Senior Director of Digital Marketing
Job summary:
• Discovery Place is looking for an experienced and results-driven leader to create and deliver best-in-class digital practices and experiences. This is a senior role with budget and revenue responsibility
• As our head of Digital Marketing, you will build and lead a small team to drive visitor acquisition across digital channels and improve/optimize the digital brand experience along the customer journey
• Scope includes overall digital strategy, all paid digital campaigns, website, email marketing, analytics, agency management and more. The ideal candidate will have deep experience in digital marketing strategies and website management and think strategically about consumer targeting, acquisition and retention
Duties and responsibilities:
• Build, plan and drive implementation of the digital marketing strategy for all four Discovery Place Museums to deliver against the strategic goals of the organization. Develop plans based on market/competitive analysis, customer profiles and data analysis
• Deliver an overall Discovery Place brand experience along the customer digital journey consistent with best-in-class digital practices and experiences
• Drive customer acquisition across digital channels, including website experiences, demand generation campaigns, integrated marketing, mobile campaigns and more
• Lead the creation of an analytics system that captures customer behavior, models propensities and delivers a more personalized experience and improved ROI
• Oversee all search and paid media to enable customers to more easily find and choose Discovery Place Museums and content. Manage work of our digital agency, collaborate actively and assess future needs
• Develop and implement website strategy for our four sites, manage relationships with web agency and oversee in-house content updates. Assess and improve SEO Own future website projects. Use analytics to recommend updates/changes to improve conversion, performance and user experience. Define and execute strategy to grow website usage and conversions
• Manage Discovery Place email marketing program. Develop strategies to grow and segment list. Use analytics to advise on content. Build and launch trigger campaigns, manage and implement weekly newsletters, etc
• Build and maintain dashboard to track digital ROI and KPIs, with reporting. Analyze data and trends related to visitation, sales and participation. Develop insights to drive the effectiveness of marketing executions and deliver increased attendance and revenue
• Map budget and strategies to organizational objectives. Develop and manage the digital budget, providing monthly and quarterly reports as required
• Collaborate with Content and Creative teams to ensure delivery of compelling content that delights and engages audiences, while enabling achievement of key acquisition goals. Guide the development of paid content
• Assess current martech solutions. Identify opportunities to leverage software and technology to improve customer engagement and conversion rates. Play a key role in any ticketing software selection and implementation
• This position leads a team of two initially
• Other duties as assigned
Minimum qualifications:
• 7-10+ years experience in Digital Marketing
• Requires experience owning digital strategy and implementation. Deep familiarity and experience implementing digital best practices for campaigns and websites.
• Experience managing larger paid digital campaigns including search, display, paid social, etc. Prefer hands-on experience building AdWords campaigns and paid Facebook/IG and YouTube
• Experienced in website strategy and management. Craft CMS highly preferred
• Experienced in email marketing strategy and implementation. Campaign Monitor highly preferred
• Strong research and analytical skills and understanding of key technologies and solutions. Deep experience with Google Analytics and Google Tag Manager
• Experience managing direct reports, agencies and freelancers
• Bachelor’s degree
• Excellent communication and writing skills required
• Must be able to juggle multiple projects at the same time
• Incredible attention to detail
• Self-directed with problem-solving skills
• Ability to work some evenings and weekends, as workflow requires
Working conditions:
We are currently working in a hybrid model. This position is in the office several days a week, with opportunities for remote work. This is not a remote-only position.
Travel:
Ability to travel to our four local museums occasionally, with limited other travel.
Supervisory responsibilities:
Two direct reports initially
Employees of Discovery Place should uphold the mission, vision, and values of the organization. We bring science, nature, and design together to create transformative experiences that enable our community to understand, enjoy, and apply science to their lives. A future where people embrace science to create opportunities, build hope, solve problems, and bring positive change for our world. We value the diversity of opinions and intellectual thought and encourage an environment where employees can share ideas openly
The foregoing description is not intended and should not be construed to be an exhaustive list of all responsibilities of this job. Other duties may be assigned. This job description may be changed to include new responsibilities and tasks or change existing ones as management deems necessary.
