Manager, CRM and Analytics

Job Title: Manager, CRM and Analytics

Department: Marketing

Reports to: Director, Digital Marketing and CRM

Status: Full-Time, Exempt

Work Location: Fully Onsite | The Smith Center for the Performing Arts

The Manager, CRM and Analytics will play a key role in driving patron engagement and revenue growth at The Smith Center for the Performing Arts. This position manages data-driven audience segmentation, reporting, and customer relationship management (CRM) initiatives. Working across key systems, including Prospect2 and Tessitura, the manager supports targeted email marketing campaigns and leverages patron data to convert prospects into buyers, build buyer loyalty, and re-engage lapsed audiences.

• Build and manage audience list segments within Prospect2 and Tessitura for all targeted email and digital marketing campaigns.
• Set up campaign tracking protocols and dashboards to evaluate performance, providing actionable insights and optimization recommendations.
• Support the implementation and testing of email automations, campaign tagging, and tracking systems to improve measurement accuracy and efficiency.
• Execute CRM strategies for audience lifecycle development, including:
  • Converting prospects into first-time buyers.
  • Transitioning new buyers into multi-ticket and season buyers.
  • Designing and executing reactivation efforts for lapsed patrons.
  • Develop and implement tracking metrics to measure campaign effectiveness, retention, and customer progression.
• Produce regular reports and presentations for senior management to guide decision-making and marketing strategies.
• Collaborate with the Director, Digital Marketing and CRM to monitor key performance indicators (KPIs) for campaigns, retention, and audience growth, and make recommendations to optimize engagement and ROI.
• Collaborate with the marketing and ticketing teams to ensure data integrity, maximize platform capabilities, and streamline audience segmentation.
• Stay current in CRM, data analytics, and digital marketing best practices to ensure The Smith Center remains at the forefront of patron engagement and audience development strategies.
• Perform other duties as assigned within the scope of the position.

• Bachelor’s degree in Marketing, Business Analytics, Data Science, or a related field, or equivalent experience.
• Experience with Tessitura or comparable CRM platforms, data analytics, audience segmentation, or digital marketing; experience in performing arts, nonprofit, or entertainment industry preferred.
• Proficiency in data visualization tools such as Power BI or advanced reporting techniques beyond Tessitura’s native capabilities.
• Proven experience in data segmentation, list building, CRM strategy, or digital campaign reporting.
• Familiarity with email marketing platforms; experience with Prospect2 preferred.

• Strong analytical and problem-solving skills with the ability to interpret complex data sets and translate insights into actionable strategies.
• Superior attention to detail, particularly in maintaining data accuracy and integrity.
• Ability to balance detail-oriented data work with big-picture thinking.
• Proficiency in pulling data and presenting findings in Excel or creating dashboards in Tessitura.
• Excellent written and verbal communication skills, with the ability to present findings clearly and collaborate across marketing and ticketing teams.
• Highly organized with strong time management skills and the ability to balance multiple priorities, projects, and deadlines in a dynamic, fast-paced environment.
• Detail-oriented self-starter with the ability to work both independently and collaboratively to achieve departmental and organizational goals.
• High level of professionalism, discretion, and accountability when handling sensitive patron and organizational data.
• Excellent critical reasoning and decision-making skills.
• Ability to think proactively and identify solutions to maximize department effectiveness.
• Capability to work effectively under pressure and meet deadlines.

• Advanced proficiency in Microsoft Office 365, including Excel for data manipulation and reporting, and PowerPoint for preparing presentations and visual summaries.
• Experience with Tessitura or similar CRM platforms, including Tessitura Analytics and Prospect
  2.
• Proficient in Google Analytics, with the ability to analyze campaign performance and develop actionable recommendations for improvement.
• Ability to write queries, extract and format data, and generate segmented mailing lists and reports.
• Strong understanding of data privacy and digital compliance standards to ensure responsible and ethical use of patron data.

• Demonstrated ability to build and maintain long-term, trust-based work relationships across all departments.
• Desire and ability to accept all levels of challenges.
• Ability to deal with a range of styles and behaviors in a tactful,…