Associate Director of Marketing Strategy

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.

Responsibilities

ESSENTIAL DUTIES AND RESPONSIBILITIES

The following reflects OMCA’s definition of essential functions for this position, but does not restrict the tasks that may be assigned. OMCA may assign or reassign duties and responsibilities to this position at any time due to reasonable accommodation or other reasons. 

INSTITUTIONAL 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
• All positions will have core functional responsibilities, cross functional team activation and learning and development as a core function of each role.

POSITION DUTIES AND RESPONSIBILITIES

Digital Strategy and Owned Properties

• Works 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.
• Collaborates 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.).
• Responsible for the creation of effective, unique and brand-specific approaches to owned digital properties through hands-on work as well as team mentorship, guidance, and facilitation.7-0211
• Creates 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 the underlying technology and service capabilities of the architecture.
• Collaborating with the Director of IT, plans and implements all website projects with a focus on the user experience and design; ensures 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; ensure all owned platforms are optimized to be discoverable via organic and paid search.
• Creates comprehensive email marketing strategy with a focus on segmenting and effectively targeting appeals in support of Museum earned and contributed revenue goals.
• Articulates social media goals and high-level strategy in support of Museum’s revenue and social impact goals; ensures the healthy growth of online communities, that content is on brand, and that content is timely and relevant with explicit connections to OMCA’s collections, exhibitions, and programs and/or in response to current/urgent issues in our community. Content should engage our social communities and drive our social impact by creating a profound sense of welcome and belonging, seeding conversation, and encouraging connection between community members.
• In collaboration with design, exhibition, and programming teams, develop and implement rich content initiatives (videos, live broadcasts, podcasts, etc.).
• Collaborates with communications, exhibition and content teams on the institution's content strategy including developing goals and editorial strategy for OMCA’s blog.
• Defines digital KPIs and goals, regularly monitors against established metrics, and evaluates the success of all digital efforts; provides regular performance reports.
• Ensures all digital engagement efforts are fully integrated with Museum’s marketing and advertising program; ensure the Museum is leveraging analytics to optimize its efforts; work closely with the Associate Director of Evaluation and Visitor Insights to consult with stakeholders from across the Museum in support their digital evaluation efforts

Administration and Management

• With the Senior  Director of Marketing, Communications,& Visitor Experience develop and manage the digital strategy budget.
• Provide team leadership and mentorship; manage the performance and priorities of direct reports; 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, between departments, and to key partners.
• Participate in and/or lead cross-functional teams in support of Museum’s goals.

Qualifications

EXPERIENCE

• 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/practices; significant experience levering digital marketing/digital engagement strategies that deepen visitor engagement, expand audiences, and drive revenue; ability to successfully integrate digital/content strategy into larger institutional marketing, audience development, and engagement strategy
• Experience overseeing complex website development projects and mobile-first development practices; ability to optimize website 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, CSS
• Working knowledge of SEO/SEM principles including keyword research, content optimization, and meta data
• Experience developing, managing, tracking comprehensive email and social media campaigns; must understand best practices in digital advertising, content marketing, social media, and influencer marketing
• Demonstrated experience leveraging data analytics to optimize strategy and drive results; advanced working knowledge of Google Analytics including Tag Manager and Data Studio (GA platform certification a plus); advanced working knowledge of social media and email marketing platforms and analytics
• Significant experience with project management techniques
• English language proficiency in both spoken and written form; a second language (particularly Spanish or Mandarin) desirable 
• Proficiency in Adobe CS (Photoshop, Illustrator, InDesign, Bridge)
• MS Office (Word, Excel, PowerPoint); Google apps

WORK ENVIRONMENT

The physical demands 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. The environment may include:

• Museum environment involves both indoor and outdoor working conditions
• Ability to travel between OMCA locations, and other travel as required by position responsibilities
• Engage with diverse visitor populations for extended periods of time in the galleries or throughout the campus
• Ability to work a flexible schedule, including evenings and weekends

EEO STATEMENT

The Oakland Museum of California is dedicated to diversity, inclusion, accessibility and equity. We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to age, race, color, religion, sexual orientation, gender identity, national origin, ability/disability status, protected veteran status, or any other characteristic protected by law. We highly encourage our diverse community to apply for available employment, internship, fellowship and volunteer positions at the Museum, as we aim to ensure our staff reflects the diversity of our visitors and surrounding community. In compliance with the Americans with Disabilities Act, OMCA will provide reasonable accommodations to qualified individuals with disabilities.

COMPENSATION: $101,650 to $101,650