The Direct Marketing Manager is a key leader in the marketing team and will work closely with the Director of Marketing to determine best strategies to increase sales through direct-to-consumer campaigns. He or she will plan direct marketing campaigns with a focus on customer acquisition and reactivation primarily through direct mail campaigns but will collaborate closely on plans for other direct marketing channels. The Direct Marketing Manager will be an expert on customer segmentation and buyer types, and they will leverage this knowledge to deliver sales-ready leads for marketing campaigns.  

Responsibilities:

• Create and manage direct marketing campaigns that reactivate existing customers and acquire new audiences, leading to increased ticket sales and increased digital subscriptions.
• Collaborate with the Director, Marketing and Associate Director, Loyalty Marketing on initiatives to improve customer loyalty and increase lifetime value and profitability including the annual season subscription campaign.
• Plan and execute at least 30 mass direct mail campaigns per year including briefing, budgeting, target segment research, list building, vendor management, and post-campaign analysis.
• Collaborate with marketing leaders on a direct marketing campaign schedule in advance of each season for subscription and single-ticket campaigns.
• Work cross-functionally with the design, loyalty marketing, customer relations, development, public relations, and digital teams to execute campaigns particularly in the creation of companion email and list-match advertising campaigns to mirror direct mail campaigns.
• Build constructive business relationships with and manage projects for external vendors, consultants, and partners which include printers, mailhouses, data processors, the USPS, and list-purchase and trade organizations.
• Collaborate with and write creative briefs for design team to kick-off new direct marketing campaigns and help route materials for approvals as needed.
• Research, evaluate, and segment list selections in Tessitura’s Extraction Manager for mass and targeted campaigns.
• Pull and prioritize list selections and provide instructions to list brokers and mailhouses for direct mail campaigns.
• Track customer contact points through promotions to Tessitura’s Campaigns & Appeals for marketing campaigns and maintain do-not-contact suppression lists.
• Own list trade requests including executing list selections and providing prompt approvals or denials to requesting entities.
• Manage and own the direct mail calendar to ensure all deadlines are met.
• Plan budget for direct mail campaigns and track expenses and ROI. Inspect vendor invoices for accuracy and ensure charges are paid promptly.
• Develop and document workflows and business practices for direct marketing work including workload moved inhouse from external consultants.
• Miscellaneous duties as required.