Founded in 1985 by Miami philanthropist Toby Lerner Ansin and
ballet legend Edward Villella, Miami City Ballet (MCB) is
one of the world’s leading ballet companies and universally admired
among the preeminent interpreters of George Balanchine’s
choreography. MCB serves and promotes South Florida’s highly
diverse population, where arts communicate across barriers of
language, class, and culture. Three pillars propel the
organizational mission as a leader in classical ballet: The
Company, The School, and Community Engagement.
MCB’s Artistic Director, Lourdes Lopez, is a former New York
City Ballet principal dancer, who worked directly with George
Balanchine and Jerome Robbins. Now in her 10th year with MCB, she
has helped the company become a leader in opening new avenues of
inclusivity within classical ballet. The company has a repertory of
100 ballets, including 13 world premieres and new choreography by
contemporary artists. The company of more than 50 dancers performs
annual seasons in Miami-Dade, Palm Beach, Broward, and Collier
Counties, serving more than 120,000 people, and has toured
extensively throughout the United States, Canada, and Europe.
During the onset of the COVID-19 pandemic, MCB produced ballet and
virtually choreographed work for the digital space. Additionally,
MCB programmed an outdoor performance of The Nutcracker
with a hybrid digital format and created a digital streaming series
of past performances from MCB’s archives.
Miami City Ballet School (MCB School) was founded in 1993 and is
one of the largest and most prestigious ballet training academies
in the nation. Comprised of three progressive levels for students
ages three through 18, MCB School offers top-level training and
$650,000 in scholarships annually to talented, dedicated students
from the United States and abroad, regardless of their financial
means. MCB School has trained more than 1,500 students for careers
with MCB and other professional companies throughout the world.
Students are offered unique performance opportunities alongside MCB
dancers. There are also various levels of adult classes available
in the Adult Open Division.
Rooted in its belief that dance can transcend boundaries, change
lives, and transform entire communities, MCB’s community engagement
programs promote access for all people, including communities that
are systematically disenfranchised. All programs at MCB work to
eliminate barriers to access and to promote educational
opportunities for people from all walks of life, especially for
those who have been historically under-represented. Community
Engagement programs include Ballet Bus, Explore Dance, Behind the
Ballet, Open Barre, Touch Tours, STEAM+, and the Palm Beach Summer
Dance Camp, a free, three-week dance intensive program for students
from Title I schools. Community partners include The Bass, His
House Children’s Home, Lotus House, Nicklaus Children’s Hospital,
Miami Lighthouse for the Blind, and neighborhood organizations from
Little Havana, Little Haiti, Allapattah, and Belle Glade.
To support its brand promise of leaving the ordinary behind, MCB
has raised more than $50 million as part of a comprehensive $55
million Transforming Lives Campaign. The campaign is expected to be
successfully completed by April 2022.
MCB is committed to the following series of institutional values
to transform its brand and lead the organization into a bold new
era of continued excellence:
- Pursuit of Excellence: Relentless dedication
to getting better every day, onstage and off. We care deeply about
the caliber of our work and we won’t settle for less.
- Elevation: We create work that stretches
perspectives and raises spirits.
- Accountability: We trust every person to
pursue our common mission with integrity, inclusivity, empathy, and
- Collaboration: We are part of the communities
we serve. We value each person’s contribution and collectively
solve problems because our greatest achievements come when we band
- Authentically Miami: We are energetic,
diverse, dynamic, and welcoming.
- Joyful Generosity: When we share our work, we
share our hearts. The care we take to engage our audiences
demonstrates our love and appreciation for them.
MCB seeks to develop and nurture its diversity and is committed
to maintaining an inclusive community that recognizes and values
the inherent worth and dignity of every person, while fostering
tolerance, sensitivity, understanding, and mutual respect.
MCB is governed by a 45-member board of directors and trustees
led by Board Chair Jeff Davis. Tania Castroverde Moskalenko joined
as Executive Director in August 2018 and leads a staff of 126
people, which includes 13 employees within the Marketing,
Communications, and Box office department. For the fiscal year
ending in April 2022, MCB’s annual overall operating revenue budget
is $23 million, with earned revenue from ticket sales of $5 million
to $6 million through the sales of more than 70,000 tickets. MCB is
expecting to grow and pace on par with national ballet company
peers in earned revenue and has an average annual marketing
investment of $2.5 million.
Miami is a cosmopolitan city that combines urban amenities with
outstanding beaches, a subtropical climate, and breathtaking
natural beauty. Miami is the hub of the fast-growing Miami-Dade
County. With a population of more than 2.7 million countywide
residents and more than 454,000 citywide residents, an estimated 69
percent of the city’s population identify as Hispanic, 55 percent
is foreign-born, and more than 76 percent of residents speak a
language other than English at home.
Miami has a rich history as a trendsetting arts center. Its
entertainment, production, and arts communities are stronger than
ever, making the city a major international cultural destination. A
recent economic impact study of the nonprofit arts and culture
industry conducted by Americans for the Arts placed Miami-Dade
County in the top ranks for arts-vibrant communities, along with
Los Angeles, Chicago, and Philadelphia. The county’s arts and
cultural sector annually generates an impressive $1.4 billion in
local economic activity.
Set in the heart of downtown Miami and designed by
world-renowned architect César Pelli, the Adrienne Arsht Center for
the Performing Arts is one of the world’s leading performing arts
venues. Home to MCB, the Arsht Center presents approximately 300
performances annually, ranging from Broadway theater to classical
masterworks. The visual arts play a stellar role in Miami and are
represented by the world-class Pérez Art Museum Miami, Institute of
Contemporary Art, The Bass, Vizcaya Museum & Gardens, numerous
galleries, and Art Basel, the international exposition in Miami
Beach. The Phillip and Patricia Frost Museum of Science is also a
major attraction, as well as the New World Symphony, which is based
on Miami Beach within the Frank Gehry-designed New World Center.
Neighboring Palm Beach and Broward Counties also offer distinctive
and diverse communities for dance and are home of the Kravis Center
for the Performing Arts and the Broward Center for the Performing
Arts where MCB performs a full season each year. Additionally,
Artis-Naples in Collier County presents the company several times
With year-round sunny skies, outdoor activities abound in and
near Miami. The beautiful Biscayne Bay, Bayfront Park, Coral
Gables, Everglades, and Florida Keys offer numerous recreational
activities all within easy reach. Miami’s nightlife is unsurpassed,
with countless clubs, bars, and restaurants. Several major
professional sports teams are also represented in Miami, including
the NBA Miami Heat, NFL Miami Dolphins, MLB Miami Marlins, and NHL
Edited Sources: census.gov; miamidadearts.org; arshtcenter.org;
Reporting to the Executive Director, the Chief Marketing Officer
(CMO) will be a member of the senior management team and
responsible for all aspects of planning, implementing, and
evaluating marketing, communications, and box office for MCB and
MCB School. The CMO will work very closely with the Artistic
Director to identify engagement and messaging strategies that will
resonate with audiences and build MCB’s distinctive value in the
community. This individual will assume responsibility for a
significant portion of MCB’s annual earned income through
subscription sales, single tickets, and group sales for the full
season of self-presented works in Miami-Dade, Palm Beach, and
Broward Counties. Collaborating with the representatives of the
venues that present MCB nationally and internationally, the CMO
will ensure that MCB’s brand and audience experience reflect the
organization’s values. The CMO will partner with MCB School
leadership to increase brand awareness of the school with the
specific goal of increasing earned revenue and expanding the pool
of diverse talent. The CMO’s oversight of the MCB brand will
include the development and alignment of key messages, visual
identity, and communication channels that strengthen the
institution’s brand both nationally and locally. The CMO will be
called upon to inventively drive public engagement, finding new
methods of content development and delivery that will motivate and
connect people to the relevance of ballet and MCB in their
Internally, the CMO will actively engage with the Executive
Director, Artistic Director, board of directors, and other senior
staff in charting the direction of the organization. The CMO will
collaborate closely with the Chief Development Officer on the
cultivation and stewardship of funders, sponsors, and partners to
support contributed revenue. This individual will interact
regularly with all areas of the organization to advance the
artistic program of MCB, notably the public, audiences, donors,
media, sponsors, and partners. Externally, the CMO will interact
with audience and community members, donors, partners, the media,
and agencies to advance the brand and drive increased participation
and revenue in all facets of MCB’s mission.
Role and Responsibilities
Earned Revenue Maximization and Audience
- Develop a comprehensive, integrated, and strategic marketing
and sales plan for all markets served in alignment with MCB’s
artistic vision that communicates the organization’s brand and
programs to a wide range of audience members, donors, students,
partners, employees, and other stakeholders.
- Benchmark, implement, and measure the success of a sales
program that achieves or exceeds the MCB’s ambitious earned revenue
goals and increases market share.
- Create and implement audience engagement plans based in
quantitative and qualitative research on attending and
non-attending audiences, evolving market trends, and contemporary
- Assess and adapt audience engagement plans based on the markets
served, addressing the distinctive community features of
Miami-Dade, Palm Beach, and Broward Counties.
- Adopt and implement all marketing and sales paths that
contribute to revenue generation, including advertising, sales
promotion, influencer tactics, outdoor, direct mail, digital
marketing, and telemarketing.
- Guide marketing and sales planning to optimize executive and
artistic decision making on programs, schedules, and venues to
ensure effective allocation of resources for maximized earned
- Evaluate and set subscription, single ticket, dynamic, and
promotional pricing strategies that maximize revenue while ensuring
that MCB remains accessible to the widest possible audience.
- Lead marketing strategies for MCB School and events.
- Establish and maintain company-wide standards for MCB’s brand
and visual identity.
- Expand the use of digital content and contemporary outreach
strategies to increase engagement and market reach.
- Fully utilize the Customer Relationship Management (CRM)
system, Tessitura, to ensure that the marketing efforts are aligned
with the MCB development department’s fundraising and stewardship
of individual, corporate, government, and foundation donors.
- Ensure the data integrity of subscription, ticket, and group
sales information and support appropriate data hygiene and records
Institutional Branding, Public Relations, and
- Manage MCB’s brand through effective storytelling to ensure
that its vision and values are clearly articulated in all external
and internal communications.
- Communicate MCB marketing strategy with funders and sponsors as
needed and ensure that MCB supporters are recognized, engaged, and
- Build the reputation of the Artistic Director, dancers, and all
MCB team members while calibrating key messages to ensure relevance
to current and desired stakeholders locally, nationally, and
- Identify and promote the unique, distinctive, and compelling
content of the organization and its programming through MCB-owned
channels and vehicles, paid campaigns, and public relations.
- Partner across MCB to define and implement an expanding digital
- Establish and cultivate collaborative relationships with
industry leaders, board members, media, government and city
officials, key business partners, promotional partners, performing
arts organizations, and community leaders.
- Advance inclusion, diversity, equity, and access initiatives in
order to address systemic inequalities within ballet.
- Manage, evaluate, and direct the efforts of consultants,
including public relations partners and firms, creative agencies,
sponsorship liaisons, and media outlets, to promote MCB’s values
Box Office and Audience Engagement
- Ensure that the customer experience—online, on the phone, at
the box office, and in the performance halls—is at the highest
level and documented in standard operating procedures.
- Maximize and leverage digital and social media to communicate
and extend MCB’s commercial potential and support community
conversations, input, and advocacy.
- Establish audience satisfaction benchmarks and a system for
continuous feedback from audience members to support a
service-oriented experience with MCB that spans all audience
- Ensure that MCB’s vision and values around diversity, equity,
and inclusion are incorporated in all marketing and
- Modernize the audience experience to align with established
entertainment expectations in all markets served.
- Provide leadership, appropriate partnership, and
inventory/financial controls for the box office staff and venue
sales teams with the venues where MCB self-presents and is
presented, including the Kravis Center for the Performing Arts and
the Broward Center for the Performing Arts.
Team Leadership and Administration
- Partner closely with the Chief Development Officer to drive
data-driven insights into lifetime value; audience, donor, and
student demographics and psychographics; and market opportunities
to maximize MCB’s reach in the community.
- Collaborate with the Director of Community Engagement and MCB
School to support public and educational programs and maximize the
MCB’s reach in the community.
- Foster an open and cohesive approach where dancers, faculty,
board members, volunteers, and staff are valued throughout the
- Empower and diversify the Marketing, Communications, and Box
Office team to better represent the communities that MCB
- Support team ingenuity and professional development with
appropriate human resources, structures, systems, and technological
platforms in alignment with current and future trends in the
Traits and Characteristics
The CMO will be an entrepreneurial, engaging, and diplomatic
leader who can communicate effectively to a wide range of
stakeholders, including audience members, donors, sponsors, and the
media. The CMO will be an approachable and creative collaborator
who is highly organized and able to galvanize the organization
toward a deeper and more productive engagement with the communities
Other key competencies include:
- Leadership and Diplomacy – The ability to
inspire, build trust, and create a sense of purpose and direction
while tactfully handling challenging and sensitive issues. The
dexterity to both lead and mentor, understanding and maximizing the
- Professional Accountability and Interpersonal
Skills – The willingness to accept responsibility for
actions and results, reevaluate, and develop long-term
relationships with people across the organization and throughout
- Customer Focus – The capacity to anticipate,
meet, and frequently exceed customer and stakeholder needs, wants,
and expectations in a highly service-oriented environment.
- Planning and Organizing – The acumen to use
practical and efficient approaches in creating action plans that
ensure work is effectively completed and desired outcomes are
Qualified applicants will have a bachelor’s degree in marketing
or related field, at least five years of senior-level marketing and
communications experience, and a proven track record of achieving
earned income goals through the successful execution of sales
campaigns. A demonstrated ability to effectively manage a team,
work in a fast-paced environment, meet multiple deadlines, organize
time and priorities, and collaborate well as a member of the team
is necessary. A proven record of success in developing strategic
opportunities for promotional partnerships and collaborations with
sponsors, media, and community organizations is required. Marketing
skills in patron loyalty and retention, strategic branding, market
research, direct marketing, and digital marketing, including web
and social media, are required. Strong written communication and
public presentation skills and a passion for dance are essential.
Tessitura or related CRM experience is preferred. Occasional
travel, as well as evening and weekend work, will be required.
Compensation and Benefits
MCB provides a competitive and equitable compensation package,
with a salary range between $200,000 to $225,000. Benefits include
100 percent employer-paid medical, dental, and life insurances; 15
days paid vacation, six personal days, and 30 sick days per
calendar year; and a voluntary 403(b) retirement plan.
Applications and Inquiries
To submit a cover letter and resume with a summary of
demonstrable accomplishments (electronic submissions preferred),
here or visit artsconsulting.com/employment.
For questions or general inquiries about this job opportunity,
Nan Keeton, Senior Vice President
Arts Consulting Group
503 East Jackson Street, Suite 337
Tampa, FL 33602-4904
Tel (888) 234.4236