The Director, Marketing develops and executes a complex, integrated marketing plan, which supports the goals of driving museum attendance and admission revenue and advancing the museum’s brand. Reporting to the AVP, Marketing and Communications, the Director leads a data-driven team that manages advertising, including creative development and media buying; social media strategy and content creation; email strategy for members and visitors; and partnership development. The role is responsible for paid admission revenue goals, as well as a commitment to cultivate a visitorship that represents the city of Chicago.
The Director also leads reporting and analysis on attendance, demographics, consumer research, and marketing results. They leverage existing, sophisticated reporting tools, and establish new, rigorous KPIs and metrics that respond to the evolving marketing landscape and support data-driven decision making.
DUTIES AND RESPONSIBILITIES:
- Leads the team that develops an integrated advertising plan that includes both digital and offline campaigns and drives a significant amount of revenue for the museum’s operating budget.
- Sets email strategy, and implements testing strategies to drive advance ticket purchases and engage with visitors pre- and post-visit.
- Collaborates across museum departments (Experience Design, Communications, Public Affairs) and with outside agencies to develop creative that aligns with the museum’s brand.
- Shares development of content strategy for social media, in accordance with the museum’s goals related to attendance, reputation, and social justice and equity.
- Owns marketing analytics and results, creates custom reporting and data visualizations, and applies learnings to optimize channels
- Regularly reports on museum attendance and demographic trends, and applies learnings to marketing campaigns
- Evaluates marketing priorities and sets exhibition budgets
