Director of Marketing

About the role

The Director of Marketing is a senior leader at Discovery Lab responsible for defining and executing the museum's marketing, brand, and communications strategy in support of the museum's mission, audience engagement goals, and revenue objectives. Reporting to the CEO, the Director plays a critical role in sharpening Discovery Lab's brand identity, deepening our connection with families, and driving measurable growth in attendance, revenue, and membership.

Working closely with the CEO and cross-functional partners in exhibits, programming, development, and guest experience, the Director translates institutional priorities and audience insights into a cohesive brand experience—on-site and across every channel—and into effective, measurable marketing programs.

Responsibilities

• Marketing Leadership & Strategy
  • Develops and oversees overall brand strategy and management, advertising, promotion, digital marketing including social media, and public relations.
  • Manages the institution’s aesthetic vision and voice in all content including graphic identity, collateral materials, digital presence, advertising, promotional programs, and signage.
  • Uses data-driven analysis to optimize marketing investments, media spend, promotional effectiveness, and audience growth strategies.
  • Ensures the successful execution of all marketing initiatives across print, digital, and on-site channels through both individual contributions and through the work of the marketing team.
• Collaboration across Teams
  • Serves as a strategic partner to exhibits, programming, development, and guest engagement teams to create an outstanding guest experience and improve attendance and revenue outcomes.
  • Brings audience insight into planning and programming decisions to support relevance and impact of programming and exhibits.
  • Leads the development and execution of integrated marketing plans for exhibits, programs, and signature events in partnership with other teams.
• Media Relations & Community Engagement
  • Serves as the museum's PR and media relations lead—developing communications plans that increase earned media coverage of exhibits, programs, events, and institutional milestones.
  • Cultivates and sustains working relationships with local journalists, media outlets, and community partners.
• Team Leadership
  • Leads, mentors, and develops the marketing team to successfully achieve individual and departmental goals.
  • Manages the marketing budget, community partnerships, and vendor relationships.
  • Builds the systems, workflows, and creative processes for a growing marketing function.

Requirements

• Commitment to Discovery Lab’s mission to inspire children, connect families, and build community through exploration, exhibits, programs, and play.
• 7+ years of progressive marketing experience, including brand strategy and campaign leadership.
• Demonstrated hands-on design and production skills and experience using Adobe Creative Suite tools.
• Track record of driving measurable audience or revenue growth (attendance, sales, subscriptions, or memberships) and comfort with marketing analytics tools and data-informed decision-making.
• Strong writing skills across formats—from press releases to social captions to campaign copy.
• Experience managing direct reports, freelancers, and vendors to accomplish short and long-term goals.
• Demonstrated success as a cross-functional partner—influencing product, program, or experience decisions beyond the marketing department.
• Experience marketing to families or in attractions, museums, entertainment, hospitality, or nonprofit sectors (preferred).
• PR and media relations experience in a local market (preferred).
• Familiarity with membership or subscription business models (preferred).
• Bachelor’s degree or equivalent combination of experience and education.

Team

You will support the Marketing team, consisting of a Content Coordinator and a Marketing and Communications Coordinator. All Discovery Lab staff are encouraged to enhance team spirit and support throughout the organization.

Schedule

This position is regular, full-time, and exempt with a typical schedule of Monday–Friday. Occasional after-hours or weekends may be required.

Pay

Salary Range: $66,825 – $100,100

Physical Demands

• 85% sitting, 10% standing, 5% lifting/carrying/pushing/pulling not more than 10-30 lbs.

Mental Demands

• Flexibility, resilience, reasoning, and decision-making.