The Senior Marketing Lead is responsible for leading the go‑to‑market strategy, campaign execution, and commercial performance of a new touring Big Top production (BT2027) across all North American markets. 

This role combines creative marketing leadership with strong commercial accountability, ensuring the show is positioned as a must‑see, culturally relevant experience while delivering strong revenue results. 

The role connects brand, marketing, pricing, CRM, digital channels, and on‑site revenue drivers into a cohesive system that maximizes attendance, pricing power, and overall audience value. 

Core Mandate 

• Build and execute a best‑in‑class integrated marketing and communications strategy 

• Drive revenue performance, pricing strength, and marketing effectiveness across all markets 

• Ensure campaigns deliver both cultural relevance and commercial impact 

• Align key commercial levers (marketing, pricing, CRM, digital, sales, experience) 

• Support sponsorship integration and broader strategic objectives 

Key Responsibilities 

1. Marketing & Campaign Leadership 

• Develop and lead the 360° marketing and communications strategy across all channels (brand, digital, PR, social, performance marketing) 

• Translate creative and artistic vision into compelling, consumer‑facing campaigns 

• Ensure consistency and quality across markets while allowing for local adaptation 

• Oversee content, creative development, and media planning to maximize reach and engagement 

2. Commercial Performance & Revenue Focus 

• Work closely with Revenue Management and Ticketing to align demand generation with pricing strategy 

• Monitor and optimise campaign performance against revenue objectives (ATP, occupancy, conversion) 

• Identify opportunities to strengthen pricing confidence and improve yield 

• Contribute to improving spend per head through alignment with guest experience (F&B, merch, VIP) 

3. Demand Generation & Go‑to‑Market Execution 

• Design and execute phased go‑to‑market strategies (build → launch → sustain → close) 

• Drive strong pre‑opening demand and sustained in‑market performance across all tour markets 

• Optimize media mix, targeting, and messaging using data and audience insights 

• Ensure alignment between global direction and local execution 

4. Cross‑Functional Integration 

• Act as a key bridge across:  

• Digital and website (customer journey, conversion) 

• CRM (segmentation, lifecycle, repeat attendance) 

• Group sales (volume channels and partnerships) 

• Revenue management (pricing and inventory) 

• Guest experience teams (on‑site monetisation) 

• Ensure all functions contribute to a shared commercial objective 

5. Cultural Relevance & Visibility 

• Develop campaigns and activations that position the show as a must‑see cultural experience 

• Identify and leverage cultural trends, communities, and influencers 

• Work with Communications teams to build visibility and relevance beyond paid media 

• Strengthen the show’s presence in key markets and among target audiences 

6. Sponsorship & Partnership Enablement 

• Support Sponsorship teams by ensuring the show delivers:  

• Strong brand positioning for premium partners 

• Integration opportunities within campaigns and experience 

• Leverage partnerships to extend campaign reach and enhance audience engagement 

7. Toolkit Development & Market Enablement 

• Develop clear, practical marketing toolkits including:  

• Messaging frameworks 

• Campaign playbooks and timelines 

• Best practices for media and execution 

• Ensure local teams, agencies and partners are equipped to execute effectively 

8. Continuous Optimisation & Learning 

• Track campaign performance and audience behaviour across markets 

• Continuously refine strategy to improve ROI and effectiveness 

• Capture learnings to support performance across future touring productions 

Profile & Experience 

Require

• 10–15+ years of senior marketing experience 

• Proven track record launching and driving performance for ticketed experiences or events 

• Strong experience in integrated marketing, demand generation, and performance optimisation 

• Solid commercial understanding of pricing, conversion, and revenue drivers 

• Experience working across multiple markets and stakeholders 

Preferred

• Experience in touring productions, live entertainment, sports, or premium consumer brands 

• Experience working with promoters, venues, and external partners 

• Exposure to CRM, digital optimisation, and audience lifecycle strategies 

• Experience supporting sponsorship or partnership integration 

Key Competencies

• Strong strategic thinking with commercial awareness 

• Ability to balance creative excellence with performance focus 

• Data‑driven decision making and optimisation mindset 

• Ability to operate across multiple disciplines and stakeholders 

• High ownership and execution discipline 

Role Expectations

• Based in North America, with regular travel to Montreal required 

• Active involvement throughout the full lifecycle of the show 

• Flexibility to support additional campaigns or productions as required 

What Success Looks Like

• Strong ticket sales performance across all markets 

• High‑impact campaigns that drive awareness, engagement, and conversion 

• Clear pricing strength and improved marketing efficiency 

• Strong pre‑launch momentum and sustained demand 

• Meaningful contribution to sponsorship value and integration 

• A scalable, repeatable marketing model for future touring productions