Reporting to the Chief Operating Officer, the Director of Marketing and Communications will help shape the brand and narrative for the Pennsylvania Academy of the Fine Arts (PAFA) to increase awareness of the organization locally and nationally, enhance its reputation, and expand its audiences and revenue streams for America’s first museum and art school. The Director will work across the institution with various stakeholders to identify target audiences and markets as well as the strategies to reach them, develop stories and content, and identify opportunities that will help PAFA achieve the business objectives of the organization to increase enrollment in all educational programs; to boost contributed income; to grow attendance to the Museum; and to support other revenue streams such as event rentals and retail sales.
This position will be expected to execute a marketing communications plan, including strategy, goals, budget, and tactics. They will be expected to secure high-level national and regional placements in print, broadcast, and online media and maximize social media channels’ potential. The position will be responsible for developing and executing multi-platform communications strategies to build awareness and amplify the work and reputation of PAFA with various stakeholders within and outside of the organization.
ABOUT PAFA
As the first art museum and school in the United States, PAFA celebrates the transformative power of art and art making. PAFA inspires the public by expanding the stories of American art through its collections, exhibitions, and programs. Through its world-class Museum and school, PAFA nurtures and recognizes artists at every turn in their career.
Founded in 1805 and located in center city Philadelphia, PAFA is intimate in scale with a strong sense of community. The PAFA museum inspires the public by expanding the stories of American art through its collections, exhibitions, and programs. The Museum regularly produces rich and rewarding exhibitions seeking to amplify a wide range of artistic voices. Its archives, conservation, educational programs, and publications contribute to scholarly knowledge and community dialogue.
Our permanent collection ranges from 18th- and 19th-century masters such as Benjamin West, Thomas Eakins, Winslow Homer, and Mary Cassatt, to twentieth and twenty-first century artists including Robert Henri, Jacob Lawrence, Alice Neel, Richard Diebenkorn, Vik Muniz, Mickalene Thomas, and Kehinde Wiley to name just a few. This diverse collection aims to recognize artists at every turn in their career and thusly tell the sweeping story of American art, inspiring and intriguing our visitors.
WHY JOIN US?
PAFA is on the brink of a historic event. In 2026, we will be reinstalling our renowned collection, a momentous occasion that coincides with the 250th anniversary of the signing of the Declaration of Independence. This unique opportunity allows us to commemorate and celebrate America’s rich history while honoring the contributions of all Americans. The Kenneth R. Woodcock Curator of Historical American Art will play a pivotal role in this momentous event.
PAFA has been a significant part of America’s cultural and artistic heritage, paralleling the nation’s journey from its early years to the present day. The upcoming reinstallation, during PAFA 250, will highlight the academy’s extensive collection of American art and serve as a reflective pause to appreciate the nation’s past, celebrate its achievements, uncover the untold stories, and envision a brighter future for the next generation and beyond.
As we approach this historic milestone, PAFA 250 is committed to creating an immersive experience that bridges the gap between history and the present. We aim to showcase the evolution of American art and its role in shaping our national identity. Visitors will have the unique opportunity to engage with works that span from the early 19th century to contemporary pieces, each telling a story of resilience, innovation, and the diverse voices that have contributed to the fabric of our nation.
ESSENTIAL DUTIES AND RESPONSIBILITIES
Primary functions of this position will include overseeing marketing and public relations strategy and implementation, managing communications across all channels, managing media inquiries and interview requests, creating content for various audiences and purposes, and conducting market research and evaluation of results. They will evaluate opportunities for partnerships, sponsorships, and advertising on an ongoing basis. This role will need to build relationships with thought leaders, traditional media outlets, and influencers to grow PAFA’s awareness, maintain a keen understanding of the arts and culture sector and higher and continuing education trends, and make appropriate recommendations regarding the communication strategy surrounding them.
Marketing and Social Media
* Establish a 21st-century strategy and marketing plan in collaboration with senior staff, including the use of traditional marketing techniques, social media, and other cutting-edge tools to achieve institutional objectives.
* Develop and execute comprehensive short-term and long-term marketing plans and programs to support PAFA’s enrollment, visitor, public programs, and revenue goals.
* Determine target markets and create strategies to reach them.
o Research analyzes and monitors demographics and other factors to maximize market opportunities and minimize the effect of competitive activity.
o Regularly conduct market research to identify opportunities and challenges.
* Establish and maintain relationships with key business, community, strategic, and cultural partners; liaise with outside organizations to develop marketing and promotional opportunities.
* Plan and oversee advertising and promotional activities, including print, online, electronic media, and direct mail.
* Oversee the development and production of marketing, promotional, and collateral materials.
* Measure the results of marketing and promotional programs and take corrective action to ensure the achievement of marketing goals within designated budgets.
Public Relations
* Seek out and cultivate media relationships; schedule interviews with media; reach the media quickly; organize and execute media events resulting in significant targeted coverage.
* Write and distribute media releases and media press kits for exhibitions, college gallery openings, degree programs, education programs, Board/staff appointments, capital projects, galas and other special events.
* Organize and execute media events, maintain media files and databases and interface with clipping/media measurement service.
* Provide strategic input on media matters affecting PAFA.
* Field and direct responses to all media-related inquiries; availability to media requests at a moment’s notice.
* Partner with cultural, arts, tourism, convention, and hospitality service organizations.
* Foster and maintain a network of contacts with public relations and advertising counterparts in museums and educational institutions.
General Communications
* Ensure that brand and style guidelines are adhered to across the institution.
* Create content and write for the President’s Office, internal and external collateral, communication vehicles, and development publications.
* Work with internal stakeholders/colleagues while providing focus and consistency across the organization to define and elevate PAFA’s profile and raise broader awareness and engagement across constituencies and targeted audiences.
* Prepare departmental activity reports and present them to senior staff and the Board of Trustees.
* Provide staff support for the Marketing Committee of the Board of Trustees.
* Develop and manage departmental budget.
* Work with and manage relationships outside vendors and consultants as needed.
* Manage the production of materials and closing dates to ensure deadlines are met.
* Proof electronic and print materials.
* Contribute to content for the website.
* Ad hoc duties as required.
QUALIFICATIONS
* Bachelor’s degree in Marketing, Communications, or related field. Master’s preferred.
* Minimum five years of management experience in marketing.
* Proven experience in marketing and enrollment management support.
* Editorial experience in all forms of media: print, electronic, and internet.
* Experience with all forms of institutional publishing and communications.
* Experience in managing website content.
* Financial skills appropriate for budget management, financial projections, and research purposes.
* Computer literacy – Microsoft Office products, Constant Contact or other email marketing software, Adobe Creative Suite, Muck Rack, Buffer or comparable programs, and Salesforce, Raiser’s Edge, or similar CRM/Development databases.
* Excellent organizational skills.
* Understanding of art and cultural marketing preferred.
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