About Us
804Live is the premier concert and event promoter for CarMax Park, Richmond’s brand-new, world-class entertainment destination. From 14,000-seat stadium anthems to intimate sessions in the Atlantic Union Bank Lounge and high-energy gatherings at the Backstop Bar, 804Live is the heartbeat of Richmond’s vibrant event scene.
Job Summary
As the Marketing Manager for 804Live, you will serve as the creative engine behind awareness, demand, and ticket sales for non-baseball events across CarMax Park and its anchor venues. This role leads the end-to-end marketing lifecycle for concerts, festivals, and community events - pivoting seamlessly from major tour announcements to polished, strategic campaigns supporting corporate conferences and premium venue rentals. Resourceful, collaborative, and audience-obsessed, you will partner closely with sales and operations to elevate Richmond’s live event landscape and leave a lasting mark on the market.
Key Responsibilities
- Lead the execution of marketing and public relations plans for self-promoted and co-promoted events; serve as the primary marketing liaison for artists, agents, and tour managers.
- Partner closely with the Event Sales Team to create high-impact "sell sheets," digital decks, and social content that showcase CarMax Park, the Atlantic Union Bank Lounge, the Backstop Bar, and numerous other in-park locations as Richmond's premier rental spaces.
- Work hand-in-hand with the Richmond Flying Squirrels creative and marketing teams to produce top-tier graphic design, video content, and cross-promotional campaigns ensuring effective utilization of internal marketing assets to promote events.
- Oversee a comprehensive annual marketing budget while meticulously managing individual show-settlement budgets to ensure maximum ROI.
- Negotiate and execute creative media buys (print, digital, radio, television, OOH, and OTT) and build lasting relationships with local Richmond media and community influencers.
- Capture high-energy content during show nights and oversee "Night of Show" marketing activations to ensure a seamless fan experience.
- Develop and execute high-octane social media strategies that build the 804Live brand from the ground up.
- Own the growth and maintenance of the 804Live and CarMax Park fan databases; craft and execute high-impact email marketing campaigns that drive ticket sales, promote venue rentals, and keep area fans connected to the latest show announcements.
- Lead the charge on comprehensive post-show recaps, analyzing every facet of marketing performance, from ticket conversion rates to social engagement, to provide clear, actionable insights for internal stakeholders and touring partners.
- Participate in artist booking meetings and input as needed in event pro-formas and other related budgets.
- Lead development of venue scaling and pricing strategy for each event.
- Create pre-sale and on-sale activation plans, including announcement strategy, social engagement, promotions and artist participation.
- Regularly review and analyze ticket sales and event forecasts to evaluate pacing against projection. Aggressively analyze consumer data and market trends to identify new audience segments; use these insights to optimize active campaigns and build "smarter" marketing blueprints for future tours and events
Qualifications
- Minimum 3–5 years in a traditional concert, touring, venue, or live event marketing role.
- A deep understanding of the concert and event landscape; an existing "rolodex" is a plus, but the ability to build one through the prestige of the 804Live brand is essential.
- Understanding of the artist management ecosystem such as agents, management, tour promoters and artist marketing representatives and publicists.
- Proven ability to lead full-cycle marketing campaigns for ticketed events, including concerts, festivals, and large-scale activations, from announcement through post-event reporting.
- Demonstrated experience managing both overarching marketing budgets and event-specific campaign budgets, with hands-on execution across paid media channels.
- Proven experience managing large-scale fan databases and executing segmented email marketing campaigns using platforms like Mailchimp, Hive, or Salesforce/Ticketmaster tools.
- Demonstrated ability to translate complex marketing data—including ticket sales trends, ROAS (Return on Ad Spend), and social engagement—into clear, professional performance recaps.
- A track record of using data-driven insights to pivot "live" campaigns and improve long-term marketing ROI for multi-date tours or recurring venue events.
- Ability to successfully manage multiple event timelines simultaneously in a fast-paced, deadline-driven environment.
- Strong written and verbal communication skills, with the ability to collaborate effectively with internal teams and external partners, including the Richmond Flying Squirrels organization.
- Self-motivated, results oriented adaptable professional with the ability to operate independently and execute effectively in a new or evolving environment with minimal supervision.
- Self-directed with the ability to manage multiple projects simultaneously, determining focus and prioritization while remaining calm under pressure.
- Willingness and availability to work non-traditional hours, including evenings, weekends, and holidays, as required in a live entertainment setting.
We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, national origin, sex, sexual orientation, age, disability, gender identity, marital or veteran status, or any other protected class.
