Director of Marketing

Newfields Careers•Indianapolis, IN

5d•Onsite

About The Position

The Director of Marketing is responsible for developing and implementing comprehensive marketing strategies to support various aspects of the organization, including exhibitions, festivals, public programs, membership, retail, dining, and philanthropy. This role involves identifying and growing target audiences, developing annual marketing plans, and staying informed about industry trends. The Director will serve as the primary liaison for the strategic marketing agency, overseeing campaign development, media planning, and performance evaluation. Additionally, this position will lead ticketing strategy, analyze sales performance, and support CRM system optimization. The role also encompasses managing integrated marketing campaigns across multiple channels, overseeing digital marketing efforts including website strategy and digital advertising, and ensuring brand consistency across all platforms. Budget management, including tracking expenses, overseeing procurement, and managing vendor relationships, is also a key responsibility. The Director will represent the Marketing Department in cross-functional initiatives and supervise a team including a Marketing Campaign Strategist, Marketing Project Manager, and Senior Graphic Designer.

Requirements

Bachelor's degree in Marketing, Communications, Business, or related field.
Minimum of 10 years of progressively responsible marketing experience.
Experience managing integrated marketing campaigns and agency relationships.
Strong strategic thinking and project management skills.
Ability to analyze data and translate insights into actionable marketing strategies.
Strong organizational skills with the ability to manage multiple projects simultaneously.
Excellent written and verbal communication skills.
Ability to work collaboratively across departments and build strong internal relationships.
Strong understanding of digital marketing platforms, audience development, and campaign analytics.
Experience managing agencies, vendors, and external partners.

Nice To Haves

Experience in arts, culture, attractions, hospitality, tourism, nonprofit, or related industries preferred.

Responsibilities

Develop and implement comprehensive marketing strategies supporting exhibitions, festivals, public programs, membership, retail, dining, and philanthropy.
Identify and grow target audiences through research, segmentation, and data-driven marketing initiatives.
Develop annual marketing plans aligned with institutional priorities and revenue goals.
Monitor industry trends, audience insights, and competitive positioning to inform strategy.
Collaborate with internal stakeholders to ensure marketing efforts support organizational objectives.
Serve as the primary day-to-day liaison for Newfields strategic marketing agency, ensuring campaigns align with institutional goals, brand standards, and revenue objectives.
Lead the development of annual marketing plans in partnership with agency partners, including media planning, audience development, and campaign optimization.
Evaluate agency performance through established KPIs and reporting metrics, ensuring accountability and return on investment.
Collaborate with agency partners to identify new opportunities for audience growth, membership acquisition, and revenue generation.
Oversee ticketing strategy across exhibitions, festivals, programs, and special events.
Partner with Business Enterprise, Finance, and Guest Experience teams to develop pricing, packaging, promotional offers, and attendance-driving initiatives.
Analyze ticket sales performance, attendance trends, conversion rates, and audience behaviors to inform marketing and revenue strategies.
Work closely with ticketing and data teams to improve forecasting, reporting, customer segmentation, and overall guest conversion.
Support the implementation and optimization of CRM and audience data systems to drive personalized marketing and long-term customer engagement.
Lead integrated marketing campaigns across paid, owned, earned, and shared channels.
Oversee campaign planning, execution, and evaluation to ensure goals are achieved.
Collaborate with internal stakeholders to develop marketing strategies for major exhibitions, events, and institutional initiatives.
Oversee website strategy and digital user experience.
Manage digital advertising, SEO, SEM, and audience acquisition efforts.
Develop performance measurement frameworks and campaign reporting.
Utilize analytics and audience data to optimize marketing effectiveness and return on investment.
Monitor campaign performance and provide regular reporting and recommendations.
Maintain consistency of the Newfields brand across all marketing channels.
Partner with Communications and Design teams to ensure cohesive messaging and visual identity.
Lead brand activation initiatives that strengthen awareness, engagement, and institutional reputation.
Build out Brand initiatives, including training, workshops, and approvals around the Newfields Promise.
Work with Director of Communications to effectively budget for all MarComm initiatives.
Track, monitor, and report departmental expenses.
Oversee the contract and procurement process for large marketing initiatives.
Oversee agency, media, and vendor relationships.
Monitor marketing performance against budget and revenue goals.
Collaborate with the Marketing EA to ensure all finances are paid, and budgets are balanced.
Represent the Marketing Department in cross-functional initiatives and institutional planning efforts.
Stay current on marketing trends, technologies, and best practices.
Support organizational initiatives and strategic priorities as assigned.
Assign tasks, provide direction, and oversee the work of staff, including the Marketing Campaign Strategist, Marketing Project Manager, and Senior Graphic Designer.