Manager, Digital Media

The Nelson-Atkins Museum of Art

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A key member of the Marketing and Web team, the Manager, Digital Media plays a critical role in the development and implementation of the museum’s web and email user experience. One that is data driven and optimized for performance. This position is responsible for creating a compelling content strategy for the website and works across departments to maintain a high level of communication for the institution.


Digital Communication – Identifies industry best practices, emerging technologies, and trends in web design. Responsible for evaluating and reporting digital communication efforts as well as researching new technologies for possible implementation. Works closely with IT and Presentation to maintain museum brand in all digital communications.

Content Delivery and Maintenance – Handles updates, changes and improvements on the WordPress website. Coordinates with colleagues regarding calendar entries and ticket sales. Works with TNEW and the museum’s CRM system, Tessitura, to build a strong ticketing and user experience on the website.

Search Results – Optimizes website content for search engines and maximizes use of keyword placement and strategy.

E-mails – Manages and builds overall email marketing strategies. Produces and deploys all e-mail based communication on Wordfly, including creating and editing general museum email promotions, plus other regular e-newsletters for Membership, Education, and Development teams.

Scheduling – Works across departments to generate schedules for website and e-mail content. Creates and manages communications calendar and scheduling for all digital communications including e-mail, and website home page.

Audience Development – Creatively engages audiences through thorough understanding of the museum’s target audiences and through strategies designed by the Marketing and Communications team. Segments audience lists based on past engagement with the museum and website interactions, using lists generated from the CRM (Tessitura).

Analytics – Determines key performance indicators for the website and emails. Responsible for analytic processes, tracking, and reporting. Reports the reach and success of the digital program to stakeholders, including senior leadership and the Board of Trustees.

Other – Completes all other duties as assigned or requested for the general support of the organization.


Daily updates to website content to support a robust institution with hundreds of events a year, 8 to 10 exhibitions and initiatives, 4 fundraisers, and 7 community festivals

Creates and distributes 20 to 30 emails to targeted audiences each month.

Weekly analytics reports for leadership.

Challenges and Opportunities

The Manager of Digital Media is critical to the museum. The website is at the forefront of museum communications and often provides the first interaction visitors have with the museum, locally, nationally and internationally. The user experience determines their sense of feeling welcomed and informed. Digital communications are evolving rapidly, which requires a constant study of the field, both in the nonprofit world and beyond.

The manager will work with the Executive Office and many departments to lead the way in digital communications that further the goals of the Marketing and Communications Department and the museum’s strategic plan.

The position is challenged by the need to manage multiple, unpredictable demands from all levels of staff in a highly collaborative and fast-paced environment, while maintaining a commitment to excellence.


Ideal Experience

Bachelor’s degree in Marketing, Communications, or a related field with 3 - 5 years of digital marketing/media experience.

Experience working with Web developers and leading content teams to build online communities.

Experience and/or the desire to work in a highly collaborative work environment with the ability to develop talent and grow leadership skills.

Knowledge, Skills and Abilities

Expert knowledge of all aspects of digital, multi-channel marketing and best practices for building online communities.

Strong interpersonal communication skills, with the ability to quickly find effective solutions, accept edits and questions on a daily basis, and manage the pressures that come with maintaining the museum’s public site.

Strong organizational, writing and editing skills, with the expectation of working daily with content from across departments.

Strong strategic and analytical thinker with an attention to detail and drive for constant digital optimization and improvement.

Demonstrated expertise in WordPress, website architecture and content management; knowledge of HTML/CSS and/or editing software.

Strong knowledge of digital media/marketing best practices and tools for managing analytics reporting, performance metrics and optimization.

Knowledge of Wordfly or email software.

Working knowledge of Client Relationship Management Software (CRM).

The ability to work outside of “business” hours, including evenings and weekends as needed.

Personal Characteristics

The successful candidate should be:

A mission-driven individual with a belief in and commitment to the mission of the Nelson-Atkins; a strong interest in, and passion for, the visual arts;

A good listener and strategist; comfortable receiving input from many sources, and able to analyze and formulate disparate information into a sound, well-organized plan;

Intrepid yet tactful; determined yet respectful of other’s concerns; someone with the flexibility and creativity needed to find alternative ways to reach objectives when barriers arise;

A hard worker with a high energy level; a “doer” with a willingness to work hands-on in developing and executing a variety of social media and web-related marketing activities;

Emotionally mature (High Emotional IQ) with a very good sense of humor and the flexibility and sensitivity to work with diverse personalities and situations.