Director of Marketing

Overview

Reports to:  Vice President of Communications               

Department: Communications

Status:  Full-time/Exempt

About Central Park and the Central Park Conservancy

Central Park is one of the most famous and beloved urban public spaces in the world. Designed by Frederick Law Olmsted and Calvert Vaux in 1857, the 843-acre park was the first purpose-built public park in the country and is a National Historic Landmark. The Central Park Conservancy, a private not-for-profit organization, was founded in 1980 to rescue the Park which had fallen into serious disrepair. Since that time, the Conservancy has overseen the investment of approximately $1 billion in the restoration of the Park, and now hosts over 40 million visitors a year.

The Conservancy’s mission is to preserve and celebrate Central Park as a sanctuary from urban life. The City of New York has formally entrusted the care of the Park to the Conservancy which is responsible for every aspect of its care, including landscape maintenance, capital improvements, and the visitor experience. Committed to sharing the best practices in urban park management, the Conservancy also serves as a resource for other NYC parks and for public-private partnerships around the world. The Conservancy employs roughly 325 people and has an operating budget of $80 million.

The Conservancy recently completed a seven-year plan, Central Park Conservancy, A Plan for the Stewardship of Central Park: 2020-2027, which focuses on the ongoing capital investment of the last four decade’s investment of more than $1 billion into Central Park.

Overview 

The Central Park Conservancy is looking for a talented Director of Marketing to join the Communications Department. This role will develop new campaign strategies and innovate on how we inform and engage with Park users, neighbors, visitors, and others who benefit from the great urban oasis that is Central Park. The Conservancy restores, maintains, protects, and cares for Central Park 24/7/365. In this role you will help us deliver that message to more people in more ways using creative campaign strategies while leveraging extensive data. As a strategic leader for Marketing, you will help us connect with more members, advocates, volunteers, donors, and members of the community who believe in our mission and want the Park to thrive for generations to come. Using strong analytics skills, innovation, project management and creativity you will develop and execute campaigns that increase institutional awareness, drive audience growth and increase revenue for the Conservancy. 

Summary of Essential Job Functions

• Manage the development and execution of a cohesive, organization-wide integrated marketing strategy and plan that will engage Park neighbors, visitors, and potential partners across all channels; test and measure campaign strategies to optimize performance
• Collaborate with agencies and other vendor partners; Oversee all day-to-day project management of external agencies and internal projects, track KPIs, and ensure timely execution of all marketing efforts
• Create and manage compelling data-driven campaigns for internal stakeholders and work with agency partners to help build awareness and familiarity for the organization, support lead generation efforts, and drive revenue.
• Manage and optimize paid media strategies that drive increased engagement, support audience growth and increase revenue for program registration, retail, other earned revenue initiatives.
• Work collaboratively within the Marketing and Communications team and across the organization to develop and execute effective and engaging campaigns that support the organization’s goals as steward of Central Park
• Work closely with the digital experience team to support efforts to increase traffic, drive engagement, and optimize conversion rates across digital channels.
• Provide marketing support for fundraising and direct response campaigns, including membership, individual giving, major gifts, corporate sponsorship, and more
• Ensure strong value-based messaging, brand consistency, and core values across all campaign communications
• Support organizational work to develop and execute new high-impact partnerships across sectors, markets and digital platforms.
• Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and Park visitor/supporter touchpoints
• Perform analysis to gain a deep understanding of community and stakeholder needs and behavior to identify new areas for driving engagement
• Analyze KPIs and provide feedback to various stakeholders for recalibration
• Leverage research, consumer insights, and market trends to formulate learnings that will inform positioning, marketing campaigns, and strategic partnerships
• Manage multiple projects simultaneously through effective project management; create, update, and track project plans for multiple deliverables via dashboards.

Qualifications

• 10 years of applicable marketing experience
• Bachelor’s degree in marketing or related field or equivalent combination of education and experience
• Must have a strong voice in creative meetings, provide a distinct point of view, and openly share and collaborate with others
• Become an integral part of a team of creatives whose goal is to push beyond what’s expected for the Conservancy by continually elevating our story on linear, digital, and social platforms
• Passion for Central Park and the Park experience
• Strong track record of translating data insights into compelling, integrated multi-channel marketing campaigns
• Great cross-functional colleague, with experience working in a nimble environment with fast-growing expectations and desire to be part of a high-performing team
• Excellent written and verbal communication skills
• Deadline driven; ability to manage multiple projects simultaneously
• Hands-on, team player who is both proactive and solutions-oriented

 

Note: This is an in-person position.

Salary range: $120K to $150K (based on level of experience)

 

Diversity, Equity & Inclusion

The Central Park Conservancy’s work is guided by the belief that Central Park, and all public parks, must be managed and actively protected as an inclusive and democratic space for all.

Working closely with our New York City partners, we will always strive towards creating and sustaining a sense of belonging for all visitors and advocating for equitable and accessible public use of the Park.

In service of this belief, we are committed to fostering a workforce and organizational culture that is as diverse as Central Park itself and the dynamic city it serves.

Safety Requirements

Establishment and maintenance of a safe work environment is the shared responsibility of this organization and employees at every level. The Conservancy will make every effort to assure a safe environment and be in compliance with federal, state, and local safety regulations. Employees are expected to obey safety rules and to exercise caution in all their work activities. Accordingly, employees should be aware of any hazards, which could cause an injury or accident (e.g., spills, obstacles in walkways, etc.). If an employee discovers a potential dangerous condition, he/she should alert other employees and notify his/her supervisor immediately.

 

Disclaimer

The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not to be construed as an exhaustive list of all responsibilities, duties, and skills required of personnel so classified. All personnel may be required to perform duties outside of their normal responsibilities from time to time, as needed. Duties, responsibilities and activities may change at any time with or without notice.