This position reports to the Executive Vice President, External Affairs, and will help provide strategic and tactical leadership for the Chicago Botanic Garden's marketing and communications activities, supporting and increasing the overall awareness of and demand for the Garden, its brand and programs, and the goals of the Garden's "Keep Growing" strategic plan. This position supervises the director of design, director of editorial, director of online marketing, and director of public relations. The Garden's marketing efforts are increasingly focused on digital and data with the implementation of an upgraded technology platform in 2017.
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In this role, you will be responsible for the following:
Foster a high-performance team culture of creativity, collaboration, and mentoring within the department as well as across the organization to deliver goals of the strategic plan and annual operating plans. Commitment to staff development.
Ability to modernize marketing function and effect change in a positive manner. Prioritize the work in a strategic manner to manage within the capacity of the team, and stay on time and on budget.
Direct the long-term and day-to-day operations of the Garden's marketing department and its design, advertising, public relations, editorial, and online marketing staff. Work collaboratively with other internal stakeholders, including Visitor Programs and Business Development, Education, Science, and Development.
Provide strategic direction for Garden branding and positioning.
Provide leadership for the Garden's digital media advertising program and new marketing automation technology including email automation. Must have solid experience building and executing online programs—digital advertising, native and content advertising, search engine optimization, Google pay-per-click, email automation, etc., which generate ticket sales for public programs, membership sales, and donations from members and donors. Must be forward thinking to keep the Garden's message in front of members and prospects across all channels: PC, tablet, smartphone, etc.
Develop editorial and production plan to produce the quarterly Keep Growing member magazine. Work with outside publisher to ensure strong advertising model for underwriting print production.
Provide overall strategic direction for the Garden's public relations and social media activities, to generate widespread awareness of the Garden's public programs and horticulture, as well as advance the visibility of science, education, and urban agriculture programs locally, nationally, and internationally. Also provide, as necessary, internal communications to boards, volunteers, and employees.
Provide senior management and board with regular updates on the Garden's marketing and communication activities.
Qualifications:
Our ideal candidate will have the following:
Ten years of demonstrated integrated marketing; direct marketing, including direct mail and database marketing, public relations, digital/CRM, and writing experience. Minimum of five years of experience managing direct reports and cross-functional teams. Must have demonstrated experience in CRM systems, including successful email automation implementation and campaigns. Agency experience a plus.
Must be an excellent writer and editor across marketing channels.
Broad knowledge base and experience in areas of marketing, including design, advertising, public relations, direct mail, and online marketing, CRM/email automation, market research, database marketing, and data analytics.
Exceptional track record of developing and implementing marketing strategies that have consistently met or exceeded planned objectives, providing collaborative and personal leadership through example.
Understand customer and prospect database development and procedures. Have strong experience with market research, market segmentation, database marketing, and data analytics.
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