Senior Marketing Manager, Paid Media

The Senior Marketing Manager owns MoMA's audience acquisition engine, translating investment across paid social, brand and influencer partnerships, and community cultivation into measurable, scalable growth. This role is responsible for expanding MoMA's local and domestic reach, connecting new audiences to the museum and moving them strategically through the funnel, from first discovery to visitation, membership, and long-term brand affinity. By integrating data-driven insights with culturally resonant partnerships and media strategies, this leader ensures every dollar spent works harder to grow MoMA's audience.

Serving as a key paid media lead across the institution, this position partners with teams across MoMA - including Retail, Membership, and PS1 - to inform and support the broader marketing roadmap. Acting as a strategic leader, it ensures alignment, consistency, and effectiveness of paid media efforts across all audience touchpoints.

This role is responsible for building the strategy and optimizing MoMA’s full-funnel media and partnerships investment - balancing brand and marketing objectives - this position will advance measurement frameworks that connect awareness to conversion. The role oversees vendor and platform partnerships, manages multi-channel campaigns, and continuously refines media mix, targeting, and creative effectiveness to maximize return on investment.

• Defines and operationalizes a full-funnel growth strategy to drive audience acquisition, conversion, and continued engagement.
• Champions audience growth initiatives across the institution to drive visitation, admissions revenue, and prime our audience for membership.
• Aligns cross-functional stakeholders around shared growth objectives and priorities.
• Identifies and scales opportunities to improve data capture, audience insights, and personalization capabilities.
• Builds and maintains an audience growth roadmap aligned to institutional goals, incorporating experimentation across audiences, channels, and experiences.
• Continuously tests and evaluates new platforms, channels, and growth tactics to drive innovation and performance.

• Leads end-to-end paid media and partnership strategy across digital and offline channels (Meta, Google/You Tube, OOH, print, influencers, partnerships, and emerging platforms).
• Translates audience growth strategy into channel plans, targeting approaches, and investment priorities.
• Optimizes media and partnership mix to drive both visitation and revenue while supporting long-term brand growth.
• Leads annual and campaign-level planning, including budget allocation, forecasting, and scenario modeling.

• Oversees campaign development from briefing through launch and optimization across the marketing funnel.
• Establishes clear KPIs and leads a performance-driven team culture of continuous optimization, informed by data, insights, and iterative testing.
• Develops and manages test-and-learn roadmaps to improve efficiency, incrementality, and scale.
• Ensures seamless integration between media, creative, and messaging, implementing an internal feedback loop between Marketing and Design.

• Builds and evolves measurement frameworks.
• Translates campaign performance into clear, actionable insights for leadership.
• Partners with internal and external teams to connect media performance to visitation and revenue outcomes.

• Leads day-to-day management of media vendors and platform partners, including briefing, negotiation, and performance evaluation.
• Drives accountability through regular reporting and continuous optimization.
• Identifies and pilots new technologies, platforms, and innovative media opportunities.

• Partners closely with Retail, Design, Content, Membership, and Tourism teams to align campaigns with business goals.
• Ensures strong operational alignment across teams, proactively identifying and resolving roadblocks.
• Contributes to integrated campaign development and audience growth initiatives.

• Team management:
  Manages one full-time employee, fostering professional growth, guiding execution, prioritization, and delivery.
• Paid media agency management:
  Leads the day-to-day management of the paid media agency across strategy, campaign planning, operations, reporting, optimization, and performance accountability.
• Develops scalable processes and…