Director of Marketing & Sales

Organization: Prima Arts Inc. (Prima Theatre) Location: Lancaster, PA (on-site/hybrid) Status: Full Time, Salaried with Benefits

This Is the Role for Someone Who Makes It Happen

The person who doesn’t just promote or sell — but energetically invites and sparks something.

Someone who sees a room full of seats and envisions possibility.

Who knows how to turn ideas into action — and action into full houses.

You’ve got the mind of a strategist and the heart of a storyteller. You move people — not with pressure, but with purpose.

You believe experiences like Prima’s aren’t extras. They’re essential to a vibrant life.

Because this isn’t just about marketing.

It’s about reminding people what it feels like to be fully alive.

And your work?

It’s how they get there.

It’s the invitation into wonder and joy.

We shared the standard title — Director of Marketing & Sales — for clarity. But the title we’re likely embracing is Invitation & Connection Director: bringing people into invigorating theatrical experiences. We’d shape the final title together to reflect the soul of the work.

If you’re already thinking of ways to pack the next Prima performance — keep reading.

This role guides both marketing and sales with one unifying purpose:

To connect people with live experiences that invigorate their lives.

You’ll lead strategy and execution across the patron lifecycle — from their first moment of discovery to loyal, lasting relationships.

That includes campaigns, messaging, digital, data, and real human connection.

Revenue-Driven Sales Strategy

• Design and manage sales plans for single tickets, subscriptions, and special events
• Grow group sales by connecting with tourism, local businesses, and community networks
• Partner with businesses to boost employee and client engagement through Prima shows
• Track KPIs, forecast revenue, refine outreach, and optimize conversions
• Align with box office and development for messaging consistency and cross-team impact

Integrated Marketing Campaigns

• Craft and execute campaigns across digital, print, PR, and social content
• Keep every message patron-first, benefit-driven, and voice-consistent
• Use segmentation and data to personalize communication and boost engagement
• Lead creative direction for visuals and copy, collaborating with designers and media partners
• Analyze performance and optimize in real time

Community & Brand Presence

• Build lasting relationships with businesses, press, and civic leaders
• Represent Prima at community events, networking spaces, and creative roundtables
• Seek out co-branded partnerships that elevate Prima’s presence and feel aligned

This role is open to seasoned pros, returning professionals, self-taught dynamos, and those ready for what’s next. A traditional résumé arc is less important than clarity of drive and alignment of heart.

• A knack for selling through authentic, persuasive energy — not pressure
• Strategy experience across ticket sales and marketing, or the wisdom to learn fast
• Comfort reaching out to groups, businesses, and the community at large
• Deep knowledge of (or curiosity about) Lancaster’s people and pulse
• Confidence working with CRM systems (Salesforce or similar) and interpreting data
• Creativity within constraints, making magic on a modest budget
• A strong sense of how to build loyalty, not just volume
• Writing instincts that are clear, emotional, and human (not corporate)
• 5+ years of experience in marketing and/or sales — ideally in live events, cultural, or nonprofit work

Bonus Points

• Experience growing group sales or B2B ticketing relationships
• Familiarity with Lancaster’s tourism, arts, and media ecosystem
• Comfort guiding creative direction for visuals and campaign branding
• A belief that bold experiences are espresso for the soul — and a desire to pour the next cup

Compensation & Benefits

• Starting salary: $50,000
• Health insurance and retirement benefits
• Complimentary access to Prima performances
• Growth potential: This role is designed for expansion. As Prima grows, you do too.

Send your résumé, cover letter, and a brief example of a marketing or sales effort you’ve led and the results it drove — to jobs@primatheatre.org.

In your cover letter, answer this:

Why do I want to promote Prima experiences?