Director of Marketing and Communications




Marketing and Communications



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. Manages all marketing, communications, and public relations activities and materials including publications, media relations, member acquisition, and so forth. Responsible for managing and overseeing the ongoing maintenance and development of digital assets.
  6. Develops relationships with local, regional, national, and international print, broadcast, and online media outlets generating coverage and raising awareness for JANM.
  7. 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.
  8. 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.
  9. 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.
  10. 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.
  11. Responsible for editorial direction, design, production, and distribution of all museum marketing & communications publications.
  12. Coordinate media interest in the organization and ensure regular contact with target media and appropriate response to media request. 
  13. Act as the organization’s representative with the media.
  14. Coordinate the appearance of all museum print and electronic materials such as letterhead, use of logo, brochures, etc. 
  15. Develop, coordinate, and oversee 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.
  16. Ensure that the organization regularly conducts relevant market research and coordinate and oversee this activity; monitor trends.
  17. 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 of Programs and External Relations.
  18. 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.  
  19. Recommend short-and long-term organization goals and objectives to the President/CEO and/or Chief Operating Officer of Programs and External Relations.
  20. Develop, implement, and monitor systems and procedures necessary to the smooth operation of the marketing/communications/public relations function.
  21. 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 
  22. Recruit, train, appraise, supervise, support, develop, promote, and guide qualified full-time, part-time staff, and contract personnel.
  23. Serves as a Duty Officer on a quarterly basis, requires weekend and evening hours. 
  24. Staff members must be able to work with visitors of all ages to support the various events sponsored by JANM. Each staff member will be expected to work on a minimum of three museum-wide events per year: 
    • JANM’s Gala and Silent Auction—(off-site) typically held in the Spring (April-May) 
    • Oshogatsu Family Festival (January)
    • 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 as outlined above. 


Bachelor’s degree from a four-year accredited university or college preferred in Marketing, Communications, or Public Relations preferred; or an equivalent combination of education and related experience may be considered as a substitute.


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.


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 literate, Internet savvy, and experience with MS Office preferred, speed and accuracy are essential. Familiarity with Gmail, Google Suite, Slack, and Altru POS & CRM Database a plus.


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.


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. 


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.


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.

Requires full vaccination + booster for COVID-19 for working on-site. 


The Director of Marketing and Communications is a regular, full-time position. Please note, however, that this is an at-will position, meaning that your employment may be terminated at any time, with or without notice, and with or without cause. There is, in other words, no guarantee that you be employed until any date in the future. 


Reports To: President/CEO and/or Chief Operating Officer

Positions Supervised: Communications Production Manager, Communications Writer, Marketing Communications Associate, Consultants, and Unit Volunteers and Intern(s)