Senior Vice President, Marketing and Audience Development

Senior Vice President, Marketing and Audience Development

Job Summary:

The Academy of Motion Picture Arts and Sciences is the world’s premier organization devoted to the celebration, exhibition, and preservation of cinema. The Academy has the world’s largest film-related collection, the world’s largest film museum, the most globally recognized awards for cinematic excellence, and the most esteemed membership of film professionals. It is the home of a global cinematic expertise that is unmatched.

The Academy will be celebrating its 100th Oscars in 2028. In preparation for this milestone moment, the Academy is creating a new role, Senior Vice President, Marketing and Audience Development, to help Academy programs, initiatives and events reach a broad and dynamic global audience. The Senior Vice President also will work to enhance brand awareness and create new and diverse revenue streams – ensuring a successful and thriving future for the Academy.

Reporting to the Chief Marketing & Communications Officer, the Senior Vice President will be responsible for developing marketing campaigns and new audiences to support key consumer-facing components of the Academy, including the Academy Museum of Motion Pictures’ exhibitions, screenings, and educational programs, the Oscars®, the Academy Museum Store, Fanny’s (the Museum’s restaurant), publications, and more.

In addition, and in collaboration with colleagues across the Academy and at ABC, the Senior Vice President will provide marketing, audience development, and awareness building strategy and support for the Governors Awards, the Scientific and Technical Awards, Science and Technology Council programs, and the vast Academy Collection, housed at the Academy Museum of Motion Pictures, Margaret Herrick Library, and the Academy Film Archive.

The Senior Vice President will analyze existing data, maximize Academy and Academy Museum digital and social channels, capitalize on OOH and other traditional marketing vehicles, explore monetization plays, and drive targeted and strategic campaigns to build loyal and expanding audiences for the Academy.

Duties and Responsibilities:

As the Academy occupies the film, entertainment and non-profit cultural worlds, successful candidates should come with experience tied to one or more of these sectors. They should be highly motivated problem-solvers, eager to collaborate, and excited to support the audience-building efforts of one of the most well-known brands in the world. They will show experience and leadership connected to the key roles and responsibilities of the position, which include:

• Assess existing digital and linear marketing and content initiatives across the Academy and make recommendations for growth and change.
• Grow the global audience for and awareness of Academy programs, including the Oscars and the Academy Museum.
• Help the Academy better own and monetize its audience data.
• Ensure that Academy marketing and outreach is accessible and welcomes a diverse audience from around the world.
• Act as key contact with ABC/Disney, in partnership with the Academy’s CMCO and Chief Oscars Officer, on marketing plans and audience assessment in and around the Oscars.
• Create and implement a new brand strategy that will further bring together all arms of the Academy.
• Convert Oscars watchers into Academy Museum ticket buyers and Academy social followers – and further monetize both.
• Supervise a team responsible for marketing campaigns, creative collateral, group sales, audience data and analysis, email and newsletters.
• Oversee audience analysis and evaluation of the Academy Museum and other Academy programming.
• Be responsible for organizing and maintaining the marketing budget and advise the CMCO on appropriate and diversified spending towards initiatives and projects.
• Be a spokesperson for marketing priorities and projects to internal and external stakeholders.
• Develop and implement marketing initiatives that drive towards increased ticket sales at the Museum.
• Help assess the success and future of audience-driven Academy projects.
• Ensure a balance of marketing tactics connected to national and international awareness in addition to local repeat audience engagement for the Museum.
• In collaboration with the EVP of Revenue and Business Development, strategize on partnership opportunities designed to increase audiences and revenue.
• Develop and build Academy Museum group sales goals and deliverables.
• Analyze data and adjust strategies in response to industry, audience, and tourism trends.
• Ensure cohesion and consistency in the presentation of the Academy Museum’s brand tied to overall Academy brand strength.
• Lead internal strategy in partnership with CMCO on all marketing support for the Oscars.
• Maximize brand awareness for the Academy with new audiences.

The successful candidate will have:

• An excellent understanding of one or more of the following: museums, large-scale public experiences and attractions, film marketing, entertainment venues.
• Knowledge of Southern California markets as well as global marketing opportunities.
• The ability to build integrated marketing strategies, including as they relate to a global-facing show or product, like the Oscars.
• Experience developing out-of-home campaigns and general awareness strategies.
• A vision for establishing and growing global audiences for the Academy, including national and international tourism ticket sales for the Academy Museum.
• Packaging of group sales and marketing of exceptional experiences to groups.
• Data-driven methods to build sales goals.
• Managing and developing content partnerships with a wide variety of partners, including tourism boards, media companies, and broadcast channels.
• Demonstrable commitment to brand identity and ensure a consistent voice, look, and tone across multiple contents, divisions of the Academy and campaigns.

Qualifications and Requirements:

• A bachelor’s degree in marketing, communications, arts administration or other related field.
• 10+ years of marketing and audience development experience in one or more of the following sectors: film, entertainment, or non-profit cultural worlds.
• Strong knowledge of digital media platforms and experience with leveraging these platforms for audience development and growth.
• A deep commitment to converting interested stakeholders into paying ticket buyers, donors, and lifelong partners.
• A successful track record in growing sales and attendance.
• A successful track record of managing teams.
• A demonstrated commitment to DEAI in the workplace and in developing marketing strategies.
• Strong working knowledge of media relations.
• Knowledge of a wide variety of marketing and audience development tools, including direct mail, digital platforms, OOH and more.
• Excellent negotiation and communications skills.
• Ability to handle multiple projects and operate effectively in a high-pressure environment.

If hired, we require all employees to be vaccinated against COVID-19, unless a medical or religious accommodation is needed as determined on a case-by-case basis.

The expected base salary for this role is $210K. The actual base pay offered will be determined by factors such as experience, skills, training, location, certifications, education, and other factors permitted by law. Decisions will be made on a case-by-case basis.

Our Benefits:

• Comprehensive medical, dental, and vision.
• PTO and Sick Time
• 401(k)