Marketing Manager

Date Posted: Dec 02, 2019
Application Deadline: Dec 14, 2019
Start Date: Jan 06, 2020

Salary From: 55K To 65K
Province: Ontario
Region: Metro Toronto Area
City: Toronto
Employee Benefits: Health, Other (e.g. flex time, comp tickets, etc.)
Check Additional Info section for more Employee Benefits
Organization's Field/Discipline: The Arts
Job's focus: Administrative
Job Type: Full-time
Career Level: Middle management

Organization Description

Luminato Festival

Luminato is Toronto’s international festival of arts and ideas dedicated to presenting programming that cuts across traditional artform boundaries. Luminato works closely with Canadian artists to support the development and creation of distinctive new work, as well as presenting today’s most exciting artists from around the world.  Please visit our website at for more information about the festival.

Luminato prioritizes a collaborative and safe workplace environment, and as such has created a series of Values that we share with our staff, artists, and external partners to collectively uphold our culture.
Our Values are:
Integrity: we encourage the fairness, trust, and transparency that are essential for rewarding interactions internally, within our communities, and with our artists and audiences.
Collaboration: we embrace the diverse thoughts and voices of our communities and work together to create an open and safe environment.
Creativity: we empower and welcome the innovation that will shape our bold visions for the future.
Excellence: we embody an unwavering commitment to greatness across our programming, staff, and collaborators.
Above all, we Respect each other.
By consistently upholding these values, together we seek to build a positive, ambitious culture at Luminato that is professionally rewarding and personally enjoyable.

Job Description

Reporting to the VP Communications, Marketing and External Relations the Marketing Manager is responsible for the development, management and execution of the overall marketing strategy for Luminato that supports the positioning, stability and growth of the organization and that is in alignment with the overall business strategy that:
  • Achieves and grows ticket sales and attendance targets while supporting the sustainability and growth of the organization through innovative, ‘best value’ strategies
  • Continually improves and strengthens Luminato’s market position and reputation as a major international festival and a distinctive element of Toronto’s year-round arts offer
  • Identifies key customer targets and business opportunities to retain existing audiences and inspire engagement and support from new audiences
Roles and Responsibilities
Leadership and Vision 
  • Uphold integrity and respect: exemplify ethical practices and professionalism by creating a trusting and synergistic work environment that encourages diverse perspectives while promoting effective collaboration 
  • Foster an environment that encourages and supports bold thinking, knowledge sharing, guides change and experimentation, and encourages (and afterwards evaluates) intelligent risk-taking 
  • Represent the organization and its values proactively through all the relevant professional networks and at appropriate community and business meetings to promote the organization 
Marketing and Sales Strategy 
  • Develop and lead the creation and rollout of the annual marketing strategy and tactical plan, which is designed to maximize ticket sales (at least meeting the annual ticket sales and audience attendance targets, group and discounted ticket goals), and create audience loyalty and development plans, while contributing to and aligning with the organization’s overall business and strategic plan. Tactical elements will include but are not limited to festival programme, posters, advertising (print, digital, out-of-home) and email campaigns and partnership and promotional opportunities.
  • Continuously monitor best practices of our competitors, and others in and beyond the industry, to deliver progressive, best-of-class marketing strategies in a cost-effective and timely manner 
  • Analyze the effectiveness of the tactics used by creating benchmarks and techniques for success measurement for the marketing initiatives that will improve bottom-line results
  • Source and negotiate contracts as required with external suppliers, designers, printers and media buyers
  • Working with the Communications Manager, ensure the proper implementation of the company’s brand look and feel on all marketing materials and initiatives and all other outward facing communications
  • Oversee the strategy and implementation of Luminato’s brand presence onsite at festival events. This includes working with the Production team to develop and execute venue signage plan that ensures prominent, consistent Luminato brand presence at all performances and events throughout the festival and other key activities outside of the festival.
  • Develop and oversee an insights - and data-driven marketing and sales methodology shaped around each of the organization’s target markets in order to develop new customers, win back lapsed customers, and strengthen loyalty among existing customers
  • Develop relationships with regional, national and international tourism partners to increase the visitor element of the audience base and, extend brand awareness
  • Work closely with the Development department to ensure all partnership and grant obligations are fulfilled and opportunities for cross-promotion are realized
Budgeting and Reporting 
  • Plan, allocate and manage expense and revenue budgets
  • Provide strategic and operational reporting to the board and board committees and to Luminato’s senior managers on the status of marketing initiatives  
  • Manage post-analysis of marketing campaigns, including ROI evaluation and customer surveys, using the data to inform strategic decision-making, future allocation of resources and intelligence that can be shared with other departments
Management and Direct Reports 
  • Achieve goals by being a results-driven, compassionate leader who recruits, manages and inspires a high-quality of work from staff that is aligned with organizational goals, and works to build a healthy and positive organizational culture
  • Working in collaboration with the Communications Manager, oversee direct reports in developing and ensuring Luminato’s print, visual, and digital presence is positioned to grow its revenue targets year-over-year across multiple target markets
  • In collaboration with the Ticketing and CRM Manager, ensure sales packages and individual ticket sales targets are set and achievable
  • Ensure consistency in all outward facing marketing on and off-season
  • Collaborate with other departments to understand their goals and how best to meet them within the marketing materials
Key Competencies
  • Strong, innovative problem-solver with ability to analyze data
  • Initiative to come up with creative, distinctive ideas that continually improve Luminato’s marketing, and work with minimal supervision
  • Outstanding communication skills, both written and oral
  • Excellent project management skills and meticulous attention to detail
  • Flexibility to work collaboratively to quick deadlines in a busy team and company environment


  • Marketing post-secondary education or related field of study, or equivalent experience
  • Minimum of five years progressive experience in a marketing or sales role
  • Experience developing and implementing marketing plan, or similar project management experience
  • Experience initiating and successfully stewarding collaborative strategic partnerships
  • Experience using content management systems (CMS), email platforms, and customer relationship management tools (basic HTML skills and basic image editing skills an asset) to optimize marketing effectiveness
  • A compelling, distinctive approach to social media management in a professional setting
  • Comfortable taking responsibility for controlling, and getting best results from, tight budgets, and working in partnership with a finance team on budgeting and all financial tracking
  • Proficiency in MS Office and more generally IT-literate and confident
  • Enthusiasm for (and ideally experience in) the work of not-for-profit creative businesses
  • General knowledge of Employment Standards Act as it relates to managing employees in a festival environment, and a management style that combines personal sensitivity with a strong focus on results
  • Understanding of CASL legislation

Additional Info:

Working Conditions/Physical Demands
  •  Weekend & evening work required particularly in the run-up to and during the festival

How to Apply:

Please respond by submitting a cover letter that indicates your interest and qualifications for the position, along with your salary expectations to our online application portal by 5:00 p.m. on December 14, 2019.  Interviews will be ongoing until the ideal candidate has been identified.  Apply Here

We thank all those who apply however only those selected for an interview will be contacted. Luminato is an equal opportunity employer. During the recruitment process, applicants have the right to request accommodation. Applicants invited to participate in an assessment process (such as an in person interview) and who require accommodation, should discuss their needs with us.


Listen to JobBoard Success Stories Podcasts and learn how to navigate work in arts and culture. 

Have a JobBoard success story you'd like to share in a podcast? Contact mona(at)


Looking for work? Consider volunteering. Check out DiscoveryBoard for positions. 
According to StatCan, "volunteers can make key contacts that may help them improve their performance or even lead to other employment opportunities."

JobBoard Policy