Associate Director of Marketing Strategy

Position Overview

The Associate Director, Marketing Strategy develops institutional digital/content marketing and digital engagement strategies in support of the institution’s revenue and social impact goals. Oversees the development and maintenance of Museum’s owned web properties, the OMCA Blog, SEO/SEM strategy, email marketing, and social media strategy. Position works closely with the Senior Director of Marketing, Communications, & Visitor Experience to ensure the institution's digital advertising programs are integrated with activity on its owned platforms. The Associate Director, Marketing Strategy collaborates with key stakeholders from across the institution to plan for and support Museum’s digital programming, digital exhibition, and other major content projects in addition to digital evaluation efforts.

Key Responsibilities

• Support the Museum’s mission, values, vision, and core commitment to the visitor experience, community engagement, and institutional relevancy for the future
• Contribute to and support the OMCA strategic plan, annual priorities, and institutional initiatives such as diversity advancement
• Contribute to a positive organizational culture based on mutual respect, a spirit of collegiality, cooperation, and openness to many perspectives
• Participate in a culture of ongoing learning, collaboration, innovation, creativity, and community engagement
• Acknowledge that all positions have core functional responsibilities, cross functional team activation and learning and development as a core function of each role
• Work in collaboration with the Senior Director of Marketing, Communications, & Visitor Experience and stakeholders from across the institution to create and implement a comprehensive and integrated digital strategy that aligns with OMCA’s goals and priorities
• Collaborate across all museum departments to plan, develop, and implement digital marketing and digital engagement activities to support numerous museum enterprises and drive earned and contributed revenue (exhibitions and programs sales, Membership sales and donations, digital projects, Town Fare café, OMCA Store, event rentals, etc.)
• Create effective, unique and brand-specific approaches to owned digital properties through hands-on work as well as team mentorship, guidance, and facilitation.7-0211
• Develop optimization and enhancement road maps for client websites, apps, social platforms and other owned properties that incorporate knowledge of user needs and behaviors, best practices, and respect for the underlying technology and service capabilities of the architecture
• Collaborate with the Director of IT to plan and implement website projects with a focus on user experience and design; ensure the site adheres to Museum’s brand standards and is optimized to support the Museum’s mission and e-commerce goals
• Oversee the Museum’s SEO/SEM strategy to ensure all owned platforms are optimized for discoverability via organic and paid search
• Create a comprehensive email marketing strategy with a focus on segmentation and effective targeting in support of Museum earned and contributed revenue goals
• Articulate social media goals and high-level strategy in support of Museum’s revenue and social impact goals; ensure online communities grow healthily, content remains on brand, timely, and relevant, and that it connects explicitly to OMCA’s collections, exhibitions, programs, or current community issues
• Collaborate with design, exhibition, and programming teams to develop and implement rich content initiatives (videos, live broadcasts, podcasts, etc.)
• Work with communications, exhibition, and content teams on the institution's content strategy, including developing goals and an editorial strategy for OMCA’s blog
• Define digital KPIs and goals, regularly monitor against established metrics, evaluate the success of all digital efforts, and provide regular performance reports
• Ensure all digital engagement efforts are fully integrated with Museum’s marketing and advertising programs; leverage analytics to optimize efforts and collaborate with the Associate Director of Evaluation and Visitor Insights regarding digital evaluation
• Develop and manage the digital strategy budget alongside the Senior Director of Marketing, Communications, & Visitor Experience
• Provide team leadership and mentorship; manage the performance and priorities of direct reports and participate in OMCA’s annual performance management and staff development program
• Ensure essential information is communicated consistently and in a timely manner within the department, across departments, and with key partners
• Participate in and/or lead cross-functional teams in support of Museum’s goals

Required Qualifications

• 7+ years of related experience
• 3+ years supervisory/management experience
• Ability to deliver results, facilitate and influence others, and problem solve beyond temporary solutions
• Outstanding verbal and written communication skills
• Experience working within and managing a brand guideline
• Facility with marketing concepts and practices; significant experience leveraging digital marketing/digital engagement strategies that deepen visitor engagement, expand audiences, and drive revenue; ability to integrate digital/content strategy into larger institutional marketing, audience development, and engagement efforts
• Experience overseeing complex website development projects and mobile-first development practices; ability to optimize websites to drive audience engagement and achieve e-commerce goals
• Advanced working knowledge and technical facility with web development platforms and content-management systems
• Proficiency in front-end web development skills including HTML and CSS
• Working knowledge of SEO/SEM principles including keyword research, content optimization, and meta data
• Experience developing, managing, and tracking comprehensive email and social media campaigns with an understanding of digital advertising, content marketing, social media, and influencer marketing best practices
• Demonstrated experience leveraging data analytics to optimize strategy and drive results, with advanced working knowledge of Google Analytics (including Tag Manager and Data Studio) and social media/email marketing platforms and analytics
• Significant experience with project management techniques
• English language proficiency in both spoken and written form; knowledge of a second language (particularly Spanish or Mandarin) is desirable
• Proficiency in Adobe CS (Photoshop, Illustrator, InDesign, Bridge)
• Proficiency in MS Office (Word, Excel, PowerPoint) and Google apps

Benefits & Perks

• Compensation: $101,650 to $101,650