Director of Marketing & Audience Development

ABOUT THE POSITION

Reporting to the Chief Strategy Officer, the Director of Marketing & Audience Development will be responsible for meeting ambitious attendance and revenue targets and will be the museum's lead architect of audience growth: someone who understands how The Broad stands apart from other arts institutions, and who thinks in terms of relationships and lifecycle, not just campaigns. They will bring deep audience insights, the courage to pilot new ideas, and an ability to convert curiosity into commitment. They will find innovative means to cultivate the kind of deep connection that brings people back — to exhibitions, programs, and The Broad's expanding role in the cultural life of the city.

The Director of Marketing & Audience Development is the museum's brand authority, responsible for The Broad's visual identity, voice, and consistency across all paid and owned touchpoints. They will own relationships with the design, media buying, and web agencies, and will lead a team of two direct reports: Marketing Manager and Social Media Manager.

The Director of Marketing & Audience Development will be responsible for driving measurable audience growth, increasing attendance, and building long-term visitor engagement.

HOW THIS ROLE WORKS WITH COMMUNICATIONS

The Director of Marketing & Audience Development and the Director of Communications & Community Engagement are close partners whose work is complementary and distinct. Marketing owns The Broad's paid and owned channels, brand authority, and audience development strategy. Communications owns earned media and leads all external relationships with community organizations, civic partners, media, and neighborhood stakeholders.

Both Directors share responsibility for identifying the stories The Broad should tell. Communications determines how to earn coverage and activate community relationships around them, while Marketing determines how to amplify The Broad’s stories through campaigns, digital channels, and brand expression. The two Directors collaborate closely on timing and integrated moments, aligning at the outset of key initiatives and maintaining ongoing visibility into each other’s work to ensure consistency across external communications. Marketing holds brand authority and sets the standards that guide both functions.

DUTIES AND RESPONSIBILITIES

Audience Growth & Acquisition

• Author and implement a strategic audience development plan that meets clear, ambitious goals for visitor growth, with particular emphasis on first-time visitors, underrepresented communities, and audiences outside the conventional contemporary art world.
• Generate strategic visibility in local, regional, national, and international markets through paid and owned channels, for exhibitions, programs, the expansion, and The Broad's institutional identity. Reach in-market tourists in smart and compelling ways.
• Develop integrated marketing plans for exhibitions, public programs, events, and e-commerce that are as inventive as The Broad's programming itself.
• Oversee all media buys and promotional partnerships through the media buying agency, bringing rigor and creativity to channel selection and targeting.
• Build and sustain advertising and promotional trade partnerships with citywide organizations, cultural institutions, and media outlets – including paid media placements, ad exchanges, and cross-promotional opportunities – that expand the museum's reach and visibility. When engaging community and civic partners, work in close coordination with the Director of Communications & Community Engagement, who is responsible for maintaining these relationships.

Visitor Lifecycle & Loyalty

• Own the full visitor lifecycle, from first discovery through acquisition, conversion, repeat visitation, and long-term loyalty, developing distinct strategies for each stage rather than treating all visitors as a single undifferentiated audience.
• Build and manage lifecycle marketing programs: triggered email journeys, re-engagement campaigns, and personalized communications that meet visitors where they are and speak to their specific relationship with the museum.
• Develop a framework for visitor loyalty that rewards and deepens engagement over time, with repeat visitation rate as the defining measure of success. Spearhead audience research to understand what drives return visits and what gets in the way.
• Partner with the Visitor Experience team to identify and address friction points in the visitor journey, ensuring that the on-site experience matches the promise of the marketing.
• Use segmentation and behavioral data to develop tailored messaging strategies for distinct audience groups: local regulars, first-time visitors, tourists, school and family audiences, and more.
• Oversee the website and digital experience in partnership with the web agency, with a relentless focus on conversion, ease of use, and the quality of the digital relationship with prospective and returning visitors.
• Oversee all email communications and mobile engagement platforms as key channels in the visitor relationship.

Brand & Creative

• Serve as the museum's brand authority, leading reimagination of The Broad's visual identity, voice, and standards across all paid and owned touchpoints, and ensuring that brand decisions are made with clarity and consistency. The Director of Communications & Community Engagement operates as an aligned partner within this framework.
• Lead a successful brand and website refresh process in partnership with the Founding Director, CSO, and design agency, evolving The Broad's visual identity and voice in ways that honor its established equity while signaling its next chapter.
• Maintain and strengthen The Broad's brand across all touchpoints, ensuring consistency while leaving room for the unexpected and the playful.
• Prioritize accessibility across all marketing materials and digital touchpoints, ensuring that campaigns, the website, email communications, and social content go beyond compliance standards to be truly accessible and welcoming for disabled audiences.
• Oversee development of copy and creative material for marketing campaigns, including printed collateral, photography, and videography.
• With the Social Media Manager, craft a social strategy that reflects The Broad's unique position at the intersection of contemporary art and popular culture. Ensure content is culturally attuned, offers real value whether through humor, intellect, or insight, and earns attention rather than just buying it. Coordinate the social media calendar and approach with the Director of Communications & Community Engagement to ensure alignment around major announcements and institutional moments.

Audience Insights & Research

• Partner with Visitor Experience, Operations, and IT teams to build robust systems for tracking audience behavior across the full lifecycle — attendance, conversion rates, repeat visitation, satisfaction, and engagement.
• Oversee the collection and interpretation of audience research, including visitor surveys, focus groups, and hired audience research professionals.
• Use data from Salesforce, Klayvio, Ticketure, and other platforms to make informed decisions about resource allocation, channel mix, and messaging, and to identify where audience development efforts are falling short.
• Report regularly to leadership with clear, actionable insights about audience growth, loyalty trends, and the effectiveness of marketing investment, with an eye toward fresh ideas to pilot.
• Bring analytical rigor and strategic maturity to the marketing function, not as a substitute for creativity, but as its complement.

Agency & Cross-Team Collaboration

• Serve as primary relationship owner for the design, media buying, and web agencies, providing clear strategic direction, managing deliverables, and holding partners to a high creative and analytical standard.
• Collaborate closely with the Director of Communications & Community Engagement on integrated efforts where brand, audience development, and earned media intersect — including expansion moments, major exhibition openings, and significant institutional announcements.
• Work with the CSO to develop the marketing and communications budget aligned with institutional priorities; oversee implementation and track ROI across channels.

EXPERIENCE AND QUALIFICATIONS

• 8 years of progressive marketing experience, with a strong emphasis on audience development, lifecycle marketing, and brand management; experience in cultural, arts, or visitor-focused organizations strongly preferred.
• Demonstrated track record of growing and retaining an audience, with evidence of thinking across the full visitor or customer lifecycle, not just top-of-funnel acquisition.
• Demonstrated track record of leading or contributing centrally to a successful brand refresh.
• A genuinely inventive marketing sensibility — you have found unexpected ways to reach new audiences and are energized by the challenge of breaking from convention.
• Deep fluency in audience analytics, CRM (Salesforce preferred), lifecycle and email marketing, segmentation, SEO, and digital advertising platforms.
• Experience managing design, media buying, and web agencies to high creative and strategic standards.
• Skilled at managing within a compact and nimble organization, responsible for both high-level strategy and day-to-day operations.
• Knowledge of: branding; advertising and media buying; website optimization; social media strategy; email marketing; CRM and marketing automation; SEO; mobile engagement; e-commerce.

PAY RANGE

$170,000 – $190,000 annually, based on applicant’s education, experience, skills, and abilities, as well as internal equity and alignment with market data.

TO APPLY

Applications for this role are being managed by our recruitment partner, Sophie Macpherson Ltd. Clicking “Apply” will take you to their website to complete your submission. No phone inquiries please.

NOTE

A more detailed position profile will be provided to candidates as they move through the recruitment process.