Associate Director for Brand and Communications Strategy (IS-1001-14)

Position Sensitivity and Risk

Non-sensitive (NS)/Moderate Risk

Open to All Qualified Applicants

What are Trust Fund Positions?

Trust Fund positions are unique to the Smithsonian. They are paid for from a variety of sources, including the Smithsonian endowment, revenue from our business activities, donations, grants and contracts. Trust employees are not part of the civil service, nor does trust fund employment lead to Federal status. The salary ranges for trust positions are generally the same as for federal positions and in many cases trust and federal employees work side by side. Trust employees have their own benefit program, which may include Health, Dental & Vision Insurance, Life Insurance, Transit/Commuter Benefits, Accidental Death and Dismemberment Insurance, Annual and Sick Leave, Family Friendly Leave, 403b Retirement Plan, Discounts for Smithsonian Memberships, Museum Stores and Restaurants, Credit Union, Smithsonian Early Enrichment Center (Child Care), Flexible Spending Account (Health & Dependent Care).

Conditions of Employment

• Pass Pre-employment Background Check and Subsequent Background Investigation for position designated.
• Complete a Probationary Period.
• Maintain a Bank Account for Direct Deposit/Electronic Transfer.
• The position is open to all candidates eligible to work in the United States. Proof of eligibility to work in U.S. is not required to apply.
• Applicants must meet all qualification and eligibility requirements within 30 days of the closing date of this announcement.

Overview

The Smithsonian’s National Museum of Asian Art (NMAA) is committed to preserving, exhibiting, researching, and interpreting art in ways that deepen the public and scholarly understandings of Asia and the world. NMAA opened in 1923 as America’s first national art museum and the first Asian art museum in the United States. The museum now stewards one of the world’s most important collections of Asian art, with works dating from antiquity to the present, from China, Japan, Korea, South Asia, Southeast Asia, the pre-Islamic Near East, and the Islamic world (inclusive of Central Asia, the Middle East, and North Africa). The museum also stewards an important collection of nineteenth- and early twentieth-century American art.

Today, NMAA is emerging as a leading national and global resource for understanding the arts, cultures, and societies of Asia, especially at their intersection with America. Guided by the belief that the future of art museums lies in collaboration, increased access, and transparency, NMAA is fostering new ways to engage with its audiences while maintaining its commitment to excellence.

NMAA celebrated its centennial in 2023 and is determined to make the museum’s second century as accomplished as its first. The museum is building on its core strengths—the quality and depth of our collections, scholarship, and conservation—while embracing experimentation and new approaches to its work. The museum is transforming digitally, physically, and programmatically to draw in new audiences to celebrate, learn, and connect with Asian and American art and cultures, past and present.

Located on the National Mall in Washington, DC, the museum is free and open 364 days a year. The Smithsonian, which is the world’s largest museum complex, welcomes twenty to thirty million visitors yearly. For more information about the National Museum of Asian Art, please visit asia.si.edu.

The Opportunity

The National Museum of Asian Art (NMAA) is seeking an experienced, creative, and strategic communicator to serve as our inaugural Associate Director for Brand and Communications Strategy. This is a pivotal leadership opportunity with the expectation of significant individual contribution in shaping and executing the museum’s overarching communications strategies, ensuring alignment with its key messages and overall brand and that of the Smithsonian Institution.

The Associate Director will lead the development and implementation of strategies to enhance the NMAA’s reputation, engage diverse audiences, and support organizational goals, as well as directly contribute your expertise to key initiatives. This position will offer the exciting opportunity to mentor and develop a talented team of exceptional communicators, writers, editors, content creators, and designers, fostering a collaborative and high-performing environment. This position will play a critical role in crisis communications so experience in safeguarding organizational reputation is essential.

The ideal candidate will bring expertise in strategic communications, digital engagement, marketing and brand development, and media relations, coupled with proven team leadership abilities and a dedication to nurturing talent. A passion for the NMAA’s mission to deepen the public’s understanding of the art and culture of Asia is also essential. As the museum engages with partners across the globe, experience working with Asian content and global media markets is critical.

Associate Director for Brand and Communications Strategy joins NMAA at a critical inflection point: the museum is launching its new 2025–2030 strategic plan, undertaking a major campaign, and reintroducing itself to the public as a vital platform for cultural leadership, research, and exchange. This is an extraordinary opportunity to play a defining role in shaping how we share stories, connect with communities, and shape the voice and identity of a nationally and internationally respected art museum within the Smithsonian family, requiring both strategic oversight and hands-on execution, as well as the chance to build and empower an extraordinary communications team equipped to navigate complex situations.

Duties and Responsibilities

Strategic Planning and Leadership

• Provide visionary leadership in developing and implementing comprehensive communications strategies that align with NMAA’s mission, the Smithsonian Institution’s key messages, and the museum’s 2025–2030 strategic plan.
• Supervise a cross-functional team responsible for content creation, editorial, design, media outreach, social media, digital platforms, and marketing.
• Lead, mentor, and develop a high-performing team fostering a collaborative and innovative environment.
• Define and implement metrics to evaluate communications impact and effectiveness.
• Develop annual staffing plans, recruitment, and training programs.
• Collaborate with museum leadership on strategic plans and policies.
• Represent the museum and its leadership as appropriate.
• Serve on museum and Smithsonian-wide committees.

Brand, Reputation and Marketing Management

• Lead and execute the museum’s paid, owned, and earned communications strategy.
• Oversee consistent brand identity across all platforms.
• Align internal and external communications for a unified institutional identity.
• Guide executive messaging and serve as a key spokesperson.
• Develop integrated storytelling campaigns to enhance visibility.
• Manage media relations, advertising, and internal communications.
• Handle crisis communications and reputation management protocols.
• Strengthen media relationships for national and international outreach.
• Chair the internal communications integration committee.

Digital Strategy and Content Development

• Define and promote digital initiatives aligned with the museum’s mission.
• Oversee content for web, social media, and digital exhibitions.

Financial Management and Budgeting

• Develop and manage the communications department budget.
• Ensure alignment of resources with strategic goals and fundraising priorities.
• Serve as COTR for communications-related contracts.
• Support grant proposals related to communications.
• Track financial performance and adjust strategies as needed.

Qualification Requirements

Education and Experience

To qualify at the GS-14 level, applicants must have one year of specialized experience equivalent to at least the GS-13 level in the Federal service. Specialized experience is defined as demonstrated experience in strategic leadership and oversight of a multidisciplinary communications team within a cultural, educational, nonprofit, or mission-driven organization.

Knowledge, Skills, and Abilities Required

• Bachelor’s degree required; advanced degree preferred.
• Leadership experience in marketing, communications, or PR.
• Proven success in strategic communications, audience growth, and visibility efforts.
• Expertise in media relations, brand strategy, and content marketing.
• Experience in executive communications and digital strategies.
• Ability to manage complex, multi-stakeholder projects.
• Strong strategic and measurable planning capabilities.
• Ability to present scholarly and cultural content accessibly.
• Familiarity with Asian art, culture, or history strongly preferred.

Education completed outside the U.S. must be deemed equivalent to U.S. programs by a recognized credential evaluation service. Include documentation with your application.

Any false statement in your application may result in rejection or termination after hire.

Join Us

“Inspiring Generations through Knowledge and Discovery.”

Resumes should include details of relevant paid and unpaid experience, including dates and hours worked per week.

What to Expect Next

After the announcement closes, applications will be reviewed against qualification and experience requirements. Qualified candidates will be referred to the hiring manager.

Relocation expenses are not paid.

Accessibility and Equal Opportunity

The Smithsonian Institution provides reasonable accommodations to applicants with disabilities. Contact [email protected] to request accommodation. Requests are assessed on a case-by-case basis.

The Smithsonian Institution is an Equal Opportunity Employer. Learn more about the Smithsonian’s EEO program at https://www.si.edu/oeesd.

About National Museum of Asian Art

Established a century ago, the National Museum of Asian Art was the Smithsonian’s first art museum. It stewards one of North America’s largest and most comprehensive collections of Asian art. Its collection also includes American works from the nineteenth and early twentieth centuries, supporting cultural dialogue between the United States, Asia, and the Middle East.

Since its founding with a 1906 gift that led to its 1923 opening, NMAA has been a key resource for global visitors, scholars, and students. Located on the National Mall in Washington, DC, its galleries, archives, and library are part of the Smithsonian complex, which receives more than 27 million visits annually. The museum is open to the public 364 days a year and offers robust programs and digital content to a global audience.

We invite you to explore the museum online or in person—to reflect on the past, engage with the present, and imagine new futures.

Learn more here