Description

Job Title: Vice President, External Affairs 

Department: Directors Office 

FLSA Status: Exempt

Employment Status: Full-Time

Union Position: No

Reports To: Director 

Salary Range: $180,000 - $200,000

POSITION OVERVIEW  
A key member of the New Museum’s senior leadership team, the Vice President, External Affairs is responsible for how the institution is seen, understood, and experienced by the public. This role integrates brand strategy, marketing, communications, digital platforms, content, and visitor experience into a unified audience ecosystem. The VPEA ensures that every public touchpoint—from first online discovery through onsite arrival and return visit—reflects a clear, compelling brand and a welcoming, seamless experience. 

The VPEA will also set multi-year audience growth strategies, and is accountable for driving attendance, engagement, and admissions-related revenue through integrated marketing and audience development efforts. This position balances high-level vision with operational execution, bridging brand, communications, hospitality, and service design to deliver measurable results. The VPEA oversees two Department Heads: Director of Visitor Experience and the [Director of Marketing 

Requirements

Institutional Brand & Audience Strategy

Define and steward the Museum's brand identity, voice, and public positioning
Serve as the institutional lead on audience strategy, aligning cross-department efforts that impact attendance and engagement
Develop multi-year strategies to grow attendance, revenue, and audience loyalty
Lead institution-wide marketing and brand campaigns for exhibitions, programs, retail, and opening and anniversary year initiatives. 
Advise senior leadership on audience trends, forecasting, and market opportunities
Establish consistent standards across all communications and public environments
Steward the Marketing Committee of the Board 

Marketing & Communications

Direct integrated marketing across paid, owned, and earned channels (influencer campaigns, user generated reviews, recommendation-based media, etc.) 
Oversee media planning, key marketing partnerships, and campaign performance
Drive delivery of attendance and admissions targets through targeted, data-informed approaches
Collaborate with Communications on cohesive storytelling across press and digital channels

Manage production of all promotional and environmental assets
Digital Strategy & Content

Lead strategy and governance for website, email, mobile, social, and emerging platforms
Oversee content development and digital storytelling that deepens engagement
Implement analytics frameworks and reporting dashboards
Champion accessibility, UX best practices, and continuous optimization
Guide innovation across digital tools that support interpretation and discovery
Visitor Experience & Public Operations

Supervise the Visitor Experience team and frontline leadership, ensuring that the Department is integrated as a core part of how we deliver our brand—not separate from it 
Set and uphold high service standards grounded in hospitality, accessibility, and inclusion
Partner with Security, Operations, and Education and Public Engagement to manage visitor flow, staffing models, and peak periods
Ensure alignment of wayfinding, signage, and environmental messaging with brand standards
Implement feedback systems to improve satisfaction and repeat visitation
Ensure the physical arrival experience reflects the same clarity and care as digital channels
Team & Department Leadership

Lead, mentor, and manage a multidisciplinary team across marketing, communications, design, digital, content, and visitor experience.
Operate as a member of the Senior Management Team, contributing to organization-wide strategy and decision-making
Provide strategic direction and leadership to department heads and senior staff, as well as to rising leaders 
Create strong cross-department workflows with Curatorial, Education and Public Engagement, Special Events, Retail, Development, and Operations
Oversee departmental budgets, vendor relationships, and production schedules
Establish KPIs tied to attendance, revenue, engagement, and visitor satisfaction
Foster a collaborative, accountable, and solutions-oriented team culture
Qualifications

15+ years of senior leadership experience in marketing, brand, communications, or audience strategy within significant experience in museums, arts, culture, tourism, or mission-driven organizations
Significant experience managing multi-disciplinary teams and cross-functional departments
Proven track record of taking a high-level brand positioning and converting it into audience growth, revenue generation, and engagement metrics (e.g., social, attendance, conversion rates)
Strong analytical ability (visitor data/metrics), excellent written/verbal communication, and experience with CRM or ticketing systems
Excellent organizational and project management skills
Clear communicator with sound judgment and discretion

Fluency in digital ecosystems, analytics, CRM systems, and content strategy; Proficiency in MS Office, Asana, and Adobe Creative Suite; knowledge of WordPress VIP, Frame.io, and Sprout strongly preferred
Passion for contemporary art and public engagement preferred
Highly organized, collaborative, and calm under pressure, with a sense of humor