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SalaryBase31 is Prince Edward County’s hottest new cultural destination, located on the site of a former 70-acre WWII air training base just outside of Picton, Ont. The site was purchased in 2021 by PEC Partners Inc. with an ambitious revitalization plan that has since seen the adaptive re-use of many of the heritage buildings, transformation of the landscape, and significant investment in placemaking, public art, programming, site activation and food & beverage programs. The site opened to concerts and events in the summer of 2022 and to date has featured events ranging from major concerts for venue capacities ranging from 175 - 2,500 people, large-scale immersive art experiences, drone shows, gallery and museum exhibitions, historic tours, interactive experiences, culinary experiences, kids camps and art classes. Base31 will continue to grow and develop over the coming years with an evolving fusion of creative placemaking, culinary arts, heritage, ecology, events, innovation and community. Embracing the cultural and historical significance of Indigenous heritage and its WWII air training base roots has been a focal point and a guiding beacon that has allowed the management team and partners to honor the rich chronicle that is embodied everywhere you look. We invite you to co-create its future with us.
Type: Full-Time
Reporting to: Vice-President, Marketing & Communications
Direct Reports: Marketing Coordinator, Social Media Coordinator, Communications Coordinator
Location: Hybrid 2 days in the office in Picton, Ontario + onsite required for major events
Start date: As soon as possible
OVERVIEW
Base31 is seeking an experienced Marketing Specialist to achieve revenue targets and oversee the development and implementation of marketing campaigns and branded content. This role will be responsible for managing all marketing operations, including but not limited to campaign development, funnel and channel management, creative execution, budget spends, data analysis and vendor management. This role works with a variety of departments to achieve ticket sales, attendance targets and manage brand awareness and directly oversees the work of three talented marketing and communications professionals. The Marketing Specialist will play a vital role in building the site and the brand as a major new cultural destination known locally, regionally, and nationally.
This role is responsible for overseeing Base31’s brand and marketing portfolio of activities happening on the site, with a focus on concerts and special events, immersive art experiences, major exhibitions, tours and visitor experiences, food & beverage venues, and third-party event rentals. The ideal candidate will be a seasoned professional in brand development and marketing management sphere; enthusiastic and experienced in marketing compelling events to the public; a data-informed decision maker who is adept at crafting effective marketing and sales campaigns; experienced in the live entertainment or arts/tourism industries; be an authentic and strong relationship manager with stakeholders, colleagues and partners; and have a keen focus on building a positive workplace culture and experience.
The Marketing Specialist joins a growing workforce at Base31, which is composed of builders, social entrepreneurs, artists, nature lovers, amateur comedians, musicians, meditators, foodies, dog-lovers, multi-generational County-folk and relative newcomers. Our team is fast-paced, light-hearted, highly collaborative and building an incredible place from the ground up.
RESPONSIBILITIES
- Manage marketing team operations, including marketing, social media, communications, content creation, photography, website and graphic design for major events, venues and activities happening onsite
- Manage marketing campaigns, including developing and leading campaigns, overseeing creative briefs, forecasting ticket sales and opportunities for audience growth, guiding suppliers and contractors, building marketing and brand partnerships, executing media plans and gathering real-time feedback for campaign optimization
- Lead a team of engaged and creative professionals to achieve departmental and organizational goals
- Analyze data and extrapolate key learnings from Base31’s network of platforms and audience
- Oversee performance and budget reporting to track campaign performance and benchmarking, including email metrics, cost per acquisition, and conversion insights
- Manage marketing budget, including guiding research related to annual budgets
- With the support of the Vice-President of Marketing & Communications, build user journey maps and loyalty plans based on customer needs, identifying key moments where Base31 can make an impact that drives action
- Oversee social media, communications, content, web and design team members to build out integrated marketing plans that are data and insight driven
- Identifies content, platforms and moments around which Base31 verticals should focus special efforts to drive growth and reach new audiences
- Oversees the integrated editorial calendar; collaborates on media relations as needed
QUALIFICATIONS
- Manage marketing team operations, including marketing, social media, communications, content creation, photography, website and graphic design for major events, venues and activities happening onsite
- Manage marketing campaigns, including developing and leading campaigns, overseeing creative briefs, forecasting ticket sales and opportunities for audience growth, guiding suppliers and contractors, building marketing and brand partnerships, executing media plans and gathering real-time feedback for campaign optimization
- Lead a team of engaged and creative professionals to achieve departmental and organizational goals
- Analyze data and extrapolate key learnings from Base31's network of platforms and audience
- Oversee performance and budget reporting to track campaign performance and benchmarking, including email metrics, cost per acquisition, and conversion insights
- Manage marketing budget, including guiding research related to annual budgets
- With the support of the Vice-President of Marketing & Communications, build user journey maps and loyalty plans based on customer needs, identifying key moments where Base31 can make an impact that drives action
- Oversee social media, communications, content, web and design team members to build out integrated marketing plans that are data and insight driven
- Identifies content, platforms and moments around which Base31 verticals should focus special efforts to drive growth and reach new audiences
- Oversees the integrated editorial calendar; collaborates on media relations as needed
EQUITY
Base31 Partners Inc. has a commitment to expanding opportunities of commonly under-represented people from equity-seeking groups including, but not limited to, Indigenous and person of colour communities, 2SLGBTQI+ communities, persons with disabilities and others. Base31 strives to be an equitable and inclusive workplace. We value an open and diverse community that fosters the inclusion of many different voices. We encourage applications from members of communities that have been marginalized based on sex, sexual orientation, gender identity or expression, racialization, disability, political belief, religion, marital or family status, age, or status as an Indigenous person.
ACCOMODATION- MANDATORY DO NOT EDIT
If you are a person with a disability and require accommodation and/or assistance during the application process, please contact us in advance at PeopleandCulture@base31.ca We strive to provide reasonable accommodations whenever requested.
ABOUT BASE31
Base31 is a cultural destination in development on the site of a former 70-acre WWII air training base in Picton, Ontario, Canada, which is located in Prince Edward County, one of the region’s most treasured holiday spots for its world-class wineries, sandy beaches and boutique accommodations. Operated as a military base until 1969, the site transitioned into a business park and airport and was purchased by PEC Community Partners in December of 2021. The new ownership group has embarked on an ambitious revitalization program that includes the adaptive re-use of many of the heritage buildings, transformation of the landscape and significant investment in placemaking, public art, programming, site activation and food & beverage. The site opened to concerts and events in the summer of 2022. Since 2022, the number of venues revitalized and brought to new use as concert and event venues has grown, as has the volume and scale of concerts and events happening on the site. In 2023, events ranging from major concerts for venue capacities ranging from 175 - 2,500, large-scale immersive art experiences, drone shows, museum exhibitions, historic tours, culinary experiences, fitness bootcamps, kids summer camps, and art classes. In 2024 and the coming years, Base31 is looking to grow the audience attendance onsite, volume and type of events, as well as the number of venues onsite. Highlights of the artists showcased on Base31 stages in 2023 include: Arkells, Sam Roberts Band, Colin James Trio, Serena Ryder, Lights, The Sheepdogs, 54-40, Josh Ross, Charlotte Cardin, Sarah Slean and the BigLake Orchestra, Judy Collins, Royal Wood, Hawksley Workman, Jane Siberry, Shakura S’Aida, Susan Aglukark and many more.
