About The Shed

The Shed is a new cultural institution of and for the 21st century. We produce and welcome innovative art and ideas, across all forms of creativity, to build a shared understanding of our rapidly changing world and a more equitable society. In our highly adaptable building on Manhattan’s west side, The Shed brings together established and emerging artists to create new work in fields ranging from pop to classical music, painting to digital media, theater to literature, and sculpture to dance. We seek opportunities to collaborate with cultural peers and community organizations, work with like-minded partners, and provide unique spaces for private events. As an independent non-profit that values invention, equity, and generosity, we are committed to advancing art forms, addressing the urgent issues of our time, and making our work impactful, sustainable, and relevant to the local community, the cultural sector, New York City, and beyond.

About the Position

As the leader of the Marketing & Communications team at The Shed, the Chief Marketing and Brand Officer (CMBO) directs The Shed’s efforts to craft our brand identity and strategy; establish goals for audience development and growth; meet attendance and earned revenue targets; innovate in content, distribution, and partnerships to expand our reach and impact; and shape The Shed’s reputation in New York City and beyond. 

The ideal candidate will have a proven track record of developing and executing comprehensive marketing strategies that elevate brands and amplify their impact in the cultural sphere. As a key member of our Executive team, the Chief Marketing and Brand Officer will play a pivotal role in shaping the identity of The Shed and cultivating meaningful connections with our audiences, communities, and artists. The CMBO will demonstrate adaptable, cross-functional leadership on values-driven, value-added, full-organization work.

The Chief Marketing and Brand Officer reports to the CEO and manages a team of five. Working closely with the CEO, Artistic Director, Executive team, and Visitor Experience department, the CMBO supports an attendance goal of 150,000-250,000 annually and a 2024 box office revenue goal of ~$6M.

Key responsibilities include:

Brand Strategy 

• Craft and execute comprehensive brand strategies that align with The Shed's program, mission, and values

• Help shape The Shed’s overall strategic direction as a member of the Executive team, and define The Shed’s brand positioning, messaging, visual identity, and voice accordingly

• Establish The Shed as a singular and distinctive cultural institution in New York City and beyond

• Champion a seamless and memorable brand experience across all touchpoints—including physical spaces, digital platforms, events, and customer interactions—often in collaboration with The Shed’s significant program partners 

• Leverage strategic and promotional partnerships to amplify the reach and impact of our programming

Audience Development & Scale

• Develop a multiyear audience growth plan, helping to define target audiences for The Shed and meeting our annual attendance goals 

• Meet earned revenue goals, implementing comprehensive marketing strategies to drive ticket sales, memberships, and other revenue-generating initiatives

• Conceptualize, plan, and execute integrated marketing campaigns across multiple channels, including digital, social media, print, events, and partnerships

• Analyze market trends, audience demographics, and visitor feedback to optimize pricing strategies and promotional campaigns

• Utilize data analytics and performance metrics to track the effectiveness of marketing efforts and adjust strategies as needed to meet goals

Public Relations, Communications, & Content Strategy

• Develop a strategic communications plan for The Shed, building our brand visibility and amplifying our messaging around key programming 

• Provide thought partnership to The Shed’s Communications Director, Editorial Director, and Designer to ground efforts/campaigns in The Shed’s brand strategy and institutional objectives 

• Oversee the development of compelling and relevant content that communicates our brand story, values, and offerings

• Develop thought leadership plans (e.g. op-eds, panels) for CEO, Artistic Director, and Board to communicate and reinforce our brand positioning 

Department Leadership

• Provide clear leadership and direction for staff, leverage the talent of each team member, and motivate the department, consistent with The Shed’s values

• Foster a culture of creativity, collaboration, and trust within the team

• Cultivate strong collaboration with artistic colleagues and Executive team

• Guide department budget, forecasting, and reporting

Qualifications

• Proven experience (10 years) in a senior marketing or brand management role, preferably within a creative and revenue-driven organization

• Bachelor’s degree, master’s degree, or equivalent experience in marketing, business administration, communications, or related field

• Skill in strategic thinking, with the ability to translate insights into actionable marketing strategies

• Passionate, risk-tolerant, outcome-driven leadership

• Demonstrated success in developing and executing integrated marketing and communications campaigns that drive brand awareness, engagement, and conversion

• Sophisticated understanding of technology and systems, including Tessitura

• Excellent leadership and interpersonal skills, with the ability to inspire and motivate both internal teams and external partners 

• Exceptional communication skills, both written and verbal, with the ability to articulate complex ideas clearly 

• Ability to navigate and lead in a dynamic environment, and to earn the trust of employees and leadership of all levels; ability to collaborate, persuade, and be persuaded

Compensation

The salary range for this position is $200k – $225k annually. Compensation is commensurate with experience.

Application Process

Interested candidates should complete an application and submit résumé and cover letter in a single Word or PDF document saved as candidate's first and last name through our Career Center page. Only résumés and cover letters submitted in this format will be reviewed. 

The Shed is dedicated to building an equitable environment that is mixed across lines of difference and strongly encourages applications from Black, Indigenous, people of color, women, transgender, and nonbinary candidates. This position will remain open until filled and until a diverse and qualified pool of candidates is identified. Applicants from populations underrepresented in the arts field are strongly encouraged to apply. Whether you’re new to arts and culture administration, returning to work after a gap in employment, simply looking to transition, or taking the next step in your career path, we will be glad to have you on our radar.