Key Skills

Job Description

Purpose of the Role The Director of Marketing & Growth leads Drift Museum’s marketing, audience growth, visitor acquisition and ticket revenue strategy. The role translates the museum’s vision and strategic direction, as defined by the Managing Director and shareholders, into effective campaigns, ticketing strategies, digital outreach, and commercial growth initiatives. As a member of the Management Team (MT), the Director is responsible for building a strong and distinctive brand, driving visitor acquisition and ticket sales, improving marketing effectiveness, and developing long-term relationships with diverse audiences. The Director combines strategic leadership with a hands-on and entrepreneurial approach suited to a museum in its build-up and growth phase. Key Responsibilities Marketing & Brand Strategy Develop and implement the museum’s marketing strategy, content strategy, and brand identity. Ensure alignment with the strategic direction set by the Managing Director and shareholders. Translate Drift Museum’s positioning into a distinctive and internationally relevant brand and audience proposition. Safeguard brand consistency and tone of voice across all relevant touchpoints. Collaborate closely with Studio Drift’s marketing team to ensure alignment between the museum brand and the artistic identity and vision of Studio Drift. Commercial Growth, Sales & Ticketing Translate visitor and revenue targets into clear acquisition, conversion, retention, and sales plans. Take responsibility for visitor acquisition, ticket sales performance, and marketing ROI. Design and implement the ticketing strategy, audience segmentation, and pricing models. Develop and optimize the distribution mix across direct sales, OTAs, tourism partners, hotels, resellers, and other strategic partners. Oversee dynamic pricing, promotional strategies, sales funnels, and revenue optimization in alignment with the Managing Director and Finance. Monitor visitor demand, ticket sales, conversion, channel performance, and revenue against targets and forecasts. Digital & Data-Driven Marketing Manage and optimize digital marketing campaigns across owned, earned, and paid media. Develop and continuously improve the customer journey from awareness and consideration through ticket purchase, visit, repeat engagement, and advocacy. Track ROI, conversion, and campaign effectiveness using analytics and data tools. Utilize CRM systems, marketing automation, and email campaigns to improve conversion, retention, repeat visits, and upsell. Work with ticketing and digital partners to optimize the webshop, purchase funnel, and overall customer experience. Team Leadership & Collaboration Lead the museum’s Marketing & Communications team. Build and manage an effective network of agencies, freelancers, and specialist partners where required. Develop internal marketing capabilities as the museum grows. Manage the marketing budget and monitor performance against agreed KPIs. Collaborate with Partnerships & Sponsorships to align marketing activities with commercial objectives. Work with Education, Programming, Operations, and other relevant teams to develop audience-focused campaigns and initiatives. Tasks & Activities Prepare annual marketing and sales plans, budgets, forecasts, and performance targets. Negotiate with external agencies and suppliers for campaigns, media, research, and specialist support. Oversee brand content production, including copy, visuals, video, and campaign assets. Monitor ticket sales, visitor demand, conversion, and campaign performance and adjust activities where needed. Evaluate channel effectiveness, customer acquisition costs, and marketing ROI. Report marketing and sales performance, risks, opportunities, and forecasts to the Managing Director and MT. Identify new commercial, distribution, and audience growth opportunities. Responsibilities Authority over the marketing budget within the agreed annual budget and mandate. Authority over the execution of the ticket sales and marketing strategy within the agreed commercial and financial framework. Contract authority for marketing agencies, suppliers, and media partners within mandate. HR authority for recruitment, coaching, development, and evaluation of the Marketing & Communications team. Requirements Education & Experience Bachelor’s or Master’s degree in Marketing, Communications, Business Administration, or a related field. Minimum 7–10 years of relevant experience in marketing and sales, preferably within culture, leisure, entertainment, hospitality, tourism, or another visitor-focused environment. Demonstrable experience with visitor or customer acquisition, commercial targets, digital marketing, and revenue growth. Experience working in a growing, entrepreneurial, or build-up environment is strongly preferred. Knowledge & Skills Strong knowledge of ticketing systems, digital marketing, SEO/SEA, analytics, CRM, and marketing automation. Expertise in audience segmentation, customer journeys, conversion optimization, and revenue optimization. Strong commercial and analytical skills, with the ability to translate data into actions. Excellent communication and storytelling skills in Dutch and English. Strong project management and organizational skills. Competencies Strategic thinking Leadership Communication & storytelling Analytical and data-driven mindset Customer and audience orientation Commercial awareness Collaboration Entrepreneurial and hands-on approach Comfortable working with ambiguity and in a build-up phase Ability to move between strategic thinking and practical execution Special Conditions Flexible working hours, including occasional evenings and weekends for events, launches, or campaigns. International travel may be required for marketing, press, partnerships, or relevant industry events.

Core Responsibilities

Lead the museum's marketing, audience growth, and ticket revenue strategies to drive visitor acquisition and brand awareness. Manage the marketing budget and lead the communications team to execute integrated campaigns across digital and physical touchpoints.

Requirements

Requires a Bachelor's or Master's degree and 7-10 years of experience in marketing and sales, preferably in visitor-focused sectors like culture or tourism. Must possess strong analytical skills and fluency in both Dutch and English.