Description
Title: Senior Manager, Marketing and Communications
Department: Marketing and Communications
Schedule: Full Time
Reports To: Associate Director. Marketing and Audience Strategy
Job Grade: 5
The International Center of Photography (ICP) is the world’s leading institution dedicated to photography and visual culture. Through our exhibitions, education, public programs, and community outreach, we offer an open forum for dialogue about the power of the image. Since our founding in 1974, we have presented more than 700 exhibitions and offered thousands of classes, providing instruction at every level. Our new integrated center on the Lower East Side reunites our school and museum in one space to become the cultural anchor of Essex Crossing.
Position Summary
The Senior Manager, Marketing and Communications (SM) will creatively manage ICP’s digital marketing efforts focusing on PR, social media, email, and content marketing to drive audience growth, strengthen and elevate the ICP brand, build relevant relationships, and drive influence in the world of photography and imagemaking. This role drives the content ICP publishes primarily organic social, email and the website. It also controls the editorial calendar and the press, content partnerships and social media influencers that help drive awareness of ICP and our mission.
This includes influencing advertising on the main social media channels on Instagram, Facebook, LinkedIn, and YouTube. A good understanding of Google Ads and Analytics, and HubSpot, ICP's CRM, is important. To track the success of all of these initiatives in our increasingly data-driven organization, this role is responsible for organic and paid social measurement and analysis, as well as general web traffic analysis. A strong understanding of brand management and project management will ensure success in this role.
The SM must have the capacity to work independently and approach their work in an organized and detail-oriented manner. ICP has a large number of subject matter experts in its faculty, alumni and staff, and the SM should be able to build relationships and help drive the engagement and promotion of these individuals.
They must also be proactive and enthusiastic about working with other team members in a fast-paced environment. At its core, this position plays a vital role in the support and promotion of education programs, exhibitions, public programs, fundraising, and other institutional activities to help ICP actively engage and grow its audience.
Essential Functions And Duties
Marketing
- Work with Marketing and Communication team members to refine a digital strategy for ICP focused on performance, including defining and measuring success criteria and metrics.
- Create engaging social content, with a focus on Instagram (in-feed and Stories), Facebook, LinkedIn and YouTube. Develop social campaigns for exhibitions, education programs, public programs, the Infinity Awards, membership acquisition, annual fund donations, shop promotion, and other major initiatives.
- Experience in the arts and knowledge of photography is a plus. ICP has a deep collection that can be used to support the content calendar.
- Responsible for daily management of ICP’s institutional social platforms and coordination with colleagues and students managing ICP-related handles.
- Document on-site and online events and classes for social promotion. This includes working with high-profile photographers, faculty, alumni, staff and students.
- Manage ICP’s various mailing lists including the 65k+ weekly newsletter.
- Develop targeted lists and grow targeted email program by leveraging best practices.
- Create and optimize visuals and marketing collateral via Adobe Creative Cloud (Photoshop, InDesign, and Illustrator), including cropping and color-correcting images, producing GIFs, resizing logos, and making content edits to materials.
- Partner with Marketing and Communication team members to produce on-brand messaging and visuals in a timely manner.
- Identify and manage key strategic partnerships with the support of the Digital Marketing Manager, including media partnerships, brand awareness events, and cross-promotional opportunities.
- Manage regular reporting, including a monthly analytics report, credit card reconciliation for ad spending, building and maintaining ad budgets for the fiscal year and individual campaigns, and reporting on individual campaigns at key milestones
- Collaborate on cross-department initiatives with ICP’s marketing and communications, education, exhibitions and collections, public programs, and fundraising teams.
- Work with Marketing and Communication team members to refine a digital strategy for ICP focused on performance, including defining and measuring success criteria and metrics.
- Develop and manage digital content calendars—including social and email—to optimize promotion of institutional activities.
- Document on-site and online events and classes for social promotion.
Project Management and Analytics
- Develop and manage digital content calendars—including social and email—to optimize promotion of institutional activities.
- Manage, track, and save marketing and communications collateral and assets.
- Analyze, evaluate, and continually improve content performance.
- Use a variety of data collection tools to develop monthly, quarterly, and annual measurement reports as well as project-based reports.
Other Responsibilities
- Review daily trending topics and recommend strategies for ICP to rapidly respond and be part of the conversation related to photography education, curatorial practice, photojournalism, and the role of imagemaking and media in our society.
- Stay current on new social platforms, marketing tools, applications, and noteworthy competitive campaigns.
Supervisory Responsibilities
- Responsible for Creative and Brand Lead, as well as a Graphic Designer and contract team members for videography and other specialty services.
Requirements
Minimum Qualifications:
Education Requirement
- 3 to 5 years of marketing experience with a proven track record of successful digital and social media marketing campaigns.
Minimum Experience Requirement
- A strong creative vision for social content creation and ability to create and post image and video-based content.
- Skilled with social media management and analytics tools (e.g. HubSpot, Later).
- Experience with CRM, email management and scheduling tools (e.g. HubSpot).
- Knowledge of website CMS (e.g. Drupal)
- Strong project management skills.
- Strong critical thinking, creative concepting, and problem-solving skills.
- Keen knowledge of photography and photo editing practices.
- Strong attention to detail and adaptable copywriting skills.
- Understanding of brand management and design principles.
- Well-versed in Adobe Creative Cloud (Photoshop and InDesign) and MS Office/365.
- Familiarity with project management tools (e.g. Asana).
- A strong interest in photography, art, media, and the cultural landscape is preferred.
- Experience with Google Ads is a bonus.
- Positive attitude and eagerness to collaborate.
- Willingness to travel offsite and be on-call on evenings and weekends to capture and post ICP programming.
Additional Competency Requirement (Specific Knowledge, Skills And Abilities)
- Active Learning - Understanding the implications of new information for both current and future problem-solving and decision-making.
- Troubleshooting - Determining causes of operating errors and deciding what to do about it.
- Reading Comprehension - Understanding written sentences and paragraphs in work related documents.
- Complex Problem Solving - Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
- Written Comprehension - The ability to read and understand information and ideas presented in writing.
- Problem Sensitivity - The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing there is a problem.
- Written Expression - The ability to communicate information and ideas in writing so others will understand.
- Oral Comprehension - The ability to listen to and understand information and ideas presented through spoken words and sentences.
Working Conditions
Physical Demands:
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- The employee must occasionally lift and/or move up to 25 pounds.
- While performing the duties of this Job, the employee is regularly required to sit and talk or hear.
- The employee is occasionally required to stand; use hands to finger, handle, or feel and reach with hands and arms.
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Special Environmental Factors: (Nature of the work environment)
- The employee is occasionally required to work in the general public environment (face to face contact with public).
The International Center of Photography is an Equal Opportunity Employer.
