Marketing Manager (Marketing)

The Sixth Floor Museum at Dealey Plaza is a nonprofit cultural institution located within a National Historical Landmark District in downtown Dallas. Housed within the historic former Texas School Book Depository, the Museum is one of the most visited historical site museums in Texas.Established in 1989 to mark the 25^thanniversary of the assassination of President John F. Kennedy, the Museum was originally conceived as a temporary exhibition, and has since become fully accredited through the American Alliance of Museums.

The Museum is an important historic landmark for Dallas and the nation. It holds a significant place in the country's history as a site of remembrance, learning, reconciliation and healing. Through exhibitions and programs, the Museum maintains objectivity and credibility that is widely respected. Although the core exhibition,John F. Kennedy and the Memory of a Nation, centers on the events surrounding the assassination and its historical implications, the Museum's cross-curricular education programs examine key facets of President Kennedy's legacy, including civics and the need for a well-informed citizenry, artists who find inspiration in the story of President Kennedy, broadcast crisis news and journalism, the lasting influence of President Kennedy in popular culture, volunteerism and service, science, personal courage and leadership, the fight for civil rights, and social unrest of the 1960s. Institutional collections hold more than 90,000 objects and include news reels, home movies and photographs; a vibrant Oral History Project with over 2,000 oral histories from eyewitnesses, bystanders, community leaders and White House officials; ephemera related to the assassination and its aftermath; newspapers and magazines; documents related to the investigations of the assassination; and art works. The Museum completed a new Master Plan in late 2019 that included a conceptual road map for reimagined exhibition and dedicated education programming spaces. The Master Plan actively informs all institutional decision-making and guides the Museum's strategic investments and actions as it prepares for its next chapter post-pandemic.

Prior to the pandemic, the Museum welcomed more than 400,000 annual visitors from all fifty states and over 150 countries. In addition to serving a national/international audience, the Museum plays a vital role in the North Texas community by educating students and families about the local historical context and impact of the assassination on the city and nation.

Summary

The Marketing Manager will be responsible for working with a cross-departmental group of colleagues to create and implement a comprehensive marketing and communications plan for the Museum that focuses on dynamic and engaging storytelling and the creative and strategic use of digital platforms including social media, email and the Museum's website(s). The Manager will help shape institutional voice, create and implement an active social media presence, regularly monitor social media platforms and engage with digital audiences, draft email/newsletter copy, update the website and related tasks.

The Manager will also have a significant role in data collection and review, especially related to KPIs for the website, emails and social media. He/she will be expected to monitor and report on progress towards established goals. The Manager will develop communications strategies to drive online traffic to ticket sales and membership opportunities and he/she will develop content for, and maintain, day-to-day activity across all social media channels.

Essential Responsibilities

Digital Communications (75%):

• Develop and execute innovative integrated marketing and communication campaigns that refine and strengthen the Museum's identity, drive attendance and revenue, and maximize awareness of and audience for the Museum, its exhibitions, educational offerings, and public programs
• With cross functional team, develop and manage a messaging calendar that balances revenue-generating activities (including admission and program ticket sales, membership conversions and retail purchases) with institutional/educational messaging
• Participate in Museum initiatives (including special exhibitions and other projects) by creating [guiding?] marketing/digital efforts related to them, such as the ideation and creation of specialized landing pages, social media campaigns and similar
• Guide the Museum's paid social media investments
• Develop and implement tactics for engaging diverse target audiences, including but not limited to: North Texas, national and international audiences, Museum members, educators and others
• Contribute to the publicity for Museum public/education programs by drafting program copy, updating the website, creating communication plans, guiding social media (paid and organic)
• Monitor and manage all Museum social media and websites, monitor and respond to visitor comments and questions
• Work with Chief Philanthropy Officer and Membership Manager on member communications strategies
• With Graphic Designer and senior staff develop and enforce brand standards
• Develop and manage various email communications including pre-visit emails and transactional/triggered email campaigns (such as a welcome series, re-engagement campaign, visitor surveys, etc.)
• Draft, test and schedule emails, collaborating with Curatorial/Collections, Education, Development, Visitor Services and other departments
• Craft distinct voices and identities for the Museum's various constituencies including members, visitors, educators, researchers and others
• Create and manage all exhibition and public program pages on the website, including working with related departments to plan, gather, produce and write all content required for website and ticketing pages
• Work with Graphic Designer and others on maintaining and updating the website
• Create new content for website and other digital channels, in collaboration with Museum staff

Institutional communications (10%):

• Work with CEO and other senior staff to develop creative concepts and write copy for marketing and advertising collateral such as brochures and other collateral, print advertising, display advertising, etc.
• Ensure that the Museum's identity and voice are consistent across all channels
• Set and oversee project timelines for the design and production of advertising and marketing materials ensuring projects remain on track to meet deadlines
• Manage printed collateral as needed for the Museum
• Maintain and update Museum's information and listings in community calendars in a timely manner
• Manage Marketing expense budget

Data capture and reporting (10%)

• Manage email marketing and social media KPIs and produce and distribute monthly reports
• Perform A/B tests to better understand audiences, improve email marketing KPIs and make actionable recommendations to optimize email performance
• Evaluate and report on the success of the Museum's paid social media investments

Media relations (5%)

• Respond to media inquiries and work with Operations and Collections teams to facilitate media access to the Museum

Required Knowledge, Skills and Abilities

• Bachelor's degree required, with preference for marketing, communication
• Minimum 3-5 years of progressively increasing experience and responsibility in a marketing, advertising, communications and/or social media role, experience in museum or cultural organizations a plus
• Demonstrated success in and entrepreneurial attitude toward developing and executing innovative marketing and communications strategies that meet or exceed goals
• Excellent communication skills, both written and verbal
• Expertise in multiple social media platforms, Google Analytics, MailChimp and Survey Monkey and other relevant platforms
• Ability to deliver creative content on deadline
• Ability to effectively handle multiple ongoing projects
• Familiarity with online marketing strategies and marketing channels
• Ability to stay current with trends in digital technologies and act proactively
• Ability to work flexible schedule as needed and attend Museum events and programs
• Ability to cultivate productive working relationships with colleagues across departments
• Ability to work independently as well as collaboratively on a team
• Keen attention to detail
• Ability to use data to analyze results and suggest improvements as needed
• Enthusiasm for a fast-paced and evolving environment

Benefits

The Sixth Floor Museum offers a full benefit package including medical, dental, vision, STD/LTD, life insurance 401(k) match, vacation, sick, and personal time off.