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Executive Director of Audience Engagement - National Arts Centre

This is a Permanent, Full-time position.

Category: Management
Province: Ottawa, Ontario
Position: Executive Director of Audience Engagement
Deadline: February 15, 2021
Posted: January 19, 2021

Job Description / Duties

Diversity, Equity and Inclusion:
It is the National Arts Centre’s goal to be an inclusive organization that engages and welcomes all Canadians. We believe that the basis of this inclusivity requires a socially and culturally diverse workforce and therefore actively seek to recruit candidates who are Indigenous, Black, Persons of Colour (IBPoC), persons from the LGBTQ2+ community, persons with disabilities and women. We encourage you to self-identify in the recruitment process.

COVID-19 pandemic:
This position has the ability and may be required to work remotely. The NAC will provide the incumbent with equipment required to perform their duties from home.
The National Arts Centre (NAC) is Canada’s bilingual, multi-disciplinary home for the performing arts. The NAC presents, creates, produces, and co-produces performing arts programming in various streams—the NAC Orchestra, Dance, English Theatre, French Theatre, Indigenous Theatre, and Popular Music and Variety—and nurtures the next generation of audiences and artists from across Canada. The NAC is located in the National Capital Region on the unceded territory of the Algonquin Anishinabeg Nation.

As the National Art Centre’s audience engagement lead, your role will focus on growth across all NAC audience touchpoints, including in-building and digital marketing, consumer public relations, and advertising and promotions. You will oversee the marketing strategy, market insights and design functions for all of NAC disciplines and special initiatives and will partner closely with the Strategy and Communications Department to deliver the organization’s 2020-2023 Strategic Plan, The Next Act.

As a crucial member of the Senior Leadership Team, you will be expected to develop and create meaningful relationships with the full range of the audiences we serve and to enhance the NAC’s brand within the community and Canada as a whole. To accomplish this, you must bring together Artistic Directors and Managing Directors with members of your team, the Communications team and the Visitor Experience team to develop and execute carefully designed strategies. As such, the successful incumbent will need to be a proven leader and data-driven decision maker capable of expanding the organization’s reach and effectiveness using strategic, integrated and inclusive approaches.

The Executive Director plays a critical role in delivering the mandate of the NAC and is responsible for building the reputation of the NAC as a centre of excellence in the performing arts, driving engagement with a broad range of audiences—local, across Canada and internationally—and helping ensure its financial sustainability.

Responsibilities include:
• Creating an engagement strategy for audience development and driving a portfolio of programs to attract, engage and retain a range of audience segments
• Transforming our audience engagement plan and business model
• Collaborating with the Strategy and Communication team to align on overall strategic goals, communications objectives, key messages, public relations and media efforts
• Guide the development of meaningful and memorable content that results in authentic, impactful and frictionless experiences for online and on-site audiences
• Setting up a world class insights function including primary and secondary research, analytics and data-informed decision-making
• Identifying and pursuing new growth opportunities in collaboration with the artistic disciplines
• Collaborating with the Visitor Experience team to oversee, manage, and report on all ticketing processes and sales; ensuring that activities and systems help meet or exceed NAC’s targets
• Executing ancillary programming or major productions that contribute to overall patron and donor experience, including receptions, education and public programming
• Reviewing, selecting and implementing a highly effective CRM system, along with supporting processes and behaviours, to meet sales goals; monitoring relationships with new and existing customers
• Building high-performing teams through setting clear goals, managing performance, and encouraging leadership and collaboration at all levels
• Overseeing the assignment of work; monitoring project status and timelines while providing coaching to develop and retain talented staff
• Representing the NAC in professional, academic and community forums with colleagues; advancing the organization’s reputation and profile
• Participating in and/or leading team meetings, calls and training
• Maintaining and disseminating awareness of issues and trends in the industry
• Completing administrative functions in accordance with NAC standards
• Complying with all internal policies and procedures
• Any other duties, as assigned.

Qualifications / Required Skills

The successful candidate will be an experienced marketing leader with a background in helping Performing Arts or similar organizations engage their audiences. The individual must possess the vision and energy, as well as the leadership skills, to motivate their team, and be able to collaborate effectively across a broad range of artistic disciplines and functional areas. The following are the principal qualifications for this position:

Education, Experience, and Skills:
• A Degree (B.A.) in Art, History, Education, Design, or a related field
• A master’s degree in Business Administration preferred
• Minimum of 5-7 years of experience in senior roles in education, curatorial, exhibition management, or performing arts marketing; 12-20 years of experience in total
• Deep knowledge of strategic communications and marketing concepts
• Experience building and transforming teams
• Experience in leading insight-based strategic development
• Proven track record as a strong leader with sophisticated skills in organizational strategy, financial acumen and management
• Direct experience as a thought-leader with the ability to address complex issues/ideas while maintaining consistency and accuracy of work
• Strong skills in project management with the ability to work with a variety of individuals and teams across all levels of the organization
• Excellent communication skills, both written and verbal, to build internal and external stakeholder relationships and support
• Highly organized, with the ability to manage multiple, sometimes competing priorities
• Highly diplomatic and having the ability to work with other accomplished leaders to set and keep priorities
• Must be technologically savvy
• Must be bilingual

Personal Characteristics
• A positive attitude and high energy
• Self-motivated with a drive to succeed

Additional Information

Who Can Apply
Persons residing in Canada and Canadian citizens residing abroad. Preference will be given to Canadian citizens.

All communication will be conducted through email and interviews via videoconferencing. Please ensure to have the most up-to-date information on your resume including your current email address.

If you are a person with a disability and require accommodation for an interview or written exam, please advise us when initially contacted.

Important Notice
The successful candidate will be required to provide the original or a certified true copy of their education credentials as appropriate, along with proof of a valid Criminal Record Check as a condition of employment.

While we appreciate all applications, only those selected for an interview will be contacted by us.

Salary: $113,600.00 - $181,500.00/Year

Contact Information

Should you have any questions, you are welcome to contact the Executive Director of Human Resources by email at


Employer Profile

“At the NAC, we see an opportunity for profound change. We imagine a vibrant, renewed performing arts ecosystem that includes a wider spectrum of stories, cultures and artists. We imagine greater access and opportunities for engagement with the performing arts for all. We imagine a strong, adaptable sector that embraces innovation and fosters the next generation of performing artists, audiences and cultural leaders. With The Next Act, our 3-Year Plan, we commit to leading and supporting the growth of a renewed performing arts sector—not a resurrection of the old, but instead a transformation into something new.”
– Christopher Deacon, NAC President and Chief Executive Officer