What are the responsibilities and job description for the Vice President of Marketing & Communications position at L'Alliance New York?
Job Title: Vice President of Marketing & Communications
Department: Marketing & Communications
Reports to: L’Alliance New York President
Designation: Full-Time, Exempt
Salary: $140,000.00 - $160,000.00
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Start Date: ASAP
Work Model: Hybrid | 4 days in office
To spread joie de vivre through language, culture, and connection!
Attracting over 150,000 visitors annually, L’Alliance New York is the city’s premier center for French language and francophone arts and cultures. As an independent, not-for-profit organization, L’Alliance New York’s mission is to provide our members and students with engaging French language classes and audacious multi-disciplinary programming that celebrates the diversity of francophone cultures and creativity around the world.
L’Alliance New York is internationally known for offering the largest selection of fully-immersive French language courses for students aged one to 101, and for its renowned cultural programming including the annual Bastille Day celebration that takes place on New York's famed Madison Avenue, attracting over 50,000 visitors each year; the Crossing The Line arts and performance festival that engages NYC cultural institutions in bringing dynamic international artists to audiences; Animation First, the biggest animation festival in the U.S; and the Comic Arts Fest, celebrating the intersection of American and francophone comic arts.
Position Overview
The Vice President of Marketing & Communications is a senior executive leader responsible for shaping and executing L’Alliance New York’s overall marketing, communications, and audience development strategy.
As a key member of the Executive Team, the VP partners closely with the President and senior leadership to drive institutional visibility, audience growth, earned and contributed revenue, and brand positioning. This role oversees all aspects of marketing, communications, creative services, and audience engagement across the organization’s education, cultural programming, membership, and fundraising initiatives.
The VP is both a strategic visionary and operational leader—capable of setting long-term direction while ensuring excellence in day-to-day execution. They will lead and inspire a high-performing team of 8 across five functional areas—Audience Development & Marketing, Digital & Creative Services, Marketing Operations, Media Relations, and Website Management—fostering cross-departmental collaboration and championing a data-informed, audience-centric approach to marketing. Working closely with L'Alliance New York’s cross-functional teams, the VP will identify and maximize opportunities to raise brand awareness, deepen engagement and broaden reach for L'Alliance New York’s mission. This should be achieved through a diverse mix of marketing, advertising, media, social media, and community engagement campaigns using the full range of traditional and digital tools available.
Key Responsibilities
Strategic Leadership & Institutional Positioning
Experience & Qualifications
This role may be a great fit if you are:
At L’Alliance New York, you’ll be part of a supportive, mission-driven organization dedicated to spreading joie de vivre through language and culture.
We offer:
TO APPLY: Please submit a resume, a cover letter and two references.
Employment at L’Alliance New York is at-will, meaning that either the employee or the organization may end the employment relationship at any time, with or without cause or notice, unless otherwise specified in a written agreement.
If you require a reasonable accommodation to participate in the application or interview process, please reach out via the same email address.
L’Alliance New York is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, creed, color, marital status, religion, gender, sexual orientation, national origin, disability status, citizenship status, protected veteran status, or any other characteristic protected by law.
Department: Marketing & Communications
Reports to: L’Alliance New York President
Designation: Full-Time, Exempt
Salary: $140,000.00 - $160,000.00
---------
Start Date: ASAP
Work Model: Hybrid | 4 days in office
To spread joie de vivre through language, culture, and connection!
Attracting over 150,000 visitors annually, L’Alliance New York is the city’s premier center for French language and francophone arts and cultures. As an independent, not-for-profit organization, L’Alliance New York’s mission is to provide our members and students with engaging French language classes and audacious multi-disciplinary programming that celebrates the diversity of francophone cultures and creativity around the world.
L’Alliance New York is internationally known for offering the largest selection of fully-immersive French language courses for students aged one to 101, and for its renowned cultural programming including the annual Bastille Day celebration that takes place on New York's famed Madison Avenue, attracting over 50,000 visitors each year; the Crossing The Line arts and performance festival that engages NYC cultural institutions in bringing dynamic international artists to audiences; Animation First, the biggest animation festival in the U.S; and the Comic Arts Fest, celebrating the intersection of American and francophone comic arts.
Position Overview
The Vice President of Marketing & Communications is a senior executive leader responsible for shaping and executing L’Alliance New York’s overall marketing, communications, and audience development strategy.
As a key member of the Executive Team, the VP partners closely with the President and senior leadership to drive institutional visibility, audience growth, earned and contributed revenue, and brand positioning. This role oversees all aspects of marketing, communications, creative services, and audience engagement across the organization’s education, cultural programming, membership, and fundraising initiatives.
The VP is both a strategic visionary and operational leader—capable of setting long-term direction while ensuring excellence in day-to-day execution. They will lead and inspire a high-performing team of 8 across five functional areas—Audience Development & Marketing, Digital & Creative Services, Marketing Operations, Media Relations, and Website Management—fostering cross-departmental collaboration and championing a data-informed, audience-centric approach to marketing. Working closely with L'Alliance New York’s cross-functional teams, the VP will identify and maximize opportunities to raise brand awareness, deepen engagement and broaden reach for L'Alliance New York’s mission. This should be achieved through a diverse mix of marketing, advertising, media, social media, and community engagement campaigns using the full range of traditional and digital tools available.
Key Responsibilities
Strategic Leadership & Institutional Positioning
- Define and lead a comprehensive, integrated marketing and communications strategy aligned with L'Alliance New York’s mission, growth objectives, and strategic priorities.
- Partner closely with the President and Executive Team to shape institutional positioning, audience development, and revenue strategy.
- Serve as the organization’s chief brand steward, ensuring a clear, consistent, and compelling identity across all touchpoints.
- Represent L'Alliance New York externally with media, partners, sponsors, and the broader cultural community.
- Lead, mentor, and develop a high-performing Marketing & Communications team of 8 FTEs across five functional areas, plus agency partners and consultants, fostering a collaborative, inclusive, and accountable culture.
- Oversee departmental operations across Audience Development & Marketing, Digital & Creative Services, Marketing Operations, Media Relations, and Website Management, including structure, workflows, and resource allocation, to maximize efficiency and impact.
- Drive innovation through the adoption of AI and emerging technologies to enhance marketing effectiveness and audience engagement.
- Manage the annual marketing budget, ensuring strategic allocation of resources aligned with organizational priorities and goals.
- Own the full customer lifecycle—from acquisition funnels and retention campaigns to audience segmentation and performance measurement—to systematically convert occasional ticket buyers into members and donors.
- Oversee integrated marketing plans across paid, owned, and earned channels; manage CRM, segmentation, lifecycle campaigns, and pricing strategy.
- Drive audience analytics, campaign measurement, targeting strategy, and engagement reporting to inform data-driven decision-making.
- Ensure the box office, customer service, and sales systems operate as a seamless extension of the audience development function.
- Define and evolve L’Alliance’s brand identity and storytelling to strengthen its position as a leading French language and francophone cultural institution.
- Provide strategic direction and final oversight on all creative output—design, video, photography, copy, and editorial—ensuring excellence, brand consistency, and alignment with the organization’s mission across print, digital, and social channels.
- Oversee the Creative Director and creative team in delivering complete, multi-channel assets for every event and program—from trailers and social content to email campaigns and printed materials.
- Ensure a consistent written voice across all consumer-facing channels through dedicated copywriting and editorial resources.
- Ensure Marketing Operations owns the technology stack, standardizes workflows, and builds repeatable processes so every program is marketed on time and on strategy.
- Oversee end-to-end project management: production calendars, deadlines across creative, digital, PR, programming, and Language Center.
- Partner cross-functionally with Programming, Language Center, Development, Membership, and Finance teams to ensure alignment and maximize impact.
- Manage media relations and PR through the consultant function, ensuring press strategy, journalist relationships, and institutional voice are maintained.
- Ensure the organization’s website serves as a best-in-class brand platform and central hub for audience engagement, with agency support for web development, UX optimization, SEO, and analytics.
- Present strategic insights, performance metrics, and recommendations to senior leadership and the Board.
Experience & Qualifications
- 10 years of progressive experience in marketing and communications, with significant leadership experience.
- Proven track record of developing and executing integrated, multi-channel marketing strategies.
- Experience in the arts, cultural, nonprofit, education, or mission-driven sectors strongly preferred.
- Demonstrated success in audience development, brand building, and revenue growth.
- Sales-driven mindset, with a strong focus on meeting and exceeding objectives.
- Strong leadership and team management skills, with the ability to inspire and develop high-performing teams.
- Expertise in digital marketing, CRM systems, and data-driven decision-making.
- Experience overseeing website strategy, development, and optimization, including CMS platforms, UX/UI best practices, and digital integrations.
- Excellent communication, storytelling, and presentation skills.
- Strong project management and organizational skills, with the ability to manage multiple priorities in a fast-paced environment.
- Experience managing budgets and aligning marketing investments with organizational outcomes.
- Familiarity with the New York cultural landscape strongly preferred.
- French language proficiency preferred.
- Must be able to work on select evenings and weekends at L’Alliance New York events in Manhattan and Montclair, NJ.
This role may be a great fit if you are:
- Passionate about French language and arts, culture, and education as a whole.
- A strategic, forward-thinking leader who can translate vision into action.
- A collaborative partner who builds strong relationships across teams and stakeholders.
- A creative storyteller with a deep understanding of audience engagement.
- A data-driven decision-maker who balances analytics with intuition.
- A hands-on leader who thrives in both strategic and operational roles.
At L’Alliance New York, you’ll be part of a supportive, mission-driven organization dedicated to spreading joie de vivre through language and culture.
We offer:
- Generous paid vacation and holiday package
- Health, dental, and vision insurance with employer contribution
- 403(b) retirement savings plan with up to 5% employer match after 2 years
- Free French classes and discounted cultural programs
- Pre-tax commuter benefits (CBP) and flexible spending account (FSA)
- Complimentary L’Alliance New York membership
TO APPLY: Please submit a resume, a cover letter and two references.
Employment at L’Alliance New York is at-will, meaning that either the employee or the organization may end the employment relationship at any time, with or without cause or notice, unless otherwise specified in a written agreement.
If you require a reasonable accommodation to participate in the application or interview process, please reach out via the same email address.
L’Alliance New York is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, creed, color, marital status, religion, gender, sexual orientation, national origin, disability status, citizenship status, protected veteran status, or any other characteristic protected by law.
Salary : $140,000 - $160,000