Description
The Chief Marketing Officer (CMO) is responsible for planning, developing, and implementing FAMSF’s institutional marketing, communications, and public relations activities, both external and internal; directing the efforts of the marketing, communications, visitor experience, group tourism and sales, and graphic design staff; and coordinating at the strategic and tactical levels with other departments and functions of the Museums. The CMO is a key member of the museum's senior leadership team and reports to the Director and CEO.
The CMO must articulate a strategic vision that aligns overarching institutional brand, audience, and marketing goals with specific objectives for general admission, special exhibitions, curatorial initiatives, educational programming, memberships, and events. As a member of the senior leadership team, the CMO will be a key voice in relation to the museum’s strategy, direction, and operation. This exciting role requires a unique combination of strategic and creative vision, visitor advocacy, revenue planning, data analysis, and leadership skills.
The CMO will participate with the Board of Trustees, Director and CEO, and other senior management staff in charting the direction of FAMSF, ensuring its accountability to all constituencies, and ensuring its effective operation. Within FAMSF, the position has primary working relationships with director and management level staff, staff of the Marketing and Communications department, staff of the Executive Office, Art, Education and Public Programs, Philanthropy, Exhibitions, and Finance Divisions, and closely collaborates with the Digital Strategy Division to align on brand presence across all channels. The CMO directly leads a marketing team of four, a communications team of four, a Graphic Design team of four, and a Visitor Experience team of more than 45 front line leaders, associates, and attendants. The CMO also oversees the work of external media and marketing partners, as well as other specialty consultants, and manages an annual expense budget of $6 million directed toward the achievement of its goals.
Role and Responsibilities
Strategic Leadership
Lead, oversee, implement, and measure the success of an ambitious and integrated marketing, communications, and public relations plan, with clearly defined goals, objectives, timelines, and assignment of responsibilities to achieve and support initiatives contained within the FAMSF’s strategic plan.
Collaborate closely with FAMSF’s Philanthropy and Membership program to align marketing, membership, and fundraising programmatic messaging.
Connecting to FAMSF’s strategic plan, build a long-term audience development strategy; conduct market research and audience engagement strategies to optimize and broaden the FAMSF’s reach.
Collaborate internally on institutional projects and initiatives, such as special events, anniversary celebrations, DEIA, and climate initiatives.
Maintain a strategic knowledge of best practices and significant trends in marketing, communications, membership, and audience development, and adapt strategies as necessary.
Embrace other strategic leadership and comprehensive implementation responsibilities as needed.
Earned Revenue Maximization and Audience Engagement
Drive ticketed admissions revenue ($10.4M in FY25) and ticketed attendance (1.2M in FY25) through a variety of methods including external marketing campaigns, email marketing, and strategic use of audience survey data and research.
Collaborate with the Senior Team to develop and drive annual earned revenue goals and guide investments in capacity building for revenue generation.
Collaborate with Digital and IT Operations to ensure contemporary enterprise systems are effectively supporting and encouraging earned revenue across all channels.
Plan and conduct major marketing, promotional, and public relations campaigns aligned with FAMSF’s overall audience development and special exhibitions strategy.
Manage a diverse portfolio of assignments with multiple direct reports.
Institutional Branding, Public Relations, and Communications
Manage FAMSF’s brand identity and ensure the articulation of FAMSF’s desired image and position and the consistent communication of image and position throughout the institution.
Oversee the marketing and creative development of the FAMSF’s brand identity and Special Exhibition programs to target audiences and to drive attendance and admissions revenue.
Oversee the coordination of media interest in FAMSF and ensure regular contact with target media and appropriate response to media requests.
Act as a key media spokesperson for FAMSF and develop and maintain effective working relationships with media representatives, the community at large, and special interest groups.
Deeply and strategically collaborate with Digital leadership to present FAMSF’s brand, programs, and revenue channels on the web, social, and digital platforms.
Oversee various marketing channels, including email and print, and work with outside agencies as needed to develop and implement marketing strategies. Ensure public campaigns secure the rights and compliance for publishing creative materials promoting FAMSF.
Embrace other branding, public relations, and communications responsibilities as needed.
Board Engagement
Serve as liaison to the Board Marketing Committee.
Devise strategies with the Marketing Committee that create meaningful paths for the Bay Area’s diverse community to engage donors, collectors, partners, advisors, and community ambassadors.
Speak credibly and persuasively about FAMSF’s vision for the future with past, current, and prospective board members.
Guide Board engagement in institutional reputation management and crisis communications when required.
Embrace other board engagement and recruitment responsibilities as needed.
Team and Organizational Oversight
Guide the day-to-day operations of the communications function to ensure that all administrative and operational aspects of communications are executed at a high level of quality and efficiency.
Oversee the Communications, Graphic Design, Marketing, and Visitor Experience departments, supporting a world-class visitor experience, ensuring overall objectives and directives are implemented through the visitor experience, and aligning their goals with institutional objectives
Recruit, diversify, coach, inspire, and motivate a strong team that represents the community that the Museums serve.
Create a supportive, collaborative, productive, and healthy work environment based on respect, teamwork, and the equity, diversity, and inclusion values of FAMSF.
Set performance standards and provide timely, constructive feedback while supporting opportunities for professional development.
Support team ingenuity with appropriate human resources, structures, systems, and technological platforms that are aligned with current and future trends in philanthropy.
Oversee department accountability and actively address questions and concerns that ensure a safe and healthy work environment for the team.
Embrace other team and organization responsibilities as necessary.
Traits and Characteristics
The CMO will have demonstrated experience and outstanding abilities in strategic leadership, and operational management/administration including managing budgets and resources, and skilled at developing effective working relationships within a complex environment as well as with external partners. The CMO will be an approachable and creative collaborator who is highly organized and able to galvanize the organization toward a deeper and more productive engagement with the communities the museums serve.
Other key competencies include:
Leadership and Diplomacy – The ability to inspire, build trust, and create a sense of purpose and direction while tactfully handling challenging and sensitive issues. The dexterity to both lead and mentor, understanding and maximizing the team’s potential.
Professional Accountability and Interpersonal Skills – The willingness to accept responsibility for actions and results, reevaluate, and develop long-term relationships with people across the organization and throughout the community.
Customer Focus – The capacity to anticipate, meet, and frequently exceed customer and stakeholder needs, wants, and expectations in a highly service-oriented environment.
Planning and Organizing – The acumen to use practical and efficient approaches in creating action plans that ensure work is effectively completed and desired outcomes are reached.
Compensation and Benefits
Fine Arts Museums of San Francisco provides a competitive and equitable compensation package. The range for the annual salary is estimated between $240,000 and $270,000. Employee benefits include paid vacation, sick leave, personal days, and holidays; health, long-term disability, and life insurance; and a voluntary 401(k) retirement plan.
Applications and Inquiries
To submit a cover letter and resume with a summary of demonstrable accomplishments (electronic submissions preferred), please visit https://artsconsulting.com/opensearches/fine-arts-museums-of-san-francisco-seeks-chief-marketing-officer/.
The Fine Arts Museums of San Francisco is an equal opportunity employer. We strive to create a working environment that includes and respects cultural, racial, ethnic, sexual orientation, and gender identity diversity. Women, racial and ethnic minorities, persons with disabilities, persons over 40 years of age, disabled and Vietnam-era veterans, and people of all sexual orientations and gender identities are encouraged to apply.
Requirements
A minimum of 10 years in institutional and direct consumer marketing is required, preferably in a museum, visual arts, or similar nonprofit organization. Significant supervisory, managerial, and budgetary responsibility experience, as well as public relations, crisis management, and corporate communications experience, is needed. Exceptional written and interpersonal skills, a genuine enthusiasm for visual art and art education, and a high degree of professionalism and integrity are needed. Educational credentials supporting leadership acumen, organizational growth, arts and culture experiences, and community engagement are highly desired. Experience using and analyzing data, CRMs, and audience research is critically important. A bachelor’s degree in marketing, public relations, communications, business, or a related field from an accredited college or university is preferred.
