Senior Director, Marketing and Brand Experience

Full Time, Staten Island, New York

Who We Are

Snug Harbor Cultural Center & Botanical Garden (“Snug Harbor”) offers dynamic programming in the arts, horticulture, agriculture, education and recreation for diverse cultures and all ages, on a historic, welcoming campus that is a unique oasis in New York City.  We envision being a nationally visible yet locally impactful cultural organization beloved by all who visit.  We value artistic vibrancy, stewardship, conservation, inclusion, community, communication and discovery.  Located less than 1.5 miles from the Staten Island Ferry and easily accessible by public transportation, Snug Harbor welcomes nearly 500,000 visitors each year to explore our gardens, grounds and galleries.  Our 83-acre campus features 26 architecturally significant buildings and 14 distinctive gardens, including a traditional Chinese garden and a Tuscan garden.  A vibrant cultural hub, Snug Harbor is also home to several non-profit institutions, artists’ studios and small businesses.  Founded in the 19th century as a charitable rest home for sailors, today Snug Harbor is a growing, must-see destination.

Reporting to the President & CEO, the Senior Director, Marketing & Brand Experience is responsible for fulfilling Snug Harbor’s mission through the development and delivery of the highest quality brand experiences for Snug Harbor customers. The Senior Director serves on the Strategic leadership team for Snug Harbor Cultural Center & Botanical Garden- a 5-member team charged with the leadership and oversight of cross departmental colleagues in the execution of assigned strategic objectives and initiatives for the organization.

The Senior Director, Marketing & Brand Experience is charged to execute high quality Snug Harbor brand experiences and messaging across multiple design, programming and communication platforms. The position raises awareness and attendance at both online and in person programs and events; and is an excellent strategist and promoter. The role is responsible for the development, implementation and management of a diverse portfolio of arts and live event programming and initiatives, and supervises the Director & Sr. Curator, Newhouse Center for Contemporary Art; Director, Event & Business Partnerships; Marketing & Communications Manager; and indirectly the Arts Production & Gallery Manager and F/T and P/T Sales and Event Staff as required.

The Senior Director participates with the Board of Directors, CEO and other management staff in charting the direction of the organization, assuring its accountability to all constituencies, and ensuring its effective operation. Within the Organization, the position has primary working relationships with the CEO, Executive Vice President, other members of the senior management team, and external service providers. Externally, the position coordinates with donors, media and press as required.

The Regional Brand Experiences team under the supervision of the Senior Director executes Snug Harbor’s public and partner-led brand activations including internal and third party event programming, rentals and exhibitions in multiple Snug Harbor venues including the Newhouse Center for Contemporary Art, the Music Hall, the Carpenter’s Shop, and the South Meadow outdoor stage. The team is responsible for ensuring high quality delivery of all aspects of Snug Harbor’s presenting and event partnership programs, including identifying external production resources, timing, budget and sourcing of deliverables across a variety of partners and collaborators. It is imperative that this individual has a great understanding of creative deliverables across a multitude of mediums. The ideal candidate will be someone that can bring creative visions to life while elevating and supporting the work of other department directors.


Marketing, Communications and Public Relations
– Direct all marketing, communications and public relations activities for Snug Harbor Cultural Center & Botanical Garden. Be accountable for creating, implementing and measuring the success of a comprehensive marketing, communications and public relations program that will enhance the Snug Harbor Cultural Center & Botanical Garden’s image and position within the perception of the general public and target market segments. 
– Oversee the creation all organizational marketing, communications and public relations activities and materials including publications, media relations, and brand activations. Ensure articulation of Organization’s desired image and brand strategy. 
– Assure consistent communication of image and brand throughout the work of the organization, and assure communication of image and brand to all constituencies, both internal and external.
– Responsible for editorial direction, design, production and distribution of all SHCCBG publications.
– Coordinate media interest in SHCCBG and ensure regular contact with target media and appropriate response to media requests.  Coordinate the appearance of all Organization brand expressions including print and electronic materials such as letterhead, use of logo, brochures, etc.
– Provides support and advice to program leaders on marketing, communications and public relations. Develop, coordinate and oversee technical assistance and resources to assist Program leaders in the marketing, communications and positioning of their activities.
– Ensure that Snug Harbor Cultural Center & Botanical Garden regularly conducts relevant market research and monitor market trends.
– Lead projects as assigned, such as cause-related marketing and special event execution.

Brand Experience

Oversee the development & streamlining of management systems for Arts & Live Event programming activities including event partnerships and production calendars in coordination with other departments of Snug Harbor Cultural Center & Botanical Garden. Ensure that brand experience staffing needs are met and not extended beyond existing capacity.

Bring and develop an entrepreneurial brand experience vision to Snug Harbor by planning, presenting, and implementing creative and cost-effective revenue generating business plans to attract both program clients, sponsors, and audiences.

Work collaboratively with team Directors to streamline the business process for brand experience inquiries, contracts, and program execution.  Ensure that all Snug Harbor box-office and ticketing systems and tools are in place to provide excellent customer experiences, and implement new systems and processes as needed to ensure a quality brand experience.

Strategy, Planning and Budgeting

Responsible for the achievement of team goals and financial objectives. Ensure that evaluation systems are in place related to these goals and objectives and report progress to CEO and Board.

In conjunction with direct reports, develop short- and long-term plans and budgets for Regional Brand Experience team programming and its activities, monitor progress, assure adherence and evaluate performance. Recommend short- and long-term goals and objectives to the CEO.

Develop, implement and monitor systems and procedures necessary to the smooth operation of the Regional Brand Experiences function.

Keep informed of developments in the fields of marketing, communications and public relations, not-for-profit management and governance, and industry trends in SHCCBG program areas (Arts, Live Events, Horticulture, Farming, and Education), and use this information to help the SHCCBG operate with initiative and innovation.

Maintain a climate that attracts, retains and motivates top quality personnel, both paid and volunteer. Recruit, train, appraise, supervise, support, develop, promote and guide qualified personnel, both paid and volunteer. Ensure effective management within the marketing, communications and public relations function, with provision for succession. 

Effectively enable volunteers and staff so they can take action on behalf of the Organization by:

  • transmitting the Organization’s values, vision and direction
  • engaging people in the meaning of the Organization
  • respecting and using the skills, expertise, experience and insights of people
  • providing direction and resources, removing barriers and helping develop people’s skills; articulating expectations and clarifying roles and relationships
  • communicating which includes helping people transform information into knowledge and learning
  • encouraging people to question organizational assumptions and ask strategic questions; ensuring quality decision-making
  • anticipating conflicts and facilitating resolution
  • engaging people in process as well as tasks; encouraging people use their power, practice their authority, and accept their responsibility
  • modeling behavior 
  • coaching people to success


Strategizes and collaborate on grants in collaboration with VP, Development & External Affairs and in close coordination with team Directors. Collaborate on grant writing. Lead the Brand Experience team in development cultivation opportunities to grow donors and corporate sponsorships.  


  • Prior senior manager or director experience in a performing arts center or multi-venue cultural center preferred with experience in general management, marketing, communications or public relations with demonstrated success, preferably in the not-for-profit or arts industries.
  • Ability to work evenings and weekends as required
  • Expert communication and consensus building skills
  • Demonstrated skills, knowledge and experience in the design and execution of marketing, communications and public relations activities.
  • Strong creative, strategic, analytical, organizational and personal sales skills.
  • Experience developing and managing budgets, and hiring, training, developing, supervising and appraising personnel.
  • Demonstrated successful experience writing press releases, making presentations and negotiating with media.
  • Experience overseeing the design and production of print materials and publications.
  • Computer literacy in word processing, data base management and page layout.
  • Commitment to working with shared leadership and in cross-functional teams.
  • Strong oral and written communications skills.
  • Ability to manage multiple projects at a time.
  • Graduate degree in a related field is desirable. Master’s degree in Arts Administration, Marketing, Brand Strategy or similar preferred
  • Experience with a variety of event and production types, specifically live music, theater, and dance performance


Salary is commensurate with experience with a range of $80,000 – $90,000 annually. This position will generally work a Monday – Friday schedule, but may require weekend work and availability which is dependent upon business and operational site-wide activations and activities.


Qualified candidates should complete the employee application form by visiting We thank all applicants for their interest. Only those selected for an interview will be contacted.

Snug Harbor celebrates and commits to fostering diversity, equity and inclusion.  We value and seek the strengths of human variety across communities, in programming, with staff, the Board of Directors, volunteers, artists and visitors. Snug Harbor strives to build a culture of diversity of voice and representation, authentically inclusive spaces and equity for all.

Snug Harbor is an Equal Opportunity Employer, committed to the treatment of all employees and applicants for employment without unlawful discrimination as to race, creed, color, national origin, sex, age, disability, marital status, sexual orientation or citizenship status in all employment decisions, including but not limited to recruitment, hiring, compensation, training and apprenticeship, promotion, upgrading, demotion, downgrading, transfer, lay-off and termination, and all other terms and conditions of employment.