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Senior Director of Marketing & Communications

Company: Friends of the High Line
Location: New York
Posted on: March 20, 2023

Job Description:

The High Line seeks a dynamic, results-oriented professional to join our talented advancement team as a senior director of marketing and communications. In partnership with the chief advancement officer and senior leadership team, they will help create a new strategy for centralizing the organization's marketing and communications around a robust, ambitious, diversified digital program that targets new audiences and grows existing ones; engages them with programmatic and advocacy-related content to deepen their relationship with the organization; builds the list of donor prospects; converts those prospects to donors; and embodies the organization's mission, vision, and values. Their ultimate objective will be to build brand awareness and messaging for the High Line that drives fundraising alongside engagement to support the operations and maintenance of the park and its priority projects. This position oversees a team of five and reports to the chief advancement officer.

Primary Responsibilities

  • Audit the organization's current brand identity; engage stakeholders (including staff, board, volunteers, and donors) to review and refine the brand identity and associated messaging.
  • Oversee the development and execution of the organization's identity and messaging; broaden awareness of the organization's programs and priorities across key stakeholder audiences.
  • Audit the organization's digital systems and program; ensure that the organization is equipped with the technology and talent necessary to effectively produce compelling digital public programs while setting and exceeding growth and activation goals.
  • Set ambitious targets for digital engagement and online fundraising while creating a strategy to meet these goals.
  • Integrate email, social media, program content, advocacy, print, and direct response fundraising channels in a way that identifies and engages new audiences and moves them through a journey toward becoming a member or donor.
  • Prioritize engagement with diverse audiences to ensure the High Line is known as a place accessible to all.
  • Supervise a staff of five in the production of social media, website, print, and signage; take the lead in writing and visual direction of core messaging materials.
  • Ensure the organization's commitment to accessibility, diversity, and inclusion is represented in external messaging, physical signage, and public programs.
  • Develop and promote cohesive communication and marketing strategy across all of the organization's channels, including High Line Art and High Line Network.
  • Lead and manage the organization's relationship and communications with media and press in partnership with the High Line's external PR agency.
  • Analyze and interpret information, conditions, stakeholder positions, and other variables to develop a framework for communications and marketing; adjust the strategy in response to, or in anticipation of, changing conditions
  • Develop strategies, plans, and tactics to reach new audiences reflecting the diversity of New York City
  • Manage and determine the department's operating budget


    • Minimum 8-10 years of experience with 3 years in a senior management role
    • Bachelor's degree, or equivalent experience, in journalism, communications, marketing or related field
    • A solid understanding of marketing and its connection to fundraising initiatives
    • Experience in a non-profit, educational, or cultural setting is preferred but not necessary
    • Passion for the organization's mission, combined with knowledge of parks and community relations
    • Strong visual communication skills, with a curatorial approach to graphic design, photography, and video
    • Excellent written, oral, interpersonal, and presentation skills and the ability to effectively partner with senior management, board, and staff
    • A track record for innovatively translating strategic thinking into action plans and output, with a reputation for inspiring creative thinking and fostering problem-solving
    • Knowledge of trends and best practices in digital marketing and public relations
    • Knowledge and understanding of the current communications technology landscape
    • Experience supervising a team of creatives who work across digital and mobile products, photography and video production, and social media content creation; understands how to analyze and evaluate the impact of these technologies
    • A personal and professional style that maintains goodwill, collegiality, and trust with all partners, staff, and key community stakeholders - and uses these relationships to advance the organization's mission This is a full-time, exempt position.

      Actual salaries will vary on various factors, including but not limited to experience and performance. The annual salary range is $150,000 - $190,000.

      The location for the role remains hybrid, with a requirement to physically report to the office (located in Manhattan's Meatpacking District in New York City).

      **If you are an individual with a disability and need accommodation during the application process, please send an email request to **


      • Discounts Citi Bike Membership
      • Discounts with Vendor at the High Line & around the Meatpacking neighborhood
      • Free entrance to Whitney Museum
        • 20 Vacation days, 7 sick days, and 10 paid holidays with 2 floating holidays (according to starting day).
        • Medical, dental, and vision insurance
        • Paid primary and secondary caregiver leave
        • Supplemental short-term disability insurance and paid life insurance
        • Winter Fridays
        • Commuter benefits
        • Flexible Spending Accounts
        • Contribution in a 403(b) retirement plan
        • Employee Assistance Program
        • Growth & Development About Friends of the High Line

          The High Line is both a nonprofit organization and a public park on the West Side of Manhattan. We're devoted to reimagining public spaces to create connected, healthy neighborhoods and cities through our work with communities on and off the High Line.

          Built on a historic, elevated rail line, the High Line was always intended to be more than a park. You can walk through the gardens, view art, experience a performance, enjoy food or beverage, or connect with friends and neighbors while enjoying a unique perspective of New York City.

          Nearly 100% of our annual budget comes through donations. The High Line is owned by the City of New York and we operate under a license agreement with NYC Parks.

          EEO Statement

          The High Line is guided by a series of values through which we make decisions, including hiring. These values include proactively creating access points for all people, regardless of age, sex, color, creed, race, income, country of origin, religion, sexual orientation, or gender identity.

          As part of our commitment to living up to these values and advancing equity within our organization and through our work, we are committed to an equitable hiring process. Hence, we strongly encourage applications from people with a broad range of lived experiences. This description shall not be construed as a contract of any sort for a specific period of employment

Keywords: Friends of the High Line, New York , Senior Director of Marketing & Communications, Advertising , New York, New York

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