Senior Marketing Manager, Paid Media at The Museum of Modern Art in New York, NY

Job description

• The Senior Marketing Manager owns MoMA's audience acquisition engine, translating investment across paid social, brand and influencer partnerships, and community cultivation into measurable, scalable growth. This role is responsible for expanding MoMA's local and domestic reach, connecting new audiences to the museum and moving them strategically through the funnel, from first discovery to visitation, membership, and long-term brand affinity. By integrating data-driven insights with culturally resonant partnerships and media strategies, this leader ensures every dollar spent works harder to grow MoMA's audience.
• Serving as a key paid media lead across the institution, this position partners with teams across MoMA - including Retail, Membership, and PS1 - to inform and support the broader marketing roadmap. Acting as a strategic leader, it ensures alignment, consistency, and effectiveness of paid media efforts across all audience touchpoints.
• This role is responsible for building the strategy and optimizing MoMA’s full-funnel media and partnerships investment - balancing brand and marketing objectives - this position will advance measurement frameworks that connect awareness to conversion. The role oversees vendor and platform partnerships, manages multi-channel campaigns, and continuously refines media mix, targeting, and creative effectiveness to maximize return on investment.

Responsibilities

• Growth Strategy & Audience Development
• • Defines and operationalizes a full-funnel growth strategy to drive audience acquisition, conversion, and continued engagement.
• • Champions audience growth initiatives across the institution to drive visitation, admissions revenue, and prime our audience for membership.
• • Aligns cross-functional stakeholders around shared growth objectives and priorities.
• • Identifies and scales opportunities to improve data capture, audience insights, and personalization capabilities.
• • Builds and maintains an audience growth roadmap aligned to institutional goals, incorporating experimentation across audiences, channels, and experiences.
• • Continuously tests and evaluates new platforms, channels, and growth tactics to drive innovation and performance.
• Paid Media Strategy & Planning
• • Leads end-to-end paid media and partnership strategy across digital and offline channels (Meta, Google/YouTube, OOH, print, influencers, partnerships, and emerging platforms).
• • Translates audience growth strategy into channel plans, targeting approaches, and investment priorities.
• • Optimizes media and partnership mix to drive both visitation and revenue while supporting long-term brand growth.
• • Leads annual and campaign-level planning, including budget allocation, forecasting, and scenario modeling.
• Campaign Execution & Optimization
• • Oversees campaign development from briefing through launch and optimization across the marketing funnel.
• • Establishes clear KPIs and leads a performance-driven team culture of continuous optimization, informed by data, insights, and iterative testing.
• • Develops and manages test-and-learn roadmaps to improve efficiency, incrementality, and scale.
• • Ensures seamless integration between media, creative, and messaging, implementing an internal feedback loop between Marketing and Design.
• Measurement & Insights
• • Builds and evolves measurement frameworks.
• • Translates campaign performance into clear, actionable insights for leadership.
• • Partners with internal and external teams to connect media performance to visitation and revenue outcomes.
• Vendor & Partner Management
• • Leads day-to-day management of media vendors and platform partners, including briefing, negotiation, and performance evaluation.
• • Drives accountability through regular reporting and continuous optimization.
• • Identifies and pilots new technologies, platforms, and innovative media opportunities.
• Cross-Functional Leadership
• • Partners closely with Retail, Design, Content, Membership, and Tourism teams to align campaigns with business goals.
• • Ensures strong operational alignment across teams, proactively identifying and resolving roadblocks.
• • Contributes to integrated campaign development and audience growth initiatives.
• Team & Operational Excellence
• • Team management: Manages one full-time employee, fostering professional growth, guiding execution, prioritization, and delivery.
• • Paid media agency management: Leads the day-to-day management of the paid media agency across strategy, campaign planning, operations, reporting, optimization, and performance accountability.
• • Develops scalable processes and frameworks to improve campaign velocity, clarity, and effectiveness.
• • Elevates standards for briefing, reporting, and execution across paid media.

Requirements

• • Bachelor’s degree and five to seven years of experience in paid media strategy and execution across digital and offline channels.
• • Proven track record managing multi-channel campaigns with measurable business impact.
• • Deep understanding of media planning, buying, optimization, and measurement frameworks.
• • Experience managing vendors and external partners with strong negotiation skills.
• • Strong analytical mindset with the ability to translate data into strategic recommendations.
• • Experience working cross-functionally in complex organizations.
• • Ability to connect audience insights, media strategy, and business outcomes.
• • Brings structure, clarity, and efficiency to campaign execution.
• • Clear, concise, and effective in presenting to senior stakeholders.
• Reports to: Associate Director, Marketing

Skills

Required

• Paid media strategy and execution
• Multi-channel campaign management
• Vendor and partner management
• Negotiation
• Cross-functional collaboration
• Strategic communication
• Team management

Benefits

• Salary Range: Minimum of $98,000 to a maximum of $125,000 per annum