Director of Marketing

Director of Marketing

Salary Range: $85,000-$95,000 (commensurate with experience) Department: Marketing & Communications Reports To: Chief Marketing Officer FLSA Status: Exempt

Primary Responsibilities

Marketing Strategy & Audience Development

• Develop and implement comprehensive marketing strategies supporting exhibitions, festivals, public programs, membership, retail, dining, and philanthropy.
• Identify and grow target audiences through research, segmentation, and data-driven marketing initiatives.
• Develop annual marketing plans aligned with institutional priorities and revenue goals.
• Monitor industry trends, audience insights, and competitive positioning to inform strategy.
• Collaborate with internal stakeholders to ensure marketing efforts support organizational objectives.

Marketing Agency & Ticketing Strategy

• Serve as the primary day-to-day liaison for Newfields strategic marketing agency, ensuring campaigns align with institutional goals, brand standards, and revenue objectives.
• Lead the development of annual marketing plans in partnership with agency partners, including media planning, audience development, and campaign optimization.
• Evaluate agency performance through established KPIs and reporting metrics, ensuring accountability and return on investment.
• Collaborate with agency partners to identify new opportunities for audience growth, membership acquisition, and revenue generation.
• Oversee ticketing strategy across exhibitions, festivals, programs, and special events.
• Partner with Business Enterprise, Finance, and Guest Experience teams to develop pricing, packaging, promotional offers, and attendance-driving initiatives.
• Analyze ticket sales performance, attendance trends, conversion rates, and audience behaviors to inform marketing and revenue strategies.
• Work closely with ticketing and data teams to improve forecasting, reporting, customer segmentation, and overall guest conversion.
• Support the implementation and optimization of CRM and audience data systems to drive personalized marketing and long-term customer engagement.

Campaign Management

• Lead integrated marketing campaigns across paid, owned, earned, and shared channels.
• Oversee campaign planning, execution, and evaluation to ensure goals are achieved.
• Collaborate with internal stakeholders to develop marketing strategies for major exhibitions, events, and institutional initiatives.

Digital Marketing & Analytics

• Oversee website strategy and digital user experience.
• Manage digital advertising, SEO, SEM, and audience acquisition efforts.
• Develop performance measurement frameworks and campaign reporting.
• Utilize analytics and audience data to optimize marketing effectiveness and return on investment.
• Monitor campaign performance and provide regular reporting and recommendations.

Brand Management

• Maintain consistency of the Newfields brand across all marketing channels.
• Partner with Communications and Design teams to ensure cohesive messaging and visual identity.
• Lead brand activation initiatives that strengthen awareness, engagement, and institutional reputation.
• Build out Brand initiatives, including training, workshops, and approvals around the Newfields Promise.

Budgeting

• Work with Director of Communications to effectively budget for all MarComm initiatives
• Track, monitor, and report departmental expenses
• Oversee the contract and procurement process for large marketing initiatives
• Oversee agency, media, and vendor relationships
• Monitor marketing performance against budget and revenue goals
• Collaborate with the Marketing EA to ensure all finances are paid, and budgets are balanced

Additional Responsibilities

• Represent the Marketing Department in cross-functional initiatives and institutional planning efforts.
• Stay current on marketing trends, technologies, and best practices.
• Support organizational initiatives and strategic priorities as assigned.

Supervisory Responsibilities

• This position carries out supervisory duties in alignment with the organization's policies and applicable laws. Responsibilities include assigning tasks, providing direction, and overseeing the work of staff. This includes, but is not limited to, direct supervision of the following roles:
• Marketing Campaign Strategist
• Marketing Project Manager
• Senior Graphic Designer
• To perform the job successfully, an individual must be able to perform each essential function satisfactorily. The requirements listed are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Required Skills

• Strong strategic thinking and project management skills.
• Ability to analyze data and translate insights into actionable marketing strategies.
• Strong organizational skills with the ability to manage multiple projects simultaneously.
• Excellent written and verbal communication skills.
• Ability to work collaboratively across departments and build strong internal relationships.
• Strong understanding of digital marketing platforms, audience development, and campaign analytics.
• Experience managing agencies, vendors, and external partners.

Education and/or Experience

• Bachelor's degree in Marketing, Communications, Business, or related field.
• Minimum of 10 years of progressively responsible marketing experience.
• Experience in arts, culture, attractions, hospitality, tourism, nonprofit, or related industries preferred.
• Experience managing integrated marketing campaigns and agency relationships.

Physical Demands of Work Environment

• The physical demands and work environment characteristics described here are representative of those that must be met by an employee to successfully perform the essential functions of the job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
• Physical demands: While performing the duties of this job, the employee is occasionally required to stand; walk; sit; use hands to finger, handle, or feel objects, tools or controls; reach with hands and arms; climb stairs; balance; stoop, kneel, crouch or crawl; talk or hear; taste or smell. The employee must occasionally lift and/or move up to 25 pounds. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and the ability to adjust focus.
• Work environment: The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of the position. The noise level in the work environment is usually moderate.

Equal Opportunity Employer This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.