Senior Manager, Digital Sales and Analytics

Position Status: Full-Time Exemption Status: Exempt Reports to: Director of Marketing and Communications Core Values Inclusion, Creative Excellence, Innovation, Collaboration, Purposeful Service Position Overview The Senior Manager of Digital & Sales Analytics leads the performance and optimization of the organization’s digital ecosystem leading the performance, evolution and innovation of the organization’s website, email and social platforms. Blending analytical rigor with narrative storytelling, this role ensures TPAC’s digital presence builds meaningful relationships with our community while driving measurable revenue and engagement outcomes. This role leverages data and audience intelligence to continuously refine content strategy, optimize the end-to-end digital patron journey, and translate insights into actionable strategies that increase ticket sales, deepen engagement, and strengthen philanthropic support. Digital platforms are treated not simply as marketing channels, but as dynamic relationship-builders that reflect the diverse stories of TPAC, our artists, our patrons, and the broader community we serve. Beyond managing current tools and platforms, this individual acts as a future-forward digital strategist, identifying emerging technologies, multimedia innovations, and engagement opportunities that position TPAC at the forefront of performing arts experiences. Primary Responsibilities The Senior Manager serves as the primary steward of digital analytics, dashboards, and performance reporting, establishing clear KPIs and benchmarks tied to:
New audience acquisition and community growth
Increased attendance frequency and email engagement
Conversion from single-ticket buyers to subscribers and annual donors
Digital engagement with education and mission-based initiatives This role provides direct oversight of the Digital Media Manager and the Group Sales Manager & Marketing Data Analyst, while serving as a key thought partner to the Vice President of Marketing and Communications. Together, they design and implement strategies that expand TPAC’s market presence, strengthen patron loyalty, and advance the organization’s mission. Website:
Develop and implement a comprehensive and integrated digital strategy for TPAC’s website that optimizes user experience and drives subscription, single, and group ticket sales and mission-based initiatives such as philanthropic initiatives, education, and community programming.
Oversee user experience (UX) strategy, including navigation, content hierarchy, and conversion pathways.
Direct the strategic and daily management of the organization’s website.
Ensure content is current, compelling, accessible, and optimized for engagement and ticket sales. Content is fresh, vibrant content and aligned with brand messaging. Additionally, the website effectively communicates TPAC’s mission, values, and community impact across all programs and initiatives.
Collaborate with marketing and communications, box office, programming, and institutional advancement teams to support campaigns and institutional priorities through digital channels.
Lead ongoing testing and optimization efforts (A/B testing, conversion rate optimization). Analytics & Performance Measurement:
Serve as the lead for website and digital analytics, including Google Analytics (GA4), tag management, and event tracking.
Collaborate and partner with the Tessitura System and Interface Analysist
Develop, maintain, and evolve dashboards that track website performance, digital campaigns, email, and social media metrics.
Translate data into clear insights and recommendations for leadership, key stakeholders, and cross-functional partners.
Establish, monitor, and exceed KPIs tied to revenue growth, audience acquisition, retention, and donor pipeline movement.
Develop predictive insights and audience segmentation strategies to inform campaign targeting and personalization.
Support sales and marketing strategies with data-informed insights, including campaign performance and audience behavior.
Present performance insights regularly to senior leadership, translating analytics into strategic recommendations. Email Marketing Management:
Develop and implement a comprehensive and integrated email strategy prioritizing campaign and organizational goals, ticket sales and engagement.
Design lifecycle email strategies that nurture patrons from first purchase through subscription and annual giving.
Implement personalization and segmentation strategies to increase retention and lifetime value.
Oversee email calendar and segmentation of lists, ensuring communications are timely, follow user preferences and privacy policies.
Monitor email analytics and continuously refine strategy to improve open rates, click-through rates, and conversions.
Ensure email strategies amplify TPAC’s mission-driven initiatives. Social Media Strategy:
Provide strategic oversight of social media channels, ensuring consistency with brand voice and marketing goals.
Guide content planning, performance tracking, and audience growth across platforms.
Develop audience growth strategies that expand TPAC’s reach within diverse and emerging demographics.
Use analytics to evaluate platform effectiveness and inform content and investment decisions.
Ensure social strategies amplify TPAC’s mission-driven initiatives. Leadership and Collaboration:
Direct oversight of the Digital Media Manager, providing direction and guidance to optimize social media and email communications for TPAC programming and institutional initiatives.
Serve as a strategic thought partner to the Vice President of Marketing and Communications in shaping long-term digital growth strategies.
Identify and evaluate emerging technologies and multimedia innovations that enhance audience engagement and digital storytelling.
Manage and collaborate with Groups Sales Manager and Marketing Analyst ensuring group sales strategy is aligned and group ticket orders are fulfilled as well as assisting with the analysis and reporting of digital and sales analytics.
Management duties include hiring, training, setting goals, providing feedback and supporting professional growth, and employee relations.
Partners cross-functionally with marketing, sales, development, IT, box office and external vendors to ensure digital initiatives & strategies are integrated and effective.
Stay informed on digital trends, analytics tools, and best practices, recommending innovations that support long-term growth.
Lead by example to inspire a collaborative work environment that motivates staff and cultivates productive relationships with the marketing and communications team, exemplifying organizational policies and fostering a positive and productive work environment.
Maintain an awareness of the TPAC budget designated for funding programs associated with this position’s objectives. Submit invoices and expense reports in a timely manner ensuring accuracy. The responsibilities listed above are not all inclusive. Other related duties may be assigned. Skills and Knowledge Required: Bachelor’s degree in marketing, communications, analytics or related field. with 5- 7 years of experience in digital marketing, analytics, or related roles with increasing responsibility. Strong expertise in Google Analytics (GA4), digital performance measurement and dashboard creation. Experience managing websites and digital and content strategies. Proven ability to translate data into actionable insights for non-technical stakeholders. Experience managing or mentoring staff. Preferred: Familiarity with CRM, email platforms and ticketing and their integration with digital analytics. Experience with A/B testing, conversion rate optimization, and audience segmentation/list management. Working knowledge of SEO, email marketing platforms, and social media analytics tools. Experience in arts, culture, nonprofit, mission-driven organizations, entertainment industry or like field. Strong attention to detail. Software and Services Used Microsoft Office Suite, Tessitura, Momentus, Asana, Later, LibSyn, Canva, Zoom, TypeForm, Prospect2, and Google Analytics. Frequent Functions and Working Conditions
Work in an office and remote environment.
Ability carry and lift up to 25 pounds.
Must be able to stand, sit, or walk for extended periods of time.
Flexibility to work nights and weekends. TPAC is an Equal Employment Opportunity employer. All aspects of the employment process will be merit-based and applied without discrimination on the basis of race, color, religion, sexual orientation, gender identity, marital status, age, disability, national or ethnic origin, military service status, citizenship or other protected characteristics.