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Brand Engagement Manager-Social Media, Digital Strategy

The Barnes Foundation

Reporting to the Director of Marketing and Social Media, the Brand Engagement Manager serves several key roles in the Barnes’s growing marketing function: business strategy (specifically, aligning communications initiatives with organizational strategic plan goals), marketing and communications, and data analysis and reporting. The Manager will balance revenue goals against mission-driven brand storytelling opportunities to create and scale compelling stories across a variety of social media platforms, growing the Barnes’ brand reputation and relevance in art and education while communicating its programming to a diverse variety of audiences. The Manager will have a thorough understanding of brand content and distribution strategies for social media and video publishing sites, including best practices and extensive experience with each distribution channel's features. The Manager is a key cross-functional content liaison for Barnes’ internal constituents, including but not limited to: Advancement, Audience Engagement, Education, Curatorial, Guest and Protection Services, Design, and the Barnes Shop. The Manager plays a leadership role in the Barnes’ newly formed Brand Content Team, including leading regular meetings and reporting to senior and executive teams.

Established as an educational institution, the Barnes Foundation carries out its mission by promoting appreciation of the arts and horticultural science, through the preservation, presentation, and interpretation of the collections of Albert C. and Laura L. Barnes.

Celebrated for its exceptional breadth, depth, and quality, the Barnes Foundation’s art collection includes works by some of the greatest European and American masters of impressionism, post-impressionist, and early modern art, as well as African sculpture, Pennsylvania German decorative arts, Native American textiles, metalwork, and more.

The Foundation engages diverse audiences through its exceptional collections and related high-quality programs that reflect a broad range of periods and cultures and build on the founders’ innovative educational vision of transforming lives through the arts and horticulture.


Job Specific Competencies:    

  • Creatively communicate the Barnes’ brand story and execute on a social media strategy that supports the Barnes institutional strategic plan and generates loyalty by growing and nurturing an active and passionate audience base.
  • Work with the Director of Marketing & Social Media and a group of cross-functional content creators and distributors to build a brand content plan that maximizes all Barnes channels in service of a cohesive and compelling owned channel communications strategy; build and maintain the structure for the brand content strategy and create the infrastructure to support collaborative planning and content timelines, aligning with marketing and organization-wide initiatives.
  • Partner with internal clients to understand the audience goals and business objectives behind institutional social media needs; set tangible, data-driven success indicators. A key indicator of success will be the establishment of productive and collaborative cross-functional relationships.
  • Create and implement social channel monetization strategies when appropriate (Instagram/Facebook Shop) and seek new monetization opportunities as trends evolve and new platforms emerge. 
  • Develop a variety of social strategies and partnership opportunities, responding to changing business needs, budgetary restrictions, etc.
  • Build social strategies that incorporate existing content, UGC and other content creators to build a coherent social content experience for our guests and our community; deepen engagement with social audiences to maintain and grow brand loyalty
  • Apply a lens of Diversity, Equity, Accessibility, and Inclusion to all planned, produced and published content.
  • React to culturally relevant moments with timely and appropriate response.
  • Cultivate and maintain relationships with social influencers.
  • Create scalable processes to manage social content requests in a fast-paced environment
  • Manage social media vendor relationships.
  • Perform other duties as requested.

Skills and Knowledge:

  • Bachelor’s degree in communications, marketing, or related field with four years’ experience in Social Media management, preferably within a cultural institution, educational institution or nonprofit organization OR Associates’ degree with six years’ related work experience.
  • Deep knowledge of major and emerging social media channels (including but not limited to Facebook, Twitter, Instagram, YouTube, TikTok) and trends, with experience using scheduling tools (Sprout Social, Later) and analytics platforms.
  • Demonstrated superior copywriting experience, specifically across social media channels, maintaining channel-specific nuance of tone/voice. A background in art history or experience with writing for art/lifestyle/cultural/entertainment industries is preferred.
  • Deep digital and media fluency, with strong understanding of the impacts of video and content creation, the role of influencers, and the dynamics of brand reputation and community management.
  • Master creator and producer of social content, with a passion for digital storytelling; able to take high-level concepts and break them down into tangible, executable, scalable content that can be digested by a diverse audience for a variety of institutional purposes (strong examples of previous brand content creation required).
  • A true fan of the Barnes with the desire to unite and inspire current and new audiences through innovative, relevant, and meaningful content.
  • Entrepreneurial, results-driven, energetic, dedicated, diplomatic, and able to maintain a sense of humor and grace under pressure.
  • Enthusiastic collaborator; skilled at cross-departmental consensus-building and project management.
  • Ability to work occasional evenings and weekends as necessary.

Competitive Benefits Include: Group health, dental and vision insurance; flexible spending accounts; short- and long-term disability and group life insurance; 403(b) with matching contributions; Employee Assistance Program; voluntary benefits; as well as paid vacation, personal time, sick time and holidays.

Please include a cover letter and an updated resume with your application, along with salary expectations.

The Barnes Foundation is an Equal Opportunity Employer and we’re committed to diversity and equal opportunity in our recruitment and hiring. Qualified candidates of all backgrounds are welcome and encouraged to apply for this position. Employees have rights under other laws including, but not limited to, the Family and Medical Leave Act and the Employee Polygraph Protection Act. We participate in E-Verify.