Director of Marketing & Communications

Position Summary As the largest Latine and Hispanic cultural organization in the U.S. and designated an American Cultural Treasure by the Ford Foundation, Ballet Hispánico (BH) is a celebrated American dance institution delivering bold, inclusive, and authentic art experiences to tens of thousands of people in New York City, across the country, and around the world each year. Led by Artistic Director & CEO Eduardo Vilaro, BH’s three main programs—the performing Company, the School, and Community Arts Partnerships—elevate the art of dance, challenge conventions, and bring communities together to celebrate the multifaceted Latine diasporas. Our New York City headquarters houses the school, administrative offices, and several studios, serving as the nation’s physical home and cultural heart for Latine dance. With a current annual operating budget of approximately $9.0M, BH is supported by performance income, tuition, studio rental income, and charitable contributions from government, foundations, corporations, board members, and individual donors. The Director of Marketing & Communications is a strategic and hands-on leader responsible for advancing BH’s institutional brand, visibility, and audience engagement across its three programs. The Director develops and executes integrated marketing, communications, and sales strategies that drive ticket sales, touring fees, enrollment, and studio rental income, while partnering with Development to strengthen charitable support. This work supports BH’s commitment to nurturing artists, teachers, students, arts leaders, families, and communities through artistic excellence and the power of dance. Reporting to the Chief Managing Director, the Director works closely with the Artistic Director & CEO, Director of Finance & Administration, Director of BH School, Director of Community Arts Partnerships, and Director of Development to align marketing and communications with artistic, educational, community, and financial priorities. The Director leads and inspires the in-house marketing and communications team and oversees contract publicists, graphic designers, photographers, and videographers, translating BH’s mission and impact into compelling storytelling and coordinated short- and long-term campaigns. Responsibilities Strategic Leadership & Institutional Brand Management Develop and execute a comprehensive, multi-year marketing and communications strategy aligned with Ballet Hispánico's mission, strategic plan, artistic programming, financial objectives, and long-term sustainability. Serve as the organization's senior marketing and communications advisor, providing strategic guidance to executive leadership on brand positioning, audience engagement, institutional visibility, and emerging market opportunities. Collaborate with executive leadership, department heads, and the Board of Directors, including the Board Marketing Committee, to advance organizational priorities and strengthen institutional positioning. Oversee and maintain a cohesive institutional brand identity, ensuring consistency in messaging, visual presentation, and storytelling across programs, platforms, and audiences. Translate the organization's artistic, educational, and community impact into compelling narratives that resonate with audiences, donors, institutional partners, artists, and stakeholders. Identify and develop strategic partnerships and innovative initiatives that enhance Ballet Hispánico's reputation, expand its reach, and support programmatic and financial growth. Monitor emerging trends, audience behaviors, and developments within the arts and cultural landscape to inform institutional strategy and maintain organizational relevance. Audience Development, Revenue Growth & Program Promotion Develop and implement integrated marketing strategies that support audience acquisition, engagement, retention, ticket sales, program enrollment, and other earned-revenue opportunities. Lead marketing campaigns across Ballet Hispánico's primary program areas, including: Company performances, New York seasons, and national and international touring engagements. BH School enrollment, summer intensives, and educational programming. Community Arts Partnerships and related local and national initiatives. Fundraising campaigns, institutional events, and special initiatives in collaboration with Development. Identify opportunities to attract new and underserved audiences while strengthening relationships with existing patrons, supporters, and community partners. Establish strategies to convert first-time attendees and participants into repeat patrons, students, advocates, and long-term institutional supporters. Serve as a strategic marketing partner to performance venues, ensuring appropriate promotional assets, messaging, and localized campaigns to support touring engagements and performance sales. Evaluate campaign effectiveness and marketing return on investment, making informed recommendations to improve audience engagement, resource allocation, and revenue performance. Digital Marketing, Content Strategy & Analytics Lead the organization's digital marketing strategy across its website, social media platforms, email marketing, search engines, digital advertising, and emerging communications channels. Oversee the development of compelling digital content, including video, photography, artist interviews, educational storytelling, and behind-the-scenes initiatives. Leverage customer relationship management (CRM) platforms, ticketing and enrollment data, audience segmentation, and analytics tools to strengthen marketing effectiveness. Develop and implement strategies to increase online visibility, website traffic, digital engagement, audience conversion, and patron retention. Establish measurable performance indicators and reporting systems to evaluate campaign results, audience growth, digital engagement, and marketing effectiveness. Explore emerging technologies, including artificial intelligence and marketing automation, to improve operational efficiency, enhance audience engagement, and support strategic decision-making while maintaining appropriate data privacy and oversight. Ensure digital communications and marketing platforms support accessibility, inclusive engagement, and positive user experience. Communications, Public Relations & Reputation Management Direct the organization's institutional communications and public relations strategy to strengthen brand visibility, public awareness, and institutional reputation. Develop and maintain relationships with local, national, international, and arts-focused media outlets, journalists, cultural influencers, and communications partners. Oversee press releases, media campaigns, executive communications, institutional announcements, and public-facing materials. Identify opportunities to elevate the visibility of Ballet Hispánico's artistic leadership, dancers, educational programming, community partnerships, and institutional achievements. Partner with executive leadership on communications concerning organizational developments, sensitive matters, strategic initiatives, and public-facing announcements. Develop and maintain crisis communications protocols that support timely, accurate, and thoughtful responses to reputational challenges. Ensure consistent, professional, and mission-aligned messaging across institutional communications. Department Leadership, Budget & Operational Management Provide strategic direction, supervision, mentorship, and professional development to marketing and communications staff. Foster a collaborative, creative, accountable, and results-oriented departmental culture that promotes innovation, professional growth, and operational excellence. Establish departmental priorities, performance expectations, workflows, and project timelines to ensure effective execution of marketing initiatives. Develop, manage, and monitor the annual marketing and communications budget, ensuring