Assistant Vice President, Membership & Market Research

Date Posted: Jan 15, 2020
Application Deadline: Feb 07, 2020
Start Date: Feb 07, 2020

Salary From: 100K To 100K+
Province: Ontario
Region: Metro Toronto Area
City: Toronto
Employee Benefits: Health, Pension, Other (e.g. flex time, comp tickets, etc.)
Check Additional Info section for more Employee Benefits
Organization's Field/Discipline: Cultural Industries
Job's focus: Creative & Administrative
Job Type: Full-time
Career Level: Upper management

Organization Description

Royal Ontario Museum
Opened in 1914, the Royal Ontario Museum (ROM) is a globally renowned institution celebrated for its multidisciplinary collections, ground-breaking research and iconic architecture. Spanning art, culture, and nature from around the world and across the ages, the Museum’s comprehensive collection, coupled with its exceptional exhibitions and programs that speak to diverse audiences, has made the ROM a leading cultural destination for local, national and international visitors.
Welcoming more than 1.3 million people annually, the ROM is the most attended museum in Canada and ranks among the top 10 cultural institutions in North America. And as a globally recognized field research institute, home to more than 13 million artworks, cultural objects and natural history specimens featured in over 40 galleries and exhibitions spaces, the ROM is also one of the few truly multidisciplinary museums in the world.
Our mission is to transform lives by helping people to understand the past, make sense of the present and come together to shape a shared future. To do this, we build and share our global collections, create knowledge, inspire learning, encourage gathering and spark exchange on topics that matter to people and communities.
Evolving for the 21st Century
Looking to the future, our vision is to become a distinctly 21st century museum, one that will be globally known for expanding the boundaries of knowledge, innovation in presenting that knowledge, and public relevance within the intersecting worlds of art, culture, and nature.
To realize this vision, we are embarking on a new strategic direction that builds on our strengths and capabilities while evolving in step with a rapidly changing world. As part of this transformation, we are becoming a more outward facing institution.
At the local level we are focused on playing a central role in community and cultural life, making the museum a more inclusive and welcoming space – a place where our diverse visitor base sees themselves reflected in our programs, exhibitions and galleries. On a global level, our collections are international in scope, culturally diverse and uniquely multidisciplinary. Our reputation as a leader in original scholarship and scientific advances continues to grow and the strength of our collection is respected on a global scale, and as a resource to institutions and scholars around the world.
Situated in a 21st century context – in the most diverse major city in the world, within a province and country known for pluralism, openness and global perspectives, the ROM is well positioned for the future, and for an even greater role on the world stage. By leveraging our strengths and capabilities, and applying them in fresh and far-reaching ways, by investing to create greater engagement through inclusion, transdisciplinary thinking, digital practices and innovation, the ROM is charting a new and bold way forward as we pursue our goal to become one of the world’s foremost museums.

Job Description

This is a unique opportunity to make a significant contribution as the ROM grows and looks to its future. The Assistant Vice President, Membership & Market Research (AVP) will develop and lead a high-impact business and research strategy in support of the ROM’s brand and strategic plan.
The AVP is responsible for the ROM’s membership acquisition, retention and program development in support of both revenue and total ROM member targets. This role is critical in generating significant revenue to support the ROM’s overall financial sustainability. Leveraging direct and consumer marketing best practices, the AVP guides the ROM into implementing effective support and compelling benefits to members, and ensures the ROM communicates effectively with members and other stakeholders.
The AVP is responsible for the ROM’s Market Research program. You will work with your team to assess and manage the articulation of the ROM brand, while tracking and measuring key brand health metrics that increase engagement. The Market Research group also leads research in support of the ROM’s exhibition selection, design, marketing and communications. The ROM Market Research team also leads all research in support of the Visitor Experience with a focus on key programs, events, exhibitions and competitive research.
The AVP also oversees the delivery of the ROM’s French Language Services, including translation, and also collaborates with ROM Learning on marketing support for the educational strategy and outreach initiatives.

  • Develop the ROM’s strategy for acquisition and retention of ROM members.
  • Provide an analysis and forecast of revenue and expenses.
  • Develop an annual strategic plan with supporting channel-by-channel tactical plan.
  • Work with the ROM Visitor Experience team to establish sales targets, training and scripting
  • Work with a third-party telemarketing supplier to establish sales targets, fees, training and scripting.
  • Work with ROM Programs and the ROM’s Department of Museum Volunteers on the development of member specific programming.
  • Lead the processing and fulfillment of all Memberships.
  • Maintain an up-to-date Member data base and leverage data to inform all campaigns, segmentation and up-sell opportunities.
  • Liaise with ROM Communication on the publication of ROM Magazine.
  • Manage and direct a team of seven marketing and data professionals.
Market Research
  • Lead the strategy and execution of all market research for the ROM in support of: Brand, Marketing & Communications, Visitor Experience, Exhibition Exit Surveys, Exhibition Planning and Development, Exhibition Topic Testing, Title Testing, Programs and Events, and Toronto Attractions Partnerships.
  • Responsible for brand and customer research and insights to position the ROM effectively. Specific accountabilities include:
    • Direct the development the ROM’s brand positioning key proof points.
    • Provide support for the development of all marketing and communications plans to ensure adherence to the brand positioning.
    • Work with internal stakeholders on the consistent implementation of the promise and key proof points in support of the brand.
  • Conduct data analysis and report development.
  • Create and deliver presentations to key stakeholders and executives.
  • Manage all vendor relationships.
  • Manage and direct a team of two research professionals.
Additional Responsibilities

French Language Services
  • Oversee the development and implementation of the strategy and tactical plan to ensure the ROM’s compliance with the French Language Services Act.
  • Manage a team of two translators who deliver translation services in support of the ROM’s Events, Programs, Marketing, Communications, Exhibitions, Galleries, and Wayfinding.
  • Manage and direct a team of two translation professionals.
ROM Learning Marketing
  • Develop and implement the strategy in support of ROM Learning Marketing. Tactics include ongoing communication and acquisition advertising (print, social, web, onsite).
  • Partner with the ROM Learning on their business plan and strategy and collaborate on the execution of on-site events.


  • A minimum of 10 years’ related experience in direct and consumer marketing with an emphasis on developing programs that build customer loyalty and generate revenue.
  • A strategic thinker with experience in strategic planning, implementation and managing a team of professionals.
  • Strong understanding of brand development, tracking and ongoing management.
  • Proven success building and implementing programs that break though and build awareness.
  • Experience in membership marketing with an understanding of how to position the ROM in a competitive market.
  • Proven experience in using analytics to help define effective, innovative, and strategic marketing plans.
  • Demonstrated knowledge of audience evaluation techniques with a proven ability to understand, analyze, and respond to ongoing and evolving data as it relates to visitor/customer engagement.
  • Strong ability to interpret and communicate results in a compelling manner.
  • Ability to gather, interpret, and apply a wide range of data in support of acquisition and retention campaigns.
  • A minimum of a Bachelor’s degree in business administration or equivalent in education or experience.
  • Ability to speak French and other languages is also an asset.
  • A seasoned senior leader with strong direct marketing, consumer marketing, brand management and market research experience.
  • A creative, out-of-the box thinker with a professional presence and persuasive manner.
  • A passion for creating memorable visitor experiences.
  • Understanding of and commitment to quality service and best practices.
  • Excellent interpersonal skills; able to present information to a wide variety of internal and external stakeholders.
  • Superior communication and presentational skills, both oral and written.
  • Strong influencing and negotiating skills.
  • Flexible and adaptable with a hands-on approach; willing and able to change priorities to meet team goals.
  • Self-directed with an ability to organize, plan, prioritize, and multi-task.
  • Demonstrated critical thinking.

Additional Info:

An experienced-based compensation and benefits package will be provided.

How to Apply:

Please submit your application by emailing your cover letter and résumé no later than February 7th, 2020 to:

The ROM is committed to fair and accessible employment practices.  Upon request, suitable accommodations are available under the Accessibility for Ontarians with Disability Act (AODA) to applicants invited to an interview.

We thank all applicants for their interest, however, only those advancing in the process will be contacted.


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