Subscriber Sales Manager

Job Responsibility:

The Subscription and Ticket Sales Manager plays a key role in expanding and maintaining Alberta Ballet's subscriber community and ticket sales. This position is responsible for proactive outreach through outbound calls and written communications to convert repeat single ticket buyers and lapsed subscribers into committed season subscribers, ensure current subscribers renew and upgrade, and increase the number of seats per account. Additionally, this role focuses on sourcing new audience opportunities and integrating sales into broader audience engagement strategies.

Unlike a traditional commission-based sales role, this is a dedicated subscriber management position focused on customer retention, relationship building, and audience engagement. This position overseas a small team of Sales Specialists who are dedicated to selling tickets, with a focus on individual ticket buyers, groups, and corporate sales.?

This role is empowered to adjust subscription packages, including seating, performance nights, and pricing, to secure and maintain subscriptions. Working closely with the Subscription Marketing team, the Subscriber Sales Manager will utilize developed collateral, advocate for additional materials, and contribute to new initiatives aimed at audience growth.

While the primary sales window is from April through September, this role requires year-round engagement, attending all subscriber productions in Calgary and Edmonton to foster in-person relationships with current and potential subscribers.

Key Responsibilities

Subscriber Engagement & Retention

• Develop and execute strategies to convert repeat single ticket buyers and lapsed subscribers into full-season subscribers.

• Ensure high renewal rates by personally engaging with existing subscribers through phone calls and follow-ups, identifying opportunities to expand their commitment.

• Track and analyze subscription trends to identify opportunities for growth and increased customer satisfaction.

• Conduct extensive outbound calling campaigns to convert repeat single ticket buyers and lapsed subscribers into full-season subscribers.

• Customize subscription packages, offering flexibility in seating, performance nights, and pricing to accommodate subscriber preferences.

Ticket Sales & Revenue Growth?

• Oversee and manage a team of Sales Specialist responsible for actively selling single tickets and group packages for all mainstage performances in Calgary and Edmonton.?

• Develop and implement strategic outreach initiatives to re-engage past audiences and attract new ticket buyers.?

• Build and maintain strong relationships with corporate partners, schools, social groups, and community organizations to secure bulk ticket purchases.?

• Work with the marketing team to maximize promotional sales opportunities, including early bird pricing, flash sales, and discount initiatives.?

• Identify and convert one-time ticket buyers into repeat attendees.?

Customer Relationship Management

• Maintain detailed and accurate records of subscriber interactions, preferences, and purchase history within the CRM system.

• Address and resolve subscriber inquiries, concerns, and objections, ensuring high levels of customer satisfaction.

• Act as the primary point of contact for subscribers, providing a seamless and personalized experience that fosters long-term loyalty.

• Attend all subscriber productions in Calgary and Edmonton to build in-person relationships with subscribers and high-potential prospects.

Collaboration with Marketing & Outreach

• Work closely with the Subscription Marketing team to utilize and refine marketing collateral for subscriber campaigns.

• Advocate for additional promotional materials as needed to support targeted subscriber engagement strategies.

• Collaborate on special subscriber programs, such as 40 Under 40 , contests, and events aimed at attracting new demographic segments.

• Contribute insights on subscriber preferences, behaviors, and feedback from direct calls to enhance marketing and outreach initiatives.

Qualifications & Skills

• Experience in sales, customer service, audience engagement, or account management, ideally within the performing arts, cultural, or hospitality sectors.

• Strong interpersonal skills with the ability to build and maintain relationships with diverse audiences.

• Comfortable making high volumes of outbound calls to engage with subscribers and ticket buyers.

• Proficiency in CRM systems and data-driven customer management.

• Problem-solving skills with the ability to tailor solutions to meet subscriber needs.

• Strong written and verbal communication skills.

• A proactive, customer-focused mindset with a passion for audience development.

• Availability to work flexible hours, including evenings and weekends, to attend performances and subscriber events.

Alberta Ballet's vision is to ignite creativity, inspire excellence and foster a lifelong love for dance through innovative performances, rigorous training and inclusive education, enriching the cultural fabric of our community and beyond.

Alberta Ballet's Corporate team provides support to both Alberta Ballet's School, Community Programs and Company Performances.

Alberta Ballet is committed to an inclusive workplace culture. This includes valuing diversity in our workforce, providing a safe work environment and fostering a culture of belonging. We believe a workplace with equal opportunity employment fosters creativity and strengthens connections to the communities we serve.