Senior Manager, Digital Sales and Analytics

Position Status:
Full-Time
Exemption Status:
Exempt

Reports to:

Director of Marketing and Communications

• Inclusion
• Creative Excellence
• Innovation
• Collaboration
• Purposeful Service

The Senior Manager of Digital & Sales Analytics leads the performance and optimization of the organization’s digital ecosystem leading the performance, evolution and innovation of the organization’s website, email and social platforms. Blending analytical rigor with narrative storytelling, this role ensures TPAC’s digital presence builds meaningful relationships with our community while driving measurable revenue and engagement outcomes.

This role leverages data and audience intelligence to continuously refine content strategy, optimize the end‑to‑end digital patron journey, and translate insights into actionable strategies that increase ticket sales, deepen engagement, and strengthen philanthropic support. Digital platforms are treated not simply as marketing channels, but as dynamic relationship‑builders that reflect the diverse stories of TPAC, our artists, our patrons, and the broader community we serve.

Beyond managing current tools and platforms, this individual acts as a future‑forward digital strategist, identifying emerging technologies, multimedia innovations, and engagement opportunities that position TPAC at the forefront of performing arts experiences.

• New audience acquisition and community growth
• Increased attendance frequency and email engagement
• Conversion from single‑ticket buyers to subscribers and annual donors
• Digital engagement with education and mission‑based initiatives

This role provides direct oversight of the Digital Media Manager and the Group Sales Manager & Marketing Data Analyst, while serving as a key thought partner to the Vice President of Marketing and Communications. Together, they design and implement strategies that expand TPAC’s market presence, strengthen patron loyalty, and advance the organization’s mission.

• Develop and implement a comprehensive and integrated digital strategy for TPAC’s website that optimizes user experience and drives subscription, single, and group ticket sales and mission‑based initiatives such as philanthropic initiatives, education, and community programming.
• Oversee user experience (UX) strategy, including navigation, content hierarchy, and conversion pathways.
• Direct the strategic and daily management of the organization’s website.
• Ensure content is current, compelling, accessible, and optimized for engagement and ticket sales. Content is fresh, vibrant content and aligned with brand messaging. Additionally, the website effectively communicates TPAC’s mission, values, and community impact across all programs and initiatives.
• Collaborate with marketing and communications, box office, programming, and institutional advancement teams to support campaigns and institutional priorities through digital channels.
• Lead ongoing testing and optimization efforts (A/B testing, conversion rate optimization).

• Serve as the lead for website and digital analytics, including Google Analytics (GA4), tag management, and event tracking.
• Collaborate and partner with the Tessitura System and Interface Analysist.
• Develop, maintain, and evolve dashboards that track website performance, digital campaigns, email, and social media metrics.
• Translate data into clear insights and recommendations for leadership, key stakeholders, and cross‑functional partners.
• Establish, monitor, and exceed KPIs tied to revenue growth, audience acquisition, retention, and donor pipeline movement.
• Develop predictive insights and audience segmentation strategies to inform campaign targeting and personalization.
• Support sales and marketing strategies with data‑informed insights, including campaign performance and audience behavior.
• Present performance insights regularly to senior leadership, translating analytics into strategic recommendations.

• Develop and implement a comprehensive and integrated email strategy prioritizing campaign and organizational goals, ticket sales and engagement.
• Design lifecycle email…