Director of Performance Marketing
National Aquarium•Baltimore, MD
•$83,000 - $111,399•Hybrid
About The Position
The National Aquarium is seeking a Director of Performance Marketing to lead paid media and digital marketing strategy, multiple agency and contractor relationships and other performance marketing functions. Build relevancy with key audiences, achieve revenue and attendance goals, drive reputational growth, and support strategic priorities. The Director leads the Performance Marketing team, ensuring that output is aligned with and achieves Marketing’s key objectives and KPIs in audience acquisition and engagement, brand and reputational management and thought leadership. Additionally, this individual will be tapped for leadership roles on various organizational steering committees as well as relevant external committees. This individual reports to the VP of Marketing and Engagement Strategy and is a member of the Marketing Leadership Team.
Requirements
- Bachelor’s degree in marketing, business, or related field
- 8-10 years of experience leading paid media and digital marketing strategy with direct accountability for revenue, attendance, or conversion performance
- Proven people leader with experience managing both internal teams and agency/contractor relationships
- Expertise across paid channels including search, social, display, programmatic, and emerging platforms, with a strong understanding of full-funnel marketing
- Experience developing and executing digital marketing campaigns and digital experiences, balancing technical, marketing and usability components
- Highly data-driven leader with the ability to define, measure, and optimize KPIs related to audience acquisition, engagement, ROI, and brand health.
- Strategic collaborator and communicator, able to align cross-functional stakeholders and translate organizational priorities into effective performance strategies
- Experience with Google Analytics required and Salesforce Marketing Cloud preferred
- Strong operational and budget management skills
Nice To Haves
- Agency, B2C, tourism/hospitality, advertising or nonprofit experience a plus
Responsibilities
- Develop and manage an effective performance marketing team that supports the Aquarium’s key marketing objectives: Meet our annual attendance and revenue goals and build a pipeline for future high propensity visitors, Ensure the Aquarium’s highly regarded brand remains top-of-mind and trusted, Clarify and amplify our unique value proposition
- Lead paid media and digital strategies across web, social, email, SEO, AEO, and emerging platforms to drive audience growth, revenue, and attendance.
- Oversee multiple agency and vendor partnerships, including strategy alignment, creative development, media execution, optimization, and performance analysis.
- Guide market research and trend analysis to identify audience insights, competitive dynamics, and growth opportunities.
- Define and execute an integrated performance measurement framework, partnering with Content and Brand Strategy, Project Management and Performance Planning and Analysis functions to deliver and report against KPIs for acquisition, engagement, brand health, and revenue.
- Partner with Project Manager on reporting and trend analysis
- Partner with Content and Brand Strategy to align paid, owned, and influencer strategies, ensuring effective integration and amplification across channels.
- Lead digital initiatives from strategy through launch, including roadmap development, campaign planning, and ongoing optimization of digital experiences.
- Develop long-term digital growth plans, including automation and self-service enhancements that improve usability, efficiency, and customer experience.
- Serve as a strategic problem-solver, partnering with internal teams and IT to address marketing challenges and advance digital capabilities.
- Ensure direct and indirect reports have the skills, resources and organizational clarity they need to meet and exceed their goals and to function as strong team players
- Provide clarity and ongoing direction to agencies and Digital Freelancer
- Effectively develop, direct and monitor multi-million-dollar budgets, with an eye to maximizing ROI.
- Provide strategic recommendations to senior leadership on opportunities to advance the Aquarium’s digital marketing capabilities, including perspectives on AI preparedness and policies for AI use, including evaluation of ethical application of AI-powered marketing tools
- Cultivate and maintain relationships with internal and external peers
- Maintain established personnel, policies and procedures
Benefits
- four weeks paid time off
- six paid floating holidays
- up to four weeks of paid family leave
- health care (single and family) after 30 days of full-time work
- Conservation day leave
- 401(k) plan with employer match
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What This Job Offers
Job Type
Full-time
Career Level
Director
