Program Manager, Audience Development & Engagement

SFMOMA•San Francisco, CA

6d•$100,000 - $122,000•Hybrid

About The Position

The San Francisco Museum of Modern Art (SFMOMA) is seeking a Program Manager, Audience Development & Engagement to lead the strategy, development, and execution of programs aimed at driving cultural relevance, engaging diverse audiences, and achieving measurable audience growth. This role is responsible for creating broad-audience experiences that generate revenue, enhance brand equity, and cultivate future museum visitors, with a specific focus on individuals who may not typically identify as museumgoers. The Program Manager will forge unexpected partnerships and formats to make SFMOMA relevant to new audiences while also strengthening relationships with existing visitors and members. The position considers the entire visitor lifecycle, from initial awareness to sustained loyalty, and develops programs to guide audiences through this journey. Projects may include managing existing programs like Rooftop Radio, organizing partner events and pop-ups, and conducting audience research to understand visitor segments and their engagement pathways. Insights from this research will directly inform program design, encouraging the piloting of new ideas, testing unconventional channels, and adopting tailored approaches for different audience segments rather than relying on formulaic programming. Reporting to the Chief Operating Officer, this role requires close collaboration across departments to ensure programming aligns with exhibitions, maintains brand coherence, integrates with museum operations, and achieves measurable outcomes across the visitor relationship, beyond just single-event attendance.

Requirements

Minimum of six (6) years of experience in experiential marketing, cultural programming, brand partnerships, or public-facing live events within museums, live entertainment, hospitality, or creative agencies.
Experience with audience research methods (surveys, focus groups, or visitor data analysis) and using insights to shape program strategy and targeting.
Robust project management background, with a proven ability to manage multiple complex activations and priorities simultaneously in a fast-paced environment.
Position requires a high level of independence, discretion, and responsibility regarding high-visibility public matters and strategic partnerships.
Highly organized, proactive, and capable of anticipating needs, establishing workflows for undefined processes, and navigating changing priorities with tight deadlines.
Excellent verbal and written communication skills; capable of building positive, collaborative relationships across internal management, staff, trustees, donors, external creators, and media partners.
Excellent computer skills, including strong proficiency in standard office suites and producing impactful presentations.

Responsibilities

Own the end-to-end strategy, development, and execution of public-facing experiential programming designed to introduce SFMOMA to new audiences in unexpected contexts both inside and outside the museum, including piloting new formats and partnerships to test what resonates with different audience segments.
Lead audience surveying and research to build ongoing understanding of visitor segments, motivations, and behavior across the lifecycle — from first-time visitors to repeat and loyal audiences — and use these insights to inform program design, targeting, and iteration.
In partnership with the Social Media Team, lead influencer and creator activations to drive cultural relevance and maximize earned media reach for select exhibitions, events, and programs.
Design member experience events in coordination with the Membership team to deepen loyalty and create aspirational access moments.
Execute press previews and media-facing activations in close partnership with the Communications team.
Partner with Public Events to deliver social programming (such as late-night member and public events that center experiences over curriculum).
Collaborate and support tourism-related experiences and events, including participation at annual conventions.
Collaborate regularly with department leadership (Marketing, Communications, Visitor Experience, and Operations) to align priorities and ensure seamless cross-departmental execution.
Drive strategic initiatives by implementing measurement systems, compiling audience and program data to solve complex operational problems, and preparing comprehensive impact reports that track progress across the visitor lifecycle.
Maintain positive, collaborative relationships with people across the organization to ensure success of cross-functional initiatives.