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About the Role

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. This role will shape and elevate the Zoo's brand, marketing, communications, and audience engagement strategies, positioning the Zoo as a premier regional destination and a globally recognized leader in wildlife conservation, education, and community engagement. The Director will develop and execute integrated marketing, communications, public relations, and brand strategies to strengthen awareness, deepen audience engagement, increase visitation, and drive earned revenue, leveraging data and emerging trends to identify opportunities and optimize performance.

Responsibilities

Lead, develop, and inspire the Marketing, Communications, and Membership teams.
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.
Develop and facilitate a Marketing/PR committee with board trustees.
Identify and cultivate strategic partnerships to enhance the Zoo's visibility, relevance, and value.
Collaborate with Resource Development and Learning & Engagement teams to support fundraising, events, donor communications, and audience engagement.
Serve as a strategic advisor to the President & CEO on communications, public messaging, and potential external impact.
Demonstrate sound judgment and effective problem solving in routine and high-profile situations.
Champion the organization's commitment to leveraging audience insights, market research, and performance data.
Serve as the steward of the Seneca Park Zoo brand, ensuring consistency and excellence.
Support departments in creating engaging, mission-aligned, and brand-consistent experiences.
Manage relationships with external vendors, agencies, printers, and service providers.
Develop and execute a comprehensive marketing, communications, public relations, and brand strategy.
Develop and implement a five-year PR strategy in alignment with the Zoo Society's Long-Range Plan.
Lead integrated marketing campaigns to 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.
Expand the Zoo's reach by identifying and engaging new and diverse audiences.
Guide media relations strategy and cultivate strong relationships with media outlets.
Elevate the visibility and reputation of Seneca Park Zoo Society through proactive storytelling and strategic public relations.
Ensure timely and effective communication with internal and external stakeholders.
Provide strategic leadership for membership acquisition, retention, engagement, and stewardship.
Enhance the overall member experience.
Position membership as a key component of visitor engagement and organizational sustainability.
Meet or exceed annual membership growth and revenue targets.
Maintain a collaborative partnership with Monroe County leadership and communications teams.
Oversee crisis communication planning, preparedness, and response in partnership with County Communications.
Collaborate with County partners to strengthen community, governmental, and neighborhood relationships.
Establish and monitor key performance indicators (KPIs) for marketing, communications, membership, and audience engagement.
Evaluate the effectiveness of campaigns, programs, and initiatives.
Lead the development and application of audience, market, and consumer research.
Partner with the Director of Program Evaluation and Audience Research to assess mission impact, audience engagement, visitor satisfaction, and revenue outcomes.
Provide leadership, coaching, performance management, and professional development for the Membership Manager, Communications Coordinator, Visual Designer, and Office Assistant and Reception Team.

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

Skills

Marketing
Communications
Public Relations
Brand Management
Audience Engagement
Data-Driven Decision Making
Audience Analytics
Consumer Insights
Market Research
Digital Marketing
Integrated Marketing Campaigns
Content Creation
Media Relations
Crisis Communications
Membership Strategy
Partnership Development
Budget Management
Return on Investment (ROI) Evaluation
Project Management
Team Leadership
Performance Management
Coaching
Marketing Cloud
Salesforce

Location

Rochester, NY

Work Type

Full-Time
Exempt

Experience Level

Director
Senior Leadership
8+ years of experience
3+ years of team leadership experience

Education Level

Bachelor's degree

Salary/Compensations

$80,000 - $95,000

Benefits

Health insurance plans
HSA
FSA
Life insurance
Long term disability insurance
Dental
Vision
403B retirement plan
Holiday time
Personal time
Birthday time
Sick time

About the Company

Seneca Park Zoo Society is seeking to 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.
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.

Equal Opportunity

Seneca Park Zoo Society is an Equal Opportunity Employer.
We celebrate diversity and are committed to creating an inclusive environment for all employees.