VP Marketing and Retail Operations

Position Summary : Reporting to the CEO, the Vice President of Brand Marketing and Retail Operations provides vision, strategy, and leadership for high impact attractions and events-based learning experiences that engage diverse audiences and drive financial results. The VP oversees brand marketing, memberships and admissions, featured exhibitions, attractions, events and event sales, program sales, store and food service operations, and customer service. This position requires excellent people leadership, business acumen and judgment, and a collaborative, solutions-oriented leadership style that fosters trust and innovation. As a member of the leadership team, the VP ensures marketing and retail operations strategies and goals are aligned with brand mission, vision, and values. The VP Marketing works across departments, with external experts and service providers, and in partnership with the President and CEO and Board of Trustees to build brand, generate public interest programming and develop long-term strategic plans, to position brand as a philanthropic priority locally, regionally, and nationally.
Key Accountabilities Strategy, Vision, and Leadership Provide vision, strategy and leadership for brand marketing and retail operation functions to engage diverse audiences, deliver high-quality science learning experiences, and drive financial results in support of 5-year strategic plan and 20-year vision
Serve as key partner to the President and CEO on brand marketing, membership, admission models, pricing, exhibition selection, attraction content, operations, program sales, and events
Serve as member of leadership team, contributing to enterprise-wide planning and cross functional initiatives
Accountable for annual budget of $12.6 M in revenues and $5.7 M in expenses
Champion culture of integrity, inclusion, and shared accountability
Foster collaboration across teams and build trust in brand marketing and retail processes
Partner with VP of Learning to implement museum and campus experience strategies
Partner with the VP of Finance to evolve sales strategies and support long-term growth
Partner with the VP of Development to advance fundraising and community reach
Brand Marketing Lead development and execution of brand strategies to drive revenue, and advance mission
Leverage audience insights and market research to identify impact and reach opportunities
Drive innovation by envisioning and launching new products, services, and experiences
Serve as brand steward, ensuring consistency of brand story, voice, visual identity, and messaging across all platforms, products, programs, experiences, and physical environments
Lead creation of integrated campaigns that build awareness and position organization as a philanthropic and cultural priority in the region
Lead strategy, development, and optimization of website and digital platforms to enhance user experience, support marketing and sales goals, and reflect the organization’s brand
Oversee evaluation and adoption of technology tools to improve operational efficiency
Provide leadership to brand marketing team and oversee external agency relationships including brand strategy, creative services, website, digital marketing, social media, PR, advertising, and content development
Establish and monitor key performance indicators to evaluate impact of marketing initiatives, reporting regularly on outcomes and using data to guide continuous improvement and innovation
Retail Operations Lead and optimize retail environments—including museum stores, food services, and admissions—by aligning customer experience with financial goals, inventory management, sales strategy, and operational efficiency
Set retail strategic vision to elevate participant experience, advance mission, and improve financial performance
Lead data-driven business planning and analysis, content selection/development processes, resource allocation, and performance management for earned revenue units, including Empirical Theater, Science store, USS Blueback submarine, Planetarium, and food service operations, with a focus on operational excellence, financial performance and environmentally responsible practices
Lead featured exhibit selection process, financial modeling, planning, contract negotiations and implementation of terms, and installation and de-installation in collaboration with the VP of Learning Experiences and other key stakeholders
Oversee third-party vendor relationships, ensuring alignment with brand, financial targets, and visitor experience standards
Strengthen sales infrastructure, integrated pricing strategies, sales systems, and processes
Provide leadership for sales, events, and guest services teams to drive revenue performance, operational efficiency, and high-quality service delivery across all customer touchpoints
Establish and monitor key performance indicators and industry trends across admissions, retail, and attractions
Conduct ongoing business analysis to inform investment decisions, optimize revenue, and support innovation
Lead Brand Marketing and Retail leadership (6 FTE) and teams (45 FTE)
Build and cultivate high-performing teams
Mentor and develop teams with support and collaboration
Partner with division leadership to monitor team performance and development goals
Model a positive team dynamic with emphasis on coaching and asset-based feedback
Partnerships and Collaboration Maintain collaborative and trusting relationships with internal partners and external vendors
Hire, lead, and manage external teams to achieve key strategies, and contractual commitments
Serve as ambassador and persuasive spokesperson for brand mission, strategic direction, funding priorities, and partnerships to internal and external audiences in various public settings
Knowledge, Skills, and Abilities Excellent interpersonal, written, critical thinking, and verbal communication skills
Excellent organizational, strategic planning, analytical, and problem-solving skills
Effective time management skills, with an emphasis on simultaneous project management
Demonstrated financial acumen with experience in budget analysis, forecasting, and planning
Ability to persuade and move people to action
Skilled presenter to internal, external, and Board of Director audiences
Demonstrated skills in teamwork and collaboration
Ability to build positive relationships with leaders and staff level team members
Ability to collaborate effectively with people of diverse backgrounds and talents
Demonstrated ability to effectively pivot between individual and team-based work
Diversity, Equity, & Inclusion Knowledge Advanced knowledge of equity, diversity, inclusion and social justice theories and practical applications, including critical theories of systemic oppression, unconscious bias, personal identity, and intersectionality
Ability to lead staff in incorporating DEI into their work and goals, with an emphasis on racial equity and advancing Equity Action Framework
Education & Experience Bachelor’s degree from an accredited university in business or related discipline
MBA or advanced degree preferred
7+ years of progressive leadership experience leading integrated marketing /retail operations
Proven track record of leading high-performing marketing, sales, and customer experience
Familiarity with legal compliance in marketing, retail operations, customer privacy, and public engagement
Non-Profit/Education Environment experience preferred

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