Senior Director, Marketing at The Juilliard School in New York, New York

Job Description:

Description  

Reporting to the Vice President of Public Affairs, the Senior Director of Marketing delivers creative, compelling, and data-driven campaigns that amplify the school’s messages for a variety of audiences ranging from prospective students to customers, donors, alumni, and global audiences. This individual will work closely with all artistic departments to understand and elevate their goals for Admissions and student success, continually seeking ways to broaden access to the admissions process to inspire students who may not otherwise apply. Along with a dedicated team of marketing, design, and website staff, the Senior Director will partner closely with the rest of the Public Affairs storytelling and PR teams to leverage owned and earned media content to inspire action from passionate college applicants, patrons, customers, and global audiences. This individual will partner with all customer-facing areas of the school to gather data and insights to ensure that the School is reaching audiences efficiently and effectively and using data to its fullest potential to enhance revenue and community relationships. In addition to driving brand recognition to fuel institutional growth of campuses in New York and Tianjin, China, the Senior Director of Marketing will have key responsibilities in fulfilling cross-functional mission-related goals including the CRM database, Earned Revenue lines, and Juilliard LIVE, all of which ultimately benefit students and audiences around the world. 

The salary for this role is $135,000 per year. This position is hybrid with at least 3 days per week on site. 

Working at Juilliard

Founded in 1905, The Juilliard School is a world leader in performing arts education. The school’s mission is to provide the highest caliber of artistic education for gifted musicians, dancers, and actors from around the world so that they may achieve their fullest potential as artists, leaders, and global citizens.

Excellence and professionalism are important guides in how we go about our work, but we also connect to the mission as individuals in the workplace. We thrive because of our variety of backgrounds and our ability to be open and honest, and we also thrive because we enjoy each other’s company. We believe that each employee has the responsibility to help shape the Juilliard organizational culture, and we provide opportunities to participate in team-building throughout the year. Our organizational values focus on excellence, creative enterprise, and equity, diversity, inclusion, and belonging.

We encourage you to read more about how we achieve our mission on our website, juilliard.edu. 

Role Responsibilities

•    As a senior leader on the public affairs team, serve as an ambassador for the Juilliard brand, instilling joy in powerful and uplifting institutional materials. Support marketing team of three, design team of four, and website team of two in delivering effective, beautiful design and copy  in digital and print materials for a multitude of programs and projects, aligned with the core mission and goals of the school. 

•    Support the Director of Marketing, Admissions, in close collaboration with the Admissions team, to further strengthen admissions efforts for the College, Preparatory Division and summer programs, particularly in relation to accessibility and communicating with prospective students from backgrounds that are underrepresented in classical music. 

•    Along with the Director of Marketing, Community Relations, and the Strategic Director of Earned Revenue and Customer Engagement, ensure that exciting and data-driven campaigns are delivered on time and on budget. These include the annual performance season consisting of 700 student performances carried out on stage and also livestreamed, and other renewable sources of earned revenue (which in turn supports student aid) including the Juilliard Store, Juilliard Extension, K-12 Programs and Initiatives, and Hire Juilliard Performers. 

•    Partner with internal stakeholders and vendors to best leverage customer data from the CRM to manage customer relationships, shape conversion strategies, and measure impact of campaigns. Ensure customer data is used to its fullest potential.

•    Partner closely with the Senior Director of Digital Strategy and the rest of the Public Affairs team to effectively deliver storytelling content to further the goals of Marketing, Admissions, Development, and other campaigns.

•    Drive the marketing success of Juilliard LIVE programming, using viewer insights, data, and other feedback to expand reach and public access to the work of Juilliard students as they develop into professional artists. Develop plans to further deepen relationships with the global community of performing arts enthusiasts, so that they may further interact with and support the School.

•    Closely partner with Development colleagues in managing customer data as it interacts with donor data, and in supporting fundraising campaigns in pursuit of contributed revenue goals, many of which center on raising direct scholarship support for students. 

•    Oversee workflow, staffing, and budgets for the areas of marketing, design, and website to ensure organizational effectiveness and careful management of resources.

•    Form a strong collaboration with the Tianjin Juilliard marketing and design teams, based both in New York and Tianjin, China, to best support combined institutional goals as “one school, two campuses.” 

•    Collect and disseminate relevant marketing and customer data, developing new reports where needed. Monitor digital presence and effectiveness of communications mapped against organizational goals. 

•    Lead special projects as assigned.

Minimum Requirements

•    Bachelor’s Degree; advanced degree in marketing, communications, business, or equivalent experience preferred

•    8-10 years in marketing or communications with extensive experience in campaign development and execution, preferably in higher education, the performing or visual arts, or a major non-profit organization

•    Strong track record of meeting marketing, customer care, retention, and earned revenue goals in service of institutional mission 

•    Experience in communicating with and engaging diverse audiences

•    Deep understanding of best practices in all aspects of marketing including advertising, copy writing, graphic design, customer research, market analysis, and forecasting

•    Experienced in leading teams in delivery of websites and web analytics, large scale email campaigns, digital and social media advertising, and delivering related metrics

•    Understanding of accessibility principles and how they apply to printed and digital materials in a public performance environment as well as an educational environment 

•    Demonstrated skill in successfully leading a team of creative individuals in producing high-quality output; passion for mentoring others

•    Ability to quickly build trust with a variety of constituents and create cross-department relationships; ability to handle confidential information with discretion

Preferred Background

•    Familiarity with and passion for the performing arts and higher education

Nondiscrimination Policy

The Juilliard School is committed to a policy of equal treatment and opportunity in every aspect of its relations with its faculty, staff, students, and other members of the Juilliard community, and does not discriminate on the basis of actual or perceived race, color, religion, creed, age, sex, national origin, alienage, ancestry, citizenship, sexual orientation or preference, gender identity, physical or mental disability, medical condition, predisposing genetic characteristics, marital status, partnership status, or any other basis prohibited by applicable local, state, or federal law. This nondiscrimination policy covers, but is not limited to, recruitment, hiring, training, benefits, rates of pay and other forms of compensation as well as student admission, access, and treatment in school programs and activities.