Lyric Opera turns to Stratford Festival for new marketing chief
The Lyric Opera of Chicago has turned to Canada once again to head up its marketing department.
Lisa Middleton, director of marketing for the celebrated Stratford Festival, will take up the same post at the Lyric Opera of Chicago on October 15. She succeeds longtime Lyric marketing chief and fellow Canadian Susan Mathieson Mayer, who will leave the company at the end of the year to do independent consulting.
Middleton, 43, has more than 19 years of experience working in not-for-profits. The Toronto native is responsible for generating more than $36 million in annual sales for the internationally acclaimed festival, with ticket sales that will top 460,000 for the current season, which runs April 23-Oct. 20.
“I am so pleased to be joining Lyric Opera of Chicago – an outstanding organization with an incredible artistic reputation and an impressive legacy in audience development,” said Middleton in a statement released by the company. “My family and I look forward to the move to Chicago and immersing ourselves in one of the leading cultural cities of the world. I’m excited about the great challenge ahead in bringing Lyric to the forefront of social and digital media, and contributing to the new strategic direction as set by Lyric’s board of directors.”
“I am delighted to welcome Lisa to Lyric as our new marketing director,” said general director Anthony Freud. “She has a tremendous track record of achievement, and is widely respected in the field. These are times of rapid change and great challenge in marketing and communicating about our activities, and it is essential that we maintain and build on Lyric’s longstanding excellence in these areas.”
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