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Director of Marketing & Audience Engagement at Oakland Museum of California

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The Oakland Museum of California values are fundamental to our institutional culture and guide our work together.

  • Excellence: We are committed to excellence and working at the highest standards of integrity and professionalism.
  • Community: We believe everyone should feel welcome and part of our community, both within the Museum and with our visitors and neighbors.
  • Innovation: We embrace innovation and calculated risk-taking to achieve our mission.
  • Commitment: Our work at the Museum demonstrates a sense of purpose and a shared accountability for the institution’s success.


The Director of Marketing and Audience Engagement will be a member of the senior Executive Team, the collaborative thought partnership that works with the CEO to help craft strategy and policy at this institution. The Director is responsible for leading and implementing an institution-wide marketing and audience engagement strategy to ensure the museum’s growth in visitor attendance and create deeper levels of passion, engagement, and learning among the Museum’s diverse visitorship.

A unique aspect of this role is that it will connect the dots between marketing and engagement. It will bring together marketing, public programming, and education under one leader, creating unity, coordination, and synergy among the functions and engaging the full creativity of the Director of Marketing and Audience Engagement. In particular, the position will create and execute comprehensive and highly coordinated plans that will ensure an integrated and consistent experience for the spectrum of Museum visitors, paid and unpaid. This will require a deep understanding of, as well as commitment and passion for, these critical components of a museum’s vitality and impact.

The Director will oversee the continuum from communication and marketing efforts, through the on-site customer experience, to deeper engagement through live public events and programs, educational programs and group and individual ticket sales.  The position balances the Museum’s commitment to broad access as a civic institution with the imperatives of building brand awareness and visibility and accelerating growth through attendance-based earned revenue. As a member of the Executive Team, the Director of Marketing and Audience Engagement will work collaboratively and with shared responsibility with all Center Directors to ensure achievement of the Museum’s strategic goals.


The Oakland Museum of California is approaching its 50th anniversary in 2019, at which time it will launch the public phase of a current $85 million comprehensive fundraising campaign (which has already achieved more than $45 million in gifts and pledges) and will break ground on a campus capital plan that will open its landmark facility and gardens to the surrounding community.  The Museum will also celebrate the anniversary with year-long programming and initiatives that will reinforce its deep connection with the local community as well as its national leadership as a museum committed to engagement and equity. The new Director of Marketing and Audience Engagement will join the leadership team at this critical juncture, helping to build upon the Museum’s significant accomplishments of the last few years -- including a growing and diversifying audience and national attention for its exhibition and programming innovations -- while take the institution to the next level of achieving both financial sustainability and social impact.


The following reflects OMCA’s definition of essential functions for this position, but does not restrict the tasks that may be assigned. OMCA may assign or reassign duties and responsibilities to this position at any time due to reasonable accommodation or other reasons.


As a member of the Executive Team, the position is expected to:

  • Develop, embrace, model, inspire and communicate institutional mission, vision and goals, sharing leadership of the entire Museum as well as advocating for and directing Center function
  • Demonstrate exceptional leadership skills in motivating staff, delegating tasks appropriately, encouraging independent problem-solving by individuals and teams, and providing an understanding of the institutional vision as a context for individual and Center work plans
  • Implement strategic thinking that actively takes into account broader institutional implications for decision-making
  • Employ innovative and forward-thinking leadership, including actively anticipating changing trends and analyzing implications and consequences of changing business needs and circumstances
  • Act as ambassador for institution and its role in service to the public both internally and externally


Institutional Leadership

  • Provide leadership to the overall institution as a member of the Executive Team, ensuring the Museum’s vitality and success through active communication, problem-solving, and decision-making
  • Contribute as a member of the Executive Team to the policy-making for and management of the Museum including supporting the Museum’s mission, values, vision, and core commitment to the visitor experience, community engagement, and institutional relevancy for the future
  • Provide leadership for institutional planning, annual priorities, and institutional initiatives such as advancing diversity
  • Contribute to the prudent and ongoing monitoring of OMCA annual budget and financial demands to ensure a sustainable future
  • Foster a culture of ongoing learning, collaboration, innovation, creativity, and social impact
  • Nurture and encourage leadership throughout OMCA including within specific Centers, the Leadership Advisory Team, and project teams
  • Represent OMCA internally and externally with a broad range of stakeholders locally, statewide and nationally
  • Keep apprised of trends and developments in the museum marketing, audience development, public programming and education fields and ensure that OMCA maintains leadership as a model for a 21st century museum in service to the public
  • Work with specific Board committees as staff liaison as assigned
  • Serve as Acting Director in the absence of the Executive Director, as requested

Brand, Marketing, and Audience Strategy

  • Oversee marketing, communications, promotional, and partnership strategies to attract target audiences to the Museum through paid admissions, individual and group visits, program participation, and school field trips
  • Oversee the Museum’s overall brand image and strategy, ensuring that all aspects of the Museum experience – printed pieces and advertising, on-site materials, and program and educational elements – reflect the Museum’s mission and distinctive characteristics
  • Develop and oversee the institution-wide marketing strategy that conveys the overall OMCA brand and visitor experience while highlighting specific exhibitions and programs and supporting earned and contributed revenue strategies
  • Identify and implement strategic partnerships that serve a range of institutional objectives, from raising brand awareness among target audiences to growth in attendance from community collaborations, media sponsorship, and cross-promotional opportunities
  • Develop partnerships and oversee marketing efforts that support business development goals for facility rental, the Museum Store, group sales, and other new revenue-generating programs in conjunction with staff from across the institution
  • Oversee Visitor Services and Group Sales functions, ensuring the highest standards in customer service while also driving on-site sales to meet and exceed budget targets. Guide strategies in customer relations and data collection
  • Develop training and ongoing education about audience development, marketing strategies, brand management, community relations, and education and visitor interactive principles for all staff and volunteers


  • Oversee a comprehensive external communication program which integrates all Museum activities and supports strategic institutional goals
  • Oversee the development of short- and long-term communications strategies to build brand awareness, increase visibility, attract support, and promote attendance and support for the Museum
  • Shape internal and public statements, in consultation with the Executive Director, including those concerning Museum policy, positions on news events affecting the Museum, and other institution-wide needs
  • Oversee the content and creative development, production and distribution of all marketing and audience engagement materials

Public Programs and Community Engagement

  • Oversee the strategy for the development of on-site and off-site public programs that ensure opportunities for introductory and deepening Museum engagement for adults, families, and youth that are mission-based, engage a diverse audience, and support the Museum’s revenue goals
  • Ensure that public programs reflect California’s diversity and complexities, both historical and contemporary, and are relevant to and meet the needs of the Museum’s target audiences, in consultation with staff from the Center for Experience Development and Collections
  • Articulate the Museum’s community engagement philosophy and lead resulting efforts, in collaboration with the Executive Director and Deputy Director, ensuring the Museum’s active participation in the community with events, organizations and partners that align with the OMCA mission

Learning Initiatives

  • Oversee a strategy for growth in innovative, multidisciplinary learning initiatives for a range of audiences, particularly education programs for school children that link to curriculum, reflect 21st-century learning techniques, and a commitment to serving diverse audiences
  • Develop marketing and engagement strategies that reach families participating in school programs to motivate continued museum attendance
  • Oversee the volunteer Docent Program that makes possible facilitated learning for adult visitors and school groups and fosters the highest quality of participatory, inquiry-based touring
  • Provide leadership and oversight for the launch and implementation of an institutional Volunteer Program

Management and Administration

  • Retain, recruit and manage a team of professionals with appropriate balance of skills and experiences; establish performance objectives and regularly provide coaching, professional development and training opportunities to cultivate staff skills and professionalism
  • Guide the development and administration of the Center budget including supervising the preparation of the budget, projections, analysis, and reconciliations with the Finance Department, writing support narratives for budgets, and monitoring performance against budget
  • Collaborate with other Center Directors in the development of project and grant budgets, and the development of the Museum’s institution-wide budget


A combination of experience and education that demonstrates possession of the necessary knowledge and abilities for this position is required as noted:

  • Ability to display the competencies of strategic thinking, development of self and others and ability to deploy and align organizational strategies and objectives
  • B.A. degree in relevant field such as marketing, education, business, or nonprofit management required
  • M.B.A./M.A./M.S. in relevant field preferred but not required
  • A minimum of five years supervisory experience required
  • A minimum of ten years relevant work experience required
  • A minimum of three years senior management experience required
  • Previous experience in leading marketing and audience development efforts with specific earned revenue and sales accountability required.  Experience with cultural arts programming, educational efforts, or creative content development and production preferred in a mid-size, collaborative environment.
  • Principles and practices of museum administration, including budgetary procedures
  • Management principles and methods, including goal setting, program development and implementation, and employee supervision, particularly within a team-based, collaborative setting
  • Planning, development and implementation practices for, marketing, communications and community engagement across various museum platforms
  • Museum education practices, 21st century learning in museums, and principles and practices for audience research and development
  • Media practices and online website experiences for communications, programming, and audience research
  • Familiarity with program evaluation practices and strategies
  • Excellent communication, presentation, and problem solving skills
  • Practices in volunteer management, support, and training
  • Practices to support equity, diversity and inclusion
  • MS Office (Word, Excel, PowerPoint, Google docs
  • English language proficiency in both spoken and written form


While performing the duties of this position, the employee is frequently exposed to the following:

  • Noise, such as groups of people working in enclosed areas
  • Typical office environment
  • Ability to lift up to 25 pounds


The Oakland Museum of California is dedicated to diversity, inclusion, accessibility and equity. We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to age, race, color, religion, sexual orientation, gender identity, national origin, ability/disability status, protected veteran status, or any other characteristic protected by law. We highly encourage our diverse community to apply for available employment, internship, fellowship and volunteer positions at the Museum, as we aim to ensure our staff reflects the diversity of our visitors and surrounding community.


Oakland Museum of California, Center for Audience and Civic Engagement

Position: 3-0206 Director, Marketing and Audience Engagement

Reports to: Executive Director and CEO

Supervises: Associate Director, Marketing; Associate Director Learning Initiatives; Associate Director Public Engagement; Communications Manager; Visitor Service and Group Sales Manager; Center (CACE) Coordinator

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