Director of Marketing and Communications

Director of Marketing and Communications

The Broad

Los Angeles, CA   |   November 16, 2020

About The Broad

The Broad is a high-profile contemporary art museum founded by philanthropists Eli and Edythe Broad on Grand Avenue in downtown Los Angeles. Designed by Diller Scofidio + Renfro in collaboration with Gensler, the museum offers free general admission and presents an active program of rotating temporary exhibitions and innovative audience engagement. The Broad is home to the 2,000 works of art in the Broad collection, which is one of the world’s leading collections of postwar and contemporary art. The museum, which opened in September 2015, welcomes more than 900,000 visitors per year.

The 120,000-square-foot building features two floors of gallery space and is the headquarters of The Broad Art Foundation’s worldwide lending library, which has actively loaned collection works to museums around the world since 1984.

The Broad’s art collection is distinctive in the exceptional depth of its holdings and dedication to the full arc of artists’ careers. Developed over five decades, the collection is the result of the long and enduring engagement with art by Eli and Edythe Broad. Providing public access to the collection has been a central commitment of the Broads’ philanthropy; before opening the museum, the Broads shared their collection with the public by loaning artworks to institutions all over the world. Today, the museum continues to lend collection artworks to other institutions generously.

Among the major artworks in the Broad collection is Yayoi Kusama’s Infinity Mirrored Room—The Souls of Millions of Light Years Away, 2013 an immersive environment that produces a repetitive illusion through the use of mirrors and LED lights, creating a harmonious and quiet place for visitors to contemplate their existence, reflect on the passage of time, and the transience of life. Acclaimed singer Adele filmed a video inside the installation for her performance of “When We Were Young” for the 2016 Brit Awards. Other iconic works in the collection include Jean-Michel Basquiat’s Untitled, 1981, one of 13 works by the artist in the collection; Barbara Kruger’s Untitled (Your body is a battleground), 1989, which was produced for the Women’s March on Washington in support of reproductive freedom in 1989; Glenn Ligon’s Double America 2, 2014, which asks the viewer to consider the question, “What exactly is America?”; Jeff Koons’s Balloon Dog, 2004-06; and Robert Therrien’s towering sculpture, Under the Table, which recreates an actual table that resided in Therrien’s studio kitchen, where Founding Director Joanne Heyler often sat during her visits to the artist’s studio.

The Broad has taken an intentional, contemporary, and progressive approach to founding and operating the museum, reimagining the 21st century museum visit experience to create a welcoming, accessible, and inclusive environment—from the museum’s physical design, to its online ticketing, to its visitor services program. The Broad’s innovations have been implemented at other institutions across the country, and the museum is seen as a thought leader in the industry.

The Broad’s approach to the art museum experience has consistently attracted a young and diverse visitorship over the last five years: 63% of visitors identify as Black, Indigenous, and People of Color (BIPOC) (compared to 27% at art museums nationwide) and 60% are under the age of 35.

During the museum’s temporary closure due to COVID-19, The Broad continues to inspire and foster an appreciation of contemporary art through new, original content and digital initiatives. The public can visit The Broad From Home to find inspiration through music, dance, poetry, spoken word, film, and conversations (from a distance!), and to stay connected to one another.

For more information on The Broad, please visit the museum’s website.

The Opportunity

It is not hard to believe that history will remember 2020 as a time of disruptive change and a time when conventional ways of living, working, and being began to be questioned and replaced. The Broad has been rewriting the norms and traditions of contemporary art museums since its founding in 2015 and is well positioned to be a catalyst for continued change and progress. A vital member of the leadership team who will assist The Broad in these efforts is the Director of Marketing and Communications (DMC). As a key member of the senior staff, the DMC is responsible for the development, oversight, and execution of all communications and marketing activities for The Broad, including media relations, advertising, social media, and audience development efforts. The next Director will be creative, collaborative, and forward-thinking and will provide both strategic vision and leadership, and operational expertise and skills to achieve excellence in all things marketing and communications.

Reporting to both the Director and Deputy Director, the DMC will conceive of and implement energetic and innovative marketing and communications strategies that effectively attract and retain a diverse and large audience for the museum, its exhibitions, and its public programming. Positioned at the nexus of popular culture and contemporary art institutions, The Broad appeals to a wide and inclusive audience. The Director will have experience in engaging broad groups of people through a variety of closely tracked channels.

The Director will be a subject matter expert in marketing and communications, approaching the work with a goal of constant improvement. The DMC will include approaches outside of the box of conventional cultural marketing, reaching across digital and traditional platforms, and ultimately continue to establish an exciting and enduring local, national, and international identity for the museum as a welcoming, inclusive, and premier cultural destination.

The Director will understand the importance of meeting this transformative moment in the global museum sector. They will engage with museum staff and leadership to cultivate a culture of openness, nimbleness, and curiosity to support The Broad in the critical conversation around DEI, and the nuances of how museums effectively engage with the communities they serve. The Director will also help foster an internal organizational culture (45 total FTE) of inclusivity, respect for all identities, and equitable access to opportunity through their leadership. The Director should have a deep personal commitment to, and understanding of diversity, equity, social justice, accessibility, and inclusion issues as well as a commitment to working across differences.

The Director will be deeply collaborative and energized by the prospect of working across teams to leverage the collective power of the museum. They will partner closely with the Director and Deputy Director on high level strategy, simultaneously working to implement strategies and vision. The ideal candidate will be able to juggle many competing priorities, executing complex projects—often involving multiple internal stakeholders.

The Director of Marketing and Communications has the following responsibilities:

Strategic Marketing and Communications Thought Leadership

  • Develop and implement a strategic communications and marketing plan to maximize awareness of and audience for the museum and its programs.
  • Create pathways for the museum to connect with broader media to reflect The Broad’s brand and presence in multiple spaces, particularly outside of the conventional art world.
  • Identify and target key audiences to build awareness, engagement, affiliation, and loyalty.
  • Generate high visibility in local, regional, national, and international markets for exhibitions and programs.
  • Engage with staff, leadership, partners, and stakeholders proactively and thoughtfully to meet the national moment as museums engage with critical social issues. Embrace potential controversy and conversation as tools for opportunities to listen and engage with visitors and communities.
  • Develop and manage marketing and communications budget.
  • Promote a marketing and communications culture of thinking outside the box to reach a wide and general audience.

Collaborative Relationship Building

  • Be an enthusiastic and inspirational champion for expanding the voice of the museum and telling its stories; Seek out and welcome feedback from the staff and stakeholders about how The Broad is performing in their external engagement.
  • Continue to drive forward corporate sponsorship and partnership on behalf of The Broad. Support and steward the unique events, recognition, and fulfillment needs of corporate sponsor partners.
  • Promote collaborative working partnerships across The Broad.
  • Take calculated risks by soliciting multiple perspectives and shifting strategy quickly and efficiently.
  • Manage external agency relationships.
  • Represent the museum and build partnerships in citywide promotion and tourism efforts.

Lead public relations and communications efforts

  • Create and manage media relations and public information strategies—local, national, and international.
  • Manage outside public relations consultants as needed to achieve maximum value and results.
  • Execute production of all media relations efforts—releases, alerts, interviews, and pitches.
  • Manage all press previews and other media events.
  • Be a spokesperson for The Broad and act as media relations liaison during press previews and visits.
  • Write speeches and presentations for the Director and other staff members as needed.
  • Work closely with The Broad leadership on crisis communications and integrated media strategy.
  • Develop relationships with and coordinate media matters with other Broad philanthropy offices when needed.

Lead Marketing and Branding Efforts

  • Bring analytical depth and strategic maturity to the marketing and communications function at The Broad.
  • Craft and implement a holistic and top-performing social media strategy, with an ability to engage an audience across ages, locations, identities, and the spectrum of exposure levels to contemporary art.
  • Develop and implement integrated marketing plans for exhibitions, public programs, events, and e-commerce.
  • Develop copy and creative development of marketing campaigns and collateral materials.
  • Oversee all media buys and promotional partnerships.
  • Implement website, social media, email communications, and mobile engagement platforms.
  • Develop, write, and manage all printed collateral and oversee all photography and videography.
  • Continue to develop and refine institutional signage and wayfinding.
  • Work in partnership with the Director and other members of the senior management team to refine and strengthen the museum’s brand.

Oversee Audience and Institutional Research

  • Develop systems for attendance tracking and visitor surveying.
  • Oversee collection and analysis of audience research, including oversight of hired audience research professionals and the planning, execution, and interpretation of audience surveys.
  • Oversee attendance metrics, tracking, reporting, and analysis.
  • Orchestrate visitor surveys, develop systems to evaluate customer satisfaction and trends, and report to management with recommendations for improvement.
Candidate Profile

The Broad is seeking candidates who possess a record of professional experience that demonstrates progressive responsibilities and significant hands-on marketing and communications experience. Experience in marketing and communications for visitor/customer-focused organizations such as cultural, arts, or tourism is preferred. The ideal candidate will have the following professional and personal qualities, skills, and characteristics:

  • Emotionally intelligent with the ability to motivate teams, ask for and receive feedback, and foster a positive team culture;
  • Exceptional communication skills, verbal and written, internally focused and externally focused;
  • Excellent management and interpersonal skills, especially around change management processes, and building a strong shared vision among staff;
  • Composure under pressure;
  • Drive and ambition to pursue excellence;
  • Skilled at managing within a compact and nimble organization, responsible for both high level strategy and day-to-day operations;
  • High self-awareness and an understanding of when to delegate tasks and pivot work based on changing needs;
  • Deep curiosity about contemporary art and culture;
  • A willingness to learn new skills;
  • Kind, compassionate, empathetic, and thoughtful;
  • Knowledge of:
    • Website tracking and metrics;
    • Social media;
    • PR and Advertising;
    • Videography and photography;
    • Email marketing and communications;
    • CRM database;
    • SEO;
    • Mobile engagement platforms;
    • E-commerce, including website optimization, email acquisition strategies, and customer conversion.
Additional Requirements

Employment is contingent upon a satisfactory background check. You must be legally authorized to work in the United States for any employer.

Compensation & Benefits

Salary is commensurate with skills and experience. Excellent benefits including health, dental, vision, and a comprehensive 401k retirement savings plan.

Contact

Koya Leadership Partners, the executive search firm that specializes in mission-driven search, has been exclusively retained for this engagement. To make recommendations or to express your interest in this role please visit this link here. All nominations, inquiries, and discussions will be considered strictly confidential.

Equal Opportunity Employer

The Broad is an equal opportunity employer and we aspire to reflect the diversity of Los Angeles in both our staff and visitors. It is the policy and practice of The Broad to offer equal opportunity consistent with applicable federal and state law in all aspects of employment.  All employment decisions will be made in compliance with applicable federal and state laws prohibiting discrimination on the basis of race (including traits historically associated with race, including but not limited to, hair texture and protective hairstyles), religion, creed, color, national origin, ancestry, marital status, sex, pregnancy, gender, gender identity, gender expression, age, medical condition (as defined by California law and including Acquired Immune Deficiency Syndrome (AIDS), actual or perceived), genetic information, physical or mental disability, sexual orientation, military or veteran status, having filed a discrimination complaint or any other status protected by applicable law.

The Broad believes that by actively building a workforce of dynamic people from the widest possible range of backgrounds, we can innovate and inspire and engage with the widest possible audience.

The statements in this description represent typical elements, criteria, and general work performed. They are not intended to be construed as an exhaustive list of all responsibilities, duties, and skills required for the job.