Director of Marketing & Communications

Company Overview

The Citadel Theatre is an Edmonton-grown cultural cornerstone and a leading force in Canadian regional theatre, celebrated for bold, imaginative productions that deeply resonate with our local community while contributing to the national artistic conversation. As one of the largest not-for-profit theatres in North America, the Citadel attracts audiences from Edmonton and communities across central and northern Alberta.

Reporting to the Associate Executive Director, the Director of Marketing and Communications is a senior level director role that leads the Citadel Theatre’s marketing and communications function across digital, traditional, earned, and owned channels. This role provides strategic leadership to a multidisciplinary team, strengthening brand visibility, audience engagement, and supporting revenue goals. Working collaboratively across the organization, the Director shapes the messaging and promotional strategies that deepen the Theatre’s connection with diverse audiences across Edmonton and beyond. Success in this role requires strong leadership, sound judgment, strategic agility, and a keen understanding about evolving performing arts audience behaviours and marketing innovation.

Job Description

KEY ACCOUNTABILITIES

• Lead the development and execution of an integrated marketing and communications strategy aligned with Citadel’s artistic vision, audience development priorities, and revenue goals across multiple departments including but not limited to Sales (Box Office, Rentals & Events), Education, and Hospitality (Bar and Merchandise).
• Partner with the Sales Team to drive ticket sales growth and patron retention through data-informed marketing strategies, including CRM utilization, audience segmentation, and lifecycle engagement.
• Strengthen the Citadel’s brand presence and institutional profile within Edmonton’s Arts District, across Alberta as a premier cultural tourism destination, and nationally as a leading voice in Canadian theatre,
• Lead, coach and develop a high-performing marketing and communications team, fostering a culture of kindness, creativity, accountability, and continuous improvement.
• Oversee and optimize digital marketing performance, including website strategy, SEO/SEM, paid and organic social media, and email marketing.
• Partner with the Community Engagement team to develop integrated communications strategies that contribute to Sponsorship and Fundraising revenue goals.
• Support sponsorship and fundraising objectives through integrated communications strategies developed in partnership with Citadel’s Community Engagement department.
• Manage external agencies, vendors and production partners, including media buying, advertising, and creative services such as photography and videography.
• Develop, manage, and report on the departmental budget, ensuring resources are allocated strategically and efficiently.
• Contribute to season and organizational strategy through market research, audience insights, and performance reporting, serving as a data-informed voice at the leadership table.

REQUIRED QUALIFICATIONS

• Minimum 7 years of progressive experience in marketing, communications, and/or public relations strategies across digital, social, and traditional channels.
• Minimum 3 years in a leadership role with direct reports.
• Proven ability to lead, develop, and retain a high-performing team in a fast-paced, complex environment.
• Strong financial acumen, including experience owning and managing departmental budgets.
• Exceptional written and verbal communication skills, with experience presenting to senior leadership, boards, or external stakeholders.
• Proven ability to build and maintain relationships with media and external stakeholders, with experience representing an organization publicly with professionalism and credibility.
• Skilled at navigating public-facing issues and reputational risk with sound judgment and a composed, professional approach.
• Demonstrated commitment to equity, diversity, and inclusionas an active leadership practice.

DESIRED QUALIFICATIONS

• Post-secondary education in marketing, communications, public relations, or a related field.
• Experience in the arts, entertainment, or nonprofit sector.
• Familiarity with audience development, earned revenue strategies, and media relations in a live performing arts or cultural organization.

ADDITIONAL REQUIREMENTS

• Flexibility to work occasional evenings and weekends, as required.