Marketing Specialist
Reporting to the Deputy Director and serving as their advisor, the primary purpose of the Marketing Specialist will be to develop institutional marketing strategies that build awareness for the National Gallery of Art and identify and grow the museum's audiences. Focused on audience development, collaborating with departments throughout the organization to shape a suite of comprehensive strategies, specific program-focused plans and advertising campaigns across media channels.
As the Marketing Specialist, you will:
- Develop brand positioning and marketing plans to build national awareness.
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Initiate and manage the coordination of cross-departmental and cross-divisional efforts and monitor for conflicting or overlapping objectives; advise and negotiate with stakeholders inside and outside the museum to gain support, participation, and collaboration.
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Develop annual marketing plans aligned with institutional priorities.
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Develop specific seasonal and program-based marketing plans for exhibitions and other public offerings across all media channels-National Gallery-owned platforms, as well as paid advertising placements (print, digital, broadcast, and out-of-home).
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Develop and coordinate high-profile local, mostly national, and international in-person marketing opportunities where museum leadership can communicate strategic priorities.
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Determine broader scope of paid marketing program and participate in planning. Report on paid placement efforts and results to internal stakeholders.
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Forecast marketing budgets across the institution for all media according to strategic priorities.
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Manage institutional e-mail marketing/e-communications.
- Guide strategies for advertising, social media, and email marketing for institution, not limited to priority exhibitions, programs, initiatives, and publications.
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Guide audience research to inform marketing strategy and brand positioning. Collaborate with the Audience Engagement teams to design audience studies, collect data, and analyze results; refine activities accordingly and guide other departments' understanding of audiences.
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Measure and report on performance of all marketing initiatives and assess ROI and KPIs against goals.
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Work closely under the Deputy Director to determine benchmarks and capture and analyze visitor data/user data and engagement.
- Track audience and campaign metrics and provide timely insight and analysis.
Conditions of Employment
- You must be a United States Citizen.
- This employer participates in the e-Verify program.
- Males must abide by Selective Service registration requirements.
- See "Other Information" section regarding Selective Service requirements.
Your resume serves as the basis for qualification determinations and must highlight your most relevant and significant work experience and education (if applicable) as it relates to this job opportunity. Experience refers to paid and unpaid experience, including volunteer work done through National Service programs (e.g., Peace Corps, AmeriCorps) and other organizations (e.g., professional; philanthropic; religious; spiritual; community, student, social). Your resume must include the dates of all qualifying experience (from month/year to month/year) and the number of hours worked/volunteered per week.
To ensure compliance with an applicable preliminary nationwide injunction, which may be supplemented, modified, or vacated, depending on the course of ongoing litigation, the Federal Government will take no action to implement or enforce the COVID-19 vaccination requirement pursuant to Executive Order 14043 on Requiring Coronavirus Disease 2019 Vaccination for Federal Employees. Therefore, to the extent a Federal job announcement includes the requirement that applicants must be fully vaccinated against COVID-19 pursuant to E.O. 14043, that requirement does not currently apply. Federal agencies may request information regarding the vaccination status of selected applicants for the purposes of implementing other workplace safety protocols, such as protocols related to masking, physical distancing, testing, travel, and quarantine.
Qualifications
Candidates must meet the Qualification Standards Handbook requirements for the GS-1035-14.
For this position, specialized experience is at least one year of experience, equivalent in responsibility to the GS-13 level in the Federal service, developing institutional marketing strategies that build awareness for a major organization or institution.
Your application and resume must demonstrate that you possess the following knowledge, skills and abilities (KSAs). Do not provide a separate narrative written statement. Rather, you must show in your resume how your past work experience demonstrates that you possess the KSAs identified below. If asked to do so, cite specific examples of employment or experience contained in your resume and describe how this experience has prepared you to successfully perform the duties of this position. DO NOT write "see resume" in your application!
Those applicants who meet the minimum qualification requirements will be evaluated against these factors to determine the best-qualified candidates.
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Mastery knowledge in marketing; including significant experience managing marketing campaigns and audience development at a museum, media brand, or large nonprofit.
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Mastery knowledge applicable to a wide range of duties involving oral and written communication principles, practices, techniques, and methods; analytical methods; interpersonal relations practices; extensive knowledge of communications, digital media, and art history; and demonstrated skill and experience sufficient for writing, shaping, and editing educational content for integrated communications plans, including text, graphics, and media.
- Knowledge applicable to and skill in assessing public reaction and identifying extent of understanding achieved sufficient to analyze programs.
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Ability to understand and utilize data analytics as well as Google and other data provided from evaluations and surveys.
- Significant experience in digital marketing; expertise in developing and refining marketing strategies in complex organizations
"Experience" refers to paid and unpaid experience. Examples of qualifying unpaid experience may include: volunteer work done through National Service programs (such as Peace Corps and AmeriCorps); as well as work for other community-based philanthropic and social organizations. Volunteer work helps build critical competencies, knowledge, and skills; and can provide valuable training and experience that translates directly to paid employment. You will receive credit for all qualifying experience, including volunteer experience.
Time-in-Grade: Current Federal employees must meet time-in-grade requirements by the closing date of this announcement to receive consideration under merit promotion procedures.
CTAP/ICTAP candidates: To be considered "well qualified" you must meet all of the requirements as described in this section.
You must meet all qualifications and eligibility requirements by the closing date of this announcement.
Education
EDUCATION: Are you using education to qualify?
Although this position does not have a positive education requirement, you may submit copies of your transcripts or a course listing. You must provide documentation supporting your education claims.
Education must be obtained from an accredited institution recognized by the U.S. Department of Education.
Foreign education must be reviewed by an organization recognized by the U.S. Department of Education. For special instructions pertaining to foreign education and a list of organizations that can evaluate foreign education, see the Department of Education website.