The Vice President for Public Affairs raises awareness of Juilliard’s mission to provide the highest caliber of artistic education for gifted musicians, dancers, and actors from around the world. The VP is responsible for Juilliard’s marketing, communications, website, editorial, and creative services functions, including all multimedia content and campaign development for 700 annual performances, admissions recruitment, continuing education, the Juilliard Store, and other institution-wide initiatives. As a member of Juilliard’s senior staff, the VP acts as Juilliard’s spokesperson and attends quarterly board meetings.
Public Affairs: In support of the institution and its newly appointed president, oversee a multichannel marketing-communications infrastructure that maintains and enhances Juilliard’s position as the standard bearer for arts education and communicates its role as a thought leader in the global conversation about the arts and its centrality in civic life. Establish a departmental strategic plan that ties to the organization’s emerging new strategic plan and carries out its objectives.
Leadership communications: Support the president in his role as chief spokesperson for the school; generate executive visibility for the president’s leadership in accordance with his vision of excellence, diversity, and creative enterprise; provide strategic counsel on Juilliard’s perspective on national and global issues; develop and deploy communications to board of trustees and other key stakeholders
Recruitment marketing: Distill and communicate Juilliard’s value proposition to address student priorities for dance, drama, music, vocal arts, jazz, historical performance, and summer programs; reframe admissions tactics for recruitment and yield cycles to give Juilliard a competitive edge in recruitment
Brand Marketing: Create, implement, and be accountable for achievement of revenue and other goals for owned, earned, and paid media channels; create and measure effectiveness of campaigns aligned to brand position and financial goals; oversee Juilliard’s brand identity to ensure consistent positioning in all markets
Global communications: Partner with colleagues in China as Juilliard establishes its visual identity, digital presence, and communications strategy for a new campus in Tianjin. Develop a comprehensive communications strategy serving internal and external constituencies in all markets to support philanthropy, admissions, earned income, and alumni and community engagement programs in China, in the 55 countries of its global K-12 programs, and elsewhere abroad.
Crisis management: Promote and protect Juilliard’s reputation in the public sphere; play a lead role on crisis management team; offer real-time crisis management and support
Content creation: Develop high-quality video, social media, and other digital content to provide various constituencies with a new level of understanding and access to the Juilliard experience, inspiring audiences to move from brand awareness to engagement (apply, attend, donate, buy, amplify); oversee hiring of videographers, photographers, and outside agencies to create centralized resource for all content channels; collaborate closely with Legal department on rights management
Publications: Oversee development of print and corresponding online materials, including 100+ performance programs, The Juilliard Journal, monthly newsletters, blogs, and course catalogues, ensuring a clear, consistent voice across print and digital platforms
Creative services: Oversee design development and branding for print and digital content including brochures, advertisements, 3-sheets, direct mail pieces, e-blasts, and online assets; manage visual aspects of Juilliard’s brand including graphics, photography, and logos
Media relations: Define and amplify Juilliard’s key institutional messages; manage relationships with platinum-tier media to raise public awareness of Juilliard’s mission, relevance, and expansion; shape and promote Juilliard’s innovation story with initiatives such as The Tianjin Juilliard School and K-12 arts curriculum
Website: Work to bring the Juilliard experience and offerings to digital channels including Juilliard’s flagship digital property, Juilliard.edu, for millions of online visitors every year; oversee improvements to the main site, the new website for The Tianjin Juilliard School, and five adjacent web properties, allowing for live-streaming, lead generation, and data harvesting across an integrated and dynamic web architecture
Content strategy: Develop and manage an institution-wide content strategy and deployment framework, ensuring coordination across divisions, channels, and audiences; the repurposing of content across all channels; and the implementation of best practices for patron engagement. Coordinate with Lincoln Center and other resident organizations to amplify and create synergies.
Institutional support: Cultivate strong working relationships with artistic leadership, administration, faculty, and students to ensure that the public affairs team is valued as a collaborative, responsive leader in framing projects within the context of Juilliard’s strategic goals and mission
Staff management: Set clear direction and priorities for a staff of 14 professionals (13 full-time, 1 part-time); assess current staffing and structure to ensure adequate support for current and future institutional needs
10-15 years of experience in developing and implementing successful and comprehensive communications program across complex organizations with multiple constituencies and audiences
Superior strategic and data management skills with a strong grasp of industry best practices
Broad experience in strategic marketing, communications, and media relations
Strong experience with both traditional and emerging media
Collaborative and collegial orientation with strong interpersonal skills and a demonstrated ability to work well with people throughout a complex organization
Experienced staff manager
Excellent presentation, communication, and writing skills
Experience in the performing arts and/or higher education preferred
Knowledge of and passion for the performing arts preferred
About The Juilliard School
The Juilliard School, founded in 1905, is a world leader in performing arts education. Juilliard’s mission is to provide the highest caliber of artistic education for gifted musicians, dancers, and actors from around the world, so that they may achieve their fullest potential as artists, leaders, and global citizens. Located at Lincoln Center in New York City, Juilliard offers undergraduate and graduate degrees in dance, drama, and music (classical, jazz, historical performance, and vocal arts). Currently more than 800 artists from 44 states and 42 foreign countries are enrolled at The Juilliard School.