Museum Hue

Associate Director of Visitor Experience - OMCA

Associate Director of Visitor Experience - Oakland Museum of California

The Associate Director of Visitor Experience collaborates with staff across the institution to provide strategic-level oversight of all visitor experience functions and ensures that our visitor experience delivers the profound sense of welcome that is central to the OMCA brand. This position leverages an above-and-beyond visitor experience to increase visitor loyalty, drive Membership sales, and attract new visitors. Participates in and supports ongoing efforts to ensure visitor safety and institutional accessibility.



The following reflects OMCA’s definition of essential functions for this position, but does not restrict the tasks that may be assigned. OMCA may assign or reassign duties and responsibilities to this position at any time due to reasonable accommodation or other reasons. 



  • Support the Museum’s mission, values, vision, and core commitment to the visitor experience, community engagement, and institutional relevancy for the future;

  • Contribute to and support the OMCA strategic plan, annual priorities, and institutional initiatives such as diversity advancement;

  • Contribute to a positive organizational culture based on mutual respect, a spirit of collegiality, cooperation, and openness to many perspectives;

  • Participate in a culture of ongoing learning, collaboration, innovation, creativity, and community engagement.



Strategy, Leadership, Administration

  • Provide strategic-level oversight of all visitor-experience related activities and programs. Participate in and help drive institutional planning that touches on all aspects of visitor welcome and wayfinding, customer service, and sales.

  • Envision and deliver a visitor experience that sets the standard for Museum welcome. Leverage best-in-field practices to ensure all visitors feel seen, respected, and comfortable in the Museum.

  • Recruit, train, supervise, and mentor Visitor Experience Staff (School and Group Sales Coordinator, Visitor Experience Associate Lead, and a team of 4 – 6 Visitor Experience Associates) and Museum Ambassador volunteers

  • Manages an active training and communication schedule and communications systems for VS staff and volunteers to be informed and updated on current and upcoming exhibitions, programs, and other museum activities

  • Actively deploy resources and improve processes in order to achieve efficiencies/cost savings.

  • Develop and document all policies and procedures relevant to VS operations in alignment with OMCA’s institutional policies

  • Working closely with the Director of Marketing and Audience Engagement, Associate Director of Visitor Research and Insights, Director of Business Development, and accounting staff to maintain financial and data integrity, ensure onsite and online sales and satisfaction performance targets are met and tracked via the development and implementation of a broad system of departmental performance metrics, reports, and tracking systems

  • Assemble and analyze relevant admissions data, and prepares and delivers weekly, monthly, and other reports as requested, detailing VS activities and sales

  • Develop and maintain budgets in alignment with goals and efficiency targets

  • Oversee the development and set-up of admissions and ticketing software, acting as a Siriusware super-user; work with IT to prioritize, test, and implement updates to ticketing software as needed

  • Enhance and expand group tour program to meet and exceed financial goals and group visitor satisfaction; creates financial forecast for group sales

  • Participate in museum-wide task forces, project committees, including for exhibitions and programs on an as-needed basis

  • Provide information for the preparation of grant proposals; visitor research and evaluation activities


Customer Service, Sales, and Safety

  • Working collaboratively with the Director of Business Development and the Director of Facilities and Operations, ensure that all front-line staff (VEAs, store, café, garage and security staff) reflect, at all times, the profound sense of welcome that is the core of the OMCA brand

  • Working closely with the Director of Marketing and Audience Engagement as well as teams across the organization, continuously improve visitor satisfaction metrics

  • Keep abreast of best practices in the field of customer service/sales and leverage innovative strategies in support of institutional goals.

  • Design and implement staff trainings to ensure that all front-line staff can effectively engage audiences from a wide range of backgrounds around OMCA’s uniquely relevant, timely, and sometimes challenging exhibition/program content.

  • Create and implement strategies designed to drive additional revenues by suggestively selling add-on experiences, encouraging repeat visitation, improving membership conversion rates, working with the digital communications team to ensure a superior e-commerce experience, and building out strategies for increasing group sales.

  • Drive improvements in visitor data collection efforts that will positively impact the Museum’s ability to more effectively target its offerings and increase sales.

  • Work with the Director of Facilities and Security Manager to implement and conduct training and periodic reviews of all security and emergency procedures

  • Oversee the daily appearance of the visitor services area; coordinate with operations staff to ensure all visitor spaces are maintained appropriately; participate in decisions around signage and wayfinding

  • Oversee event signage placement; oversee line management strategy on busy days

  • Participates in efforts and trains staff in order to make the institution increasingly accessible to people with disabilities and to people for whom English is not their primary language.

  • Supervises and trains front-line staff on cash handling and control, record-keeping, data entry and accounting systems related to admissions and other sales transactions

  • Creates sales and service scripts that reinforce the museum mission while achieving performance targets, working with membership, business development, and marketing to support business goals


Visitor Communication and Advocacy

  • Responds to telephone, voicemail, written, and e-mail inquiries for information regarding visits, tours, accessibility, etc. Inform visitors of pertinent admissions policies, and sends out admissions collateral and museum brochures as appropriate

  • Coordinates with staff in various departments to respond to visitor inquiries and to ensure accurate and excellent customer service to museum visitors, document visitor comments and inquiries in appropriate systems

  • Serves as an advocate for the visitor while simultaneously promoting the welfare of the museum; communicates with a variety of visitors with diverse interests and abilities to ensure a positive museum experience, resolves visitor complaints to the mutual satisfaction of the visitor and the museum

  • Assists any special interest groups, in order to provide a unique on-site experience

  • Collaborates with staff in recommending on-site signage and other forms of communications to help guide and inform visitors regarding program schedule of activities and locations



  • Ability to display the competencies of strategic thinking; development of self and others and ability to deploy and align organizational strategies and objectives

  • Ability to deliver results, facilitate and influence others and problem solve beyond temporary solutions

  • Ability to model and encourage visitor and internal customer service, take and share responsibility and treat others with respect

  • Ability to analyze production and administrative problems, evaluate alternative solutions and recommend or adopt effective courses of action

  • Working knowledge of visitor service principles, practices and procedures; knowledge of principles of supervision and training

  • Working knowledge of administrative principles and methods, including goal setting, program development and implementation; conflict resolution ability, leadership, team-building and motivational skills, and a professional and flexible manner

  • Ability to establish and maintain working relationships with staff, volunteers, and members of the public; exercise tact and diplomacy at all times; demonstrate an understanding of protocol and sensitivity to cultural diversity needs

  • Working knowledge of financial record-keeping practices and procedures as well as the principles and practices of budgeting and accounting

  • Excellent attention to detail and exceedingly well-organized

  • Working knowledge of computer systems and applications with proficiency in computerized electronic POS/ticketing systems (Sirusware experience a plus), Microsoft Office, Google Suite

  • Communicate effectively orally and in writing; prepare and deliver presentations and written materials appropriate for diverse program platforms, including public presentations, training programs, on-line activities

  • Working knowledge of equity and diversity practices

  • 5 - 7 years of experience managing a visitor/public customer service operation with demonstrated track record of success

  • Studies in business administration, marketing, non-profit management, or museums studies preferred

  • English language proficiency in both spoken and written form

  • Multi-lingual applicants with fluency in any languages other than English are encouraged to apply


The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of the job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. The environment may include:


  • Moderate to loud noise from events, machinery, or vehicles

  • Combination of indoor and outdoor work

  • Ability to work evenings and weekends as necessary

  • Ability to lift up to 25 lbs.



The Oakland Museum of California is dedicated to diversity, inclusion, accessibility and equity. We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to age, race, color, religion, sexual orientation, gender identity, national origin, ability/disability status, protected veteran status, or any other characteristic protected by law. We highly encourage our diverse community to apply for available employment, internship, fellowship and volunteer positions at the Museum, as we aim to ensure our staff reflects the diversity of our visitors and surrounding community. In compliance with the Americans with Disabilities Act, OMCA will provide reasonable accommodations to qualified individuals with disabilities.