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 TFI’s 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 rates across 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 sponsors to 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 engagement to 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 TFI’s 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 segmentation to maximize marketing efficiency and ticket sales.
Strategic Partnerships: Experience in building alliances with media, influencers, promotional partners, and tourism partners to 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:

Bachelor’s degree in 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 sales and 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 skills with the ability to engage diverse audiences.
Passion for the cultural and visitor experience industry, coupled with a strong commitment to innovation and excellence.

The Franklin Institute

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