCM (AudienceView).

• Works collaboratively with key stakeholders to build annual plans with strategies for raising the profile of the organization and its programs, events, and donor relations

• In collaboration with the CEO, Director of Resources and Strategic Initiatives and Director of Programs and Services, leads the development of the department’s annual budget and participates in ongoing forecasting.

• Track results from sales campaigns and analyzes data to inform future strategies and decisions.

Internal and External Contact Collaboration and Relationship Management

• Extensive external contact outreach ranging from contractors to senior business/agency executives to local media, social media and digital community leaders.

• Cultivate cross-promotional partnerships with regional civic, tourism, and private sector organizations to amplify visibility and audience reach.

• Ongoing internal contact with members of the department staff and staff of other departments concerning collaborative programs, operations, financial management and communications.

• Assist in special projects as required.

QUALIFICATIONS

• Bachelor’s degree or diploma in marketing, business, arts administration, or another related program, required.

• Seven (7) – ten (10) years progressively responsible marketing and management experience in directly related skill areas is required.

• Five (5) – seven (7) years’ experience working for a major entertainment venue (i.e., theatre, box office) and/or within the performing arts industry, preferred.

• Hands on leader who can roll-up their sleeves to deliver.
• Strategic planning, budget planning and management experience.
• Strong sales skills including in-depth knowledge of sales techniques, pricing strategies,

and revenue management.
• Experience implementing multi-channel marketing campaigns that are on time and on

budget
• Well-versed in reporting and interpreting marketing analytics, and executing data-driven

marketing campaigns and activities REQUIRED KNOWLEDGE, SKILLS AND ABILITIES:

• Ability to coach, lead and motivate employees to perform at an optimal level and understanding the human resources policies and structures necessary for positive work culture.

• Experience in working with and communicating effectively with Boards of Directors.
• Demonstrated proficiency in Microsoft Office Suite, social media platforms and website

content management.
• Strong knowledge and understanding of the performing arts culture and healthy work

environments.
• Strong oral and written communication skills, as well as excellent organizational skills.
• Committed to building working relationships and meaningfully collaborating with internal

and external stakeholders to help grow business.
• Exceptional problem-solving and conflict resolution skills.
• Willingness to grow professionally through ongoing education and continuous learning.
• Demonstrated commitment to excellence and exceedingly high standards, always

ensuring compliance with PAC standards, policies, and procedures.
• Willingness to assume other duties and responsibilities.

WORKING CONDITIONS:

• Open office setting, primarily.
• Travel may be required based on varying business demands and/or marketing initiatives.
• Fast-paced, high-pressure environment.
• Availability and willingness to work evenings, weekends, and long days, as business

demands.

OUR PAC EMPLOYEE PROMISE Working at the PAC means embracing the values of collaboration, creativity, care, and continued learning. We offer a robust health and dental benefits plan including an employee assistance program

and extended health care, pension plan, opportunities for learning and growth and vacation flexibility. The PAC is a casual, creative environment that offers an open-concept, pet-friendly workplace, supports flexible work schedules and believes in the importance of a healthy work-life balance. DIVERSITY, EQUITY AND INCLUSION At the FirstOntario Performing Arts Centre, a diverse, inclusive, and equitable workplace is one where all employees and volunteers, whatever their gender, race, ethnicity, national origin, age, sexual orientation or identity, education, or disability, feels valued and respected. Managers commit to a nondiscriminatory leadership and provide equal opportunity for employment and advancement in their department, programs, and work environment. All the PAC employees will respect and value diverse life experiences and heritages and ensure that all voices within their team and the FirstOntario PAC are valued and heard. HEALTH AND SAFETY All employees will be expected to follow all company policies and procedures with regards to Health & Safety. A worker shall work in compliance with the provisions of this Act and the regulations; use or wear the equipment, protective devices, or clothing that the worker's employer requires to be used or worn. A worker must report to their employer or supervisor the absence of or defect in any equipment or protective devices of which the worker is aware and which may endanger himself, herself, or another worker; and report to their employer or supervisor any contravention of this act or the regulations or the existence of any hazard of which he or she knows. No worker shall remove or make ineffective any protective device required by the regulations or by their employer, without providing adequate temporary protective device and when the need for removing or making ineffective the protective device has ceased, the protective device shall be replaced immediately; use or operate any equipment, machine, device or thing or work in a manner that may endanger themselves or any other worker; or engage in any prank, contest, feat of strength, unnecessary running or rough and boisterous conduct. A worker is not required to participate in a prescribed medical surveillance program unless the worker consents to do so. (OHSA Sec. 27) HOW TO APPLY If you think your experience and career aspirations are aligned with this opportunity – please send your cover letter and resume to hiring@firstontariopac.ca with the subject title “Director of Marketing and Engagement”. The FirstOntario Performing Arts Centre is an equal-opportunity employer, and we believe that our organization is stronger when we have a team that reflects our region’s diversity. We encourage applications from all qualified individuals and will consider accessibility accommodations to applicants upon request.

mailto:hiring@firstontariopac.ca

If you think your experience and career aspirations are aligned with this opportunity – please send your cover letter and resume to hiring@firstontariopac.ca with the subject title “Director of Marketing and Engagement”.

The FirstOntario Performing Arts Centre is an equal-opportunity employer, and we believe that our organization is stronger when we have a team that reflects our region’s diversity.

We encourage applications from all qualified individuals and will consider accessibility accommodations to applicants upon request.