Reporting directly to the Chief Marketing & Communications Officer, the Manager of Integrated Marketing leads integrated marketing strategy and planning within approved enterprise priorities and budgets. The role translates organizational objectives into coordinated campaigns, clear briefs and measurable outcomes that support Space Center Houston's mission, revenue goals and audience engagement.
The Manager supervises three Marketing Specialists who execute through assigned vertical and channel stewardship responsibilities. The role partners with the Director, Brand & Communications for creative, communications and Website / UX delivery and with the Director, Audience & Evaluation for audience insight and verification.
MAJOR RESPONSIBILITIES:
Integrated Marketing Strategy and Planning
Translate enterprise and business priorities into an integrated annual and quarterly marketing plan, campaign calendar and actionable workback across priority initiatives.
Establish clear campaign briefs that define the objective, priority audience, value proposition, desired action, channel roles, dependencies, budget and success measures before work begins.
Lead day-to-day campaign planning and coordination across Marketing Specialists and agencies. Secure commitments from Creative, Communications and Website / UX through their functional leaders.
Lead integrated marketing planning across priority verticals, identifying crossover opportunities while respecting business-owner accountability for programs, sales, fundraising and sponsorship relationships.
Identify timing and resource conflicts early and resolve them with functional leaders. Escalate material tradeoffs to the Chief Marketing & Communications Officer with options and a recommendation.
Campaign Strategy, Media and Demand Generation
Develop and manage integrated campaign strategy across paid, owned and shared marketing channels. Coordinate earned-media contributions in support of marketing campaigns with Brand & Communications.
Develop channel mix, investment recommendations and campaign sequencing for Space Center Houston's revenue and mission portfolio, including exhibits, experiences, events, education programs, membership and other priority initiatives.
Manage media planning and buying with specialist and agency support across traditional and digital channels, including outdoor advertising, radio, television, paid search, paid social and display.
Partner with cross-functional partners and leadership on value propositions, offers, calls to action and conversion strategy while respecting ownership of business strategy and enterprise brand positioning.
Manage assigned media and marketing agency work to agreed scopes, budgets and performance expectations; recommend significant scope or investment changes to the Chief Marketing & Communications Officer.
Audience Engagement, Lifecycle Marketing and Content Activation
Set priorities for audience acquisition, email marketing, CRM activation and lifecycle campaigns; guide specialist execution and performance optimization.
Use enterprise audience segments and insights supplied by Audience & Evaluation to translate audience understanding into targeting, journeys, channel choices and personalization.
Set strategy and priorities for owned social, paid creator activity and marketing content activation in alignment with approved brand direction and institutional messaging.
Maintain the integrated marketing editorial and campaign calendar, with specialist channel stewardship and agreed contributions from Creative and Communications.
Connect campaign activity across awareness, engagement, experience and advocacy rather than optimizing isolated channels.
Digital Campaign Requirements and Optimization
Define campaign website requirements, including audiences, offers, calls to action, landing-page needs, tracking and target dates, in partnership with Website / UX Specialist.
Use campaign analytics and audience feedback to recommend tests and…