Responsible for the development and execution of brand management, communications, institutional visibility, media relations, and digital engagement initiatives. Incorporates creative strategies to engage diverse audiences in the various offerings of Vulcan Park & Museum (VPM) by developing, implementing and, assessing ongoing public relations communications and marketing plans. Supports VPM’s earned and contributed income goals and leads efforts to grow and engage audiences, ensuring VPM remains a vibrant destination.

Essential Functions/Major Responsibilities:

Leadership

• As a member of the leadership team, actively participates in, contributes to, and through department activities, supports VPMs strategic plan, annual priorities, and institutional initiatives.
• Leads with the highest level of integrity and professionalism in fostering a culture of high expectations and accountability, contributing creative ideas and solutions to support a proactive work environment.
• Provides collaborative leadership in the development, implementation and evaluation of all marketing/public relation efforts reinforcing the brand, and incorporating VPM’s vision and mission, in order to engage all audiences.
• Proposes annual budget for department activities and ensures adherence to approved budgeted numbers.
• Prepares reports for and attends meetings of the VPF board of directors and Financial Sustainability Committee. Serves as a member of other ad hoc committees or task forces as needed to fulfill VPM’s strategic goals.

Community Engagement

• Strategically cultivates media relationships, serving as primary media contact and spokesperson for radio, tv, print, web, and other outlets.
• Serves as staff liaison with the Community Engagement Committee of the board, coordinates with committee chair to schedule meetings, prepare agenda, packet materials and prepares meeting minutes.
• Targets markets and prepares annual marketing and public relations plans for community events, exhibitions, educational programs, contributed income, Vulcan merchandise, event facilities, sponsorships, and other institutional priorities as needed. Develops related budgets tracking effectiveness.
• With input of CEO, negotiates contracts with vendors and works closely with industry providers and representatives.
• With other department heads, targets community segments, governmental officials, economic development entities, implementing plans to cultivate relationships, to encourage use and promotion of, and support for VPM.
• Assists with planning and execution of VPM community events including communicating sponsorship opportunities to Director of Development; creates evaluations of all community events; Compiles post event sponsor reports as well as assist with evaluating effectiveness and success.

Communications

• Updates and trains staff on Crisis Communication plan with support of Community Engagement Committee.
• Ensures consistency and adherence to brand and style standards of all messaging in and appearance of communications from all departments.
• Directs marketing campaigns and, with input from leadership team members, ensures appropriate messaging in all stakeholder communications including collaterals, direct mail/email, newsletters, website, advertising, social media, etc.
• Writes press releases, articles and news features promoting VPM activities, facilities and programs, and promotes inclusion of such in local, regional and national publications and broadcasts.
• Promotes, schedules and attends speaking engagements. Develops talking points, multi-media presentations and assists staff members in creating presentations. Develops and maintains list of topics and speakers for speakers’ bureau.
• Oversees promotional visits of Vulcan mascot character “V” with the support of Communications Coordinator.
• Manages social media channels with support of Communications Coordinator.

General

• Works closely with key leadership team members to extend VPM’s visibility across traditional and non-traditional marketing/advertising and public relations areas to build brand awareness, brand loyalty and to drive new and repeat visitation, sales and contributions.
• Develops surveys, analyzes, interprets and applies research to improve effectiveness of marketing/pr efforts.
• Extends the reach of marketing/pr efforts beyond budget through partnerships, cross-promotions and collaborative relationships with other organizations.
• Identifies, cultivates and develops relationships with key representatives of travel/tourism industry and related interest groups to promote involvement, collaborative efforts and support for projects. Serves as primary liaison for tourism organizations.
• Provides strategic guidance and direction to support staff for social media. Engages entire staff in social media strategies.
• With support from outside agency and through support staff, controls use of registered marks (image and name), approves uses and associated fees, and directs follow up on infringements.

Secondary Functions:

• With input from other departments, compiles long range and annual calendar of events, and with support of appropriate staff, distributes internally and externally.
• Strategically directs compilation of research data on exhibits, educational programs, park visitation, etc. Evaluates outcome and works with other departments to consider and implement needed changes.
• Promotes VPM as location for filming, assisting with planning and serving as onsite liaison.
• Evaluates value and appropriateness of comps and/or trade outs for event facilities, tickets, etc. and approves as deemed appropriate.
• Seeks opportunities for special awards/recognitions, and with appropriate staff input, completes and submits applications and/or nomination forms.
• Photographically documents events in collaboration with support staff.
• Updates promotional item give away policy as deemed appropriate and as required by media outlets.
• Develops and distributes annual report.
• Other responsibilities as assigned

Job Scope:

Performs duties under general supervision, operating from established guidelines, policies, and procedures. Decisions are made within general company policy, and in keeping with vision and mission statements, requiring independent decision making or with the input of the CEO. Makes recommendations for needed change based upon sound judgment and reasoning. Ability to handle multiple duties, completing tasks efficiently and in an organized manner.

Failure to fulfill responsibilities may impact Vulcan’s symbolic meaning for the city of Birmingham, and can result in the organization’s failure to fulfill its mission and/or potential loss of income. Mistakes, errors and/or poor judgment may affect visitors, volunteers, key stakeholders, elected officials, VPm staff and service suppliers, and may result in loss of credibility, loss of business, poor customer or employee relations and/or bad business reputation, all of which can have significant negative implications for Vulcan Park Foundation and the image of the City of Birmingham

Supervisory Responsibility:

Direct supervision of the Communications Coordinator (or similar position as it may exist from time to time) and contract staff, and indirect supervision of service providers.

Interpersonal Contacts:

Has both internal and external contacts. The most common internal contacts are with staff, volunteers and members of the Board of Directors and committees. The most frequent external contacts are with media, government agencies and officials, corporate, civic and association leaders and contracted service providers. Internal and external interactions involve information exchange, problem solving, negotiation, and discussion of confidential and/or sensitive information.

Discretion and sound judgment required. Must be able to relate well with individuals from varied backgrounds, positively representing VPM and the City of Birmingham.

Required Job Skills, Knowledge and Abilities:

• Ability to continually develop and integrate skills and understanding of rapidly changing social media, audience development trends and strategies
• Proven record of non-profit, arts and cultural public relations/marketing success
• Superb poise and communications, presentation and public speaking skills
• Administrative principles and methods, including goal setting, event development and implementation, and budgetary procedures
• Excellent English communication skills, including ability to analyze, synthesize and clearly express ideas, concepts and knowledge both verbally and in writing, integrating multiple viewpoints that are reflective of diverse audiences
• Proven ability to plan, balance short- and long-term priorities and projects, organize and coordinate audience development, marketing, public relations and research activities with strict attention to detail
• Effectively interact with corporate, media and government leaders, vendors and other stakeholders
• Work across functions, integrating content, learning and pr/marketing objectives into the creation and execution of VPM’s engagement goals
• Mental ability to handle multiple duties, consistently prioritize work, analyze and solve problems, collect, interpret and /or analyze complex data and information and perform at highest level with minimal direction
• Physical ability to lift and carry objects of up to 50 lbs., climb stairs and ladders, stoop, bend and perform other physical duties.
• High level of professional integrity, diplomacy, and discretion when handling sensitive issues and working on confidential projects
• Utilize visual acuity and hand and finger dexterity to operate equipment, read and comprehend technical information, and/or use a keyboard

Minimum Education and Experience:

• Bachelor’s degree in marketing, communications, public relations, or related field from accredited four-year institution required, advance degree preferred
• Minimum four years experience in marketing, communications, public relations, or related field, demonstrating increasing levels of responsibility required
• Proven experience in all areas of marketing, including: website tracking and metrics; social media; public relations and advertising; graphic design basics; videography and photography; email marketing and communications; mobile engagement platforms; and email acquisition strategies
• Experience in non-profit, cultural, arts, or tourism industries preferred
• Proven success in the management and development of staff
• A current driver’s license
• A record of regular professional development and engagement in the professional community.

Job Type: Full-time

Pay: $61,000.00 - $68,000.00 per year

Benefits:

• 401(k)
• Cell phone reimbursement
• Dental insurance
• Health insurance
• Life insurance
• Paid time off

Schedule:

• 8 hour shift
• Day shift

Ability to Relocate:

• Birmingham, AL: Relocate before starting work (Required)

Work Location: In person