Program Manager, Audience Development & Engagement

Job description

The San Francisco Museum of Modern Art is one of the largest museums of modern and contemporary art in the United States and a thriving cultural center for the Bay Area. We cannot imagine life without art; it inspires and connects us every day. Now more than ever, these connections matter and are aligned with our **values**. **Inclusive**: We strive to be a museum of many voices in dialogue. **Passionate**: We believe working with art is more than a job or trusteeship - it's a way of life. **Brave**: We are committed to approaching our work with courage and a sense of adventure, always ready to explore new perspectives. **Empathic**: We aim to act like a person, not an institution. SFMOMA is a place for the infinitely curious to explore, support, and experience the art of our time. We believe that modern and contemporary art can influence the way we think, view the world, and embrace the many voices and perspectives around us. We aspire to foster an environment that elicits joy, nurtures a sense of belonging and purpose—where difference is seen as a strength, and every one is appreciated for their whole self. **Schedule**: Full Time, 35/hours per week, at least three days working onsite, occasional evenings and weekends required The Program Manager, Audience Development & Engagement leads the strategy, development, and execution of programs designed to drive cultural relevance, engage diverse audiences, and deliver measurable audience growth. This high-impact role creates broad-audience experiences that simultaneously generate revenue, enhance brand equity, and cultivate the next generation of SFMOMA visitors, with particular attention to audiences who may not see themselves as traditional museumgoers. The Program Manager seeks out unexpected partnerships, formats, and moments that help new audiences feel SFMOMA's relevance, while also finding ways to deepen the museum's relationship with frequent visitors and members. This role thinks in terms of the full visitor lifecycle — from first awareness to repeat, loyal engagement — and builds programs that move audiences along that path over time. The projects can range from managing existing events and programs such as *Rooftop Radio*, organizing dynamic partner events and pop-ups, to audience surveying and research that builds a deeper understanding of who SFMOMA's audiences are, how they move from curiosity to commitment, and what sustains their long-term connection to the museum. This audience insight directly informs program design and iteration — the role is expected to pilot new ideas, test unconventional channels and partners, and resist formulaic programming in favor of approaches tailored to how different audience segments engage. Reporting to the Chief Operating Officer, this position collaborates closely across departments to ensure all programming is exhibition-aligned, brand-coherent, and seamlessly integrated with museum operations — while keeping an eye on measurable outcomes across the full arc of the visitor relationship, not just single-event attendance. ### Responsibilities & Duties - **Experiential Programming Strategy & Execution**: Own the end-to-end strategy, development, and execution of public-facing experiential programming designed to introduce SFMOMA to new audiences in unexpected contexts both inside and outside the museum, including piloting new formats and partnerships to test what resonates with different audience segments. - **Audience Insight & Segmentation**: Lead audience surveying and research to build ongoing understanding of visitor segments, motivations, and behavior across the lifecycle — from first-time visitors to repeat and loyal audiences — and use these insights to inform program design, targeting, and iteration. - **Influencer & Creator Partnerships**: In partnership with the Social Media Team, lead influencer and creator activations to drive cultural relevance and maximize earned media reach for select exhibitions, events, and programs. - **Event Support:** - Design member experience events in coordination with the Membership team to deepen loyalty and create aspirational access moments. - Execute press previews and media-facing activations in close partnership with the Communications team. - Partner with Public Events to deliver social programming (such as late-night member and public events that center experiences over curriculum). - **Tourism & Convention Initiatives:** Collaborate and support tourism-related experiences and events, including participation at annual conventions. - **Cross-Functional Workflow & Operations:** Collaborate regularly with department leadership (Marketing, Communications, Visitor Experience, and Operations) to align priorities and ensure seamless cross-departmental execution. - **Strategic Measurement & Problem Solving:** Drive strategic initiatives by implementing measurement systems, compiling audience and program data to solve complex operational problems, and preparing comprehensive impact reports that track progress across the visitor lifecycle. - Maintain positive, collaborative relationships with people across the organization to ensure success of cross-functional initiatives ### Qualifications & Skills - Minimum of six (6) years of experience in experiential marketing, cultural programming, brand partnerships, or public-facing live events within museums, live entertainment, hospitality, or creative agencies. - Experience with audience research methods (surveys, focus groups, or visitor data analysis) and using insights to shape program strategy and targeting. - Robust project management background, with a proven ability to manage multiple complex activations and priorities simultaneously in a fast-paced environment. - Position requires a high level of independence, discretion, and responsibility regarding high-visibility public matters and strategic partnerships. - Highly organized, proactive, and capable of anticipating needs, establishing workflows for undefined processes, and navigating changing priorities with tight deadlines. - Excellent verbal and written communication skills; capable of building positive, collaborative relationships across internal management, staff, trustees, donors, external creators, and media partners. - Excellent computer skills, including strong proficiency in standard office suites and producing impactful presentations.