Responsibilities

• Author and implement a strategic audience development plan that meets clear, ambitious goals for visitor growth, with particular emphasis on first-time visitors, underrepresented communities, and audiences outside the conventional contemporary art world.
• Generate strategic visibility in local, regional, national, and international markets through paid and owned channels, for exhibitions, programs, the expansion, and The Broad's institutional identity. Reach in-market tourists in smart and compelling ways.
• Develop integrated marketing plans for exhibitions, public programs, events, and e-commerce that are as inventive as The Broad's programming itself.
• Oversee all media buys and promotional partnerships through the media buying agency, bringing rigor and creativity to channel selection and targeting.
• Build and sustain advertising and promotional trade partnerships with citywide organizations, cultural institutions, and media outlets – including paid media placements, ad exchanges, and cross-promotional opportunities – that expand the museum's reach and visibility. When engaging community and civic partners, work in close coordination with the Director of Communications & Community Engagement, who is responsible for maintaining these relationships.
• Own the full visitor lifecycle, from first discovery through acquisition, conversion, repeat visitation, and long-term loyalty, developing distinct strategies for each stage rather than treating all visitors as a single undifferentiated audience.
• Build and manage lifecycle marketing programs: triggered email journeys, re-engagement campaigns, and personalized communications that meet visitors where they are and speak to their specific relationship with the museum.
• Develop a framework for visitor loyalty that rewards and deepens engagement over time, with repeat visitation rate as the defining measure of success. Spearhead audience research to understand what drives return visits and what gets in the way.
• Partner with the Visitor Experience team to identify and address friction points in the visitor journey, ensuring that the on-site experience matches the promise of the marketing.
• Use segmentation and behavioral data to develop tailored messaging strategies for distinct audience groups: local regulars, first-time visitors, tourists, school and family audiences, and more.

Requirements

• 8+ years of progressive marketing experience, with a strong emphasis on audience development, lifecycle marketing, and brand management; experience in cultural, arts, or visitor-focused organizations strongly preferred.
• Demonstrated track record of growing and retaining an audience, with evidence of thinking across the full visitor or customer lifecycle, not just top-of-funnel acquisition.
• Demonstrated track record of leading or contributing centrally to a successful brand refresh.
• A genuinely inventive marketing sensibility — you have found unexpected ways to reach new audiences and are energized by the challenge of breaking from convention.
• Deep fluency in audience analytics, CRM (Salesforce preferred), lifecycle and email marketing, segmentation, SEO, and digital advertising platforms.
• Experience managing design, media buying, and web agencies to high creative and strategic standards.
• Skilled at managing within a compact and nimble organization, responsible for both high-level strategy and day-to-day operations.
• Knowledge of: branding; advertising and media buying; website optimization; social media strategy; email marketing; CRM and marketing automation; SEO; mobile engagement; e-commerce.