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About the Role

The VP Marketing is responsible for generating profitable demand for Cirque du Soleil’s shows worldwide and owns the revenue outcome of show marketing across touring and resident productions in international markets and the Americas. This role turns show marketing into a disciplined commercial engine, integrating brand, paid media, CRM, pricing, and ticketing into a single go-to-market system that delivers attendance, yield, and revenue against plan, show by show and market by market. Leading three regional marketing directors, this role sets the global standard for how Cirque brings shows to market, allocates media investment across the portfolio, and holds each region accountable to a show-level revenue plan across multiple time zones, languages, and commercial models.

Responsibilities

Lead and oversee a global show marketing strategy spanning international markets, Americas touring productions, and Americas resident shows.
Own the end-to-end demand engine (onsale → launch → sustain) for every show, with one demand and revenue plan per show owned by a named director.
Set market entry and market prioritisation logic for new territories, tours, and residencies in partnership with touring and commercial planning.
Lead marketing strategy in support of sponsorship, distribution, and business development, including joint go-to-market plans with partners.
Carry full accountability for ticket revenue, attendance, and marketing efficiency across the portfolio in remit.
Run a weekly pacing and yield rhythm that identifies softness early enough to intervene during a run, not after it.
Partner with Growth & CRM on pricing architecture, yield strategy, discount governance, and promotional guardrails.
Partner with Ticketing Operations on inventory, distribution, channel mix, and build standards.
Ensure all performance claims trace to source data with consistent definitions across regions.
Own global media strategy and the allocation of media investment across regions, shows, and lifecycle stages.
Set measurement standards linking media, CRM, and earned activity to ticket sales and yield.
Define and manage the international and Americas agency ecosystem, setting selection criteria, performance standards, and review cadence.
Approve and sign off on agency appointments, scopes, and budgets proposed by the regional marketing directors.
Ensure every show goes to market with a clear, differentiated proposition that is locally and culturally relevant per market and language.
Apply brand strategy and guardrails set by VP Brand, holding regional work to premium creative standards.
Work with Communications on earned media and show social channels as integrated demand levers within the show marketing mix.
Activate creator, influencer, and cultural partnerships that build relevance with new audiences without discount-led demand.
Embed CRM and lifecycle marketing into every show plan to grow repeat attendance, lifetime value, and owned audience share.
Reduce dependency on paid acquisition by growing addressable, consented audiences in each market.
Align show marketing with guest experience and ancillary revenue objectives, including merchandise and premium offers.
Act as the central marketing counterpart for touring operations, casting and production, finance, legal, and HQ functions on show and market decisions.
Ensure consistency between commercial decisions, market execution, and external messaging, acting as the two-way bridge between markets and HQ.
Represent the portfolio’s demand and revenue picture to the CMO, executive team, and board.
Lead and develop three regional marketing directors and their teams across multiple markets, time zones, and languages.
Build a consistent operating model, capability plan, and career path across regions, including onboarding for new tours and openings.
Set KPIs and scorecards tied to business impact (revenue, attendance, paid mix, marketing efficiency, CRM contribution, launch momentum).
Hold demanding standards while giving teams the clarity, tools, and support to meet them.

Requirements

12+ years in marketing leadership with multi-market, international experience, including direct ownership of a revenue number.
Proven ability to run marketing as a commercial engine tied to sales, yield, and profitability outcomes.
Experience in live entertainment, sport, attractions, hospitality, or another perishable-inventory business.
Track record leading leaders: managing directors and distributed, multi-time-zone in-house teams, including teams embedded with touring operations.
Deep command of paid media strategy and budget allocation at scale, with rigorous performance measurement.
Strong working knowledge of CRM, pricing, and ticketing systems, and the ability to make decisions with imperfect data while improving how it is measured.
Proven track record appointing, contracting, and governing agencies across multiple markets.
Fluency in both craft and commerce: able to judge creative work and interrogate a pacing curve or media mix model in the same meeting.
Executive presence with C-suite, board, and major partners.
Ability to operate in a matrixed, cross-functional environment with a North America–based headquarters.
Fluent in English (mandatory).
Willingness to travel frequently across international and Americas markets.

Skills

Marketing leadership
Multi-market strategy
International marketing
Revenue generation
Commercial engine development
Sales
Yield management
Profitability analysis
Live entertainment marketing
Sports marketing
Attractions marketing
Hospitality marketing
Perishable inventory business marketing
Team leadership
Distributed team management
Paid media strategy
Budget allocation
Performance measurement
CRM systems
Pricing strategies
Ticketing systems
Data analysis
Agency management
Contract negotiation
Creative evaluation
Commercial acumen
Executive presence
Cross-functional collaboration
Matrixed environment navigation

Location

Montréal, CA
London, UK
Las Vegas, USA

Work Type

Full-Time Position

Experience Level

12+ years

About the Company

Cirque du Soleil Entertainment Group is committed to creating and maintaining an accessible and inclusive workplace. Proud ambassador of equality in employment, Cirque du Soleil Entertainment Group is committed to eliminating discrimination based on age, skin color, origins, religion, sex, gender, sexual orientation and any other characteristic. Neutral and inclusive writing is now preferred for all new job postings.

Equal Opportunity

Cirque du Soleil Entertainment Group is committed to creating and maintaining an accessible and inclusive workplace. Proud ambassador of equality in employment, Cirque du Soleil Entertainment Group is committed to eliminating discrimination based on age, skin color, origins, religion, sex, gender, sexual orientation and any other characteristic. Neutral and inclusive writing is now preferred for all new job postings.