Senior Director of Marketing

Title: Senior Marketing Director

Reports To: Executive Director                                               

Reporting to the executive director, the Senior Marketing Director (SMD) is the B&O Railroad Museum’s senior marketing and communications professional. The SMD plays an instrumental role in the expression of the museum, its identity, and its strategy. This role is directly responsible for the organization’s marketing, communications and advertising activities and oversees the development and delivery of a fully integrated marketing and communications strategy for all Museum initiatives.

The Museum is in a growth mode seeking to be on F.I.R.E. (Fun, Interactive, Relevant, and Experiential). We seek a creative, entrepreneurial, and resourceful SMD prepared to deploy the conventional and unconventional when it comes to raising visibility, engaging new audiences, and advancing the museum’s message. The SMD will be an integral part of the Museum’s leadership team who ensures that the institutional vision and values are successfully conveyed through the Museum’s marketing, advertising, public relations, promotions, social media, and email activities. Working collaboratively with the museum’s small but skilled team, the SMD will produce consistent on-brand outreach and experiences across earned, owned, purchased and partnership channels.

The museum is in the process of planning for national and local celebrations for the American railroads’ 200^th anniversary in 2027, of which the Museum is the birthplace! Additionally, the museum is embarking on a major campus renovation and is also focused on an innovative workforce development initiative using its 40-acre campus as a school and on expanding its educational programs, particularly for children with special needs. While the museum has a world-class collection, a robust and engaged board, and a dedicated, passionate staff, the new SMD should be prepared to bring fresh eyes to advertising and marketing campaigns, group tours, and brand development. If you consider yourself a “builder,” are resourceful, proactive, and enjoy being entrepreneurial and achieving results in a fast-paced environment, this may be the job for you.  

Success in this role requires someone who is collaborative, highly self-motivated, and not afraid to roll-up their sleeves and dig in! This is a ‘working’ management roll.

Overall objectives:

• Developing and defining the B&O Railroad Museum’s brand with executive director, the creative team, and the programming team.
• ·Managing media outreach and media sponsorships with particular attention paid to expanding media coverage regionally and nationally;
• Drafting and sending press releases; Cultivating, managing, and expanding relationships with media partners; Managing press and medial alerts.
• Booking and developing all ads and media campaigns; assessing data analytics and evaluating ROI, especially important for major museum fundraisers;
• Managing all event marketing collateral in collaboration with creative director;
• Overseeing content on the website; devising and implementing external storytelling through the creation of digital marketing campaigns across all channels;
• Gather content for, and work with creative director on, the production of brochures, annual reports, and other branded communication pieces;
• Actively engage with other tourism organizations and peers ensuring the museum has a voice in these organizations;
• Managing internal marketing committee and spearheading regular market research projects; implementing and maintaining a data first approach.
• Working with the social media manager to generate new and creative social media posts (Instagram, Facebook, Twitter, TikTok);
• Overseeing the management of direct mail marketing pieces – in collaboration with the chief development officer;
• Staff special events and programs as needed (occasional nights and weekends);
• All other jobs as assigned

Requirements:

• Bachelor’s degree and/or graduate degree in communications, journalism or related field;
• A minimum of 7 - 10 years directly related experience with demonstrated media engagement expertise; additionally, candidates with campaign experience are desired.
• Competency with software platforms: wordpress, google analytics, Eventbrite, Adobe Suite, Veevart/Salesforce, Sharepoint, Googe Drive, Dropbox, Meta, Linkedin, Twitter, Hootsuite, Zoom, Teams, Google Meet
• Proven ability to identify, target and reach multiple audience segments using a variety of tools/approaches.
• Exceptional interpersonal skills – written, oral and presentation, and a proactive and collaborative disposition.
• Preference for nonprofit experience.

While this position is directly responsible for the Museum’s marketing, public relations and advertising, we recognize that these are three distinct fields and do not expect proficiency in all three, but rather a ‘can do’ attitude and direct experience in 2 out of the 3 at a minimum. Achieving results directly related to the goals is the key.

The B&O offers a competitive salary, full benefits, free parking, and a good work-life balance.

For full consideration, please apply with a cover letter, resume, and writing sample by October 1^st to HR1@borail.org