Vice President of Marketing

4 weeks ago

Springfield, Illinois, United States NAISMITH BASKETBALL HALL OF FAME Full time
Primary Responsibilities:

·Develops and maintains strategic marketing plan to achieve annual revenue goals with regard to visitor admissions, facility rentals and special event revenue goals, specifically:

Manage implementation of strategic advertising, promotion, public relations and other marketing functions to drive sales and build awareness.

Direct creative strategy and media placement of all advertising and communication campaigns in conjunction with outside advertising and media placement agencies as well as internally driven opportunities.

'Owns' organizational website and all SEM/social media, et al communications and tasked with building content that is fresh and timely and refreshed as needed.

Evaluate and analyze web site effectiveness and direct new communication initiatives. Monitor and update website for appropriate legal compliance. (Note: new website currently under design) Knowledge and experience with managing SEO's to drive traffic and awareness to website. Regularly update and optimize web pages to ensure accurate, relevant content and maintain a secure, user-friendly, and fully functional website. Maintain an accurate evaluation of other regional museums and attractions and make pricing recommendations based on market conditions and data-based research. Be acutely aware of customer/visitor experience and work with operations team to provide a memorable visit and actively encourage visitors to share experience with others in their social orbit; work with Curatorial staff on new exhibit ideation and launch plans to keep overall offering fresh.

Be actively involved in planning and execution of appropriate special events that deliver a positive net contribution to the Hall.

·Direct Hall of Fame Public Relations, Branding and Communications activities

Work with internal business unit leaders and outside PR agency (agencies), formulate media releases, manage press events and conduct media pitches via industry contacts and databases. Specific personal focus on embellishing local and regional coverage to drive awareness of events and admissions revenue.

Maintain a deep understanding of digital and social media platforms, digital forecast and trends, utilizing research and data-based approach to identify key messages and audiences, and work consistently to form and amplify a consistent brand narrative.

Facilitate brainstorming and strategy meetings focused on museum initiatives, marketing opportunities, and event planning.

Direct all creative concepts and communications tools with targeted messaging for local, national and international consumption related to Hall of Fame branding and its admissions, events and rental business units.

Research and identify new areas of communication that effectively and efficiently advance Hall of Fame revenue opportunities.

Build strong local and regional community relations. Work closely with local and regional tourism organizations

·Develop digital direct-sales opportunities for Hall of Fame merchandise and related products. Work internally and with partners to develop, build and operate (direct or through license) profitable website and social driven retail product opportunities.

Maximize visitor ticketing opportunities for museum visitation and all events.

Assist in digital fundraising opportunities in conjunction with Development Department.

·Achieves revenue and expense goals of responsible business.

Plan and report progress on annual and monthly revenue and expense budgets; responsible for measuring, reporting, and achieving performance against plan. Adjust and project revised forecasts based on most recent results and future business trends; maintain an agile business stance to opportunities. Establish and maintain adequate expense control based on developing business trends

Minimum Qualifications:

Bachelor's degree from an accredited college or university with major coursework in marketing, public relations, business administration, or another related field 10+ years of increasing responsibility in marketing, promotions and/or public relations setting, preferably in the sports, travel or entertainment field. Extensive knowledge of paid and owned marketing channels Experience and understanding of business unit P&L's Experience and understanding of SEO's Proven ability to implement marketing elements and create new opportunities which assist in the achievement of organizational revenue goals Expertise in media relations, including proactive story placement efforts helpful Demonstrated proficiency with Adobe Creative Cloud, Salesforce, and Microsoft Office. Knowledge of etix Demonstrated experience as a 'Team Player' in a fast-paced environment Familiarity with the Basketball Hall of Fame. Knowledge of basketball culture and the professional basketball landscape preferred

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