Manager, Institutional Marketing

Our Mission

Segerstrom Center for the Arts believes in the power of performing arts to transform lives and that the shared experience and exploration of the arts will help unite Orange County, creating a more culturally connected and vital community. We will help shape the Orange County of the future through meaningful collaborations with diverse communities, embracing creativity in all its forms and enabling a more inclusive, vibrant performing arts scene at the Center and across the region. We will maintain the excellence of our core artistic and educational programs while demonstrating the entrepreneurial resolve to extend resources, know-how and creativity into the communities we engage with. The Center will be transformed into a cultural hub and dynamic town square deeply ingrained in the fabric of our community. Artistically ambitious yet accessible to all, the Center will shine as the very model of the successful performing arts center of the future. We will show that together we thrive when we make the arts matter.

Job Summary

The Manager, Institutional Marketing supports the execution of Segerstrom Center’s institutional marketing and audience development strategies by translating long-range plan priorities into actionable campaigns, community outreach tactics, audience segments, content calendars, and measurable campaign plans. Reporting to the Senior Director, Program Marketing, this role focuses on integrated, bilingual, and community-focused marketing efforts that expand awareness, access, and engagement among families, first-time attendees, Hispanic and Spanish-speaking communities, and other priority audiences. The Manager helps position the Center as a welcoming, accessible cultural destination while strengthening relationships with the communities it serves.

Job Duties

• Execute integrated institutional marketing campaigns that advance the Center’s long-range plan priorities, with emphasis on audience growth, institutional brand awareness, and positioning the Center as a welcoming, accessible cultural destination.
• Support campaigns that market the Center as a whole — including its performances, education and engagement initiatives, accessibility offerings, free programming, campus partners and resident companies.
• Implement audience-development campaigns focused on families, first-time attendees, lapsed ticket buyers, GenX audiences, younger culturally engaged audiences, and Hispanic/Spanish-speaking communities.
• Assist in developing and adapt bilingual (English/Spanish) campaign materials across digital, social, email, print, radio, television, and community-facing channels, ensuring language, tone, imagery and messaging are culturally relevant, accurate, and accessible.
• Support institutional content development, including audience stories, community impact messaging, affordability/accessibility messaging, our brand attributes, social media copy, email content, landing page copy, partner toolkits, and campaign collateral.
• Build tailored outreach strategies with colleges and universities, PTAs, libraries, cultural organizations, civic groups, festivals, and community organizations to increase awareness, trust, attendance, and repeat engagement among target audiences.
• Identify and execute grassroots and community-based marketing opportunities that expand the Center’s visibility beyond our traditional audience and deepen relationships among underrepresented audiences.
• Coordinate cross-functional campaign execution with teams including education and engagement, development, audience services, and external partners to ensure institutional campaigns are aligned, inclusive, timely, and operationally feasible.
• Assist in the development of campaign plans, calendars, channel recommendations, project timelines and budget tracking for institutional marketing initiatives, and execute approved plans and monitor spending.
• Use CRM, ticketing, survey responses, and digital campaign data to track, analyze, and report on campaign performance, audience growth, first time attendance, repeat engagement, language preference, and conversion metrics.
• Prepare campaign recaps and provide actionable insights to support future audience development strategies, institutional messaging, and long-range plan implementation.

This job posting reflects the general nature and level of work expected of the selected candidate(s). It is not intended to be an exhaustive list of all duties and responsibilities. As the business evolves, so may this role. These duties may change as Segerstrom Center for the Arts leadership identifies the need at any time.