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 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

Team Leadership

• 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