Program Manager, Audience Development & Engagement

SFMOMA; San Francisco (CA); On-site; USD 100,000 - 122,000; Full time

Benefits offered by this job

PTO

Medical

Dental

Vision

Flexible Spending Accounts

Pet Insurance

Life and AD&D Coverage

Disability Insurance

Mental Health Benefits

Discount Programs

Pre-Tax Commuter Benefits

403(b) Retirement Savings Plan

SFMOMA Membership

Job summary

SFMOMA is hiring a Program Manager, Audience Development & Engagement, to lead and evolve public-facing experiential programming that introduces SFMOMA to new audiences while growing engagement among existing visitors.

The role focuses on partnerships, formats, and moments that broaden relevance, deepen museum connections, and drive measurable audience growth across the visitor lifecycle.

Qualifications

• Experience in experiential marketing or public-facing live events.
• Experience with audience research methods (surveys, focus groups, or data analysis).
• Strong project management with multiple activations in fast-paced settings.
• Ability to handle high-visibility public matters with discretion.
• Highly organized and proactive with workflow management.
• Excellent verbal and written communication; collaborative.
• Proficient in standard office suites and presenting compelling reports.

Responsibilities

• Own end-to-end strategy, development, and execution of public-facing experiential programming.
• Lead audience surveying and research to segment visitors and guide design.
• Lead influencer and creator activations with Social Media Team to maximize reach.
• Design member experiences and coordinate with Membership and Communications teams.
• Support tourism-related experiences and participate in conventions.
• Collaborate across Marketing, Communications, Visitor Experience, and Operations.
• Implement measurement systems and prepare impact reports across the visitor lifecycle.
• Maintain positive cross-functional relationships across the organization.

Skills

Experiential marketing

Audience research

Project management

Independence

Organization

Communication

Computer skills

Job description

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.

$100,000 - $122,000 a year

Job posting open date

8/24/26

Location

San Francisco, 151 3rd Street.

Benefits

• PTO
• Medical
• Dental
• Vision
• Flexible Spending Accounts
• Pet Insurance
• Life and AD&D Coverage
• Disability Insurance
• Mental Health and Wellness Benefits
• Discount Programs
• Pre-Tax Commuter Benefits
• 403(b) Retirement Savings Plan
• SFMOMA Membership
• and more

At SFMOMA, we do not believe that any applicant can, or should, meet every qualification listed in a job posting. We are committed to welcoming applicants from all backgrounds and professional paths who are inspired to join a mission-driven, community-oriented organization grounded in inclusivity, passion, bravery, and empathy.

Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.

SFMOMA is an equal opportunity employer that is committed to diversity, equity, inclusion, and accessibility. No person shall be discriminated against based on race, color, religion, gender, gender identity, age, genetic information, ancestry/national origin, marital status, disability, medical condition, HIV status, sexual orientation, veteran/military status, and any other category protected by federal or state law.

You may request reasonable accommodation if you are unable to or are limited in your ability to access job postings or provide additional information asked in the job posting.

You can request reasonable accommodation by contacting the People Team at [e-mail].