Description:
Under the direction of the Director of Marketing, Communications & Visitor Experience, the Director of Marketing ensures strategic oversight of all marketing campaigns at the de Young and Legion of Honor. This position leads the Marketing team's day-to-day operations and strategic direction. This position will analyze marketing performance based on data and optimize marketing initiatives to achieve attendance and revenue goals.
Duties and Responsibilities:
- Leads marketing campaign execution including the development of high-level, messaging, and media strategies; creative briefs; media selection; and creative direction. Directs the team and helps disseminate workload for all marketing efforts.
- Manages marketing timelines and oversees the execution of campaign deliverables managed by the Assistant Marketing Manager and Marketing Coordinator.
- Oversees the museum's signage and collateral supported by the Marketing Coordinator.
- Manages media buying agencies and external consultants, vendors, and advertising representatives, supported by the Assistant Marketing Manager.
- Researches and develops strategic partnerships to bring new audiences to the museum and elevates the institutional brand; drives ongoing assessment and analysis of external partnerships.
- Defines and analyzes key performance indicators (KPI) for museums.
- Supports the Director of Marketing, Communications, and Visitor Experience in institutional brand development initiatives. Ensures proper brand tone and voice use across all public-facing collateral, advertising, and signage.
- Leads efforts to optimize marketing campaigns through the engagement of research firms, data collection, and analysis of key findings in the market.
- In collaboration with our ad agency of record, integrates and refines marketing tactics through reporting and analysis of CRM data in ACME.
- Manages strong relationships with representatives of local, regional, and national media to establish and maintain an effective advertising program.
- Oversees master advertising calendar and production timelines; supervises the routing of materials internally and externally to ensure timely distribution of materials.
- Supervises marketing team and provides guidance and support for professional development. Assigns select projects to the Marketing & Communications Project Manager, when applicable.
- Manages and tracks budgets; works closely with the team to effectively track payments; responsible for mid-year budget reviews with support from Assistant Marketing Manager and Marketing & Communications Project Manager and is responsible for new fiscal year budget proposals.
- Partners with media planning consultants and agencies to deliver out-of-the-box campaigns. And works closely with the graphic design team to ensure impactful campaign creative.
- Reviews email strategy and production as needed. Helps generate new content ideas with the team for email communications. Also, supports the development of our paid social media campaigns.
- Represents the Museums at relevant industry and media events, including conferences, meetings, and other functions.
- Presents market trends, strategies, and research data to the leadership team as needed.
- Performs other duties as assigned.
Minimum Qualifications:
Education: Bachelor's degree in Marketing, Communications, Liberal Arts, or a closely related field from an accredited college or university.
Work Experience: Seven years of demonstrated work experience in marketing and/or advertising. Agency, in-house, and/or previous marketing experience at a large arts institution required. Experience should include at least two years in a management role, supervising staff and leading a team.
Skills and Abilities:
- Excellent strategic planning, project management, and problem-solving skills.
- Understanding of brand and overall brand development.
- Experience supervising and motivating diverse individuals and groups
- Ability to maintain discretion when handling confidential information.
- Commitment to execution of marketing initiatives in a deadline-driven environment.
- Strong understanding of museum audiences.
- Ability to see trends and effectively analyze data to drive results.
- Proficiency in Google suite, Microsoft Office Suite, project management tools like Asana, and customer relationship management systems, email marketing system and Adobe Creative Suite.
- Knowledge of marketing best practices.
- Excellent organizational, writing, and communication skills, including the ability to create and deliver dynamic presentations to a variety of stakeholders.
- Ability to establish and maintain effective and appropriate working relationships.
- Ability to take direction, manage multiple priorities, meet deadlines, and take initiative.
- Ability to exercise sound judgment, tact, and diplomacy.
- Flexibility in meeting shifting demands and priorities.
- Knowledge of art preferred.