Director, Email and Digital Engagement

About Central Park and the Central Park Conservancy

Central Park is one of the world's most famous and beloved public spaces. Designed by Frederick Law Olmsted and Calvert Vaux in 1858, the 843-acre Park was the country's first purpose-built public park and is a National Historic Landmark and a New York Scenic Landmark. The Central Park Conservancy, a private, not-for-profit organization, was founded in 1980 to rescue the Park, which had fallen into serious disrepair. Since then, the Conservancy has overseen the investment of over $1.6 billion in the restoration of the Park, which now hosts over 40 million visitors a year.

The Conservancy is one of the largest and most successful public private partnerships in New York City and is considered a major civic institution given its impact on the health and vibrancy of both the Park and the City. The Conservancy’s mission is to preserve and celebrate Central Park as a sanctuary from urban life. The City of New York has formally entrusted the care of the Park to the Conservancy which is responsible for every aspect of its care, including landscape maintenance, capital improvements, and the visitor experience. The Conservancy employs roughly 400 people and has an annual operating budget of $100 million.

Job Summary

The Director, Email and Digital Engagement is responsible for the overall management of the organization’s email and digital channels. This position works closely with stakeholders across the organization to develop holistic, multichannel digital campaigns that support the organization’s business goals.

The Director will work collaboratively with the Marketing and Communications team to effectively leverage data and performance metrics across digital platforms to increase audience engagement and growth. They are also responsible for monitoring list health, deliverability, lead generation, and campaign execution across all digital platforms, including email and SMS.

Summary of Essential Job Functions

- Create and maintain best in class digital marketing efforts for earned and contributed income that use data-driven performance metrics and analytics to drive growth.

- Research and recommend new technologies and digital platforms that increase audience engagement and drive business goals.

- Develop data strategies to create more efficient and effective audience targeting and campaign outreach. Leverage data across systems to create a more omnichannel experience for constituents and inform campaign automation and outreach efforts.

- Oversee system implementations and integrations that allow for better data flow between systems and provide deeper insights into constituent behaviors and outreach efforts.

- Manage lead scoring initiatives to better identify prospects and cultivate core audiences for increased engagement.

- Oversee the Conservancy’s email program, working closely with stakeholders to create and build workflows for automated email and SMS campaigns that generate increased engagement and conversions.

- Lead email acquisition efforts, working with internal stakeholders and vendors to meet annual goals for email list growth. Track and measure value of email acquisition sources, report findings and make recommendations for improvement.

- Collaborate with marketing and digital teams on SEO optimization, campaign execution, and other digital outreach efforts to ensure that goals are aligned with organizational priorities.

- Ensure email campaigns comply with best practices and adhere to CAN-SPAM and other data privacy laws.

- Provide Eloqua system expertise and act as point person for internal email users – provide training, create templates, and troubleshoot problems.

- Work closely with stakeholders to find technical solutions for business needs and challenges.

- Manage the Senior Manager, Email to ensure that email production runs smoothly and on deadline. Create workflow processes to streamline content development, design, and deploy of emails per the organizational calendar.

- Work closely with the Marketing Data Analyst to identify areas of opportunity for audience engagement, behavioral trends, and growth. Track metrics and implement email optimization strategies to improve deliverability, opens, click-through rates, and conversions.

Minimum Requirements

- Bachelor’s Degree or equivalent, and 10+ years of commensurate experience

- Knowledge of HTML, CSS, and email best practices

- Experience with marketing automation and CRM systems (experience with Eloqua preferred)

- Excellent time-management and interpersonal skills

- Ability to work on tight deadlines and exhibit creative, solution-based thinking

- Excellent attention to detail

- Ability to perform analysis and metrics reporting, knowledge of SQL a plus

- Good visual design sense

- Knowledge of Photoshop and other Adobe Creative Suite programs a plus

Salary range: $139K - 174K (based on level of experience)

DIVERSITY, EQUITY & INCLUSION

The Central Park Conservancy’s work is guided by the belief that Central Park, and all public parks, must be managed and actively protected as an inclusive and democratic space for all.

Working closely with our New York City partners, we will always strive towards creating and sustaining a sense of belonging for all visitors and advocating for equitable and accessible public use of the Park.

In service of this belief, we are committed to fostering a workforce and organizational culture that is as diverse as Central Park itself and the dynamic city it serves.

Safety Requirements

Establishment and maintenance of a safe work environment is the shared responsibility of this organization and employees at every level. The Conservancy will make every effort to assure a safe environment and be in compliance with federal, state, and local safety regulations. Employees are expected to obey safety rules and to exercise caution in all their work activities. Accordingly, employees should be aware of any hazards, which could cause an injury or accident (e.g., spills, obstacles in walkways, etc.). If an employee discovers a potential dangerous condition, he/she should alert other employees and notify his/her supervisor immediately.

Disclaimer

The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not to be construed as an exhaustive list of all responsibilities, duties, and skills required of personnel so classified. All personnel may be required to perform duties outside of their normal responsibilities from time to time, as needed

Central Park is New York City’s 843-acre backyard, an essential space that welcomes over 42 million visitors annually. The City of New York has entrusted the Central Park Conservancy with the complete day-to-day care of this iconic public space, which requires dedicated expertise that we’ve honed during our 40-year history. Over 300 Conservancy employees tend to the Park’s complex maintenance, restoration, and architectural needs—from horticulture, tree and turf care, trash management, visitor services, and much more—resulting from massive use.

As the stewards of the Park, the Conservancy is committed to serving the public’s best interests and providing the oversight and expertise necessary to ensure that this world-class greenspace is accessible to all. Funded primarily by individual donations, we will raise and invest nearly $100 million into the Park’s care this year with the sole mission of protecting and improving Central Park in perpetuity. Not only does this allow the NYC Department of Parks and Recreation to allocate nearly its entire budget to other parks, but we help generate more than $1 billion in annual economic activity and 5,000 local jobs—a true partnership with the City for the people of New York.