Director of Marketing & Engagement [Memorial Art Gallery of the University of Rochester, Rochester, NY]

Memorial Art Gallery

Director of Marketing & Engagement

Reports to COO/Deputy Director

1.  ROLE

Develop and manage public engagement, non-academic programming, marketing, communications, public relations, social media and advertising for the Memorial Art Gallery. In collaboration with the Director and COO/Deputy Director, develop the strategic direction of the Department of Marketing and Engagement. Set annual goals and objectives in accordance with the museum’s new strategic plan. Ensure strong liaison through regular communications between museum administration, departments, and volunteer groups, including the MAG’s docent corps, Gallery Council, and the Board of Managers, to support museum goals.

2.  MARKETING DUTIES – 55% Total

30% – Marketing, Planning and Development

• Develop and implement brand, promotion and marketing plans for the following museum areas:
  • Curatorial, Exhibitions, Academic Programs, Advancement, Store, Events and Membership departments to strategize on audience analysis, branding, marketing channels, and expenses.
  • Advise on and create marketing plans, timelines and budgets.
  • Identify appropriate community groups to develop cross-marketing and promotion ideas.
  • Solid understanding of English grammar. Serve as a writer and editor for the MAG brand.
• Work with marketing department staff to establish yearly goals in accordance with museum’s mission and priorities; evaluate progress; acknowledge successes and manage problems.
• Supervise day-to-day activities of marketing staff. Supervise marketing interns and volunteers.
• Manage advertising campaigns for web, television, radio and print.
  • Negotiate purchases, contracts and in-kind donations from media.
  • Oversee creative for TV, radio, web, and print media.
• Develop strategic alliances with companies, organizations, and institutions that have constituents with shared interests in museum events and programs.
  • Participate in various UR marketing meetings of campus marketing departments.
  • Work with staff on development of e-commerce.
  • Collaborate with UR stakeholders to develop MAG campus campaign.

10% – Collateral Materials /Publications

• Oversee/assist Marketing Dept. staff in the:
  • Production of marketing materials from conception to printing and distribution (e.g. exhibition brochures/invitations/fliers/rack cards/banners/advertisements); assist in identifying target audiences.
  • Negotiate contracts with designers, printers, advertising agencies and other external vendors.

15% – Public Relations & Social Media

• Work with staff on development of website content and design.
• Implement e-mail marketing initiatives
• Oversee gallery presence on Facebook, Twitter, Instagram, YouTube and other social media.
• Achieve frequent, timely and positive media coverage across all available media.
  • Proactively cultivate relationships with the press.
  • Oversee preparation of press releases, including the editorial process; media mailing lists and clippings. Identify audiences, work with marketing staff to pitch stories and manage publicity.
  • Organize press conferences.
• Manage crisis communications.

3.  PUBLIC ENGAGEMENT DUTIES – 40% Total

35% – Public Engagement Development and Implementation

• Lead, inspire and direct staff to further MAG’s mission.
• Oversee a creative and innovative outreach program that increases and diversifies audiences, develops new sources of revenue and encourages membership.
• Provide ongoing assessment of non-academic programs using metrics and surveys, and communicate findings to museum staff, volunteers, Board, and visitors, recommending, amending, and establishing new procedures and programs as necessary.
• Partner with the Curatorial and Exhibitions departments, Academic Programs, Special Events, IT, and any other relevant staff, Board members, and volunteers to ensure that public programs, the interpretation of collections, and special exhibitions enhance the museum experience of guests.
• Be a visible leader in the community to increase and deepen participation of diverse audiences in museum activities. Increase the level of community relevance, awareness, interest, and appreciation for art and creativity. Ensure community access to MAG through collaborative programs and outreach programs, including but not limited to Family Days, MAGThursdays and Hidden Passions. Establish and maintain relationships with individuals, groups, and institutions in an effort to extend museum services to a wider community.
• Supervises director of the Creative Workshop; is ultimately accountable for the quality of the CW curriculum and the financial success of the CW. Reviews with CW Director and approves all aspects of CW finances from initial budgeting to regular review of the income and expenses; reviews the allocation of endowed funds for scholarships; ensures regular stewardship of these funds in communication with Advancement; reviews dispersal of annual gifts to CW and timely recognition of donors; assists with communications with Advancement coordinating periodic donor requests for program/project support; advises on personnel issues as needed.
• In collaboration with other relevant MAG departments, plan for and implement the use of new technology for programming, interpretation of collections, and special exhibitions.

5% – Visitor Services

• Supervise Visitor Services manager, who manages Visitor Services employees and volunteers, to establish yearly goals in accordance with museum’s mission and priorities;
  • Daily operations of Visitor Services Desk
  • Ensure staffing is appropriate for traffic
  • Ensure availability of ongoing visitor services training, including customer-service training, product information and technology updates.
  • Evaluate progress; acknowledge successes and manage problems.
  • Ensure that Membership and Exhibition specials are prominently displayed.
• Develop opportunities to attract tourism to the MAG through group tours, hotels packages, and by reaching out to various community groups.
• Support museum’s effort toward clear and efficient wayfinding.
• Plan and maintain services, resources, and programs for visitors with special needs.

QUALIFICATIONS, KNOWLEDGE, SKILLS, AND ABILITIES REQUIRED:

• Bachelor’s degree required plus 1-3 years relevant experience, such as in management, with responsibilities in planning, development, and implementation of marketing and public programs; or the equivalent combination of education and experience. Knowledgeable about current practices in the museum field. 5 years relevant experience preferred.
• Experience negotiating vendor contracts and trade/sponsorship agreements.
• Inspiring and positive outlook and the ability to inspire others to action is required.
• Organizational ability with strong management and supervisory skills; ability to work with close attention to detail and to maintain confidentiality.
• Demonstrated ability in the successful development and maintenance of a wide variety of community partnerships.
• Commitment to diversity in programs and to developing and nurturing diverse audiences.
• Commitment to a welcoming and inviting experience for guests and staff who identify as underrepresented, veterans, women and differently abled.
• Demonstrated understanding and experience in the application and use of technology to engage, communicate, educate, and attract visitors.
• Demonstrated understanding and experience in the use of social media and best marketing practices.
• Demonstrated expertise and knowledge audience research methods desirable.
• Ability to assess and manage multiple competing priorities and work well under pressure; excellent time management, problem solving, and analytical skills. Ability to complete multiple projects successfully.
• Excellent oral and written communication skills; ability to communicate effectively and to project a professional image. Ability to write and edit copy for a variety of purposes.
• Demonstrated ability to work professionally and tactfully and to represent the MAG with a high level of integrity and professionalism. Strong track record in exercising sound, timely judgment.
• Ability to adhere to museum policies and to support management decisions in a positive, professional manner.
• Demonstrated proficiency and accuracy using MS Office products, including Word, Excel, Access, Outlook, and other software programs. InDesign, Photoshop, Illustrator, Constant Contact and video editing experience a plus.