Growth Marketing Manager, General Admission

Position Title: Growth Marketing Manager, General Admission
Reports to: Director of Marketing and Membership
Pay Class: Full-time Regular
FLSA Status: Salaried Exempt

Position Summary

The Growth Marketing Manager, General Admission, is accountable for General Admission’s growth and revenue performance across walk-up, online, and third-party ticket sales. This person uses full-funnel data across every marketing channel to guide audience targeting, channel mix, pricing and promotions and partnership strategy, and this person will lead paid channel execution end to end with agency partners. General Admission visitation and revenue are always the measure of success. This is a hybrid role with three in-office days per week. New colleagues work on-site full-time for their first 30 days, after which they may request the hybrid schedule. Willing to work Tuesday - Saturday schedule as needed.
Essential Duties & Responsibilities

Growth Strategy & Channel Optimization – 70%

Serve as the primary owner of marketing performance reporting across all channels (paid, email, web, social, out-of-home), synthesizing data into a clear, current view of how General Admission is performing at any given time
Track and manage the GA and paid media budget, developing spend recommendations across channels and initiatives
Own GA attendance and revenue forecasts and report results against targets to marketing leadership
Lead audience segmentation and channel strategy in partnership with agency partners, optimizing spend across established channels (Meta, Google) while testing and identifying net-new channels worth pursuing
Partner with Marketing & Membership Leads on integrated campaign planning, ensuring creative direction is grounded in audience and channel data
Partner with the Membership team to build a clear pipeline from General Admission visitation to membership conversion, understanding which segments of GA visitors are realistic membership prospects versus one-time visitors, and tailoring outreach accordingly
Identify opportunities throughout the fiscal year to incentivize General Admission growth, both through external institutional partnerships that introduce new audiences and by creatively leveraging existing PacSci assets and programming to make a GA visit more compelling
Recommend GA pricing, promotions, and offers based on regular tracking of competitive pricing and offers at other Seattle-area attractions and on demand data
Manage third-party ticketing and distribution partnerships (CityPass, Tiqets) and identify incremental opportunities to grow tourist attendance

Email Execution 15%

Build, schedule, and develop process for QA General Admission email campaigns and lifecycle flows, including abandoned cart, post-visit "come back," seasonal, and welcome series.
Support email builds for other lines of business as needed, prioritizing General Admission

Website Execution 15%

Monitor the website purchase funnel to identify what's driving or hindering purchase conversion, from landing pages to checkout flow to upsell placements
Make day-to-day website updates to keep program and ticket information accurate and up to date
Identify and implement opportunities to automate routine website updates, reducing manual effort and the risk for errors
Partner with the technology team and external website contractor to prioritize and scope larger website improvements
Escalate CMS or infrastructure issues promptly to the technology team or website contractor and document escalation paths.

Position Requirements: Knowledge, Skills, Abilities

Clear, precise communicator who can explain attendance and revenue results to colleagues outside marketing
Strong analytical skills; comfortable pulling and interpreting data across multiple platforms to make channel and audience decisions. Ability to understand and communicate strong data story telling.
Ability to balance time between strategic and execution work, with clear frameworks for prioritization across a diverse set of projects
Experience directing or collaborating with agency partners on paid media and out-of-home campaigns
Ability to partner cross-functionally across every line of business to keep campaigns integrated and on-brand
Able to build working relationships with guest-facing, membership, and technology teams and influence decisions without direct authority
Comfortable working to weekly attendance and revenue targets and adjusting plans quickly when results change.
Motivated to spend time with guest-facing colleagues to understand the onsite guest experience firsthand, asking questions and building strong relationships with colleagues who interact with visitors every day, and translating those insights into actionable marketing strategies

Qualifications

5+ years of marketing experience including direct responsibility for a revenue, sales, or attendance target and experience in growth marketing and paid channel strategy, or demand generation
Direct experience with email marketing platforms and building/QA-ing campaigns hands-on
Direct experience with paid media strategy and working with agency partners, even if not personally managing ad accounts
Experience executing website updates through a CMS (landing pages, page edits), preferably WordPress.
Knowledge of pricing, promotions, or yield strategy preferably in a ticketed or admissions-based business
Experience in nonprofit, tourism, or attractions marketing strongly preferred, especially with a passion for museums, arts, culture, or science institutions
Confidence with analytics tools (Google Analytics), email platforms, and CRM systems
Successful track record of using data to inform and adjust marketing strategy on an ongoing basis

Physical Demands & Working Conditions

This is a hybrid role with three in-office days per week. New colleagues work on-site full-time for their first 30 days, after which they may request the hybrid schedule.
Willing to work Tuesday - Saturday schedule as needed.
Majority of work will take place at a desk and using a computer.
Specific vision abilities required by the job include close vision, distance vision, depth perception, peripheral vision, and the ability to adjust focus.
Must occasionally be able to maneuver around the PacSci campus.
This position requires communication over phone, email, video, and in-person, including the ability to present to individuals and groups.
Will be occasionally required to move objects up to 25 lbs.
The noise level varies from low to moderate.

This position description generally describes the principal functions of the position and the level of knowledge and skills typically required. It does not constitute an employment agreement between the employer and the employee, and it is subject to change as the needs of the employer and the requirements of the job change.