Director Of Marketing And Sales

Job Title: Director of Marketing and Sales


Department: Marketing Date Updated: 12/10/2024

Reports To: Chief Development Officer Status: Full Time; Exempt

SUMMARY OF POSITION:
As a member of the Zoo’s executive leadership team, the Director of Marketing and Sales leads the strategic development and execution of zoo-wide external communications related to marketing, advertising and public relations across paid, earned and owned channels. The Director oversees a team of professionals who work in close collaboration with colleagues in the Guest Experience, Operations, Development, Human Resources, Education, and Animal Care departments to develop and implement comprehensive communication, marketing, and event strategies that strengthen the Zoo Knoxville brand and drives revenue and attendance for the organization while increasing awareness and understanding of Zoo Knoxville’s mission. This role requires a combined passion for audience data and broader consumer & market insights to optimize audiences, improve marketing strategy, and drive revenue growth. Reporting to the CDO, you will lead a small team of content creators, events specialists and graphic designers, and partner with teams across the organization to develop and implement marketing strategies. The Director of Marketing and Sales will utilize strategies such as the PESO model to retain and attract new audiences, develop thought leadership, with the goal of growing attendance, membership and special event revenues. The Director supervises the Graphics Coordinator, Special Events Coordinator, Media Manager, and Communications Manager.

RESPONSIBILITIES:

Marketing:

• As a team member, exemplify Zoo Knoxville’s Core Values through interactions with guests and fellow team members
• Oversee and develop comprehensive performance marketing and communications strategies to drive audience acquisition, attendance and membership revenue growth in collaboration with the Development team.
• Oversee management and relationship with our agency of record to build comprehensive marketing and advertising strategies to execute effective paid advertising campaigns, website content and management to support brand awareness and affinity, revenue, visitation, and membership growth.
• Develop and manage annual marketing budgets effectively and allocate resources strategically to maximize ROI and achieve organizational goals.
• Build and maintain relationships with external partners, agencies, and vendors to support marketing and institutional initiatives.
• Oversee the monitoring and effectiveness of marketing campaigns, making necessary adjustments to achieve acquisition targets and brand goals.
• Oversee all brand development and management to ensure all external content is in alignment with standards.

Communications:

• Serve as the Zoo’s Principal Information Officer and primary media contact.
• Oversee and develop strategic content and messaging for the Zoo’s owned media channels, including websites and social media channels to further mission awareness and drive attendance and membership.
• Develop comprehensive public relations plans to maximize earned media coverage of events, programs, conservation initiatives and establish Zoo Knoxville as thought leaders in target areas.
• Develop and execute emergency and organizational crisis communication plans if necessary.

Events and Graphic Design:

• Supervise Special Events Coordinator to oversee the development and implementation of special events that elevate the Zoo Knoxville brand and drive attendance and affinity for the organization.
• Evaluate overall results of events and recommend modifications or new approaches to support the successful achievement of event goals and revenue targets.
• Supervise Graphic Coordinator, overseeing inventory, production, and installation of graphics on zoo grounds.

Sales:

• Achieve and exceed revenue goals: Lead efforts to meet and surpass annual revenue targets across key income-generating areas such as admissions, memberships, and special events.
• Strategic sales planning: Develop and implement comprehensive sales strategies that align with the Zoo’s mission and organizational goals. Ensure proactive planning and execution of campaigns to drive revenue.
• Foster partner relationships: In tandem with the Corporate Partnership Manager, cultivate relationships with corporate partners, sponsors, and donors by offering tailored engagement opportunities that benefit both the Zoo and its supporters.
• Performance-driven approach: Use data-driven insights and sales performance metrics to refine strategies, improve customer acquisition, and increase overall streams.

Team Leadership and Development:

• Lead and mentor a small team of content creators, events, and graphic design professionals, fostering a culture of innovation and excellence.
• Invest in the professional growth and development of team members through training, mentorship, and performance management.
• Promote cross-departmental collaboration to drive holistic marketing efforts and achieve organizational goals.

QUALIFICATIONS:

• 10 years of experience in marketing and sales leadership role; bachelor’s degree in marketing, business, or a related field.
• Proven track record of developing and executing successful marketing strategies that drive acquisition and revenue growth.
• Experience working with marketing platforms, CRM systems, analytics tools, SEO strategies, paid media campaigns and the PESO model.
• Understanding of digital marketing channels and platforms, and website management.
• Proven track record of defining and operationalizing KPIs that align with organizational objectives.
• Excels at storytelling and data visualization in creative and impactful ways - excellent communication, organization and presentation skills.
• Comfort with public speaking and serving as lead ombudsman with external stakeholders.
• High degree of comfort managing multiple stakeholders, strong collaboration and teamwork skills, and a problem-solver with a results orientation.
• Ability to lead and mentor teams through the design/build of organizational processes and consumer-facing systems and experiences.
• Must be at least 21 years of age.
• A strong affinity for the mission of Zoo Knoxville.
• Flexible, detail-oriented, organized, and ability to respond to multiple demands.
• Comfortable working in both strategic and implementation roles.
• Understands and subscribes to the philosophy that meticulous organization, planning, and attention to detail are the fundamental components of successful events and marketing and communications campaigns.
• Professional demeanor and appearance.
• Self-starter with the ability to work independently as well as with a team.
• Strong interpersonal skills including the ability to listen perceptively.
• Exceptional written and oral communication skills including strong writing and editing abilities.
• Ability and willingness to work outside regular business hours, including some evenings and weekends.
• Demonstrated ability to think strategically and work collaboratively.
• Excellent computer skills including all Microsoft Office programs especially Word, Excel, PowerPoint, and Outlook software.
• Proficient with Google Analytics.
• Ability to prepare professional and attractive reports, brochures, flyers, posters, and signage.
• Ability and willingness to learn and adapt to new systems with minimal guidance.
• Acts with integrity, has high standards of professional conduct, and respect for confidentiality.
• Must be able to pass a pre-employment drug screen and background check.

Don’t meet every requirement? At Zoo Knoxville we are dedicated to building a diverse, inclusive and authentic workplace, so if you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we encourage you to apply anyway. You may be just the right candidate for this or other roles.

WORKING CONDITIONS:
As an employee of Zoo Knoxville, you must possess English communication skills as well as the ability to communicate using a 2-way radio, email, and telephone. The position hours vary depending on business needs and will require weekend and some holiday shifts. Depending on the specific tasks, this position will be required to work within close proximity of exotic and domestic animals and must be aware that there are dangers inherent in working under those conditions. Position may also require working outdoors in all weather conditions. Zoo Knoxville is committed to maintaining a drug free workplace and as such each employee must pass a pre-employment drug screen.