Vice President of Marketing

We are seeking a results-driven and strategic senior executive to lead marketing and communications for The Franklin Institute (TFI), ensuring sustained revenue growth and an exceptional brand presence. The ideal candidate will have a proven track record of driving high-volume ticket sales, customer engagement, and media visibility within the attractions, tourism, or cultural sectors. This leader will integrate data-driven marketing, pricing optimization, and audience development strategies to maximize visitor volume and revenue.

Key Responsibilities:

• Revenue-Driven Marketing:Develop and execute marketing strategies that maximize ticket sales, optimize pricing models, and increase customer acquisition & retention.
• Brand Positioning & Audience Growth:Elevate TFIs visibility as a premier cultural and entertainment destination, increasing brand loyalty and visitor engagement.
• Data-Driven Decision Making:Utilize customer insights, analytics, and market research to shape marketing campaigns, improve ROI, and increase conversion ratesacross all channels.
• Omnichannel Marketing:Oversee digital, social, content, and traditional marketing strategies, ensuring seamless visitor journeys from awareness to ticket purchase.
• Partnerships & Outreach:Establish and expand partnerships with media, tourism agencies, hospitality networks, and corporate sponsorsto drive attendance.
• PR & Communications Leadership:Oversee messaging, media relations, and crisis communications to ensure strategic brand representation.
• Customer Experience Optimization:Align marketing efforts with visitor services, ensuring consistent on-site and online engagementto maximize ticket sales.
• Budget & Resource Management:Strategically allocate and manage marketing budgets to optimize return on ad spend (ROAS)and overall campaign performance.
• Team Leadership & Development: Lead and inspire a high-performing team, support inter-departmental collaboration, develop talent, and set clear KPIs and performance metrics.
• Enterprise Leadership: Strategically work with other leaders across the organization to help ensure TFIs overall success, including collaboration with board members.

Key Competencies:

• Sales-Driven Leadership:Demonstrated success in implementing high-impact marketing campaigns that drive ticket sales and revenue growth.
• Brand Innovation:Proven ability to position brands competitively in the cultural and attractions sector, creating compelling narratives that attract diverse audiences.
• Performance Marketing & Analytics:Expertise in leveraging SEO, paid media, CRM, and audience segmentationto maximize marketing efficiency and ticket sales.
• Strategic Partnerships:Experience in building alliances with media, influencers, promotional partners, and tourism partnersto boost attendance.
• Agility & Innovation:Ability to adapt marketing strategies based on industry trends, visitor behavior, and competitive insights aligned with the evolving digital landscape.

Qualifications & Experience:

• Bachelors degreein Marketing, Business, Communications, or a related field.
• 12+ years of progressive marketing experience,with at least 8 years in a leadership role within attractions, tourism, entertainment, or cultural institutions.
• Proven success in scaling ticket salesand driving attendance growth through integrated marketing strategies.
• Strong expertise in digital marketing, audience segmentation, and performance analytics.
• Track record in public relations, media outreach, and partnership development.
• Exceptional storytelling skillswith the ability to engage diverse audiences.
• Passion for the cultural and visitor experience industry,coupled with a strong commitment to innovation and excellence.