Director of Content and Brand Strategy

National Aquarium • Baltimore, MD

1d • Hybrid

About The Position

The National Aquarium is seeking a Director of Content and Brand Strategy to lead content and brand strategy that strengthens relevance with key audiences, supports attendance and revenue targets, grows the Aquarium’s reputation, and advances organizational priorities. In partnership with the VP of Marketing and Engagement Strategy and other senior marketing leaders, the Director helps ensure the Marketing team delivers on critical revenue and reputational goals. The Director is the lead content and brand strategy partner for internal and external stakeholders, setting strategy in response to evolving business, partner, and audience needs and working with marketing peers to align execution and optimize results. The Director also provides leadership on organizational and external steering committees and may serve as a delegate for the VP or other senior leaders.

The role leads multichannel content strategy across owned and social channels, directs the Content Manager, Social Media Manager, and Design Manager on implementation, and partners with Communications and Performance Marketing on paid, internal, and earned channels. The Director oversees social media operations, online community management standards, content creator strategy, and a flexible production team spanning design, content, and social media. The position collaborates on project planning and prioritization, budgets, agency relationships, and an integrated performance measurement framework covering acquisition, engagement, brand health, and revenue.

As a member of the Marketing Leadership Team, the Director leads planning and department-wide marketing communications strategy sessions, builds relationships across the organization and externally, advises stakeholders and senior leadership, and represents the Aquarium with brand and community partners, sponsors, and content creators. The position reports to the VP of Marketing and Engagement Strategy.

Requirements

• Bachelor’s degree in marketing, business, communications, or a related discipline.
• Eight or more years of experience in brand strategy, content, marketing, or communications, with demonstrated impact on audience growth, engagement, reputation, and revenue.
• Six or more years of experience managing complex teams and projects.
• Demonstrated collaborative leadership experience.
• Strategic brand and content expertise, including the ability to translate organizational priorities into compelling, integrated content across multiple channels.
• Experience contributing in cross-functional leadership settings and representing organizations externally.
• Results-driven and data-informed, with experience interpreting market insights and delivering on KPIs.
• Strong, influential, intentional collaboration and communication skills.

Nice To Haves

• Agency experience.
• Tourism or hospitality experience.
• B2C experience.
• Nonprofit experience.

Responsibilities

• Develop and lead content and brand strategy supporting attendance and revenue goals, future visitor acquisition, brand trust and awareness, the Aquarium’s value proposition, and organizational priorities.
• Lead a multichannel content strategy and use data-driven platform insights to identify content optimization opportunities.
• Direct the Content Manager, Social Media Manager, and Design Manager in implementing content strategy for owned and social channels.
• Partner with Communications and Performance Marketing on content strategy for paid, internal, and earned channels.
• Direct social media operations and coach social media practitioners.
• Set standards for consistent online community management and care, and cross-train and delegate to maintain effective coverage.
• Coordinate with the Director of Community Partnership Strategy to connect online community management with organizational community engagement strategy.
• Refine and direct content creator strategy in consultation with the Director of Performance Marketing.
• Build a cohesive, flexible production team across design, content, and social media that works toward KPIs and provides mutual support, accountability, and coverage.
• Partner with the Senior Project Manager to maintain accurate project plans and ensure deliverables are on time, on budget, and aligned with strategy.
• Direct the Senior Project Manager in defining and prioritizing project requests and coordinating internal and external stakeholders.
• Prioritize the Design Manager’s work, identify opportunities to streamline requests, and determine when external resources are needed.
• Collaborate with the Director of Performance Marketing on an integrated performance measurement framework covering acquisition, engagement, brand health, and revenue; refine programs and processes based on results.
• Liaise with external agencies supporting paid and digital strategy and contribute to campaign development and branding initiatives.
• Lead planning sessions, convene department-wide marketing communications strategy sessions, and attend organizational team meetings to source content and support alignment.
• Serve as the lead representative for content and brand strategy and maintain relationships with internal and external peers.
• Counsel internal stakeholders, support project intake when appropriate, create marketing briefs, and translate needs into marketing deliverables.
• Provide strategic recommendations to senior leadership on opportunities to advance the Aquarium’s brand and reputation.
• Represent the Aquarium to external stakeholders and manage relationships with brand and community partners, sponsorship activations, and content creators.
• Lead budget planning for social media, design, project management, and content units.
• Support the organization’s mission and comply with organizational and departmental policies and procedures.
• Perform other duties as assigned or required.

Benefits

• Flexible paid leave.
• Up to four weeks of paid family leave.
• Health care coverage for single and family plans after 30 days of full-time work.
• Conservation day leave.
• 401(k) plan with employer match.

What This Job Offers

• Job Type: Full-time
• Career Level: Director