Oakland Museum of CA

Director of Marketing, Communications and Visitor Experience*

Req No.
Marketing and Communications
Regular Full-Time


The Director of Marketing, Communications and Visitor Experience is responsible for leading and implementing institution-wide marketing and audience engagement strategies to ensure the museum’s growth in visitor attendance and a positive experience among the Museum’s diverse visitors.  The Director oversees the continuum of marketing, communication and digital engagement strategies through the on-site customer experience, including retail operations.  The position balances the Museum’s multiple commitments to: (i) provide broad access as a civic institution with (ii) building brand awareness and visibility; and (iii) accelerate growth through attendance-based, earned revenue.  As a member of the Senior Leadership Council, the Director of Marketing, Communications, and Visitor Experience will work collaboratively in a co-leadership model with shared responsibility to ensure achievement of the Museum’s strategic goals including advancing social impact and financial sustainability.


The Director of Marketing, Communications, and Visitor Experience is a member of the six-person Senior Leadership Council and reports to the Executive Director.  The position oversees three (3) Associate Directors of: Communications, Marketing/Digital Strategy, and Visitor Experience. The position also works in partnership with the Director of Philanthropy to provide coaching, support, and broad oversight to these functions, and works in collaboration with team members in the Content and Experience and Organizational Effectiveness/Shared Resource business units.


The key priorities for the Director of Marketing, Communications and Visitor Experience will be to:

  • Build and solidify the team in the Marketing and Communications unit.
  • Partner with the Director of Philanthropy to build and solidify the new “circle” of Advancement and Engagement.
  • Develop and implement an innovative and comprehensive marketing plan that will:
    • Welcome visitors back to OMCA;
    • Roll out the OMCA rebrand with a new web site redesign; and 
    • Include strategies for the new business model optimization to grow revenue.
  • Support internal and external “storytelling” and communications around OMCA’s racial justice journey.


First consideration will be given to applications received by July 9, 2021. To apply for this outstanding opportunity, please electronically submit your resume, letter of interest to The Byers Group at: dir.mar.comm@byersgroupca.com. The letter of interest should outline why you are interested in joining OMCA and your relevant accomplishments. Please provide two examples of why you would be a strong candidate and the key attributes you would bring to this position. Confidential inquiries are encouraged and can be directed to: Ms. Brett Byers, 323-403-8279, brett@byersgroupca.com and/or Ms. Stella Marks, 909-615-5896, stella@byersgroupca.com​. PLEASE DO NOT APPLY FOR THIS JOB ONLINE ON THIS SITE.


Institutional/Organizational Leadership

As a member of the Senior Leadership Council, the position is expected to:

  • Provide leadership to the overall institution, ensuring the Museum’s vitality and success through active communication, problem-solving, and inclusive decision-making.
  • Develop, embrace, model, inspire and communicate institutional mission, vision and goals, sharing leadership of the entire Museum as well as advocating for and directing departmental function.
  • Contribute to the policy-making for and management of the Museum including supporting the Museum’s mission, values, vision, and core commitment to the visitor experience, community engagement, and institutional relevancy for the future.
  • Demonstrate exceptional leadership skills in motivating and coaching staff, delegating tasks appropriately, encouraging independent problem-solving by individuals and teams, and providing an understanding of the institutional vision as a context for individual and departmental work plans.
  • Implement and empower strategic thinking that actively takes into account broader institutional implications for decision-making.
  • Employ innovative and forward-thinking leadership, including actively anticipating changing trends and analyzing implications and consequences of changing business needs and circumstances.
  • Provide leadership for institutional planning, annual priorities, and institutional initiatives such as advancing diversity.
  • Nurture and encourage leadership throughout OMCA including within functional departments as well as through project and cross-functional teams.
  • Collaborate with other staff in the development of project and grant budgets.  Contribute to the development and ongoing monitoring of the Museum’s institution-wide budget and financial demands to ensure a sustainable future.
  • Keep apprised of trends and developments in the museum and non-profit field and ensure that OMCA maintains leadership as a model for a 21st century museum in service to the public.
  • Serve as an ambassador for the institution and its role in service to the public both internally and externally.  Represent OMCA internally and externally with a broad range of stakeholders locally, statewide and nationally.
  • Work with specific Board committees as staff liaison as assigned. 


Marketing & Visitor Experience

  • Oversee marketing, communications, promotional, and partnership strategies to attract diverse target audiences to the Museum through paid admissions, individual and group visits, program participation, and school field trips.
  • Oversee the Museum’s overall brand image and strategy, ensuring that all aspects of the Museum experience – printed pieces and advertising, on-site materials, and program and educational elements – reflect the Museum’s mission, distinctive characteristics and communicate OMCA’s social impact intention around equity, inclusion and anti-racism.
  • Develop and oversee the institution-wide marketing strategy that conveys the overall OMCA brand and visitor experience while highlighting specific exhibitions and programs that attract a diverse target audience and advance earned and contributed revenue strategies.
  • Identify and implement strategic partnerships that serve a range of institutional objectives, from raising brand awareness among target audiences to growth in attendance from community collaborations, media sponsorship, and cross-promotional opportunities.
  • Develop partnerships and oversee marketing efforts that support business development goals for facility rental, the Museum Store, group sales, and other new revenue-generating programs in conjunction with staff from across the institution.
  • Oversee Ticketing and Retail Sales functions, ensuring the highest standards in customer service while also driving on-site sales to meet and exceed budget targets. Guide strategies in customer relations and data collection.
  • Develop training and ongoing education about target audience development, marketing strategies, and brand management for staff and volunteers.



  • Oversee a comprehensive external communications program that clearly expresses OMCA’s values of justice, equity, inclusion and anti-racism, and ensures that these values are reflected and internalized in all Museum activities as well as supported in strategic institutional goals. Co-lead with the Director of People the internal communications program for similar focus and outcomes.
  • Oversee the development of short- and long-term communications strategies to support the Museums social impact goals, build brand awareness, increase visibility, attract support, and promote attendance.
  • Shape press releases, statements, and communications in consultation with the Executive Director, including those concerning Museum policy, positions on news events affecting the Museum, and other institution-wide needs.
  • Oversee the content and creative development, production and distribution of all marketing and audience engagement materials.


Management and Administration

  • Retain, recruit and manage a team of professionals with appropriate balance of skills and experiences; establish performance objectives and regularly provide coaching, professional development and training opportunities to cultivate staff skills and professionalism.
  • Guide the development and administration of the Marketing, Communications, and Visitor Experience budget including supervising the preparation of the budget, projections, analysis, and reconciliations with the Finance Department, writing support narratives for budgets, and monitoring performance against budget.
  • Collaborate with other staff in the development of project and grant budgets, and the development of the Museum’s institution-wide budget.


The Ideal Candidate

The ideal candidate is a people and community centric, innovative marketing and communications leader with a demonstrated track record of understanding diverse audiences and cross-cultural marketing and digital engagement that results in the broadening and diversifying of an audience base. The leader will bring destination marketing experience and a holistic understanding of how all elements work together – communications, digital strategy, brand, visitor experience and services, enterprise activities to support OMCA’s distinctive mission, values and goals.  


The successful Director will be deeply committed to and have a passion for the Museum’s mission, work and values of equity, inclusion and antiracism.  The Director will be a team builder who possess a coaching and mentoring leadership style and fosters a culture of ongoing curiosity, growth, learning creativity, and community engagement.  The commitment to working collaboratively within a co-leadership model in an anti-racist organization and the eagerness to work closely at every level of the organization is paramount to the success of the new Director as well as the following experiences and attributes: 

  • A confident, non-hierarchical leader who is also flexible, who empowers staff through relying upon their technical expertise and who views all involved in the organization through an asset/strengths-based lens;
  • Excellent written and verbal communication skills;
  • Demonstrated achievements as an adaptive change agent, collaborator, coach, and team and coalition-builder;
  • Inclusive decision - making approach;
  • Demonstrated experience with using different marketing and communicating channels to reach broader and more diverse audiences;
  • Experience with data analytics for marketing strategy development and execution;
  • Ability to display the competencies of strategic thinking, development of self and others and ability to deploy and align organizational strategies and objectives;
  • Familiarity with program evaluation practices and strategies;
  • High emotional intelligence, self-awareness, empathy and comfortable with ambiguity.


  • 10+ years of experience with progressive growth towards senior leadership
  • 5+ years supervisory experience
  • Previous experience in leading marketing and audience development efforts.
  • Earned revenue and sales accountability is preferred.
  • Principles and practices of museum administration, including budgetary procedure is highly desirable.
  • Experience overseeing business development/sales functions is highly desirable.
  • B.A. degree in relevant field such as marketing, education, business, or nonprofit management required or commensurate years of experience
  • M.B.A./M.A./M.S. in relevant field preferred but not required.


EEO Statement

The Oakland Museum of California is dedicated to diversity, inclusion, accessibility and equity. We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to age, race, color, religion, sexual orientation, gender identity, national origin, ability/disability status, protected veteran status, or any other characteristic protected by law. We highly encourage our diverse community to apply for available employment, internship, fellowship and volunteer positions at the Museum, as we aim to ensure our staff reflects the diversity of our visitors and surrounding community. In compliance with the Americans with Disabilities Act, OMCA will provide reasonable accommodations to qualified individuals with disabilities.


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