Senior Manager, Business Operations & Revenue Strategy - Marketing
Department: Marketing
Reports to: Sr. Dr. of Marketing, Analytics and Digital (also to VP of Marketing)
Status: Full-Time Exempt
Position Summary
The Senior Manager, Business Operations & Revenue Strategy leads business operations, systems strategy, data integrity, and ticket revenue management for the Marketing Department. This role makes sure workflows are consistent and well documented, that Marketing's full platform ecosystem (Pardot,
Salesforce, Wrike, MediaValet, Momentus, Archtics/Ticketmaster) is used efficiently, and that the department can track, manage, and report on its work. The Senior Manager also owns dynamic pricing and inventory strategy for NJPAC performances, on and off site. Using real-time sales data, historical trends, and market factors, this role sets and adjusts ticket prices to grow revenue while keeping venue capacity high. As Marketing's Business Operations lead, this role is NJPAC's single point of accountability connecting the department to Finance and IT: for monthly financial review and budgeting, for the organization's IT data integration initiative, and for dashboard reporting and data integrity. The Senior Manager represents Marketing in the Business Operations Peer Group, helping set shared standards ahead of the opening of the Cooperman Education Center and the organization-wide data integration project launching in the spring.
Key Responsibilities:
Department Operations and Standardization
• Oversee business operations across Marketing teams, keeping workflows consistent and standardized so work is easy to track, manage, and report on at the department level.
• Evaluate existing people-facing processes and procedures and identify ways to improve efficiency, clarity, and consistency.
• Document and simplify Marketing's operational processes, making sure staff understand and follow shared standards and workflows.
• Serve as a key advisor to the VP, Marketing on departmental operations, surfacing inefficiencies and recommending improvements to processes and staffing structures where appropriate.
Platform Strategy and CRM Optimization
• Serve as the primary owner of Marketing's platform ecosystem (Pardot, Salesforce, Wrike, MediaValet, Momentus, Archtics/Ticketmaster), making sure systems are used efficiently and to their full capability.
• Serve as the department's liaison to CRM for all system needs and act as subject matter expert on CRM projects.
• Partner with the Director of CRM on Salesforce administration, integrating ticketing and Archtics data into Salesforce and implementing Marketing's needs.
• Identify underused features or functionality gaps and lead efforts to close them through configuration changes, staff training, or process redesign.
• In consultation with IT, evaluate whether existing platforms still meet departmental needs and recommend new tools or vendor changes when appropriate.
• Serve as project manager for large-scale efforts to move manual marketing processes into systems, overseeing process documentation, requirements gathering, and consensus-building on key decisions.
• Lead change management for platform initiatives so staff understand what is changing, why, and how it supports their day-to-day work.
• Manage day-to-day system updates and issues for the ticketing department.
• Manage Ticketmaster event listings, including marketing images and copy, for all performances.
Data Management & Integrity
• In partnership with IT and the VP, Marketing, develop a data integrity strategy for Marketing, including processes for regular data cleansing, bug tracking, and standardization across systems.
• Monitor and maintain the integrity of the Archtics database; perform regular integrity checks through querying and system review, including de-duplication (in partnership with the CRM team) and data continuity.
• Manage manual data migration between systems, including the weekly import of Membership and Development data into Archtics to keep both CRM systems consistent.
• Maintain and enforce database standards, naming conventions, and best practices across systems.
• Work with the Director of Data Architecture & Analytics to rescore the database annually and update records with new LTV scores.
• Manage all list pulls (email, direct mail, campaigns) and reporting for the Marketing Department; build a clear structure for outreach lists, with self-service and automated pulls where possible and standard templates for ad hoc requests.
• Manage user access, permissions, and licenses across Marketing systems, including staff onboarding and offboarding.
Dynamic Pricing & Revenue Management
• Maximize ticket revenue through dynamic pricing and rescaling strategies.
• Monitor real-time demand, sales velocity, and secondary market trends and adjust ticket prices accordingly.
• Manage dynamic pricing inventory strategically, including holds and releases and premium seating, to optimize yield while keeping venue capacity high.
• Analyze regional competitor events, historical data, and macroeconomic factors to set baseline pricing models for upcoming on-sales.
• Configure, test, and troubleshoot pricing rules within the ticketing system and algorithmic pricing tools.
• Monitor sales to flag performances needing more marketing support or pricing changes; submit Platinum ticket pricing recommendations to Ticketmaster for selected performances.
• Communicate dynamic pricing results to the ticketing team for institutional reporting.
Reporting, Analytics & Insights
• Serve as NJPAC's expert on the ticketing database; research and present historical sales trends at the season (macro) and single-performance (micro) level.
• Build and maintain dashboards tracking daily sales, revenue pacing, inventory yield, campaign performance, and team workload, giving the VP, Marketing, programmers, and marketers actionable insights.
• Create and maintain shareable tracking documents for performance sales goals.
• Establish standard metrics and definitions so Marketing reporting is consistent and aligned with organization-wide reporting.
• Support the Ticketing Operations Coordinator in producing the Daily Sales Report and sending it to staff by 11:00 a.m. each weekday.
Training and Staff Support
• Develop and maintain standard operating procedures for Marketing systems and make sure they are followed and comply with organization-wide standards.
• Assess staff system skills, build a training plan to close key gaps, and train new staff on all Marketing CRM platforms.
• Provide regular, ongoing opportunities for staff to get additional training and support on systems.
• Attend training to build advanced expertise in Salesforce and affiliated applications, including Archtics.
Finance Liaison & Business Operations Peer Group
• Serve as Marketing's primary liaison to Finance, leading monthly financial review and supporting annual budget development.
• Track departmental spend against budget, including platform and vendor costs, and flag variances to the VP, Marketing.
• In partnership with IT and Finance, manage Marketing's platform and vendor contracts, including renewals, license counts, and invoice reconciliation.
• Represent Marketing in the Business Operations Peer Group, convened by Finance and IT, which meets monthly plus a brief check-in the week before each month-end close and each projection.
• Adopt and help maintain shared reporting templates, a common data-definition glossary, and a shared reporting calendar with peer Business Operations leads.
• Escalate unresolved data or definition conflicts jointly to the peer group lead and the VP, Marketing.
Qualifications & Requirements
Experience
• 4+ years of experience in marketing operations, CRM administration, revenue management, business operations, or ticket operations (live events, airlines, or hospitality preferred).
• Experience with data management practices such as de-duplication, data cleansing, and maintaining data standards across systems.
• Experience with dynamic pricing, yield management, or inventory strategy strongly preferred.
Technical Skills
• Hands-on experience administering Salesforce, Pardot, and Archtics/Ticketmaster, including reports, dashboards, data imports, and user management.
• Experience with enterprise ticketing systems (e.g., Ticketmaster Archtics, AXS, SeatGeek, Paciolan) and their pricing tools.
• Working knowledge of marketing automation platforms, preferably Pardot.
• Experience with project management tools such as Wrike and digital asset management platforms such as MediaValet.
• Advanced proficiency in Microsoft Excel, including lookups, pivot tables, advanced formulas, and data manipulation for imports and exports.
• Familiarity with SQL or data visualization tools (Tableau, Power BI) highly preferred.
Core Competencies
• Systems thinking understands how platforms, data, and processes connect and anticipates the downstream impact of changes.
• Process improvement and change management: spots inefficiencies, designs practical, well-documented workflows, and guides staff through new tools with clear communication and patience.
• Project management: plans and drives complex initiatives on schedule.
• Revenue and analytical judgment: strong numerical reasoning and the ability to make fast, sound pricing decisions under pressure.
• Communication: explains complex data clearly to non-technical stakeholders.
