Job Description

WHO WE ARE

San Diego Zoo Wildlife Alliance is a nonprofit international conservation leader, committed to inspiring a passion for nature and creating a world where all life thrives. Empowering people from around the globe to support our mission to conserve wildlife through innovation and partnerships, we support cutting-edge conservation, and bring the stories of our work back to our two world-famous front doors — the San Diego Zoo and San Diego Zoo Safari Park — giving millions of guests, in person and virtually, the opportunity to experience conservation in action. The deep and extensive knowledge gained from more than a century of experience in wildlife care, health, veterinary services, nutrition and conservation makes us invaluable in the global effort to save species. Our team members play a crucial role in driving our conservation efforts forward and bringing us closer to a world where all life thrives.

HOW YOU WILL IMPACT OUR MISSION

The Director of Membership and Audience Management will carry the responsibility for the overall acquisition, retention, and relationship management for key audiences that are vital to SDZWA's revenue generation. This includes our base of approximately 400,000 members, the largest zoological membership program in the world. They will lead project management efforts for audience development and loyalty activities and develop new earned and contributed income opportunities including our VIP program efforts.

The Director of Membership and Audience Management will develop and lead the overarching audience strategy for marketing and communications to our member and VIP audience with the objective of building sustainable growth in membership counts and revenue through conversion rate improvements, upper-funnel messaging, analytical rigor, the membership value proposition, and understanding drivers/behaviors of renewals.

The Director of Membership and Audience Management serves as the face of membership, facilitating meaningful audience engagement and curating the member experience across all campuses, including digital and social, and deepening the relationship with both existing and prospective members. The position reports directly to the Vice President of Sales & Membership.

WHAT YOU WILL DO

• Lead the creation and implementation of SDZWA’s membership sales and marketing strategy, providing strategic direction to the Membership Agency of Record for development of marketing and advertising specific to membership and VIP audiences.
• Continually improve member acquisition, visitation, retention/renewals, loyalty, and monetization opportunities through the evaluation of past present, and plan for future revenue growth and performance, making recommendations to maximize market penetration and ROI. These efforts include growth of both revenue and individual counts.
• Create and manage a calendar of omnichannel marketing appeals that leverage a variety of media to communicate with potential and current members and VIPs. Channels include direct mail, print, telemarketing, programmatic digital display, SEO/SEM, email, and social media. Apply industry trends, consumer insights and data to identify changing market segments and audiences. Fine tune offerings and/or focused efforts to those audiences.
• Attract, mentor, motivate, and lead a strong, cohesive, and high-performing Membership & Audience Team consisting of 8-10 staff including program managers, data analysts, and VIP liaisons.
• Prepare annual budget of approximately $5MM for the Membership & Audience Management team to ensure efficient and effective use of SDZWA’s resources and manage multiple vendors related to membership and audience management services.
• Serve as the subject matter expert in membership strategy, prospect acquisition and VIP services. This includes consulting with other internal and external partners.
• Serve as the public face of Membership. Demonstrate strong presentation, storytelling, and persuasive speaking skills. Distill complex information into compelling presentation materials to effectively communicate vision, objectives, and strategies with organizational peers, team members, and senior leadership.
• Lead strategy to drive awareness and results for VIP offerings and work with operating teams to ensure the most premium experience in the industry.

WHAT WE ARE LOOKING FOR

JOB EXPERIENCE

• 5+ years of leadership experience mentoring a team of at least five people required.
• 3+ years experience managing a large, complex budget required.
• 7+ years of experience in progressive, consumer-facing marketing including membership programs, loyalty programs, and prospect acquisition required.
• Experience overseeing a comprehensive VIP program preferred.

EDUCATION AND CERTIFICATIONS

• Bachelor's Degree in marketing, non-profit management, business or related field preferred.

SKILLS AND KNOWLEDGE

• Able to analyze, research, and report out complex information in a concise, factual manner.
• Demonstrated success in audience cultivation across a variety of mediums.
• Demonstrated ability to communicate effectively with internal and external contacts.
• Able to work collaboratively with many teams in a diverse environment.
• Demonstrated ability to provide outstanding customer service.
• Able to handle confidential and complex information with a high level of professionalism, tact and diplomacy.
• Demonstrated ability to manage time and projects effectively with multiple priorities and deadlines.
• Able to operate moderately complex computer programs, including database and CRM systems.

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