The Dallas Opera
March 13, 2023
Dallas, TEXAS
Job Type


Position Description


Reporting to the Director of Marketing, Sales, and Patron Services, this position is responsible for creating and implementing a strategic and comprehensive marketing plan for group sales and audience development that meets or exceeds annual attendance and revenue goals. The Group Sales and Audience Development Manager oversees the budget and implements sales tactics, co-promotions, events, and other initiatives developed as part of the annual marketing plan. This position also works collaboratively with cross-functional teams to develop new (and leverage existing) arts, education, community, and corporate partnerships.




Group Sales

  • Identify and cultivate group ticket segments such as corporate, tourism, university students, educators, and alumni, resident communities, and others to increase attendance and support revenue goals.
  • Proactively call, email, and set in-person sales appointments to generate new clients and revenue streams.
  • Follow up with past clients to renew orders for future seasons.
  • Demonstrate knowledge of TDO programs and impact, create value proposition, pricing strategy, and sales messages.
  • Work with internal team to create all required sales materials; ensure relevant web pages are accurate and maintained.
  • Collaborate with Development team to leverage sales opportunities with corporate partners.
  • Serve as primary contact with third-party ticket vendors for promotional offers around targeted concerts. Target opportunities to push promo-code opportunities in the market.
  • Develop sales reports to track revenue and demonstrate prospecting efforts.
  • Maintain membership and participation in group organizations.
  • Actively network in the community and represent TDO at events to generate new relationships and sales opportunities.


Audience Development

  • Serve as an active member of the Board Audience Development Committee; attend and present at meetings as required.
  • Support audience development goals by managing strategies and tactics, including but not limited to personal outreach to alumni and other organizations to plan engagement events and attendance opportunities.
  • Plan, execute, and host/attend all Audience Development events in collaboration with the Volunteer and Event Coordinator.
  • Collaborate with Education & Community Engagement team to grow community partner relationships and increase attendance at in-person events.
  • Collaborate with the Advertising and Sales Manager to initiate, develop, manage, and implement cross promotions with arts partners.


Team/Other Responsibilities

  • Attend and actively participate in all team meetings and meetings with direct supervisor as required.
  • Maintain positive relationships with staff members, patrons, and community partners. Attend performances and assist with events and Patron Services tasks as needed.


Candidate Qualities

Traits and Characteristics

  • Self-motivated with a commitment and accountability to achieving sales goals
  • Confident public speaker with strong verbal communication and presentations skills
  • Creative collaborator with customer service mindset, and proven ability to build productive working relationships internally and externally
  • Aptitude for multitasking, prioritizing, attention to detail, and managing time in a challenging environment which often presents competing priorities
  • Strong project management and organizational skills; accepts responsibility for quality, accuracy, and timeliness of assignments
  • Able to create tangible outcomes in an ambiguous environment


Skills and Knowledge

  • A Bachelor’s degree in a related field (music, marketing, sales) and broad understanding of basic sales tactics
  • Three years of person-to-person inside/outside sales experience, preferably in performing arts, sports, or entertainment fields
  • Experience with CRMs and ticketing systems
  • Budget management experience
  • Knowledge of classical music, opera, DFW arts and culture, higher education, and non-profit landscape
  • Proficiency in Microsoft Office products (Word, Excel, PowerPoint) and collaborating in a Microsoft 365 environment
  • Familiarity with digital project management systems (Asana, Basecamp, Trello, Jira)
  • Strong verbal and written communication skills, including proofreading, grammar, and spelling skills


Other Considerations

Compensation       Competitive salary

Benefits include health, vision, and dental insurance, vacation time, no-cost parking, 403(b) with employer match, and professional development opportunities to increase knowledge-base and employee retention.

Education              Bachelor’s degree preferred

Location                 On-site, Dallas, Texas

Office Hours          Mon-Fri, 9am to 5pm except for performances and group events. On those occasions, office hours will be flexible and mutually agreed.

Website         and www.thedallasopera.TV

Travel                     Occasional


The Dallas Opera values diversity in the workplace and is committed to creating an equitable and inclusive work environment where employees are treated with dignity and respect. The Dallas Opera is an equal opportunity employer and maintains a policy of non-discrimination with all employees and applicants for employment. This position will remain open until a diverse and qualified pool of candidates has been identified. Applications from populations underrepresented in the arts are strongly encouraged to apply.

Application Instructions

To apply, please send a cover letter no longer than two pages and resume to, using the subject line “Group Sales Manager.” Please send Microsoft Word or PDF files only. No phone calls please.

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