Marketing & Private Event Sales Manager | Siegel Center

About the role

• MARKETING & PRIVATE EVENT SALES MANAGER
• Siegel Center | Richmond, VA
• Reports To: General Manager – Legends Global
• LEGENDS GLOBAL

Legends Global is the premier partner to the world's greatest live events, venues, and brands. We deliver a fully integrated solution of premium services that keeps our partners front and center through our white-label approach. Our network of 450 venues worldwide, hosting 20,000 events and entertaining 165 million guests each year, is powered by our depth of expertise and execution across feasibility & consulting, owner’s representation, sales, partnerships, hospitality, merchandise, venue management, and content & booking of world-class live events.

The Role

The Marketing & Private Events Manager drives revenue growth for VCU's Siegel Center through the organization and execution of multi-channel marketing campaigns and active private-event business development. Serving as the primary on-site marketing and sales representative, this role promotes concerts, family shows, sporting events, and other venue programming while generating, developing, and converting new private-event business to expand facility utilization and create new revenue opportunities.

Working collaboratively with the General Manager, Director of Booking, VCU stakeholders, event promoters, Richmond-area partners, and the Legends Global Marketing Network, the Manager grows venue awareness, increases event attendance, and leverages venue-owned assets to drive sustained revenue growth. This position operates within a collaborative dual reporting structure – reporting directly to the venue General Manager while maintaining a strategic connection upward through the Legends Global Marketing Network.

The ideal candidate combines strong marketing skills with a sales-oriented mindset along with relationship-building skills. As the Siegel Center’s non-athletic event business continues to grow, this position will play an essential role in both promoting current events and actively generating new business for the venue.

Key Responsibilities

Marketing Campaign Mangement

• Create, implement, and measure omnichannel marketing campaigns—including email, social, paid media, and events—for concerts, family shows, sporting events, comedy, and other venue programming.
• Develop event-specific marketing plans and collaborate with promoters, booking staff, and the Legends Global Marketing Network to maximize event performance.
• Execute contractual venue marketing obligations for promoters and touring events.
• Place advertising for event marketing and assist with public relations activities and event-day media support.

Private Event Sales & Business Development

• Proactively identify and pursue private-event opportunities, including corporate events, conferences, trade shows, meetings, graduations, recitals, cultural and community events, expos, and sporting events.
• Manage the full sales cycle: respond to inquiries, conduct venue tours, deliver sales presentations, prepare proposals, and close bookings.
• Maintain accurate records of leads, client communications, proposals, and sales activity in the CRM.

Content & Digital Communications

• Oversee development of content for sales materials, venue presentations, website, and digital platforms.
• Manage and create content for venue social-media platforms; maintain venue website content, event listings, and private-event information.
• Support paid digital advertising and audience-targeting campaigns; maintain organized content and asset libraries.

Database, Community & Partnerships

• Develop strategies to grow the venue’s consumer and private-event databases; implement customer acquisition and retention initiatives.
• Build and maintain relationships with local businesses, tourism organizations, chambers, community organizations, media outlets, and other stakeholders that can generate referrals or venue partnerships.
• Identify grassroots marketing and community engagement opportunities.

Analytics & Reporting

• Track ticket-sales performance, digital engagement, database growth, private-event leads, proposal activity, conversion rates, and revenue generated.
• Track the source and disposition of private-event opportunities and provide regular marketing and pipeline reports to the General Manager.
• Use measurable results and KPIs to recommend future marketing and business-development strategies.

Supervisory Responsibilities

Carries out supervisory responsibilities in accordance with company policies and applicable laws.

Qualifications

It is expected that Legends Global leaders fulfill each essential duty with creative energy and focused optimism, bringing an eagerness to embrace rapidly advancing marketing technology and AI to raise the bar for the venue. The requirements listed are representative of the knowledge, skill, and/or ability required.

Education And/or Experience

• Bachelor’s Degree or equivalent
• 3-5 years of marketing and/or content creation experience

Skills and Abilities

• Experience with live entertainment or sports preferred.
• Knowledge of market preferred.
• Proficiency in Adobe Creative Suite.
• Strong communication and organizational skills.
• Ability to manage multiple projects in a fast-paced environment.
• Collaborative, detail-oriented, and adaptable.

Compensation

Competitive salary between $60,000 - $70,000 commensurate with experience, and a generous benefits package that includes medical, dental, vision, life and disability insurance, paid vacation, and 401k plan.

Working Conditions

Location: On Site - Stuart C. Siegel Center | Richmond, VA