Senior Director of Marketing

3 weeks ago

Charleston, United States International African American Museum Full time $85,000 - $110,000
Job DescriptionJob Description

Reporting to the Chief Executive Officer, the Senior Director of Marketing and Communications is responsible for planning, developing, and implementing the International African American Museum’s institutional marketing, communications, public relations activities, both external and internal; directing the efforts of the marketing, communications, visitor experience, group tourism and sales, and graphic design staff; and coordinating at the strategic and tactical levels with other departments and functions of the Museum.

The Sr. Dir. Marketing and Communications must articulate a strategic vision that aligns overarching institutional brand, audience and marketing goals with specific objectives for general admission, special exhibitions, curatorial initiatives, educational programming, memberships, and events. As a member of the senior leadership team, the Sr. Dir. Marketing and Communications is the strategic lead of museum marketing and communications strategy. This exciting role requires a unique combination of strategic and creative vision, visitor advocacy, data analysis, and leadership skills.

The Sr. Dir. Marketing and Communications manages a team of 3 (social media manager/coordinator, manager of media relations, and marketing and communications manager). The Sr. Dir. Marketing and Communications also oversees the work of external marketing and communications partners, as well as other specialty consultants including digital marketing channels. Additionally, within the Museum, the position has primary working relationships across the organization with particular emphasis on supporting Public Programs, Membership, and Development teams, alongside promotion and elevation of key and signature events and moments for IAAM.

Typical Duties and Responsibilities:

  1. In alignment with institutional strategic priorities, is responsible for creating, implementing, and measuring the success of an institutional marketing, communications, and public relations strategy across targeted audiences.
  1. Manages brand identity, profile, and articulation of mission.
  1. Responsible for driving earned revenue, inclusive of ticket, program, retail and café sales ($3.7M in FY24) and ticketed attendance (@200K annually) through marketing and communications strategy.
  2. Create and execute campaigns for Museum Member and Donor acquisition and renewal drives, special exhibitions, signature and special programs.
  1. Create and execute communication strategies and tools for Museum stakeholders, including donors, members, and visitors, and target audiences.
  2. Supporting and contributing to strategic plan to build long-term audience development strategy.
  3. Manage, recommend, and execute market research, member and stakeholder survey to create effective audience engagement strategies to optimize and broaden Museum reach.
  4. Manage department staff of three: Social Media Manager/Coordinator, Manager of Media Relations, and Marketing and Communications Manager.
  5. Manage contracted support marketing support staff and vendors to support marketing needs and strategy. Contracted support currently includes, but is not limited to, website management, graphic design, and print and mailing house services.
  6. Manage strategic coordination of media interest in the Museum, inclusive of maintaining and monitoring earned media interest, positioning IAAM in high profile media spaces – print, television, and digital, pitching stories that solidify IAAM brand and preeminence, alongside day-to-day management of appropriate response to media requests via management of Media Relations Manager.
  1. Creates strategy of IAAM presence and utilization of various marketing channels, including email and print; works with outside agencies as needed to develop and implement marketing strategies.
  1. Collaborates internally on institutional projects and initiatives, such as special events, anniversary celebrations, DEIA and climate initiatives.

Minimum Qualifications:

Education: Bachelor’s degree in marketing, public relations, and/or communications, or equivalent work experience.

Work Experience:

Required experience includes:

  • Minimum of seven years’ experience in marketing and communications at organizational level.
  • Experience in direct consumer marketing required, inclusive of managing and creating brand, event, and/or product campaigns.
  • Experience in managing budgets, contracted employees and/or vendors required.
  • Position requires significant supervisory and managerial experience (3 years minimum).
  • Budgetary responsibility experience; public relations, crisis, and corporate communications experience

Preferred/Plus experience includes:

  • Experience in Arts and Culture sector, a plus.
  • Experience in team-building and set-up/design, a plus.
  • Experience marketing and communicating for cause-based, mission-oriented institutions or campaigns a plus.

Skills and Abilities:

Demonstrated experience and outstanding abilities in strategic leadership, team management, and operational management/administration including managing budgets and resources.

  • Demonstrated success in driving revenue and planning and conducting major marketing, promotional, and public relations campaigns.
  • Demonstrated success in developing and executing effective short-, mid- and long-term marketing and communication strategies. Experience managing hybrid digital and snail mail campaigns, a plus.
  • Strong leadership and management skills. Ability to train, direct, supervise, and motivate staff.
  • High-level analytical, problem solving, and presentation skills.
  • Excellent written and verbal communication skills across platforms and situations, including but not limited to email/newsletter, digital/social media, press releases, program/project descriptions, interpersonal).
  • Entrepreneurial approach to work and exceptional attention to efficient use of resources and partners.
  • Exceptional time-management and prioritization skills.
  • Ability to develop and maintain effective working relationships with media representatives, the community at large, and special interest groups.
  • Ability to work in a fast-paced environment.
  • Ability to succeed in dynamic start-up environment with demands and evolving priorities.
  • Ability to create and direct concise, meaningful reporting and recommendations to executive level.
  • Knowledge of and experience in using the standard Microsoft Office programs.
  • Knowledge and experience managing various digital platforms and analytics.
  • Knowledge of arts and/or leisure audiences in the widest possible context, a plus.

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