The Vice President of Audience Strategy works with the Chief Marketing Officer to develop and manage, from idea to execution, marketing and communications campaigns that support revenue growth, raise the institution’s profile, and develop new audiences for NYBG. The role demands expertise in utilizing research, real-time data, audience sentiment, and industry trends to grow NYBG’s relevance and market share within the cultural landscape.
This role partners with departments across the institution to create and promote content to support various marketing strategies to expand the Garden’s overall reach across a broad range of audiences. The Vice President oversees the creative development, content planning and scheduling, market research, tourism and trade outreach, and exhibitions-related public relations campaigns to drive income at the institution. This role oversees the staffers responsible for NYBG.org, institutional email, and social media and blogs, and serves as the lead for key external agency relationships and oversight for related campaigns.
Additionally, this position supports, through actions and conduct, NYBG’s Inclusion, Diversity, Equity and Accessibility initiatives and helps to build and maintain an inclusive organization culture throughout the institution.
Specific Duties & Responsibilities:
- Manage key Marketing and Communications staff.
- Assess market potential across key audience segments and lead overarching Audience Development strategy for key exhibitions and programs inclusive of marketing campaigns, media planning, communications and creative.
- Direct the strategy, cross-functional collaboration, and ultimate execution of marketing and communications campaigns including advertising, direct mail, email, social media, and public relations; Manage team members’ respective development of detailed timelines and schedules across key exhibitions and programs, and ensure synchronization of various schedules to align to larger goals.
- Lead institutional relationship with media agency, inclusive of harnessing digital reporting and real-time media analytics to optimize marketing initiatives.
- Manage the team overseeing NYBG.org, including the planning and scheduling of seasonal content; Collaborate with Director of Digital Communications and other departments (e.g. NYBG Science, Continuing Education, Bronx Green Up, etc.) on the development of specialized web presences as needed.
- Oversee the team responsible for the institution’s email platform and the development and deployment of all intuitional emails.
- Develop topline strategy and oversee the staff managing day-to-day institutional social media content creation and implementation, pitching in on the capture and posting of content as needed.
- Oversee analytics reporting for NYBG.org and social media platforms, as well as related digital media campaigns; Translate research and marketing analytics into action, by providing assessments and recommendations to CMO and Garden leadership on key exhibitions, programs and earned income initiatives (e.g. NYBG Shop, e-commerce, exhibition ticketing and membership sales, etc.)
- Collaborate with the Director of Brand Marketing on the development of market research programs and audience surveys to inform audience development and related marketing strategies.
- Partner with staff member responsible for growing key tourism, trade and third-party ticket outlet relationships to activate on audience development strategies.
- Oversee the team responsible for leading internal creative development, in service of a range of creative needs (e.g. marketing assets, fundraising and events collateral, Garden signage, etc.)
- Serve as key Garden liaison on select promotional partnerships; Oversee team responsible for facilitating Garden content development with external influencers and various marketing affiliates.
- Supervise the overall Marketing, Communications, Creative and Research budgets in collaboration with the CMO, and oversee the monthly and quarterly actualization of these budgets, managed by the Senior Marketing Administrative Manager, with an eye to financial sustainability.
Qualifications:
- Graduate degree preferred, preferably in Business Administration, Arts Administration, or Marketing and Communications.
- 10-15 years of experience in the marketing sector with experience in gardens, museums, cultural institutions or attractions preferred.
- Experience working within or in partnership with a robust creative, communications and/or media agency environment.
- Proven track record leading cross-functional internal teams.
- Demonstrated experience leveraging data, audience insights, and real-time media performance and sales analytics to drive internal decisionmaking.
- Ability to manage multiple marketing and communications campaigns and projects simultaneously, and effectively multi-task and delegate to maintain high level of output across a large institution.
- Experience developing creative and marketing campaigns, including traditional media and digital and social media, and presenting campaigns to leadership, board members, etc. as required.
- Superb communication skills; Excellent writing skills, with the ability to pivot from crafting advertising copy to drafting executive summaries and presentations.
- Experience overseeing the development of press releases and overarching communications strategies to garner placement in today’s diverse media ecosystem.
- Proficiency in Microsoft Office suite (Word, PowerPoint, Excel, Teams, etc.)
- Experience with ticketing systems; Website CMS, email communication and social media posting platforms; Digital media and website reporting dashboard systems.
Physical Demands & Work Environment:
While performing the duties of this position, the employee is required to, at minimum work outdoors under a variety of weather conditions, as needed.
Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of this position.
Baseline Work Schedule:
35-Hour Workweek, Monday through Friday, with opportunity to work remotely two days a week. Some evening and weekend work required for special events, weekend festivals, etc. as needed.
Benefits:
- 20 Vacation Days
- 13 Paid Holidays
- 12 Sick Days
- Health and Dental Insurance Coverage
- 401K
- Pension Plan
Salary is commensurate with experience within the range of $190,000-$210,000
If you require an accommodation for any part of the application process, please notify the Human Resources department at HR@nybg.org.
If you are interested in applying for a position at the New York Botanical Garden, please go to http://www.nybg.org/employment to submit your application.