This is advanced professional and administrative work in the development of marketing programs for the Vizcaya Museum and Gardens.

Employees in this class are responsible for planning, directing, and supervising a variety of Vizcaya Museum and Gardens' marketing projects. Responsibilities include analyzing museum and garden concessions and services, developing recommendations for professional service agreements and contracts, conducting research on museum and garden schedules and product market potential, and serving as project manager on technical and specialized marketing development projects. Incumbents exercises considerable independent judgment in the application of professional knowledge of marketing principles to market surveying and analysis. Supervision may be exercised over a staff of assigned professional, technical and clerical employees engaged in various phases of program implementation. General direction is received from the Director who holds the incumbent responsible for the effective management and attainment of established departmental marketing goals and objectives.

ILLUSTRATIVE TASKS

Supervises and directs the work of various internal and external professional personnel engaged in developing educational and promotional activities designed to enhance the image of Vizcaya Museum and Gardens.

Develops marketing projections and recommendations for marketing strategies based upon analysis of computer-generated data and various trade indicators.

Administers and develops Vizcaya's advertising programs; coordinates work with advertising firms to assure consistency with proposed advertising and promotional goals and objectives.

Manages and directs daily activities of marketing development projects, including reviewing and monitoring budgets.

Establishes media imperatives and develops media strategy consistent with Vizcaya's goals and objectives.

Develops and administers a broad range of special events and sales promotional programs designed to promote Vizcaya to the domestic and international traveler.

Creates and administers a variety of public relations functions including Vizcaya media relations and community relations programs to enhance a favorable image within the local community and the domestic and international travel industry.

Coordinates work with public relations and communications consultants; directs development of press releases, media contacts, public presentations and collateral and publication materials.

Plans development strategies to meet divisional goals and objectives.

Coordinates marketing project management efforts with applicable federal agencies, departmental personnel, outside vendors, and contractors, to assure adherence to project specifications for procurement of equipment.

Performs related work as required.

KNOWLEDGES, ABILITIES AND SKILLS

Considerable knowledge of the principles and practices of marketing applicable to the museums and garden industry.

Considerable knowledge of research methods and techniques used in the collection and analysis of narrative and statistical information.

Considerable knowledge of museum and garden design characteristics and operational practices and procedures.

Considerable knowledge of public relations principles and techniques.

Ability to analyze and interpret a variety of technical data and prepare reports containing sound conclusions.

Ability to communicate clearly and concisely, verbally and in writing.

Ability to design, develop and complete market research projects.

Ability to establish and maintain effective working relationships with superiors and a variety of public and private officials.

Ability to plan, organize and manage museum and garden marketing projects.