Senior Marketing Manager, Paid Media

About the role

The Senior Marketing Manager owns MoMA's audience acquisition engine, translating investment across paid social, brand and influencer partnerships, and community cultivation into measurable, scalable growth. This role expands MoMA's local and domestic reach, connecting new audiences to the museum and moving them strategically through the funnel—from first discovery to visitation, membership, and long‑term brand affinity. By integrating data‑driven insights with culturally resonant partnerships and media strategies, the leader ensures every dollar spent works harder to grow MoMA's audience.

Serving as a key paid media lead across the institution, this position partners with teams across MoMA—including Retail, Membership, and PS1—to inform and support the broader marketing roadmap. Acting as a strategic leader, it ensures alignment, consistency, and effectiveness of paid media efforts across all audience touchpoints. The role builds strategy and optimizes MoMA’s full‑funnel media and partnership investment, advances measurement frameworks that connect awareness to conversion, oversees vendor and platform partnerships, manages multi‑channel campaigns, and continuously refines media mix, targeting, and creative effectiveness to maximize return on investment.

Responsibilities

• Growth Strategy & Audience Development
  • Define and operationalize a full‑funnel growth strategy to drive audience acquisition, conversion, and continued engagement.
  • Champion audience growth initiatives across the institution to drive visitation, admissions revenue, and prime the audience for membership.
  • Align cross‑functional stakeholders around shared growth objectives and priorities.
  • Identify and scale opportunities to improve data capture, audience insights, and personalization capabilities.
  • Build and maintain an audience growth roadmap aligned to institutional goals, incorporating experimentation across audiences, channels, and experiences.
  • Continuously test and evaluate new platforms, channels, and growth tactics to drive innovation and performance.
• Paid Media Strategy & Planning
  • Lead end‑to‑end paid media and partnership strategy across digital and offline channels (Meta, Google/YouTube, OOH, print, influencers, partnerships, emerging platforms).
  • Translate audience growth strategy into channel plans, targeting approaches, and investment priorities.
  • Optimize media and partnership mix to drive both visitation and revenue while supporting long‑term brand growth.
  • Lead annual and campaign‑level planning, including budget allocation, forecasting, and scenario modeling.
• Campaign Execution & Optimization
  • Oversee campaign development from briefing through launch and optimization across the marketing funnel.
  • Establish clear KPIs and foster a performance‑driven team culture of continuous optimization, informed by data, insights, and iterative testing.
  • Develop and manage test‑and‑learn roadmaps to improve efficiency, incrementality, and scale.
  • Ensure seamless integration between media, creative, and messaging, implementing an internal feedback loop between Marketing and Design.
• Measurement & Insights
  • Build and evolve measurement frameworks.
  • Translate campaign performance into clear, actionable insights for leadership.
  • Partner with internal and external teams to connect media performance to visitation and revenue outcomes.
• Vendor & Partner Management
  • Lead day‑to‑day management of media vendors and platform partners, including briefing, negotiation, and performance evaluation.
  • Drive accountability through regular reporting and continuous optimization.
  • Identify and pilot new technologies, platforms, and innovative media opportunities.
• Cross‑Functional Leadership
  • Partner closely with Retail, Design, Content, Membership, and Tourism teams to align campaigns with business goals.
  • Ensure strong operational alignment across teams, proactively identifying and resolving roadblocks.
  • Contribute to integrated campaign development and audience growth initiatives.
• Team & Operational Excellence
  • Manage one full‑time employee, fostering professional growth, guiding execution, prioritization, and delivery.
  • Lead day‑to‑day management of the paid media agency across strategy, campaign planning, operations, reporting, optimization, and performance accountability.
  • Develop scalable processes and frameworks to improve campaign velocity, clarity, and effectiveness.
  • Elevate standards for briefing, reporting, and execution across paid media.

Requirements

• Bachelor’s degree.
• Five to seven years of experience in paid media strategy and execution across digital and offline channels.
• Proven track record managing multi‑channel campaigns with measurable business impact.
• Deep understanding of media planning, buying, optimization, and measurement frameworks.
• Experience managing vendors and external partners with strong negotiation skills.
• Strong analytical mindset with the ability to translate data into strategic recommendations.
• Experience working cross‑functionally in complex organizations.
• Ability to connect audience insights, media strategy, and business outcomes.
• Demonstrated ability to bring structure, clarity, and efficiency to campaign execution.
• Clear, concise, and effective presentation skills for senior stakeholders.
• Reports to: Associate Director, Marketing.

Pay

Salary range: $98,000 – $125,000 per annum.