Director of Digital Content and Engagement
- Reports To:
- Chief Marketing Officer
- Full Time
- Job Code:
Since 1891, Carnegie Hall has set the international standard for musical excellence as the aspirational destination for the world’s finest artists. The Hall presents a wide range of performances each season on its three iconic stages, including concert series curated by acclaimed artists and composers; orchestral performances, chamber music, new music concerts, and recitals; and the best in jazz, world, and popular music. Complementing these performance activities, Carnegie Hall’s Weill Music Institute creates extensive music education and social impact programs that annually serve more than 800,000 people worldwide, playing a central role in fulfilling Carnegie Hall’s commitment to making great music accessible to as many people as possible.
Since its landmark building closed to the public in March 2020 due to the COVID-19 pandemic, Carnegie Hall has actively continued to serve its audiences in New York City and beyond through established and newly created digital initiatives. In April 2020, the Hall launched new online series—including Live with Carnegie Hall and Learn with Carnegie Hall—connecting leading artists and audiences digitally with original programming that has included music, conversation, and behind-the-scenes perspectives, streamed for free via the Hall’s website and social media channels. Most of the Hall’s core educational programming has also pivoted to digital throughout this period with innovative programs engaging with families, educators, community members, and aspiring young musicians at home through live, interactive workshops and sessions as well as free on-demand content.
The Director of Digital Content and Engagement is the primary digital content publishing strategist for Carnegie Hall. Collaborating across the institution to optimize content releases in support of institutional objectives, as well as commission and ideate video and other content, this role is accountable for ensuring a coherent yet impactful brand presence across all interactive media channels, and for growing audiences and engagement on these platforms. The Director’s main objectives include deepening connections with local, national, and global online audiences; developing release strategies for new content series, initiatives, and events; seeking opportunities to create, recycle, reuse, and reposition content based on target segments and timing; and making recommendations for content positioning to both engage and delight existing audiences, as well as welcome and speak directly to new or overlooked audiences.
This role is a leader within Carnegie Hall to steward content-driven opportunities forward across departments and support the objectives of numerous business areas. Strong background in effective project management is preferred. They will supervise a team of effective managers who are specialists in their respective areas and collaborate with them to align efforts from start to finish, both in planning and execution.
This individual has a firm grasp and perspective on what it means to be culturally conscious and authentically human in online forums, understands and uses digital marketing tools, and is familiar with longstanding and emerging social media platforms. They can clearly identify how a single piece of content might be repositioned for many audiences with simple adjustments. The Director manages a team representing digital product management, social media, email, content curation and creation, and content stewardship. The ideal candidate is a team player with a realistic yet positive outlook, is quick to respond to new opportunities and vision, possesses stellar communication skills, and is comfortable navigating a large and complex organization.
The Director is one of four directors that make up the Marketing leadership team, including Marketing and Visitor Services, Creative Services, and Ticketing Services.
Specific responsibilities include:
- Create content plans and timelines that meet institutional objectives, surveying and consulting internal stakeholders re: objectives as well as utilizing user data to inform decisions and resource allocations.
Examples include, but are not limited to:
- Inviting audiences to discover and explore artists, concert programs, and artistic initiatives;
- Growing live event ticket sales and online audience viewership;
- Supporting fundraising efforts, including individual giving and corporate sponsorship;
- Ensuring awareness of and access to education and social impact resources and programs;
- Partnering with Carnegie Hall’s Rose Archives to share the Hall’s rich history;
- Building brand awareness through storytelling, via engaging, informational, and fun content;
- Developing connections with existing and new audiences, building opportunities for online conversations, and cultivating online networks within the Carnegie Hall community.
- Successfully identify and ideate content concepts across a variety of mediums, such as video storyboarding or SEO-driven opportunities for Articles on carnegiehall.org (i.e., blog).
- Identify effective distribution and platform consistency across all digital mediums (carnegiehall.org, social media, email, YouTube, etc); adhere to a consistent brand philosophy.
- Inspire and oversee the Digital Content and Engagement team to deliver on all aspects of daily operations, including website, social media, email, and related online activities.
- Develop strategy and timeline for first releases and promotion of new content initiatives including online special events (such as the Opening Night Gala), festivals, and new programming initiatives.
- Develop strategy and timeline to recycle, reuse, recut, and maximize promotion and positioning of existing content, drawing from original online programming, educational curriculum and resources, archival materials, and more, and connect with real-time events and culture beyond Carnegie Hall’s walls.
- Make recommendations for positioning content to resonate with existing fan base yet differentiated and engaging enough to draw in new audiences. · Maintain and advance a data-informed approach to carnegiehall.org content strategy, collaborating closely with Web Development on website maintenance, updates, SEO, planning and aligning marketing with technology.
- Partner with Artistic Planning and the Weill Music Institute (CH’s education and social impact arm) in support of online programmatic developments, as well as considering how online programs complement in person events and programs.
- Partner with Digital Media and the Chief Digital Officer to shape the organization’s broader digital strategy, including initiatives and partnerships such as Apple Music, Google Arts and Culture, broadcasts on medici.tv and WQXR-FM, the recently launched Live with Carnegie Hall series, and more.
- Partner with Marketing department to build organic and paid promotional strategy for each platform and type of content, ensuring a content-first marketing strategy.
- Partner with Public Relations on season and new project announcements, engagement with various online influencers, and development of social media strategies that align with key communications projects and goals.
- Using data tools, set analytics benchmarks and goals; compile and distribute reports on web and email analytics and social media engagement; make recommendations based on thorough evaluation of analytics.
- Keep up with content, web, and social media trends, innovations and emergent interactive technologies; make recommendations on new features and applications; attend digital marketing convenings; participate on panels and interact with the broader community.
Specific areas of accountability include:
- Collaborate with a talented team of DCE managers to create cohesive, aligned content plans across all digital mediums.
- Commission supporting content cuts and releases from content producers with clarity and specificity.
- Develop, track, and maintain department budget.
- Resourceful, solutions-oriented content planner and project manager
- Thoughtful and authentic communication skills, particularly in online environments
- Successful track record of personnel management and developing talent, idea-cultivating management approach
- Ability to balance creative projects and cultivate creativity with deadline-based decision-making
- Self-motivated and independent thinker; ability to negotiate conflicting priorities, and obtain results
- Exceptional writing and listening skills, strong communication and organizational abilities; a collaborative spirit
- Ability to engage leadership and build consensus for initiatives while being receptive to feedback
- Ability to be a part of, sustain, and grow a dynamic and vibrant team culture
- Knowledge of web technology, digital media, and social media platforms
- Passion for and interest in all genres of music
- Knowledge of Tessitura, Wordfly, Sitecore, and/or other similar systems
- Ability to project manage across multiple stakeholders
- Occasional weekends and evenings required
- Eight or more years of relevant experience
Carnegie Hall is an equal opportunity employer, committed to diversity and inclusion in the workplace. Decisions concerning employment are made on the basis of an individual’s qualifications to contribute to meeting Carnegie Hall’s needs, and Carnegie Hall is committed not to discriminate against individuals on the basis of race, color, national origin, citizenship, religion, sex (including gender identity, gender expression or status of being transgender), sexual orientation, marital status, familial status, status as a caregiver, status as a victim of domestic violence or sex offenses or stalking, criminal convictions (except where otherwise permitted by law), arrest record, credit history, pregnancy, age, mental or physical disability, veteran or military status, reproductive health decisions, or any other characteristic protected by law.