Tour Marketing Director

About ICON Concerts

ICON Concerts is a boutique promoter specializing in live comedy tours. We prioritize putting the artist first and ensuring transparency for consumers. Our team promotes and produces full tours and one-off dates, offering a 360-degree tour experience with zero egos. Our specialty is building, developing, and branding artists through white-label touring while working behind the scenes to let the artist shine.

Role Overview

The Tour Marketing Director is responsible for developing and executing strategic marketing campaigns for concerts, tours, and special events. This role collaborates closely with the Touring/Booking and Ticketing departments, as well as other members of the Marketing department, to deliver high-performing, cohesive campaigns. The Marketing Lead also oversees client relations and creative asset development while driving results that align with company goals and event objectives. 

The ideal candidate is an innovative, data-driven marketer with deep experience in live entertainment, a strong understanding of budgeting, and the ability to drive high-impact national campaigns and lead and mentor a marketing team.

Responsibilities

The essential functions include, but are not limited to, the following: 

MARKETING PLAN DEVELOPMENT – Develop, Plan, and execute marketing strategy and overall campaign for tours ranging from single-market shows to nationwide campaigns. This is not limited to, but will include: 

Client Relations

• Build and maintain strong relationships with agents, management teams, and artists to ensure alignment on marketing strategies and execution.
• Serve as the primary marketing point of contact throughout the campaign lifecycle - facilitating clear communication, gathering creative approvals, and providing timely updates on performance and strategy adjustments.
• Anticipate client needs, address concerns proactively, and represent the company with professionalism and integrity in all interactions.
• Collaborate closely with internal departments to ensure client expectations are met and exceeded, fostering long-term partnerships and repeat business.

Marketing Strategy Development

• Develop and implement comprehensive marketing strategies for concerts, tours, and special events.
• Conduct and interpret market research to identify target audiences, understand consumer behavior, and stay current on industry trends.
• Collaborate with senior leadership and other departments to align marketing strategies with sales goals and company objectives.
• Ensure consistent brand messaging across all platforms, tailoring creative for each event’s unique audience and tone.

Campaign Management and Execution

• Lead the planning, coordination, and execution of multi-channel marketing campaigns.
• Lead the planning and placement of traditional media (print, TV, radio, and press), while partnering closely with the digital team to support and optimize campaigns across digital advertising, email, and SMS.
• Oversee the creation and distribution of promotional materials, including videos, posters, banners, email campaigns, and event websites.

Branding & Asset Creation

• Collaborate with internal and external partners to develop branding and creative assets for assigned tours and events.
• Manage the design process for artwork, digital assets, and video content to support campaign goals.

Team Leadership and Development

• Provide direction on campaign development, creative strategy, and performance optimization.
• Partner with the VP of Marketing to identify new strategies, tools, and processes to improve team efficiency.

Budget and Resource Management

• Develop and manage marketing budgets, ensuring campaigns are efficient and maximize ROI.
• Monitor and adjust campaign spending in collaboration with Marketing Services, Booking initiatives, and the Operations teams.
• Oversee vendor relationships, ensuring timely payment and reconciliation as well as asset delivery.

Stakeholder Collaboration

• Partner with artist management, agents, and booking teams to align promotional strategies with the artist’s brand and fanbase.
• Collaborate with event production and operations teams to align marketing timelines with event logistics.
• Communicate clearly and consistently with all internal and external stakeholders, providing updates on campaign status, ticket sales, and performance.

Performance Tracking and Reporting

• Analyze campaign performance using data analytics tools to measure reach, engagement, conversions, and ROI.
• Report insights and key performance metrics to pertinent client teams, both internally and externally.
• Use performance data to refine marketing strategies for future campaigns.

ABOUT THE CANDIDATE

Skills and Abilities

• Excellent written and verbal communication skills.
• Strong organizational skills with the ability to manage 50 campaigns at once.
• Deep understanding of digital ad platforms and campaign optimization.
• Proficient in Google Workspace
• Self-starter with strong initiative, flexibility, and ability to pivot quickly.
• Detail-oriented and deadline-driven with strong follow-through.
• Collaborative team player with a positive attitude.
• Bilingual proficiency is a plus.

QUALIFICATIONS

• Bachelor’s degree in Marketing, Business, Communications, or equivalent experience.
• Proven success in managing multi-channel marketing campaigns.
• Strong understanding of the comedy, music, and live events industry, media, and creative production.
• Experience in budget management and ROI tracking.
• Ability to work in a fast-paced environment and meet deadlines under pressure.
• Availability on some nights and weekends; travel as needed.

Report To: EVP - Marketing & Ticketing

Salary Range

$80,000 to $90,000 (based on experience)

Hiring Practices

This job description outlines general responsibilities but is not exhaustive. ICON Concerts is committed to creating a diverse, inclusive, and ego-free work environment.