Vice-président(e), Marketing – Spectacles internationaux et Amériques (tournées et résidences) | Vice President Marketing – International & Americas Shows (Touring & Resident)

Location: Montréal (headquarters), London (international hub), or Las Vegas (Americas hub). Reports to: Chief Marketing Officer.

About the Role

The Vice President, Marketing is responsible for generating profitable demand for Cirque du Soleil’s shows worldwide and owns the revenue outcome of show marketing for touring and resident productions in international markets and the Americas. This role transforms 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 targets, 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 ensures each region meets its show-level revenue plan across multiple time zones, languages, and commercial models.

Responsibilities

• Deliver ticket revenue, attendance, paid sales mix, and marketing efficiency targets across the international and Americas portfolio.
• Build and implement a unified go-to-market system spanning on-sale, launch, and sustain phases, applied consistently across touring and resident shows.
• Lead, develop, and mentor three regional marketing directors and their teams, as well as supporting agencies.
• Define the global media strategy and allocate budgets based on measured contribution rather than historical practices.
• Integrate CRM, pricing, and revenue optimization decisions tightly into show marketing plans.
• Develop partnerships, tourism, and distribution channels as drivers of additional demand.
• Provide clear, traceable reporting on demand and revenue performance for each show to the CMO, CEO, and Board of Directors.
• Oversee the global marketing strategy for international markets, touring productions in the Americas, and resident shows in the Americas.
• Own the entire demand-generation engine (on-sale → launch → sustain) for each show, with a single demand and revenue plan led by a designated director.
• Define market-entry strategies and development priorities for new territories, tours, and residencies in partnership with commercial planning and touring teams.
• Drive marketing strategies to support sponsorship, distribution, and business development, including joint go-to-market plans with partners.
• Assume full accountability for ticket revenue, attendance, and marketing efficiency for the assigned portfolio.
• Implement weekly tracking of sales cadence and performance to quickly identify and address underperformance during show runs.
• Collaborate with Growth and CRM teams on pricing architecture, yield strategies, discount governance, and promotional guidelines.
• Work with Ticketing Operations on inventory, distribution, channel allocation, and operational standards.
• Ensure all performance metrics are supported by uniformly defined data sources across all regions.
• Define the global media strategy and oversee investment allocation across regions, shows, and lifecycle phases.
• Establish measurement standards linking paid media, CRM, and organic visibility efforts to ticket sales and performance.
• Develop and manage the agency ecosystem for international and Americas markets, including selection criteria, performance standards, and evaluation processes.
• Approve agency appointments, mandates, and budgets proposed by regional marketing directors.
• Ensure each show is marketed with a clear, distinctive value proposition adapted to cultural, linguistic, and local market realities.
• Apply brand strategy and guidelines established by the Brand VP while maintaining high creative standards.
• Collaborate with Communications to integrate media relations and social channels as demand-generation levers.
• Deploy initiatives with content creators, influencers, and cultural partners to reach new audiences without relying primarily on discounts.
• Integrate CRM and relationship marketing into every show plan to foster loyalty, customer lifetime value, and growth of owned audiences.
• Reduce reliance on paid acquisition by developing qualified, consenting audiences in each market.
• Align marketing strategies with the customer experience and complementary revenue goals, such as merchandise and premium offerings.
• Act as the primary marketing partner to touring operations, casting, production, finance, legal, and corporate functions.
• Ensure consistency between commercial decisions, field execution, and external communications.
• Represent the demand and revenue status of the portfolio to the CMO, executive team, and Board of Directors.
• Lead and develop three regional marketing directors and their distributed teams across multiple markets, time zones, and languages.
• Establish a common operational model, competency development plan, and consistent career paths across regions.
• Define business-focused KPIs and dashboards tied to revenue, attendance, paid sales mix, marketing efficiency, CRM contribution, and launch success.
• Maintain high standards while providing teams with the clarity, tools, and support needed for success.

Requirements

• Over 12 years of marketing leadership experience in an international, multi-market context, including direct accountability for revenue targets.
• Proven ability to manage marketing as a commercial engine directly contributing to sales, yield, and profitability.
• Experience in live entertainment, sports, attractions, hospitality, or other perishable-inventory industries.
• Significant experience managing distributed teams across time zones, including those supporting touring operations.
• Deep expertise in paid media strategy and large-scale budget allocation with strong analytical rigor.
• Proficiency in CRM, pricing systems, and ticketing, with the ability to make decisions despite imperfect data.
• Demonstrated experience in selecting, negotiating, and governing international agencies.
• Ability to balance creative excellence with commercial vision.
• Strong credibility with executives, boards, and strategic partners.
• Ability to operate in a matrixed, cross-functional environment with a North America-based headquarters.
• Fluency in English (required) and availability for frequent travel across international and Americas markets.

Preferred Qualifications

• Proficiency in other key market languages (French, Spanish, German, Arabic, Japanese, Mandarin, etc.).
• Experience in marketing touring productions and long-term resident shows.
• Experience with tourism partnerships, distribution networks, promoters, and the travel industry.
• Experience creating or transforming a marketing organization under high commercial pressure.