Job description

VICE PRESIDENT OF MARKETING AND COMMUNICATIONS
PACIFIC SYMPHONY
Irvine, California
The Aspen Leadership Group is proud to partner with Pacific Symphony in the search for a Vice President
of Marketing and Communications.
The Vice President of Marketing and Communications will be an exceptional leader and communicator
who demonstrates creativity, curiosity, and optimism, and inspires fellow team members to achieve
common goals and exceed expectations. The Vice President will deepen relations with audiences and
community members through best-in-class sales, marketing, and engagement strategies designed to drive
audience development and exceed the Symphony’s overall earned revenue goals. These institutional goals
will maximize total household participation and revenue through coordinated communication,
recognition, and patron engagement tactics. The Vice President will support all branding,
communications, and public relations needs for the organization, and in partnership with senior
leadership, the Vice President will implement strategies to expand total patron revenue by supporting
philanthropic messaging, loyalty initiatives, direct mail, and digital campaigns.
Founded in 1978, Pacific Symphony enriches the human spirit through superior performances of classical
and symphonic music. Pacific Symphony is located in Orange County; California's second most populous
county, which boasts a rich arts tradition strongly supported by an engaged public. The region is a tourism
magnet, home of Disneyland, as well as a major financial and business hub.
Pacific Symphony is a highly dynamic and innovative organization, led artistically by Music Director Carl
St.Clair and operationally by President John Forsyte. The Symphony has been designated as a Tier One
Orchestra by the League of American Orchestras, joining the ranks of prestigious orchestras such as the
LA Phil, Chicago Symphony, and New York Philharmonic.
In most years, Pacific Symphony presents more than 100 concerts annually and serves 250,000 community
members. The Symphony is nationally and internationally recognized for performance excellence, strong
community engagement through education and other programming, and for commissioned new works
by contemporary composers. Pacific Symphony twice received prestigious ASCAP Awards for
Adventuresome Programming and was showcased in the League of American Orchestras' nationally
released publication entitled Fearless Journeys. Pacific Symphony's Class Act elementary school education
program has been honored by the National Endowment for the Arts and the League of American
Orchestras for its exemplary orchestra education.
Resident for much of the year at the renowned Renée and Henry Segerstrom Concert Hall, the Symphony
also presents a summer outdoor series at Pacific Amphitheater. Music Director Carl St.Clair is celebrating
his 33rd season with Pacific Symphony.
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EDUCATION AND COMMUNITY ENGAGEMENT PROGRAMS
Pacific Symphony improves the quality of life in Orange County by providing people of all ages and
circumstances with lifelong musical experiences and opportunities to participate in the creative process.
Over 50,000 community members from more than 300 organizations throughout Southern California
benefit from these programs each year.
Arts-X-press, Frieda Belinfante Class Act, Pacific Symphony Youth Ensembles, Santa Ana, Strings, and
School Residencies infuse a love and appreciation for music in students and give them greater access to
instrumental instruction. Studies increasingly show that creating, performing, and responding to music
improves students’ success in school, work, and life. In addition, playing in an orchestra fosters discipline
and teamwork as well as individual skill and expression—an experience that every young person deserves.
Family Musical Mornings and Youth Concerts unlock children’s imaginations and inspire a new generation
of music lovers.
Through Symphony in the Cities and other community concerts, the Symphony eliminates the economic,
geographic, physical, and cultural barriers to accessing music. Heartstrings utilizes the transformative
power of music to serve the unique needs of children, families and adults living with challenging
circumstances. The Symphony also presents OC Can You Play With Us, INsights, Open Rehearsals, and
other programs designed for adult amateur musicians and community members eager to satisfy their
musical curiosity.
REPORTING RELATIONSHIPS
The Vice President of Marketing and Communications will report to the President and Chief Executive
Officer, John Forsyte and will serve on the Symphony’s Senior Leadership Team. The Vice President will
oversee a staff of ten marketing and three public relations professionals and collaborate with a Marketing
and Communications Committee of the Board.
FROM THE PRESIDENT AND CHIEF EXECUTIVE OFFICER
Continuity of leadership has been a hallmark of Pacific Symphony. Under the distinguished leadership of
Music Director Carl St.Clair for more than 30 years, Pacific Symphony has grown with Orange County, a
vibrant region of 34 cities and stunning natural beauty. St.Clair’s unbridled innovation is largely why the
small orchestra that began in 1978 was recently elected by its peers as a Tier 1 orchestra of the League of
American Orchestras. Maestro St.Clair recently asked that a search for his successor take place, which is
an extraordinary opportunity for the Symphony’s marketing team.
Comprised of 80 musicians drawn from around the world, Pacific Symphony prides itself on versatility and
passionate commitment to performing a broad range of repertoire and has received significant recognition
for innovative programmatic offerings. Guest conductors often speak of the intensity of dedication and
flexibility of the musicians, enriched by the breathtaking acoustics of the Renée and Henry Segerstrom
Concert Hall. In 2025, a new major outdoor venue will become home to Pacific Symphony at the Great Park
of Orange County. Also, on the horizon is the development and design of a new youth education center in
consortium with Orange County Music and Dance.
The Symphony’s artistic bar is rising, and Orange County leadership has proclaimed the orchestra as a
cultural ambassador as evidenced by a local and national acclaim for the highly successful debut at
Carnegie Hall, for which The New York Times raved that Pacific Symphony sounded like a “major
ensemble.” This debut was followed by a first-time tour of China and a national Great Performances
broadcast on PBS. During 2021, in respect to its free programming and commitment to maintaining
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community service during the pandemic, the Symphony was named non-profit of the year for central
Orange County.
Innovative projects infuse concert life including semi-staged operas, theater-inspired concert
programming, visual immersion, pop-up lobby activities, and online resources, which are all elements of
experimentation and advancement of the orchestral experience.
Pacific Symphony is committed to expanding its engagement with and impact on the region. Today, it is
seen as an indispensable arts provider for its local community and offers free programs to underserved,
vulnerable populations.
The majority of Pacific Symphony’s Senior Management Team have tenures of ten or more years, as do
many of the director-level employees. We are cultivating a spirit of greater inclusivity and belonging, while
diversifying the staff, Board, and musicians through a strong commitment to Diversity, Equity, Inclusion,
and Belonging.
—John Forsyte, President and Chief Executive Officer
PACIFIC SYMPHONY'S COMMITMENT TO DIVERSITY, EQUITY, BELONGING, AND INCLUSION
Pacific Symphony is committed to attracting, engaging, and serving a larger and more diverse population
in Orange County and the region. The more diverse the population it engages, the more its institution
truly serves Orange County’s communities. Pacific Symphony maintains that achieving diversity requires
an enduring commitment to inclusion that must find full expression in its organizational culture, values,
norms, and behaviors. Throughout its work, Pacific Symphony will support diversity in all of its forms,
encompassing but not limited to age, disability status, economic circumstance, ethnicity, gender, sexual
orientation, race, veteran status, political affiliation, and religion. Pacific Symphony's commitment to
diversity, equity, and inclusion is to assure full participation in programs, policy formulation, and decision-
making.
Pacific Symphony's aim is to foster a culture where its constituents feel valued, supported, and inspired
to achieve their highest levels of participation and contribution. This includes providing opportunity and
access for all people of every background. In creating and sustaining a culture where equity and mutual
respect are intrinsic, Pacific Symphony pledges to nurture a cooperative and caring organization where it
attracts and retains people and partners who feel comfortable contributing their unique wisdom,
perspectives, and experiences. Pacific Symphony believes that diversity exists in multiple dimensions,
including differences among people that are not immediately visible.
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PRIMARY RESPONSIBILITIES
Brand and Mission Support
The Vice President of Marketing and Communications will

• in support of the Symphony’s goal to serve a larger and more diverse audience, partner with the

Artistic Planning, Development, and Education and Community Engagement teams to develop
strategies to expand interest in and awareness of Pacific Symphony’s mission while strengthening
the brand throughout Orange County; and

• oversee brand management and create and implement marketing and communication strategies

to elevate the visibility of the Pacific Symphony brand promise and its impact in the communities
it serves.Marketing and Ticket Sales
The Vice President of Marketing and Communications will

• develop new and innovative long-term marketing plans and strategies that connect audiences to

the artistic vision, while driving demand for ticket sales;

• lead development of new initiatives to effectively reach new audiences through social media,

digital, and word-of-mouth, and promote existing marketing initiatives for current program
offerings;

• plan subscription, single ticket, group, and public relations campaigns in collaboration with staff

and leadership;

• lead packaging, pricing, and segmentation strategy to reach audiences with relevant and timely

messaging and ensure appropriate measurement and tracking;

• work with the Music Director, the Senior Leadership Team, and others to drive programming

innovation to attract new and more diverse audiences, in alignment with the strategic plan;

• collaborate to develop an optimal schedule and structure for concert programming;

• effectively lead the Marketing and Communications team in all respects including hiring,

professional development, and setting a culture of collaboration and alignment;

• analyze and evaluate existing and potential marketing activities including research, sales, and

audience development in order to develop criteria to measure the efficiency and effectiveness of
marketing programs such as media advertising and outreach, direct mail, and renewal campaigns,
telemarketing, call center support, ticket sales, and new subscriber activities;

• cultivate partnerships with educational institutions, cultural, and community-based organizations

in partnership with Artistic Planning and Education and Community Engagement teams to
advance awareness, audience growth, and the diversity, equity, inclusion, and belonging goals of
the Symphony;

• develop pricing strategies and ticket prices for programs that, along with attendance, enable

Pacific Symphony to meet earned income goals, optimize revenue opportunities, and align with
its values to remain accessible;

• evaluate ticket sales supply and demand of each program series and engage in thoughtful

discussion around seat map zoning;

• in collaboration with Development and Education and Community Engagement teams, develop a

long-term patron loyalty plan that deepens household engagement holistically through program
participation, ticket sales, and donations;

• oversee all aspects of the website with an eye toward increasing web traffic, optimizing

functionality, and expanding digital presence through search engine optimization (SEO)
management and content generation; and

• oversee all aspects of ticketing, including evaluation of new and emerging trends, optimizing in-

bound phone services, and migration toward digital ticketing.4

Communications
The Vice President of Marketing and Communications will

• in partnership with the Director of Communications, create and oversee a publications and media

relations strategy, including online and print programs, that advance public awareness, deepen
engagement with the institution, and foster brand storytelling;

• work with the Communications team to drive content creation and deliver best-in-class social

media engagement;

• lead and develop engaging and compelling video content that supports ticket sales and drives

awareness of the organization’s overall mission; and

• support leadership in communication to the community as well as serve as a spokesperson for

the Symphony.Collaboration Across Departments
The Vice President of Marketing and Communications will

• plan, develop, and implement a holistic moves-management patron strategy with the Executive

Vice President and Chief Operating Officer, and Vice President of Development and External
Relations including integrated communications, philanthropic messaging, case development, and
holistic customer-service strategies;

• develop joint strategies with fundraising colleagues to align and optimize direct mail and other

mass-marketing strategies;

• support the execution of campaigns to grow the donor base;

• collaborate with the Executive Vice President and Chief Operating Officer on budgeting and

planning functions for all components of the marketing department; and

• in partnership with the Development department, grow corporate sponsorships, develop

compelling benefit offerings, and leverage the reach of corporate marketing to improve Pacific
Symphony’s visibility.Institutional and Departmental
The Vice President of Marketing and Communications will

• serve as the staff liaison to the Marketing Committee of the Board and work closely with all

Symphony departments to ensure the achievement of departmental and organizational growth
goals;

• contribute to the collaborative, inclusive, and creative culture of Pacific Symphony which

advances programmatic innovation, a nurturing work environment, and optimizes the
development of staff and volunteer resources;

• lead, cultivate, and nurture a marketing team of thirteen professionals that welcomes diversity of

thought and experiences, celebrates successes, and champions curiosity, creativity, and
innovation;

• exemplify highly effective cross-functional collaboration; and

• contribute actively to strategic plan development with an eye toward audience growth, diversity,

and institutional relevance.5

LEADERSHIP
John Forsyte
President and Chief Executive Officer
John E. Forsyte has led Pacific Symphony since 1998, and it is now the largest orchestral institution formed
in the U.S. in the last 50 years. Growing in national and international stature, Pacific Symphony debuted
at Carnegie Hall in April 2018 as one of two orchestras invited to perform for a year-long celebration of
composer Philip Glass' 80th birthday. In May 2018, it made its first tour of China, visiting five major cities.
In June, the Symphony completed this extraordinary season with its first national televised program on
Great Performances.
During the pandemic shutdown, Pacific Symphony demonstrated great care to its community providing
hundreds of video productions for school children, non-profit partners, and eventually launched
Symphony on the Go, a free mobile stage concert series in neighborhoods around the region. For this
effort, Pacific Symphony was recognized as non-profit of the year by Senator Dave Min for the
central/south Orange County Region.
In partnership with and support of Music Director Carl St.Clair, the Symphony has pioneered new concert
formats and methods of audience engagement, which have helped to diversify its audiences. Café Ludwig,
its innovative chamber music series features Orli Shaham in partnership with principal musicians of Pacific
Symphony. Artistically, the orchestra has launched new concert series, as well as an American Composer
Festival and Recording series.
Over the course Forsyte’s tenure, the Symphony launched community programs such as arts-X-press
(middle school arts immersion camp), Heartstrings (a partnership with 22 non-profit social service, health,
and cultural organizations), a free Lantern Festival, Strings for Generations at the Irvine Chinese School,
Santa Ana Strings, and expanded its school partnership program from seven to 30 schools. Awarded the
New California Arts Fund grant over a six-year period by the James Irvine Foundation, Pacific Symphony
has undertaken an extensive set of initiatives to engage the Asian communities of the region.
Through expansion of annual fundraising and campaigns, the Symphony has balanced its budget for more
than two decades. During this same period, the Pacific Symphony’s has enjoyed a five-fold increase in
contributed income and an additional $25 million contributed to its endowment during this same period.
In 1995 the American Symphony Orchestra League recognized Forsyte with the Helen M. Thompson
Award. In 2016, he received Arts Orange County’s Helena Modjeska Cultural Legacy Award. He serves on
the Board of Arts Orange County and Orange County Music and Dance.
Carl St.Clair
Music Director
The 2022-23 season marks Music Director Carl St.Clair’s 33rd year leading Pacific Symphony. St.Clair is one
of the longest-tenured conductors of the major American orchestras. St.Clair’s lengthy history solidifies
the strong relationship he has forged with the musicians and community. His continuing role also lends
stability to the organization and continuity to his vision for the Symphony’s future. Few orchestras can
claim such rapid artistic development as Pacific Symphony—the largest-budgeted orchestra formed in the
United States in the last 50 years, due in large part to St.Clair’s leadership.
During his tenure, St.Clair has become widely recognized for his musically distinguished performances, his
commitment to building outstanding educational programs, and his innovative approaches to
programming. In April 2018, St Clair led Pacific Symphony in its sold-out Carnegie Hall debut, as the finale
to the Carnegie’s yearlong celebration of pre-eminent composer Philip Glass’ 80th birthday, ending in a
standing ovation, with The New York Times calling the Symphony “a major ensemble!” He led Pacific
Symphony on its first tour to China in May 2018, the orchestra’s first international tour since touring
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Europe in 2006. The orchestra made its national PBS debut in June 2018 on Great Performances with Peter
Boyer’s “Ellis Island: The Dream of America,” conducted by St.Clair. Among St.Clair’s many creative
endeavors are the highly acclaimed American Composers Festival, which began in 2000; and the opera
initiative, “Symphonic Voices,” which has included concert-opera productions of Madame Butterfly, The
Magic Flute, Aida, Turandot, Carmen, La Traviata, Tosca and La Bohème in previous seasons.
In 2006-07, St.Clair led the orchestra’s historic move into its home at the Renée and Henry Segerstrom
Concert Hall at Segerstrom Center for the Arts. The move came on the heels of the landmark 2005-06
season that included St.Clair leading the Symphony o

Job Type: Full-time

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