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The Associate Director of Digital Strategy develops institutional digital/content marketing and digital engagement strategies in support of elevating OMCA’s brand as a museum, garden and gathering place and to advance its social impact goals of building trust, understanding, and connection between people and communities.
In this role, you will oversee the development and maintenance of Museum’s owned web properties, the OMCA Blog, SEO/SEM strategy, email marketing, and social media strategy. In joining this highly collaborative role and team, you’ll work closely with the Director of Marketing and Communications to create and implement a comprehensive and integrated digital strategy; and partner with key stakeholders from across the institution to plan for and support Museum’s digital programming, digital exhibition, and other major content projects in addition to digital evaluation efforts.
Responsibilities
Responsible for the creation of effective, unique and brand-specific approaches to owned digital properties through hands-on work as well as team mentorship, guidance, and facilitation.
Plan and implements all website projects (in partnership with IT) with a focus on the user experience and design; ensures site adheres to Museum’s brand standards and is optimized to support the Museum’s mission and e-commerce goals (Museum anticipates a wholesale redesign of its current website, museumca.org, in the coming year with the goals of developing an experience-rich site that more deeply engages audiences with our collection and our exhibition/program content, seeds conversation and invites interaction).
Oversee the Museum’s SEO/SEM strategy; ensure all owned platforms are optimized to be discoverable via organic and paid search.
Create comprehensive email marketing strategy with a focus on segmenting and effectively targeting appeals in support of Museum earned and contributed revenue goals.
Articulate social media goals and high-level strategy in support of Museums revenue and social impact goals; ensures the healthy growth of online communities, that content is on brand, and that content is timely and relevant with explicit connections to OMCA’s collections, exhibitions, and programs and/or in response to current/urgent issues in our community. Content should engage our social communities and drive our social impact by creating a profound sense of welcome and belonging, seeding conversation, and encouraging connection between community members.
Define digital KPIs and goals, regularly monitors against established metrics, and evaluates the success of all digital efforts; provides regular performance reports.
Ensure all digital engagement efforts are fully integrated with Museum’s marketing and advertising program; ensure the Museum is leveraging analytics to optimize its efforts; work closely with the Associate Director of Evaluation and Visitor Insights to consult with stakeholders from across the Museum in support their digital evaluation efforts.
Provide team leadership and mentorship; manage the performance and priorities of direct reports; participate in OMCA’s annual performance management and staff development program.
Participate in and/or lead cross-functional teams in support of Museum’s goals.
Requirements
7+ years of related experience
3+ years supervisory/management experience
Ability to deliver results, facilitate and influence others, and problem solve beyond temporary solutions
Experience working within and managing a brand guideline
Facility with marketing concepts/practices; significant experience levering digital marketing/digital engagement strategies that deepen visitor engagement, expand audiences, and drive revenue; ability to successfully integrate digital/content strategy into larger institutional marketing, audience development, and engagement strategy
Experience overseeing complex website development projects and mobile-first development practices; ability to optimize website to drive audience engagement and achieve e-commerce goals
Working knowledge of SEO/SEM principles including keyword research, content optimization, and metadata
Experience developing, managing, tracking comprehensive email and social media campaigns; must understand best practices in digital advertising, content marketing, social media, and influencer marketing
Demonstrated experience leveraging data analytics to optimize strategy and drive results; advanced working knowledge of Google Analytics including Tag Manager and Data Studio (GA platform certification a plus); advanced working knowledge of social media and email marketing platforms and analytics
Significant experience with project management techniques
Proficiency in Adobe CS (Photoshop, Illustrator, InDesign, Bridge)