Director of Marketing and Communications

Seneca Park Zoo Society•City of Rochester, NY

11d•$80,000 - $95,000•Onsite

About The Position

Seneca Park Zoo Society is seeking an innovative, strategic, and results-driven Director of Marketing and Communications to help lead the organization through a historic period of growth, including the launch of a next-generation Tropics Center that will set a new standard for excellence. This is a unique opportunity to shape and elevate the Zoo's brand, marketing, communications, and audience engagement strategies as Seneca Park Zoo expands its impact and visibility. The successful candidate will play a pivotal role in positioning the Zoo as a premier regional destination and a globally recognized leader in wildlife conservation, education, and community engagement. Reporting directly to the President & CEO, the Director of Marketing and Communications will develop and execute integrated marketing, communications, public relations, and brand strategies that strengthen awareness, deepen audience engagement, increase visitation, and drive earned revenue. The ideal candidate combines strategic vision with data-driven decision-making and brings expertise in audience analytics, consumer insights, market research, digital marketing, and brand management. This leader will leverage data and emerging trends to identify opportunities, optimize performance, and deliver measurable results that support the Zoo's mission and long-term growth objectives.

Requirements

Bachelor's degree in marketing, Communications, Public Relations, Business, or a related field.
Eight (8) or more years of progressively responsible experience in marketing, communications, public relations, membership, or audience development.
Minimum of three (3) years of experience leading and developing high-performing teams.
Demonstrated success developing and executing integrated marketing and communications strategies that drive measurable business results.
Experience managing budgets, allocating resources, and evaluating return on investment.
Proven ability to build collaborative relationships with boards, volunteers, executives, community leaders, and external partners.
Strong track record of leading, motivating, coaching, and holding staff accountable for achieving goals.
Experience managing media relations, public relations initiatives, and crisis communications.
Exceptional written, verbal, presentation, and interpersonal communication skills.
Strong analytical and project management skills, with the ability to manage multiple priorities and deadlines simultaneously.
Demonstrated ability to make data-informed decisions and leverage audience insights to improve outcomes.

Nice To Haves

Experience using Marketing Cloud
Salesforce experience
Experience working for non-profit organization a plus.

Responsibilities

Lead, develop, and inspire the Marketing, Communications, and Membership teams to achieve organizational goals and advance the Zoo Society's mission.
Foster a culture of collaboration, innovation, accountability, and data-driven decision making.
Build and maintain strong relationships with board of trustee members, community leaders, organizations, vendors, and stakeholders to expand and diversify the Zoo's audiences and community impact.
Develop and facilitate a Marketing/PR committee with to include board trustees.
Identify and cultivate strategic partnerships that enhance the Zoo's visibility, relevance, and value throughout the region.
Collaborate closely with the Resource Development and Learning & Engagement teams to support fundraising campaigns, special events, donor communications, and audience engagement initiatives.
Serve as a strategic advisor to the President & CEO on communications, public messaging, and issues with potential external impact.
Demonstrate sound judgment and effective problem solving in both routine and high-profile situations, maintaining composure under pressure.
Champion the organization's commitment to leveraging audience insights, market research, and performance data to guide strategy and decision making.
Serve as the steward of the Seneca Park Zoo brand, ensuring consistency and excellence across all communications and marketing materials.
Support departments across the organization in creating engaging, mission-aligned, and brand-consistent experiences.
Manage relationships with external vendors, agencies, printers, and service providers, ensuring exceptional quality, value, and return on investment.
Develop and execute a comprehensive marketing, communications, public relations, and brand strategy that advances organizational priorities and drives measurable results.
Development and implementation of a five-year PR strategy in alignment with the Zoo Society's Long-Range Plan
Lead integrated marketing campaigns that increase attendance, membership, event participation, community engagement, and revenue growth.
Oversee the development of compelling content and communications across print, digital, social media, web, email, video, and other channels.
Direct the creation and execution of the Zoo-wide marketing plan, leveraging owned, earned, paid, and shared media to strengthen brand awareness and audience engagement.
Expand the Zoo's reach by identifying and engaging new and diverse audiences throughout the region and beyond.
Guide media relations strategy and cultivate strong relationships with local, regional, and national media outlets.
Elevate the visibility and reputation of Seneca Park Zoo Society through proactive storytelling, thought leadership, and strategic public relations efforts.
Ensure timely and effective communication with internal and external stakeholders regarding organizational priorities, initiatives, conservation efforts, programs, and achievements.
Provide strategic leadership for membership acquisition, retention, engagement, and stewardship efforts.
Enhance the overall member experience and ensure membership considerations are integrated into programs, events, exhibits, and educational offerings.
Partners across departments position membership as a key component of visitor engagement and organizational sustainability.
Meet or exceed annual membership growth and revenue targets.
Maintain a highly collaborative and productive partnership with Monroe County leadership and communications teams.
In partnership with County Communications, oversee crisis communication planning, preparedness, and response.
Collaborate with County partners to strengthen community, governmental, and neighborhood relationships through proactive engagement and communication strategies.
Establish and monitor key performance indicators (KPIs) for marketing, communications, membership, and audience engagement efforts.
Evaluate the effectiveness of campaigns, programs, and initiatives and use insights to continuously improve performance and return on investment.
Lead the development and application of audience, market, and consumer research to inform organizational decision making and strategic planning.
Partner with the Director of Program Evaluation and Audience Research to assess mission impact, audience engagement, visitor satisfaction, and revenue outcomes.
The Director of Marketing and Communications provides leadership, coaching, performance management, and professional development for the following positions: Membership Manager, Communications Coordinator, Visual Designer, Office Assistant and Reception Team.