Bay.org, is a 501c3 non-profit environmental conservation organization with multiple branches including the Smithsonian affiliated Aquarium of the Bay, the Bay Model, the Bay Institute, Bay Academy, Eco Expeditions and Studio Aqua are unified under one mission to protect, restore and inspire conservation of San Francisco Bay and its watershed, from the Sierra to the Sea.
You will be primarily responsible for the development of Marketing, Sales, and PR strategy and tactics to enable attainment of attendance, revenue and EBITDA goals. You’ll lead the day-to-day group sales, events, promotions, membership, and public relations efforts to deliver business targets. With a constant eye on attendance and other key business metrics, you will be a hands-on leader who designs, leads, and executes shifts in strategy to reach established targets. To be effective and successful, you will provide strategic thinking, departmental leadership, partnership, and executional excellence in delivering organization goals.
ROLES & RESPONSIBILITIES
- Develop annual sales, marketing, and public relations plans; executing plans to deliver targets.
- Manage the operating calendar, attendance mix and capacity, and admission prices based on historical data, market conditions, trends, and competitive activity.
- Provide ongoing monitoring of organization performance and goal attainment; recommending shifts in strategies and tactics as necessary to ensure financial plan attainment.
- Coordinate marketing campaigns to deliver on brief; serving as point-of-contact with all departments in the development of plans and content as needed.
- Create and lead a team of sales and marketing professionals who serve to enable the achievement of business objectives.
- Oversee the development and implementation of the aquarium’s membership program, providing strategic guidance to assure successful delivery of channel objectives.
- Oversee the development and implementation of the promotions strategy and plan which leverages brand assets and paid/earned/owned media to establish Aquarium of the Bay as a brand of choice with our target guest and drive visitation.
- Oversee the development and implementation of the annual group sales plan providing strategic guidance to assure successful delivery of channel objectives.
- Oversee the development and implementation of all public relations and social media strategies and tactics.
- Oversee the implementation of all sponsorship agreements.
- Review and approve advertising strategy, campaign briefs, creative concepts, and media mix, weight, and timing;.
- Plan and administer the annual Marketing budget.
- Lead the development of consumer research and utilize existing tools and data to uncover insights, guide marketing strategy and identify growth opportunities.
- Lead the process to identify, develop and promote new product including new exhibit concepts, events, limited time offerings, and up-sell opportunities. Play a key role in the development of the strategic plan for the guest experience.
- Represent the Aquarium in the local community, tourism partners, national zoological networks, and at industry-related meetings and conferences.
- Purposefully develop all direct reports through an ongoing commitment to growth; creating an environment of clarity in expectation, praise/recognition, and accountability.
- Other duties as assigned.
KEY SKILLS REQUIRED:
- Bachelor’s Degree required, preferably in a field of business or marketing (or equivalent years of experience in related field).
- 10+ years progressive marketing experience required.
- Minimum 4 years of leadership experience required.
- Experience in attractions, theme parks, museums, or sports franchises, preferred.
- Business leadership demonstrated through patience, kindness, trust, unselfishness, truthfulness, forgiveness, dedication, and humility.
- Highly organized with strong verbal and written communications skills.
- Ability to work independently and cooperatively as part of a team.
- Ability to travel locally to attend expos and networking events both during and outside of scheduled hours.
- Ability to work a flexible schedule including some weekends, evenings, and holidays.
HOURS & COMPENSATION
- Salary: $85,000 – $105,000 per annum (doe) plus Benefits per Employee Handbook
- Work Hours: Mon– Fri. 9AM to 5 PM
- Location: 55 Francisco Street, Suite 330, San Francisco, California
- There may be nights and weekend events that may require your attendance.
BENEFITS
- Health benefits following 60 days of employment. We provide Health, Dental, Vision and Life/Long Term Disability coverage.
- A 403 (b) Savings Plan (employee contributed) is available from first day of employment.
- A company cellphone and laptop will be provided.
- $215 per month allotment for transit or a parking pass is included (allowances are subject to payroll tax).
Aquarium of the Bay
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