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.
