Director of Membership and Audience Strategy

Denver Zoo Conservation Alliance•Denver, CO

22h•Onsite

About The Position

Director of Membership and Audience Strategy advances DZCA’s mission and goals by providing strategic leadership for audience growth, earned revenue, and relationship development through membership and admissions. This role is responsible for driving sustainable attendance and membership revenue while deepening audience engagement, equity, and long-term loyalty in alignment with the institution’s mission. Our team is made up of passionate and diverse professionals dedicated to providing excellent care for our animals while creating meaningful experiences for our guests. If you're excited to contribute your skills in a collaborative and innovative environment, Denver Zoo Conservation Alliance is the place for you!

Requirements

4-year degree in Marketing, Business Administration, Non-Profit Management, Data Analytics, Communications, Hospitality/Tourism, or a related field preferred, or any equivalent combination of education and/or experience.
Requires a minimum of 7 years’ experience in membership programs, admissions strategy, audience development, revenue management, marketing, CRM/database management, or related fields within mission-driven organizations, attractions, cultural institutions, or hospitality environments. 5+ years of progressive leadership experience overseeing teams, audience growth strategies, revenue performance, and data-informed decision making, including cross-departmental collaboration with marketing, philanthropy, and guest experience functions. Or any equivalent combination of experience, lived experience, and/or special skills.
Demonstrated ability to develop and implement audience growth strategies that increase attendance, membership revenue, and long-term loyalty through pricing strategy, segmentation, promotions, and lifecycle engagement.
Advanced knowledge of CRM and database systems with the ability to translate audience data, trends, and performance metrics into actionable strategies that inform marketing, admissions, and membership decisions, is required.
Proven computer skills, including proficiency in Microsoft Office Suite, are required.
Proven ability to lead teams and collaborate across departments, including Communications, Philanthropy, Guest Experience, and Education, to deliver cohesive audience engagement strategies and exceptional guest and member experiences.
Requires exemplary organizational skills, written and oral communication skills, attention to detail, and the ability to prioritize work and tasks.
Requires adaptability to produce and meet deadlines in a fast-paced, multi-tasking, and changing environment, and the ability to work independently and as part of a team.
Must have superior negotiation skills and the ability to handle sensitive information with diplomacy.
Must be a recognized communicator and considered to be a developer, coach, and mentor who is comfortable working with a broad cross-section of people in direct and matrixed relationships.
Experience developing and executing strategic goals required.
Must have proficient skills in managing large and complex budgeted programs.
Ability to pass a background check and pre-employment drug and alcohol screen
Schedule Availability: Expectation to work a 5-day work week with availability to work some weekends, evenings, and holidays, time off planned with notice.

Nice To Haves

Certification or professional training from the National Association for Interpretation (NAI), such as Certified Interpretive Planner, Certified Interpretive Manager, Certified Interpretive Guide preferred. Certified Special Events Professional (CSEP) or equivalent event production certification preferred. IBCCES or comparable sensory-inclusive experience certification preferred.

Responsibilities

Collaboratively develop and execute multi-year strategies for membership acquisition, retention, upgrades, and reactivation, aligned with organizational revenue goals and mission outcomes.
Lead admissions strategy, including pricing, discounting, access programs, and demand management, balancing revenue optimization with accessibility and equity.
Partner with Guest Experience, Communications, and Belonging teams to align audience targeting, campaign strategy, and on-site conversion tactics across the whole guest journey.
Use audience segmentation and behavioral insights to grow first-time visitation, repeat visitation, and cross-channel engagement.
Identify and pilot new audience growth opportunities (e.g., new membership tiers, affinity groups, social clubs, add-ons, and experience-based offerings).
Lead the institution’s CRM and database strategy, ensuring data integrity, usability, and alignment across admissions, membership, philanthropy, and communications.
Oversee annual and multi-year membership and admissions budgets, forecasts, and revenue targets.
Develop dashboards, KPIs, and reporting frameworks for leadership and board audiences, translating data into actionable insights.
Champion a culture of data-informed decision-making, ensuring teams across the organization have access to relevant insights and analysis.
Ensure compliance with data governance, privacy regulations, and best practices.
Partner with IT and external vendors to evaluate and implement CRM enhancements, integrations, and automation.
Lead, coach, and develop a multidisciplinary team across membership, admissions strategy, and CRM/database functions, fostering a collaborative and inclusive environment that supports professional growth and innovative thinking.
Champion data literacy throughout the organization by providing training, resources, ongoing support, and collaborating with departments such as Accounting, Communications, Information Technology, and Philanthropy to drive evidence-based decision-making.
Review department organization to ensure staffing levels, schedules, and staffing structure provide for the organization's standard operations.
Other assistance, as designated by Sr. Director of Guest Experiences, to support the overall goals of the department and organization. DZCA retains the right to add or change duties and/or responsibilities at any time.
Acts as a good steward of the DZCA's resources.
This position will interact with managers at all levels and staff members across the organization, in addition to members of external organizations.
The nature of this position requires safeguarding against the release of confidential and proprietary information of DZCA.