Marketing Coordinator, Lifecycle Marketing at Museum of… · New York

Marketing Coordinator, Lifecycle Marketing

Position summary

The Marketing Team at MoMA brings together specialists in Marketing and channel strategies, content and audience development, driven by finding new ways to bring the Museum’s mission and brand positioning to life and by building meaningful relationships with new and existing priority audiences for the institution. This work supports the financial sustainability of MoMA by strengthening the Museum's earned revenue streams.

Reporting to the Senior Marketing Manager, Paid Media, the Lifecycle Marketing Coordinator is the hands-on owner of MoMA's lifecycle and owned-channel retention programs. The role builds, tests, and optimizes email, segmentation, automation, website and landing page experiences, and visibility in search and AI-driven discovery. The focus is the mid- and low-funnel: moving audiences from consideration to visit, ticket purchase, membership, and repeat engagement.

The Coordinator works in alignment with Paid Media so that acquisition and retention operate as one connected customer journey. The Senior Marketing Manager sets channel strategy and priorities; the Coordinator executes, experiments, and reports on results.

Responsibilities:

• Lifecycle program ownership
• Builds and runs always-on lifecycle programs across the customer journey: welcome, pre-visit, post-visit, membership acquisition, and lapsed-user reactivation.
• Maintains the lifecycle roadmap and the content calendar.
• Sets success metrics for each program with the Senior Marketing Manager, such as conversion to visit, membership conversion rate, repeat visit rate, and revenue per send.

• CRM and email execution
• Builds, QA, and sends email campaigns and automated journeys in Klaviyo.
• Manages list health, deliverability, consent, and compliance.
• Maintains the newsletter program with Design and Content teams: templates, content planning, and send cadence.
• Runs documented testing programs across email, journeys, and landing pages; log hypotheses and results, and positive learnings.

• Segmentation and audience data
• Builds and maintains audience segments with Analytics and Data teams, and applies behavioral signals to the overall strategy.
• Keeps CRM data inputs, integrations, and tagging accurate and documented.

• Landing page and conversion optimization
• Plans, builds, and optimizes landing pages for tickets, membership, exhibitions, programs, and events.
• Owns conversion optimization for mid- and low-funnel pages, working with Digital Product, Design, and Content on templates and tracking.

• Search and AI-driven discovery
• Optimizes owned content for organic search and AI platforms: structured data, prompts, content structure, and accuracy of MoMA information.
• Uses Profound to monitor and report on MoMA's visibility in AI search results and recommend and implement fixes.

• Agency relationship, reporting and analysis
• Builds dashboards and recurring reports in Heap and Google Analytics on lifecycle KPIs and gives data-backed recommendations to the Senior Marketing Manager and Marketing leadership.
• Partners with the Membership team to support membership conversion goals and develops funnel strategies that improve join, upgrade, and renewal rates.
• Aligns lifecycle messaging with Ticketing, Visitor Experience, Development, Retail, Editorial, Design, Digital Product, and Analytics.
• Coordinates with Paid Media Sr. Manager and the agency on audience syncs, retargeting lists, creative handoffs, and paid search and landing page message alignment. Manages Klaviyo and other platform vendors day-to-day.

Requirements:

• Bachelor’s degree and at least three years of hands-on lifecycle, CRM, or retention marketing experience, including expert-level execution in Klaviyo.
• Proficiency in Heap and Google Analytics (GA4): tracking, funnel and cohort analysis, conversion reporting, and attribution. Ability to define KPIs and explain results and next steps to stakeholders.
• Expert knowledge of agentic and AI search visibility, with hands-on experience in Profound, plus working knowledge of SEO
• Ability to build audiences, journeys, and content without engineering support. Working knowledge of HTML/CSS for email and SQL or equivalent for segmentation.
• Track record of A/B tests that changed program decisions, and of optimizing landing pages and conversion paths in a CMS.
• Knowledge of email deliverability, consent, and privacy compliance requirements.
• Clear written communication, attention to detail, and the ability to manage multiple deadlines across teams.

Reports to: Senior Marketing Manager, Paid Media

Salary: The salary for this position is $68,190 per annum.

Application instructions: To apply, please visit MoMA Jobs. Applicants must submit a resume and a cover letter. Applications without cover letters will not be considered.

This is a unionized position at MoMA with covered employees represented by Local 2110, UAW, AFL-CIO.

Equal Employment Opportunity has been, and will continue to be, a fundamental principle at the Museum, where employment is based upon personal capabilities and qualifications without discrimination because of race, color, religion, sex, age, national origin, disability, pregnancy, genetic information, military or veteran status, sexual orientation, gender, gender identity or expression, marital and civil partnership/union status, alienage or citizenship status, creed, genetic predisposition or carrier status, unemployment status, familial status, domestic violence, sexual violence or stalking victim status, caregiver status, arrest or conviction record to the extent required by applicable law, credit history, or any other protected category as established by applicable law, including the New York City Human Rights Law (“NYCHRL”).