Director of Visitor Experience - Norman Rockwell Museum - Stockbridge

Department: Visitor Services 

Reports to: COO/CFO 

Direct Reports: Visitor Services Coordinator, Store Manager, Event Planner

The Organization 

The Norman Rockwell Museum illuminates the power of American illustration art to reflect and shape society, and advances the enduring values of kindness, respect, and social equity portrayed by Norman Rockwell.  

As a center devoted to the art of illustration, the Museum also exhibits the works of contemporary and past illustrators in an ongoing series of compelling artist showcases. Set on a picturesque 36-acre estate in the hometown of America’s favorite artist, the Norman Rockwell Museum is one of the crown jewels of the Berkshires.  

NRM embraces the values of diversity, equity, access, and inclusion to create a successful workplace and a more equitable society. Our mission embodies these values. We are committed to building a team that represents a variety of identities, experiences, backgrounds, perspectives, and skills. We believe that the more inclusive we are, the more successful the organization, its employees, and our work in the world will be. Norman Rockwell Museum is an equal opportunity employer that is committed to equity and inclusion. We take affirmative action to ensure equal opportunity for all applicants without regard to race, color, religion, sexual orientation, gender identity, national origin, disability, veteran status, or other legally protected characteristics. Norman Rockwell Museum is a drug-free workplace. 

The Position 

The DVE is responsible for delivering exceptional visitor experiences aligned with the Museum’s mission and core values, advancing institutional goals, strengthening audience engagement, and generating earned revenue, while supporting the care and stewardship of the Museum and its collection. This includes oversight of Visitor Services and the Museum Store as components of the visitor experience and earned revenue strategy, ensuring offerings align with audience interests, exhibition themes, and institutional values. 

With hands-on involvement in the Museum’s highly seasonal, day-to-day operations, the DVE balances daily, visitor-facing responsibilities with strategy and meeting earned revenue goals. The DVE is a clear communicator and effective coach who works collaboratively across teams to build strong partnerships and develop staff. With a deep understanding of the needs of Museum audiences—including members, school and group tours, event and program participants, VIPs, and community groups—as well as staff, volunteers, and cross-departmental partners, the DVE coordinates resources and directs operations to deliver visitor experiences that are welcoming, efficient, and aligned with institutional priorities. 

The position integrates the visitor experience across the following areas: 

• Visitor Services Office + Ticketing 
• Group Sales + School Group visits 
• Museum Store + Cafe 
• Safety & Security  
• Museum Guides  
• NR Studio Visitor Operations 
• Learning & Engagement Programs 
• Special Events & Facility Rentals 
• Community Partnerships 

Responsibilities 

Visitor Experience & Service Excellence 

• Establishes and mentors a workplace culture that reflects the Norman Rockwell Museum’s human values, creating a welcoming, warm, respectful, and visitor-centered environment for staff and all audiences. 
• Inspires and reinforces a consistently high standard of customer service across all public-facing functions. 
• Provides quality assurance across all visitor touchpoints, monitoring public spaces to ensure safety, cleanliness, and an inviting atmosphere. 
• Engages directly with visitors as needed to model exceptional service and resolve issues. 
• Works collaboratively across departments to ensure programs, services, exhibitions, and events are delivered to the highest visitor-experience standards. 
• Ensures visitor satisfaction supports membership retention, growth, and long-term loyalty. 

Financial Stewardship, Operations, & Systems 

• Responsible for the development and management of Visitor Services, Museum Store, and Facility Rental annual revenue and expense budgets. 
• Actively drives earned revenue growth across Visitor Services and the Museum Store through pricing strategy, staffing models, product mix, and visitor experience initiatives. 
• Manages staffing, labor efficiency, cross-training, and operational flexibility. 
• Ensures effective and well documented daily visitor services and store operations, including but not limited to opening and closing procedures, cash handling, security, deposits, and accurate financial reporting in coordination with the Business Office. 
• Oversees ticketing and reservation systems (ACME) for general admission, public programs, group tours, and contracts, with the support of Digital teams. 
• Ensures effective and consistent use of Shopify across the Museum Store to support in-store sales, online sales, reporting, and operational efficiency, in coordination with the Business Office, Warehouse Coordinator, and E-commerce Manager. 

People Leadership, Training & Cross-Department Coordination 

• Manages and mentors Visitor Services Coordinator, Store Manager, and a team of Museum Associates, and Volunteers in partnership with Business Office and HR including recruitment, development, and performance management.  
• Develops onboarding and ongoing training programs focused on customer service, systems literacy, and operational excellence. 
• Leads department meetings and coordinates all-staff huddles to support alignment and smooth operations. 

Audience Development, Data, Sales, & Market Engagement 

• Primary steward of visitor data and reporting systems, responsible for the collection, analysis, and reporting of visitor data in collaboration with Business Office, Marketing, and Digital teams. 
• Monitors evolving attendance models, pricing frameworks, and visitor-engagement best practices among peer institutions. 
• Leads group tour and advance ticket sale relationships, leading recruitment, logistics, policies, pricing, contracts, and retention to maximize efficiency and revenue. 
• Collaborates with Marketing on incentives, packages, promotions, and regional tourism initiatives to drive engagement. 
• Partners with a third-party event planner to oversee facility rentals and develop opportunities for positive client experiences that generate earned revenue in alignment with Museum policies and priorities. 
• Performs other duties as required in support of institutional goals. 

Equity Goals 

Works effectively with colleagues, vendors, and all constituents across group identities.  Participates in continuing learning opportunities to create a welcoming environment and support the mission of NRM.   

General Hours 

The Museum is open year-round six days per week from 10:00am to 5:00pm, 4:00 pm during winter season, and for numerous evening programs and events. DVE must ensure total coverage and scheduling for all public and event hours, and be willing to work during peak days, weekends, and evening events. The Museum welcomes on average 105,000 visitors annually, with peak visitation months July – October. 

Qualifications 

• Commitment to quality customer service – presenting sincere friendliness when interacting with staff, visitors, and community.  
• Works well with diverse staff and publics, and exercises sound judgment, tact and diplomacy.  
• Possesses strong communication, writing, organizational, and interpersonal skills. Must enjoy working in a fast-paced environment and be detail oriented and highly professional.  
• Professional comportment and clear, concise, business-like communications skills that exude positivity with staff and the public. 
• Technology savvy with proven skills using Microsoft Office, POS, CRM, and ability to learn other software programs is required.

• Full time, 5 days per week on site, with 6- day public operations, some evenings, one weekend day. 
• Comfortable standing/walking for several hours at a time, able to navigate building and grounds.   
• Spanish speaking ability and/or any foreign language ability a plus.  
• Interest in visual arts and with a curiosity to learn about Norman Rockwell and illustration art.  
• Willingness to obtain TIPs Certification. 

Experience and Education: 

Experience in hospitality, attraction management, education administration, retail, customer service, audience satisfaction environments, plus data-driven analytics desired. Public safety, food service, event management, travel and leisure, relevant. Appreciation of art desirable. Minimum 5 years Hospitality Management or similar experience and bachelor’s degree preferred. Multi-lingual a plus. 

Comprehensive and competitive benefits package with commitment to salary equity.