VP – Marketing & Brand

Who We Are

As science and technology increasingly shape our lives, the Museum of Science strives to equip and inspire everyone to use science for the global good while keeping up with the pace of change.   Among the world's largest science centers and New England's most attended cultural institution, we engage nearly five million people a year – at Science Park and in museums around the world, in classrooms, and online.

The Museum's singular location connecting Boston and Cambridge puts us at the junction of some of the world's most influential academic institutions and industries, local and state government, schools, and the public. Trusted by each sector, we are ideally positioned to convene, inspire, and create meaningful experiences for all.  Come join us on our mission to inspire a lifelong love of science in everyone and living our vision for a world where science belongs to each of us for the good of all of us.

Why We Need You

As Vice President, Marketing & Brand, you will lead the execution of the Museum of Science's marketing strategy, owning the integrated programs and campaigns that drive measurable growth across every revenue and engagement goal, from in-person attendance and membership to digital audiences, school engagement, and advancement support. You will build and run a high-performing team, work closely with digital and product colleagues, and serve as the bridge between marketing strategy and the results we need to see in the world.

The ideal candidate is an outcomes-obsessed marketing innovator, someone who treats every channel, every campaign, and every audience interaction as an experiment to be optimized for results. You are data-first and audience-driven, deeply comfortable with new tools and emerging strategies, and fundamentally motivated by revenue and growth.

What You'll Accomplish

Lead Integrated Marketing Execution

• Own the development and execution of integrated marketing plans and campaigns that drive aggressive growth in attendance, membership, revenue, and audience reach, across in-person, digital, and in-school channels.
• Lead the planning and delivery of campaigns across paid, owned, and earned channels, ensuring each initiative is grounded in audience insight, tied to clear goals, and built for measurable performance.
• Manage the marketing calendar, budget allocation, and campaign prioritization across the team, balancing long-horizon brand campaigns with fast-moving promotional needs.
• Bring creative and operational rigor to every initiative: strong briefs, clear timelines, decisive creative reviews, and disciplined post-mortems.

Drive Revenue and Audience Growth

• Set and own the marketing targets for attendance, membership acquisition and retention, digital audience growth, school program engagement, and revenue contribution from marketing-led channels.
• Work closely with the Membership, Box Office, and Group Sales teams to align marketing programs with revenue goals and ensure campaigns are converting at every stage of the funnel.
• Support Advancement priorities as needed, providing marketing input on donor-facing communications, institutional visibility, and campaigns where philanthropy and public marketing intersect.
• Develop and execute strategies for reaching audiences at a local, national, and global scale, including earned media, digital growth, creator partnerships, and in-school presence in support of the 2030 one billion audience reach goal.
• Identify and act on growth opportunities quickly, with the analytical discipline to know what's working, the judgment to scale it, and the willingness to cut what isn't.

Own the Marketing Channel Strategy

• Lead the channel strategy across paid media, email, SEO/SEM, social, content marketing, out-of-home, and partnerships, ensuring each channel has a clear role, an accountable team member, and performance benchmarks.
• Work in close partnership with the Digital and Product teams to ensure the website, app, and digital platforms are performing as conversion and retention tools, not just brand assets.
• Champion a digital-first marketing approach that meets audiences where they are, on their phones, in their feeds, in their classrooms, and in their communities.
• Leverage AI tools and marketing technology to increase efficiency, personalization, and scale across the team's work.

Build and Run a High-Performing Team

• Lead, develop, and hold accountable a team across campaign management, paid media, email, content, and channel strategy.
• Foster a culture of performance, creativity, and continuous learning, a team that moves at the speed of the mission and holds itself to a high standard.
• Manage agency, vendor, and partner relationships with clear expectations, efficient processes, and a bias toward results.
• Build the systems, workflows, and ways of working that allow the team to operate effectively at scale.

Lead the Public Science Common Launch

• Own the integrated marketing strategy and execution for the October 2026 opening of the Public Science Common, The Worlds Stage for Science, and one of the most significant cultural venue launches in Boston's recent history and the centerpiece of the Museum's ambitions.
• Drive pre-launch audience building, awareness campaigns, earned media strategy, and ticket/membership conversion across all channels in the lead-up to opening.
• Coordinate marketing timelines, milestones, and deliverables across internal teams and external partners to ensure the launch lands with the scale and impact it deserves.
• Build the post-launch marketing framework that sustains momentum, drives repeat visitation and establishes the Public Science Common as a must-visit destination regionally and nationally.

Champion the Brand Vision

• Serve as a senior steward of the Museum of Science brand, ensuring that all marketing execution is not only on-strategy and on-brief, but consistent with the institution's evolving brand vision.
• Work in close partnership with the Creative Director, Marketing to ensure that campaign strategy and creative execution are tightly aligned. The VP sets the strategic direction; the Creative Director brings the vision to life with visual and tonal authority.
• Contribute to the ongoing evolution of the brand platform, bringing a marketer's perspective on how the brand is landing in the market, what audiences are responding to, and where the biggest opportunities for differentiation lie.
• Ensure that as the institution grows and launches new initiatives, the brand remains coherent, ambitious, and recognizable across every touchpoint and team.

Innovate Relentlessly

• Operate with a continuous experimentation mindset, treating every campaign, channel, and audience segment as a hypothesis to be tested, measured, and improved. Good enough is never the goal.
• Stay aggressively current on emerging marketing tools, platforms, technologies, and strategies and bring them into the Museum's work before competitors do.
• Lead the team's adoption of AI-powered marketing tools across ideation, content production, media optimization, personalization, and analytics, not as a side project but as a core capability.
• Build a culture of creative risk-taking grounded in data: encourage the team to try new things, measure what happens, scale what works, and kill what doesn't without attachment.
• Challenge inherited assumptions about how the Museum of Science markets itself — from channel mix to messaging to promotional timing — and replace legacy approaches with strategies built for how audiences actually behave today.
• Bring a growth hacker's instinct to institutional marketing: always looking for the underexploited channel, the undertapped audience segment, the promotional lever that hasn't been pulled yet.

Build the Promotional and Demand Architecture

• Develop and own the annual marketing calendar, building a strategic framework that maps audience demand, institutional programming, key cultural moments, and promotional windows into a coherent, year-round plan that maximizes attendance, revenue, and engagement at every point in the cycle.
• Create scalable promotional frameworks for the Museum's major initiatives, new exhibit launches, seasonal programming, school engagement, membership drives, and digital campaigns so that every initiative goes to market with the right strategy, the right spend, and the right timing.
• Apply destination marketing thinking to how we manage audience flow: understanding when and why audiences visit, which levers pull which audience segments at which times of year, how to build demand in slow periods, and how to maximize yield during peak windows.
• Bring a data-driven approach to promotional planning: using historical attendance data, audience segmentation, and market analytics to make smart decisions about where to invest, when to push, and how to drive incremental visits from existing and new audiences.
• Work closely with Operations, Programming, and Finance to ensure that marketing-driven demand is sequenced in ways the institution can deliver on, building a rhythm between what we're promoting and what the building, the staff, and the programming calendar can support.

Collaborate Across the Organization

• Serve as a senior marketing voice in cross-functional planning, working alongside Exhibits, Programming, Membership, ESSO, Digital, Product, Advancement, and other teams to ensure marketing is integrated into institutional priorities from the start.
• Represent the marketing function in leadership conversations with clarity, data, and strategic confidence.

What We're Looking For (Competencies)

• 15+ years of progressive marketing experience, with at least 4 years in a senior leadership role owning revenue or audience growth targets, and a track record that shows it.
• A demonstrable growth mindset: you have measurably moved numbers, attendance, membership, digital audiences, revenue, and you can speak specifically to how.
• A natural experimenter and early adopter, you actively seek out new tools, test new strategies, and build teams that are wired the same way. You are not comfortable doing things the way they've always been done.
• Deep expertise in integrated campaign strategy across paid, owned, and earned channels, with strong command of performance marketing, digital, email, SEO/SEM/AI & LLM, and content.
• Hands-on fluency with AI marketing tools and a clear point of view on how they accelerate output, improve targeting, and enable personalization at scale.
• A data-first operating style — you set targets, build dashboards, run tests, and make decisions based on what the numbers say, not what feels right.
• Deep expertise in marketing analytics, attribution modeling, audience segmentation, and performance measurement, with the ability to design the data architecture that powers growth decisions.
• Experience in destination, attraction, or entertainment marketing, theme parks, cultural institutions, tourism, live events, or similar contexts where managing audience flow, seasonal demand, and promotional architecture are core to the job. This is a genuine differentiator for this role.
• Comfort operating at the intersection of brand and performance, you understand that great marketing does both, and you build programs that deliver on both.
• Excellent people leadership skills, you build strong teams, develop talent, give direct feedback, and create a culture where people do their best work and are held to a high bar.
• Exceptional communication and cross-functional collaboration skills, able to manage up, across, and down with equal effectiveness.
• Familiarity with advancement, development, or fundraising marketing contexts understanding how institutional marketing and philanthropy intersect is a plus.
• A background in science, STEM, media, or education is a plus, experience translating complex or technical subjects for broad audiences is highly valued.
• An authentic belief in the mission, and the hunger to grow it. The Museum of Science's work matters, and the best candidate for this role will feel that as fuel, not just context.
• This is a hybrid position with a Monday through Friday schedule.

How We Work-Our Values

Mission-Focused: We inspire a lifelong love of science in everyone.   

Audience-Driven: Everything we do begins with the people we serve. 

Innovative: We are curious, take smart risks, share responsibility, and own outcomes. 

Generous: We offer time and energy towards common goals.