Director of Marketing & Communications
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POSITION SUMMARY:Responsible for leading the translation of institutional vision into a results-oriented communications program across all platforms, with an emphasis on digital strategies, and for overall visitor development through marketing and communications to build audiences. In charge of planning, development and implementation of all the museum’s marketing and social media strategies, marketing and digital communications, and public relations activities, both internal and external. Oversees development and implementation of support materials and services for departments in the area of marketing, communications and public relations. Directs the efforts of the marketing, communications and public relations staff and coordinates at the strategic and tactical levels with the other functions of the organization. Designs and implements strategies and institutional messaging that cultivate relationships with media and stakeholders, raising awareness of JANM and inspiring engagement with our many offerings.
ESSENTIAL DUTIES AND RESPONSIBILITIES:
- 1. In charge of leading and implementing the overall branding of institutional vision.
- 2. Oversee the creation, implementation and evaluation of a comprehensive marketing, communications and public relations program that will enhance the organization’s image and position within the marketplace and the general public, and facilitate internal and external communications.
- 3. Responsible for achieving the annual goal of visitors and the revenue from admissions. Will provide input regarding these goals during the previous year budget and work-plan development process.
- 4. Raise awareness of JANM by generating high-level media coverage of leadership, new strategic direction, new projects and exhibitions, campaign, and announcement of major gifts.
- 5. Administer Visitor Services as part of the audience development and visitor experience. Manages VS staff including the supervisor and full-time and part time staff. Uses VS as part of the data collection and market research process.
- 6. Manages all marketing, communications and public relations activities and materials including publications, media relations, member acquisition and so forth.
- 7. Develops relationships with local, regional, national and international print, broadcast, and online media outlets generating coverage and raising awareness for JANM.
- 8. Serve as senior project manager, editor, and/or principal writer for a wide variety of print and digital projects, including development/fundraising materials; capital campaign-related promotional materials; annual stewardship reports for select donors; and project summaries for a diverse array of fundraising goals.
- 9. Produces large press previews for exhibition openings and initiative launches, smaller press moments, and photo opportunities. Develops all attendant press material including press releases, image galleries, videos, b-roll, biographies and background documents. Creates talking points, position statements, and messaging for museum principals, trustees, supporters, and staff.
- 10. Oversees branding as relevant, engaging destinations for visitors of all ages and backgrounds, while maintaining scholarly integrity and buy-in from the exhibitions staff and Cross Functional Team. Adapt this brand voice into appropriate, audience-specific messaging in publications, video, social media, public relations, fundraising, marketing and advertising outreach, and internal communication.
- 11. Ensure articulation of museum’s desired image and position, assure consistent communication of image and position throughout the organization, and assure communication of image and position to all constituencies, both internal and external.
- 12. Responsible for editorial direction, design, production and distribution of all museum marketing & communications publications.
- 13. Coordinate media interest in the organization and ensure regular contact with target media and appropriate response to media requests.
- 14. Act as the organization’s representative with the media.
- 15. Coordinate the appearance of all museum print and electronic materials such as letterhead, use of logo, brochures, etc.
- 16. Develop, coordinate and oversee programs, technical assistance and resource materials to assist departments in the marketing, communications and positioning of their activities; provide counsel to departments on marketing, communications and public relations. Take a lead role in the Cross Functional Team.
- 17. Ensure that the organization regularly conducts relevant market research and coordinate and oversee this activity; monitor trends.
- 18. Responsible for the achievement of marketing/communication/public relations mission, goals and financial objectives; ensure that evaluation systems are in place related to these goals and objectives and report progress to the President/CEO and/or Chief Operating Officer.
- 19. Develop short-and long-term plans and budgets for the marketing/communication/public relations program and its activities, monitor progress, assure adherence and evaluate performance.
- 20. Recommend short-and long-term organization goals and objectives to the President/CEO and/or Chief Operating Officer.
- 21. Develop, implement and monitor systems and procedures necessary to the smooth operation of the marketing/communications/public relations function.
- 22. Develop and coordinate means to seek regular input from the museum’s key constituencies regarding the quality of programs and services and the organization’s relevance.
- 23. Recruit, train, appraise, supervise, support, develop, promote and guide qualified full-time, part-time and contract personnel including Communications Production Manager.
- 24. Serves as a Duty Officer on a quarterly basis, requires weekend and evening hours.
- 25. Staff members must be able to work with visitors of all ages to support the various events sponsored by the National Museum. Each staff member will be expected to work on a minimum of three museum-wide events per year: a) National Museum’s Gala Dinner and Silent Auction- (off-site) typically held in the Spring (April-May) b) National Museum’s Family Festival Day- Oshogatsu Family Day (January) c) National Museum’s Family Festival Day - Natsumatsuri Family Festival (August)
This list is not exhaustive and may be supplemented as necessary. Incumbent will perform related duties as assigned.
KNOWLEDGE, SKILLS AND ABILITIES:
Qualification Requirements: To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Education: Bachelor’s degree from a four-year accredited university or college preferred; or an equivalent combination of education and related experience may be considered as a substitute.
Experience/Knowledge: At least five years of marketing, communications and or public relations management experience. Prior experience both non-profit and for profit industries desired; previous museum experience beneficial. Demonstrated skills in developing comprehensive marketing plans with success in achieving stated goals. Ability to work in a team environment and with a wide range of staff, vendors, consultants, volunteer leadership and community organizations. Ability to manage a wide range of projects simultaneously, meet deadlines and produce accurate work. Previous experience including budget management and staff supervision. Excellent organizational skills and be detail oriented. Strong proofreading skills and professional phone manner is essential. Demonstrate commitment and flexibility at all times in order to ensure high quality service. Ability to adjust and provide appropriate action when unanticipated need arises. Familiarity with local, regional, and national community organizations and partners preferred. Knowledge of Japanese American history and culture a plus; however, sensitivity to issues of diversity and ethnicity is essential.
Communication: Excellent communication and negotiation skills. Must be able to provide courteous and effective service to co-workers, volunteers and the general public. Outstanding written skills including experience writing advertising and direct mail copy, articles, letters and speeches. Exhibit good judgment while representing the institution externally. Ability to read and comprehend documents such as safety rules, operating and maintenance instructions, and procedure manuals. Ability to effectively present information in one-on-one and small group format.
Computer: Computer literate, Internet savvy, and experience with MS Word, Excel, and Power Point preferred, speed and accuracy are essential. Familiarity with Gmail, Google Suite and Altru POS & CRM Database a plus.
Math: Ability to calculate figures and amounts such as discounts, interest, proportions, percentages, area, circumference, and volume. Ability to apply concepts of basic algebra and geometry.
Reasoning: Act on own initiative. Must be able to comply with institutional policies and procedures. Ability to apply common sense understanding to carry out instructions furnished in written, oral, or diagram form. Perform successfully when juggling and re-prioritizing multiple assignments in a fast-paced, changing work environment. Reliable follow-through on assigned projects in a complete, well conceived and timely manner.
Physical: The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is regularly required to use hands to finger, handle, or feel objects, tools, or controls. The employee frequently is required to talk or hear. The employee is occasionally required to stand, walk, sit, reach with hands and arms, climb or balance, and stoop, kneel, crouch, or crawl. The employee must occasionally lift and/or move up to 20 pounds. Specific vision abilities required by this job include close vision, distance vision, and the ability to adjust focus.
Environment: The work environment characteristics described here are representative of those the employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. The noise level in the work environment is usually moderate.
COO and President/CEO
Positions supervised: Communications Production Manager, Visitor Services, Consultants, Unit Volunteers & Interns
The Japanese American National Museum reserves the discretion to change this job description at any time.The Japanese American National Museum is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to their race, religion, ancestry, national origin, sex, sexual orientation, age, genetic information, disability, marital status, domestic partner status, or medical condition.