The Academy Museum of Motion Pictures furthers the understanding, celebration, and preservation of cinema through inclusive and accessible exhibitions, screenings, programs, initiatives, and collections. Welcoming visitors from Los Angeles and around the world, the Museum works in active partnership with motion picture artists and specialists, scholars, staff, and diverse communities to contextualize and challenge dominant narratives around cinema, inspiring discourse, connection, joy, and discovery.

Reporting to the Chief Audience Officer, the Vice President, Marketing and Audience Development will be responsible for managing all facets of the Academy Museum’s marketing efforts with the goal to increase general awareness and grow target audiences’ attendance to Academy Museum exhibitions and programs. The individual will be responsible for envisioning and leading strategies to reach annual sales goals and will use data driven and audience-centered methods to inform decisions and direction.

The individual will be responsible for developing marketing campaigns to support all areas of business within the Academy Museum including the general admission tiered ticketing, add-ons, and group sales. Additionally, the individual will drive targeted and strategic campaigns to build local, repeating audiences to support the museum’s robust schedule of film programs and educational offerings. Further marketing support will be committed to the Academy Museum of Motion Pictures retail store, digital projects including original video content and the museum podcast, museum membership, Fanny’s restaurant partner, and the Academy Museum’s robust publications initiatives. The VP, Marketing and Audience Development will be successful at creating comprehensive strategies and targets to build audience, sales, and awareness towards all aspects and facets of the Academy Museum of Motion Pictures.

Collaborating with creative, editorial, group sales, programming, communications, digital, and community and impact colleagues, the individual will be responsible for creating cohesive strategies and implementation tactics to drive general awareness and audience to the Academy Museum of Motion Pictures. Successful candidates will be highly motivated problem-solvers, eager to collaborate, and excited to support the audience-building efforts at the largest film museum in North America.

The VP, Marketing and Audience Development will bring experience and leadership to the following areas:

Audience Research and Evaluation

• You have overseen visitor studies, audience evaluations, surveys, and have a strong working knowledge of museum evaluation best practices.
• Demonstrated experience creating visitor journey maps and has a foundational understanding of museum visitor motivations across a wide background of demographics.
• Experience in conceptualizing and stewarding consumer profiles toward sales goals.

Grassroots Campaigns and Audience Building

• Built integrated marketing strategies, media plans, content, and materials and developed marketing campaigns to drive local attendance at a cultural institution or similar organization.
• Demonstrable skills in demographic audience building using hyperlocal tactics.
• Excellent understanding of Los Angeles County, current museum, theatrical, and cultural organization landscape and can define unique values of Academy Museum brand to target specific communities and neighborhoods.

General Awareness

• Proven success with developing out-of-home campaigns and general awareness strategies.
• Vision for establishing and growing national and international tourism ticket sales.
• Support the growth and development of the Academy Museum’s group sales team and bring vision on how to package, market, and implement exceptional experiences to groups.
• Data-driven methods to build sales goals.

Partnerships

• Brings experience in managing and developing content partnerships with tourism boards, media companies, and broadcast channels.
• Capable of directing brand identity presence through partnerships and can leverage existing opportunities into broad impact.
• Demonstrable commitment to brand identity and can ensure consistent voice, look, and tone across multiple contents and campaigns.

You Will:

• Supervise the team responsible for marketing campaigns; creative collateral; group sales; audience data and analysis; social media; and email and newsletters.
• Oversee external vendors who provide audience analysis and evaluation of the museum and programming.
• Be responsible for organizing and maintaining the marketing budget and advise the CAO on appropriate and diversified spending towards initiatives and projects.
• Be a spokesperson on behalf of marketing priorities and projects to internal and external stakeholders.
• Develop and implement marketing initiatives that drive towards increased ticket sales.
• Ensure a balance of marketing tactics drive towards national and international awareness in addition to local repeat audience visitorship.
• Develop strategies both for maximizing engagement with traditional museum visitors and attracting non-traditional museum visitors, particularly from historically marginalized groups.
• Strategize on partnerships and tourism.
• Develop and build group sales goals and deliverables.
• Analyze data and adjust strategies in response to industry and tourism trends.
• Produce print and digital content to promote the Museum and maximize its reach.
• Ensure cohesion and consistency in the presentation of the Museum’s brand.