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Job Description Summary
The Reynolda Associate Director of Marketing will be a key liaison between staff, merchants, and visitors at Reynolda House Museum of American Art, Reynolda Gardens, and Reynolda Village. This new position will be instrumental in the new, unified Reynolda brand, with a dual reporting structure to Reynolda House/Gardens and Reynolda Village. The Associate Director will have a deep understanding of the Reynolda brand platform and will develop and implement strategic plans for campus-wide marketing, promotions, and related activities in support of it. The ideal candidate is visible and approachable, and demonstrates excellence in marketing practice and interpersonal communications to ensure that Reynolda evolves with its customers.
The Associate Director of Marketing shall spend approximately: (1) 50% of their time translating and aligning brand strategies into plans for all areas of the estate, and (2) 50% of their time providing direct marketing for Reynolda Village.
About Reynolda Reynolda, in Winston-Salem, N.C., is a rare gem among the nation's cultural institutions and historic greenspaces that includes a 51-year old American art museum, 129 acres of formal gardens and trails, and boutique shopping and dining in more than 25 conserved, historic buildings. Affiliated with and adjacent to the Reynolda Campus of Wake Forest University, Reynolda delivers experiences that enlighten the mind and revive the senses, and we prioritize creating an environment where people thrive.
Drives the estate-wide brand communication strategy, plans, and executes efforts to facilitate exceptional understanding of the Reynolda brand.
Develops and implements estate-wide public relations and marketing strategies to increase traffic, revenue, awareness, and brand loyalty.
Manages, plans, and executes cohesive and effective communications strategies (i.e. digital and print) in furtherance of Reynolda's vision and brand platform maximizing overall return on investment.
Develops promotional and marketing ideas that integrate and cross market the entire Reynolda experience.
Measures impact and performance of new brand through data analytics, audience research, surveys, and visitor data.
Provides regular and comprehensive updates about estate happenings to staff, merchants, and volunteers.
Serves as brand ambassador across the Reynolda Estate, Wake Forest campus, and community at-large, and facilitates brand understanding among staff, merchants, and volunteers.
Facilitates cohesiveness among estate social media platforms, executes digital messaging in cooperation with the Visual Storyteller, and monitors mentions of Reynolda online to ensure information is current, consistent, and reflective of brand and messaging. Represents Reynolda in responses, RTs and other social media interactions.
Works closely with Event Coordinators on ideas for and planning of integrated education and promotional opportunities.
Required Education, Knowledge, Skills, Abilities:
Bachelor's degree in a related field plus five to seven years of experience in effective development of marketing plans, strategies, creating brand awareness, and data analytics.
Fluency and experience in the following platforms: Google Apps, Adobe Photoshop, Corel, Constant Contact, all major Social Media platforms, and Microsoft Office.
Ability to write for a variety of audiences in a clear, grammatically correct, and engaging tone appropriate to a range of platforms and internal and external target audiences.
Understanding of digital content strategy, website management, blogs, email newsletters, and social media content.
Extremely detail-oriented, with strong ability to organize workflow and coordinate multiple concurrent activities in a high-volume environment, including the ability to set and meet realistic project timelines.
Familiarity with contemporary integrated brands, including non-profit/tourist attractions and how like destinations present themselves to target audiences.
Strong interpersonal skills and the ability to work effectively with a wide range of constituencies in a diverse community.
Strong analytical skills necessary to condense and interpret digital data and statistics.
Ability to work successfully independently and in a team environment.
Ability to adapt to new software and propose new solutions.
Ability to communicate clearly and effectively, both verbally and in writing, with internal and external colleagues.
Creative decision-making skills; research, analytical, and critical thinking skills.
Ability to work evenings and weekend, as necessary.
Ability to meet the requirements of the University's automobile insurance.
Marketing development experience in complex hospitality, tourism, and/or customer-service industries.
Demonstrated experience and knowledge of web strategy and content development aligned with organizational vision and goals.
Skilled in data analytics, and using such to inform effective investment and impact of marketing dollars.
Experience or knowledge in launching new brands and identities.
Responsible for own work.
Additional Job Description
Time Type Requirement
Full time Note to Applicant:
This position profile identifies the key responsibilities and expectations for performance. It cannot encompass all specific job tasks that an employee may be required to perform. Employees are required to follow any other job-related instructions and perform job-related duties as may be reasonably assigned by his/her supervisor.
In order to provide a safe and productive learning and living community, Wake Forest University conducts background investigations and drug screens for all final staff candidates being considered for employment.
Wake Forest seeks to recruit and retain a diverse workforce, and encourages qualified candidates across all group demographics to apply.
Offering the personal attention of a small liberal arts college, coupled with the breadth and global relevancy of a leading research institution, Wake Forest claims the distinction of being the nation's premier collegiate university. Wake Forest is consistently ranked among the top 30 universities in the nation. Our mission is to educate the whole person, graduating students who seek purpose-filled lives while building a community dedicated to serving humanity in the spirit of our motto, Pro Humanitate.