Museum of Fine Arts, St. Petersburg FL · 1 month ago
Director of Marketing & Communications
St. Petersburg, FL
Full-time
Onsite
Director/Executive
7+ years expThe Museum of Fine Arts, St. Petersburg is seeking a highly experienced and strategic Director of Marketing & Communications to lead their comprehensive marketing and communication strategy. This role involves overseeing the museum's marketing plan, enhancing brand visibility, and driving revenue through innovative campaigns and strategic communications efforts.
Museums & Institutions
Responsibilities
Developing and managing the overarching institutional marketing plan and budget
Leading all internal and external communications, public relations, and editorial management
Spearheading and orchestrating comprehensive and measurable cross-channel campaigns for exhibitions, public programs, private events, advancement initiatives, and educational offerings
Driving brand strategy, managing the MFA brand and sub-brands to ensure visual and voice consistency across all platforms
Overseeing and executing cross-departmental communications and marketing support for areas including public programs, private events, curatorial materials, membership, and donor relations
Overseeing all traditional and digital channels, including website management, email marketing, and social media strategy
Conceptualize, develop, implement, and manage the comprehensive annual institutional marketing and communications plan across paid, earned, and owned platforms to achieve all strategic objectives
Orchestrate the development of creative campaigns for exhibitions and programs, ensuring seamless integration across all channels and targeted audience reach
Provide high-level strategic direction for communications plans for exhibitions and programming, ensuring alignment with the overall ethos
Strategically set and manage the department's budget, ensuring allocation matches the needs of general operations, exhibitions, and programs. Create informative KPI reports and analytics for the Deputy Director and stakeholders
Define and understand diverse audience personas; identify specific subcultures and funders; and tailor messaging and outreach strategies to maximize targeted engagement
Utilize visitor data, market research, and ticket sales analysis to inform, refine, and optimize marketing strategies and budgets for maximum return on investment (ROI)
Directly manage and execute all traditional (print, TV, radio, out-of-home) and digital (social media, email, website, apps, google ads, banner ads, 3rd party calendars) marketing efforts, including maintaining the advertising schedule, exploring new opportunities, and adhering to the established budget
Implement strong Search Engine Optimization (SEO) and Search Engine Marketing (SEM) to maximize organic web traffic and digital discovery
Drive advanced social media strategy (organic and paid) across key channels (e.g., Facebook, Instagram, LinkedIn, YouTube, TikTok), overseeing content creation, engagement, and analytics tailored for specific audience segments
Manage and direct the workflow of external graphic designer and production vendors to ensure all high-level print and digital assets are produced on time and on budget
Responsible for the hands-on creation of essential in-house marketing and communications assets, such as flyers, brochures, gallery labels, and informational signage, to support rapid deployment and small-scale needs
Stay updated on marketing trends, best practices, regulations, and emerging technologies
Provide essential marketing and communications execution for all internal departments (e.g., Advancement, Education & Engagement, Curatorial, and Events) to ensure successful outreach and program visibility
Develop and execute marketing campaigns and strategies for public programs, educational initiatives, and the promotion of private event spaces
Collaborate closely with Curatorial to ensure high-quality and consistent promotional materials, exhibition didactics, and gallery guides
Provide strategic communications support for the Advancement team in the areas of membership acquisition/retention, donor relations, and appeal campaigns
Utilize both traditional marketing channels (e.g., print collateral, direct mail, brochures, and media advertising) and digital marketing channels (e.g., email, website, and social media) to effectively deploy all cross-departmental communications
Serve as a key museum spokesperson and actively lead communications campaigns for awareness and growth, positioning the museum as a premier arts destination
Manage and partner strategically with the museum's PR firm and media agencies to secure high-quality editorial placements, maximize earned media, and manage media relationships at the local, regional, and national levels
Actively represent the MFA in the local and regional community, cultivating relationships with tourism boards, hotel groups, and civic organizations to drive tourist visitation and awareness
Develop and manage comprehensive crisis communication strategies and response plans to effectively safeguard the museum's reputation
Oversee the creation of all compelling, high-quality content for publications, collateral, website, and social media
Establish, enforce, and proactively manage the MFA's overall brand strategy, visual identity, and voice across all platforms, including the management of any sub-brands
Conduct meticulous copyediting to ensure absolute brand consistency and editorial accuracy across all internal and external communications
Oversee institutional rebranding initiatives
Maintain proficiency in American Alliance of Museums (AAM) standards, museum ethics, and professional best practices
Participate in staff and department meetings, and represent the Marketing & Communications department at Board of Trustees meetings as required
Expected to attend key evening and weekend museum programs, donor receptions, and special events to support communications needs and represent the museum
Fulfill additional strategic and operational duties as needed
Qualification
Required
Bachelor's degree or higher
7-10 years of progressively responsible and strategic experience in communications, marketing, and public relations, or an equivalent combination of education and experience
A strong background and significant experience working in an art museum, cultural institution, or complex non-profit environment is a very high priority
Demonstrated strategic thinking acumen and proven success in creating overarching organizational marketing plans and connecting them to financial and attendance goals
Proven ability to seamlessly transition between high-level strategic planning and direct, hands-on execution of tactical marketing initiatives in a small team environment
Strong eye for design and creative assets with proven ability to maintain high aesthetic standards across all museum communications and collateral
Direct experience with digital ad placements and buying, including Google Ads, social media advertising, and other performance marketing channels
Strong team leadership and staff development skills, with experience managing direct reports, indirect staff, and outside vendors (e.g., PR firm, graphic designers)
Proficiency with basic design software (e.g., Adobe Creative Suite, Canva) for hands-on, in-house asset creation
Extensive, established media relationships and a successful track record of securing story placements
Mastery of website design, development, and management, including proficiency in WordPress, HTML, and CSS, as well as strong experience with Search Engine Optimization (SEO) and Search Engine Marketing techniques and best practices
Exceptional verbal and written communication skills with proficiency in copyediting for tailored audience messaging
Strong project management, time/budget handling, and analytical abilities
Proficiency in CRM systems and constituent record management
Mastery of Microsoft Office suite
Company
Museum of Fine Arts, St. Petersburg FL
The Museum of Fine Arts St Petersburg was the first art museum built in St Petersburg.
11-50 employees
Funding
Current Stage
Early StageLeadership Team
Darcy Schuller
Chief Strategy Officer (CSO)
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