Director of Marketing & Growth

Role Overview

As the Director of Marketing & Growth, you are the architect of the local Go-To-Market (GTM) strategy. Your primary mission is to drive audience growth and ticket sales across Fotografisks Shanghai. You will lead a specialized marketing team to bridge the gap between cultural programming and commercial revenue, ensuring we reach our maximum audience potential through a full-funnel approach.

Key Responsibilities

1. Strategic Growth & GTM Leadership

- Local GTM Strategy: Translate global brand guidelines into actionable local marketing roadmaps. Define how we launch exhibitions, programs, and other museum propositions to the local market.

- Full-Funnel Management: Own the entire visitor journey, from initial awareness (Brand & Performance Marketing/PR/Social) to conversion (Ticket Sales) and retention (Memberships/Return Visits). Integrating PR, Socal Media and Performance Marketing into a unified growth machine.

- Audience Segmentation: Identify and target key local segments, including residents, domestic tourists, and international travelers, tailoring messaging to drive immediate action.

2. Commercial Revenue & Traffic Generation

- Direct Sales Focus: Act as one of the primary stakeholder for ticket revenue KPIs, using performance marketing and promotional tactics to drive monthly visitor targets.

- Collaborative Revenue Growth: Work closely with Food&Beverage and Retail teams to drive secondary spend and ensure a seamless, high-value on-site visitor experience.

3. Cross-Departmental Collaboration

- Exhibtions, Programming, Retail and Foof & Beverage: Partner with teams to translate artistic concepts into marketable "hooks" that resonate with the public.

- Operational Integration: Ensure marketing efforts are synchronized with museum operations to manage crowd flow and visitor satisfaction.

4. Team Management & Data Foundation

- Leadership: Manage and mentor a team of three (PR, Social, and Performance), ensuring their efforts are integrated and synergised.

- Building a Data Culture: Champion the use of data (CREM, ticketing insights, web analytics etc.) Ito move toward an experimentation-led growth marketing.

- Budget Oversight: Manage the local marketing budget with a focus on high-efficiency spend and ROI.

Requirements

- Experience: 8+ years of experience in growth marketing, audience development, or commercial marketing leadership, ideally within culture, entertainment, lifestlye or tourism.

- Commercial Mindset: Comfortable with revenue targets and a proven track record of driving measurable revenue growth and/or ticket sales.

- Strategic Local Agility: Experience launching full-funnel Go-To-Market strategies in China

- Collaborative Spirit: Exceptional stakeholder management skills; able to balance the "art" of curation with the "science" of marketing.

- People Leadership: Proven experience managing lean, high-impact teams in a fast-paced environment.

- Language & Communication: Native-level fluency in Mandarin and professional proficiency in English are required.

Apply

To apply, please send your CV and cover letter to hr@fotografiska.com.cn.