Under the general direction of the V.P. of Advancement & Marketing, the Director of Marketing manages and is responsible for all aspects of marketing for the Zoo. This position creates, implements, and evaluates a comprehensive strategic marketing, communications, and public relations program to enhance the organizations image and position within the market place and to the general public.
ESSENTIAL DUTIES include the following:
Marketing & Advertising
Creates long-range marketing plan that is updated annually.
Identifies, develops, and maintains strategic partnerships to promote and strengthen the Zoo’s visibility in the community.
Identifies, develops, and maintains strategic marketing partnerships with the hospitality and tourism industry to promote and strengthen Zoo attendance.
Prepares written reports on marketing activities and performs statistical analyses of attendance trends for monthly Board meetings.
Oversees and analyzes marketing research programs to determine the needs of our guests, our levels of service and effectiveness of marketing programs.
Collaborates with the Director of PR to create a public relations plan.
Collaborates with the Director of PR to coordinates the preparation and distribution of press releases.
Serves as spokesperson for the Zoo and represents the Zoo to the media in live and recorded interviews.
Represents the Zoo at community events.
Facilitates internal and external communications.
Coordinates with operations and department heads to ensure the integrity of brand standards. Acts as the quality control for media formats in the field.
Oversees the creative process and execution of print collateral and digital resources.
Oversees the Zoo’s online presence, including Zoo website, reviews, blogs, and social media.
Collaborates with leadership team to handle internal and external crisis communication planning management, training, and response.
Collaborates with the Director of Business Operations to create, implement, and evaluate a marketing plan to promote visitorship.
Collaborates with the Director of Business Operations to create, implement, and evaluate a marketing plan to promote special events.
Collaborates with the Director of Business Operations and the Director of Retail to create, implement, and evaluate a marketing plan to increase per capita spending.
Collaborates with Director of Membership to help grow and retain Zoo membership.
Collaborates with the Director of Education to promote educational programming.
Manages and promotes the Zoo’s offsite education-based entertainment programs IMPROVology and ZooRadio.
Coordinates with the Director of Institutional Advancement to support fundraising efforts through marketing.
Hires, trains, evaluates, supervises and manages marketing staff, including graphics and public relations.
Provides training in marketing and communications. Educates, motivates and provides feedback to individuals related to best practices in marketing and communications.
Responds to marketing staff questions and concerns.
Applies discipline in collaboration with Director of HR as needed, within defined practices and policies.
Operation and Business
Creates and manages the department budget, including individual project budgets.
Managers department workflow and ensures materials are delivered within agreed upon timelines and within budget.
Encourages, supports and exemplifies the highest ethical standards to ensure the continued development of the institution and the profession.
Ensures that all regulatory standards are met such as adherence to applicable labor laws.
Holds peers accountable for their performance.
Ensures consistent productive operating practices by identifying areas for potential revenue generation, reduction of costs and more efficient procedures.
Interacts with all department heads as a member of the Zoo’s senior management group.
Adheres to the Zoo’s policies and procedures as outlined in the Employee Policy Manual.
Applies and models “green” (sustainable) practices whenever possible.
Attends all bi-monthly all-employee meetings.
Greets every guest with a smile.
Thanks guests for supporting/visiting the Zoo.
Responds to all guest inquiries, complaints, and comments according to Zoo guest relations procedures.
Answers phone calls, voice mails, and e-mails promptly.
Ensures the Zoo’s presentation standards for cleanliness and maintenance are met by keeping work areas clean, picking up trash, and reporting unsafe or unsightly conditions.
Associates with guests to assist and share information.
Responds to guest inquiries, complaints, and comments according to Zoo guest relations procedures.
Maintains a clean neat appearance and adheres to the Zoo’s uniform dress code.
Takes responsibility to stay informed about happenings at the Zoo, such as reading employee communications and attending meetings.
Exemplifies the qualities outlined in the Guest Relations Statement and the Employee Pledge, as well as our Core Values.
Other duties as required.
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements and environmental characteristics described below are representative of the knowledge, skill, ability, and working and physical elements required of the position. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Education and Experience
A four-year college degree with a minimum of seven years of professional marketing experience.
Successful management and supervisory experience.
Experience in collecting and analyzing data and integrating results in the development of marketing strategies.
Non-profit and/or venue-related and/or Zoo marketing experience is desired.
License, Certification, or Preferred Qualifications
Valid CA driver’s license with good driving record.
Successful completion of a Department of Justice LiveScan background check.
Knowledge, Skills, and Abilities
Excellent verbal and written communications skills.
Excellent organizational and interpersonal skills.
Ability to develop and maintain effective public relations with community and professional groups.
Ability to represent the Zoo to the media and to be comfortable in live and recorded interviews.
Ability to integrate resources provided by the Association of Zoos & Aquariums, as well as other professional sources.
Skilled in conflict management and negotiation principles and strategies.
Ability to manage multiple projects simultaneously in a deadline driven process.
Proven leadership ability
Ability to provide a vision for the strategic marketing plan.
Ability to manage a departmental operating budget effectively.
Computer skills sufficient to effectively work with business software and digital marketing applications (proficient in Microsoft Office software; familiarity with ProofHQ and Trello a plus)
Familiarity with PC and Apple hardware platforms.
Energy and enthusiasm.
Ability to interact courteously, effectively, and respectfully within a team, with supervisors, fellow employees, volunteers, and guests.
Ability to exercise safe work habits.
Awareness of, sensitivity to, and empathy for animals.
Basic knowledge of elementary education, environmental education, and biology/zoology preferred.
Physical Demands & Work Environment
Requires the ability to access all areas of the facility.
Involves working out-of-doors in all weather conditions.
Requires the ability to attend meetings on grounds and off grounds, sometime during early mornings and evenings.
Ability to work some evenings and weekends, based on events and business needs.
Supportive and open employment culture.
Ability to occasionally life and carry objects weighing up to 50 pounds.
Must be able to regularly climb stairs, manipulate computer and office tools, stand/walk for up to eight continuous hours, sit in front of a computer, and use tools.
Ability to manage a variety of tasks simultaneously and handle high responsibility in a positive manner.
Computer and software (Word, Excel, Outlook, ProofHQ, Trello)
Standard office equipment: telephone, copier, printer, facsimile machine, calculator
This job description is representative of the expectations of the position described. Additional duties, reporting relationships, and/or position criteria may be assigned as deemed necessary by the President/CEO or authorized representative. No changes to this job description shall be made without written permission by the President/CEO or authorized representative.
The Zoo reserves the right to revise this job description at any time. The job description does not constitute a contract for employment, and does not guarantee employment for any specified period of time. The job description does not in any way alter the at-will employment relationship.