Marketing Manager (Lifecycle & Email) chez Corporation of Fine Arts Museums (COFAM)

The Marketing Manager (Lifecycle and Email) will drive audience engagement, deepen loyalty, build retention, and increase lifetime value across our diverse communities of visitors. This role focuses on lifecycle marketing, segmentation, personalization, and data-driven engagement and retention strategies, with an emphasis on email marketing. This position oversees the marketing coordinator, whose responsibilities include planning and tracking project timelines and workflows, maintaining marketing archives, planning and executing promotional signage and collateral across the museums, and ensuring onsite communication supports deeper engagement to inspire return visitation. Applications are reviewed on a rolling basis until the position is filled. Priority will be given to applications received by Sunday, October 5, 2025. We plan to launch the interview process in mid-October.

Key Responsibilities

• Lifecycle & Email Marketing: Own the Museums’ communication plan for the email journey and membership nurturing program, including newsletters, automated flows, triggered campaigns, and lifecycle journeys (acquisition, onboarding, engagement, renewal, and win-back). Report on KPIs and optimize content and strategy to leverage learnings across the organization. 
• Retention Strategy: Develop and implement audience retention strategies that strengthen engagement, drive repeat visitation, and increase member renewal and upgrades. Create a dashboard and report out for key retention metrics for LTV and NPS. 
• Segmentation & Personalization: Partner with Data & Analytics stakeholders to segment audiences, leverage behavioral and transactional data, and design tailored communications that resonate across diverse audience groups.
• Content Strategy and Creation: Develop and implement a marketing content strategy to support visitation and engagement of key museum initiatives, serving as a liaison with other content-creating teams, championing cross-departmental content strategy. Create and manage a content calendar to promote exhibitions, programs, and other institutional priorities. Collaborate with cross-functional teams (web, organic social media, video, membership, retail, communications, public programs, and education) to source content and deploy messaging.
• Champion the visitor experience journey: With support from the Marketing Coordinator, oversee strategy, calendaring, and execution of promotional signage across both Museums to support the visitor journey, including collaborating with exhibitions and VX to champion the visitor voice and perspective for on-site tactics, including signage, calls-to-action, on-site feedback, and follow-up surveys. Analyze audience behavior trends to draw actionable insights and improve overall experience. 
• Performance & Optimization: Monitor and analyze campaign performance, establish benchmarks for retention KPIs (open rates, CTR, conversions, renewal rates, churn reduction), and continuously test and optimize campaigns.
• Cross-Functional Collaboration: Work closely with Membership, Development, Public Programs, Retail, and Digital Experience teams to ensure retention efforts support institutional goals, including membership growth, ticket sales, and community engagement.
• Platform & Tools: Oversee the Museums’ email platform (currently Mailchimp), ensuring we fully leverage its features—or recommend alternatives—to support retention and lifecycle goals. Serve as the point person for ticket sales platform (Ticketure) and CRM (Salesforce), to manage integrations and effective data flow.
• Team Support: Manage the Marketing Coordinator.
   
   

Minimum Qualifications

Education: Bachelor’s Degree from an accredited university. 

Work Experience: 4+ years of experience in retention, lifecycle, performance or CRM/email marketing, preferably in hospitality, attractions, entertainment, or arts and culture organizations, plus 1–2 years of experience managing direct reports.

Skills and Abilities:

• Strong grasp of retention marketing principles: customer journeys, segmentation, churn reduction, personalization, and loyalty-building.
• Hands-on experience with email marketing platforms (Mailchimp, Klaviyo, HubSpot, Salesforce Marketing Cloud, or similar).
• Data-driven mindset with proven ability to analyze KPIs and optimize campaigns for performance.
• Excellent project management skills; ability to balance multiple campaigns and stakeholders.
• Collaborative and audience-centered approach.
• Familiarity with ticketing, membership, or CRM systems (e.g., Ticketure, Salesforce) a plus.

Additional

Schedule: This position is eligible for a hybrid work schedule. Hybrid schedules are a minimum of 4 days a week onsite, with the understanding that schedules may change based on operational needs. The workweek is Monday - Friday, 8 hours a day, 40 hours per week.

The benefits package includes medical, dental, vision, and 401(k), and paid time off.

The annual salary range for this position is $85,000-$92,000. The final offer amount within this range will be based on experience and internal equity. 

Applications are reviewed on a rolling basis until the position is filled. Priority will be given to applications received by Sunday, October 5, 2025. We plan to launch the interview process in mid-October. 

If reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or to receive other benefits and privileges of employment, please contact [email protected].

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COFAM is the Corporation of Fine Arts Museums and is the privately funded non-profit corporation which supports the Fine Arts Museums of San Francisco, a department of the City and County of San Francisco.

COFAM is proud to be an equal opportunity employer and is committed to a policy of nondiscrimination in all phases of employment in accordance with all federal, state, and local laws. Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.

Comprising the de Young Museum in Golden Gate Park and the Legion of Honor in Lincoln Park, we are the largest public arts institution in the City of San Francisco and one of the largest art museums in the United States. The de Young, designed by Herzog & de Meuron and located in Golden Gate Park, showcases American art from the 17th through the 21st centuries, international contemporary art, textiles and costumes, and art from the Americas, the Pacific, and Africa. The Legion of Honor displays a collection of over 4,000 years of ancient and European art including Auguste Rodin's The Thinker and houses the Achenbach Foundation for Graphic Arts in a Beaux-Arts style building overlooking Lincoln Park and the Golden Gate Bridge.