Dallas Arboretum & Botanical Society, Inc.
Vice President, Marketing and Guest Experience
Dallas Arboretum & Botanical Society, Inc., Dallas, Texas, United States, 75215
The Vice President, Marketing and Guest Experience leads the Dallas Arboretum and Botanical Garden's marketing, branding, creative services, guest experience, and media/public relations functions in alignment with its mission, vision, and strategic goals. This senior leader is pivotal in developing and executing a comprehensive, integrated marketing strategy to enhance institutional visibility, strengthen the brand, drive audience growth, and ensure financial sustainability - all in support of the Arboretum's strategic plan and its pillars of environment, excellence, engagement, and experience. The Vice President serves as a key member of the Advancement and Leadership teams and works collaboratively with colleagues across the organization to deliver a welcoming and exceptional visitor experience. This role directly supports the Arboretum's Advancement efforts, including development (fundraising), membership, sales, marketing, guest experience, and special events, as well as public and member events, special exhibitions, and other activities across the entire institution.
The ideal candidate brings a robust background in revenue-driven marketing, exceptional leadership and team management abilities, and strong written communication skills with an emphasis on storytelling. A passion for nature, public gardens, and cultural destinations is a valued asset.
ESSENTIAL DUTIES AND RESPONSIBILITIES:
Strategic Leadership:
Develop and implement a cohesive, integrated marketing strategy that aligns with the Dallas Arboretum's mission, vision, and goals. Lead and inspire cross-functional teams to achieve high performance and creative excellence. Monitor and analyze market trends and cultural destination best practices to identify opportunities and address challenges. Build and shape the Dallas Arboretum's visual identity and guest experience, ensuring consistent branding that enhances public perception and fosters strong brand recognition and loyalty. Written and Verbal Communication:
Craft compelling narratives and persuasive messaging across all channels, including digital marketing, advertising, and public relations. Develop and maintain an annual marketing plan and design integrated campaigns that communicate the organization's mission and values. Utilize storytelling to resonate with diverse audiences and strengthen emotional connections to the Arboretum. Digital Marketing:
Oversee the development and execution of digital marketing campaigns across multiple platforms, including social media, email marketing, and the website. Ensure the effective use of data analytics, SEO, and SEM to maximize online presence, engagement, and conversions. Creative Services:
Lead the creative services team, overseeing graphic design, photography, videography, and content production to deliver high-quality, mission-aligned visual communications that advance the Arboretum's brand and visibility. Provide editorial and creative leadership for the production and publication of In Bloom, the Arboretum's magazine, ensuring it reflects institutional priorities, engages audiences, and maintains the highest standards of design, storytelling, and accuracy. Earned and Paid Media:
Develop and maintain relationships with media to secure earned coverage that increases brand awareness and drives attendance. Schedule and prepare key staff and leadership for on-camera or radio interviews and promotional appearances. Actively pursue media sponsorships and collaborative promotions. Oversee creation and distribution of press materials, media kits, and targeted lists. Manage paid media campaigns to ensure effective use of budgets across digital, print, broadcast, signage, outdoor advertising, collateral, and other media placements. Guest Services:
Provide leadership for Guest Services, ensuring a welcoming, efficient, and informative guest experience. Work closely with the Guest Experience manager to recruit, train and manage frontline staff at entrances, ticketing, and information desks. Develop and implement comprehensive training programs focused on customer service excellence, Arboretum knowledge, and safety procedures. Coordinate with event teams to support guest logistics for programs, tours, and special events. Oversee ticketing and admissions processes, ensuring smooth and efficient operations, particularly during peak periods. Budget and Performance Management:
Develop and manage budgets for all areas of responsibility, including marketing, creative services, guest services, and media/public relations. Track and report performance using data to inform decision-making, optimize return on investment, and ensure alignment with the institution's financial goals. Present regular updates to the Arboretum's leadership team and Board as appropriate. SKILLS/QUALIFICATIONS:
Bachelor's degree in marketing, business, communications, or a related field. Master's degree preferred. Minimum 7 years of progressively responsible marketing experience, with at least 3 years in a senior leadership role. Experience working in a nonprofit, cultural destination, or hospitality organization preferred. Proven expertise in marketing strategy, digital marketing, earned and paid media, and creative services oversight. Strong analytical skills and experience using marketing and business analytics tools. Excellent verbal and written communication skills, including persuasive storytelling and professional writing techniques. Demonstrated ability to work collaboratively and build productive relationships with internal and external stakeholders. Strong computer proficiency (Microsoft Office suite and related software as needed). Ability to sit for extended periods and facilitate promotions/media events onsite as required. Flexibility to work flexible hours, including nights/weekends as needed. Valid driver's license required. KEY COMPETENCIES
Strategic thinker with excellent planning and organizational skills. Exceptional communicator with persuasive messaging and storytelling ability. Proven success in building brand equity and driving audience growth. Analytical and solutions-oriented with sound judgement. Results-driven and deadline-focused, with strong fiscal management abilities. Adept at building positive relationships with media, vendors, and stakeholders. Confident presenting to leadership and the Board. Flexible, diplomatic, responsive, and self-motivated. Inspiring and engaging leader of teams.
To help you stay energized, engaged, and inspired, we offer a wide range of benefits, including comprehensive healthcare, a 401K, and Paid Time Off (PTO).
The mission of the Dallas Arboretum and Botanical Garden is to be a garden for all that enriches lives through beauty, learning, and connection. We are a world-class sanctuary where people and plants flourish in the natural environment.
The Dallas Arboretum is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, age, color, ancestry, national origin, place of birth, religion, sex, sexual orientation, gender identity and expression, military or veteran status, genetic characteristics or disability unrelated to job performance.
The ideal candidate brings a robust background in revenue-driven marketing, exceptional leadership and team management abilities, and strong written communication skills with an emphasis on storytelling. A passion for nature, public gardens, and cultural destinations is a valued asset.
ESSENTIAL DUTIES AND RESPONSIBILITIES:
Strategic Leadership:
Develop and implement a cohesive, integrated marketing strategy that aligns with the Dallas Arboretum's mission, vision, and goals. Lead and inspire cross-functional teams to achieve high performance and creative excellence. Monitor and analyze market trends and cultural destination best practices to identify opportunities and address challenges. Build and shape the Dallas Arboretum's visual identity and guest experience, ensuring consistent branding that enhances public perception and fosters strong brand recognition and loyalty. Written and Verbal Communication:
Craft compelling narratives and persuasive messaging across all channels, including digital marketing, advertising, and public relations. Develop and maintain an annual marketing plan and design integrated campaigns that communicate the organization's mission and values. Utilize storytelling to resonate with diverse audiences and strengthen emotional connections to the Arboretum. Digital Marketing:
Oversee the development and execution of digital marketing campaigns across multiple platforms, including social media, email marketing, and the website. Ensure the effective use of data analytics, SEO, and SEM to maximize online presence, engagement, and conversions. Creative Services:
Lead the creative services team, overseeing graphic design, photography, videography, and content production to deliver high-quality, mission-aligned visual communications that advance the Arboretum's brand and visibility. Provide editorial and creative leadership for the production and publication of In Bloom, the Arboretum's magazine, ensuring it reflects institutional priorities, engages audiences, and maintains the highest standards of design, storytelling, and accuracy. Earned and Paid Media:
Develop and maintain relationships with media to secure earned coverage that increases brand awareness and drives attendance. Schedule and prepare key staff and leadership for on-camera or radio interviews and promotional appearances. Actively pursue media sponsorships and collaborative promotions. Oversee creation and distribution of press materials, media kits, and targeted lists. Manage paid media campaigns to ensure effective use of budgets across digital, print, broadcast, signage, outdoor advertising, collateral, and other media placements. Guest Services:
Provide leadership for Guest Services, ensuring a welcoming, efficient, and informative guest experience. Work closely with the Guest Experience manager to recruit, train and manage frontline staff at entrances, ticketing, and information desks. Develop and implement comprehensive training programs focused on customer service excellence, Arboretum knowledge, and safety procedures. Coordinate with event teams to support guest logistics for programs, tours, and special events. Oversee ticketing and admissions processes, ensuring smooth and efficient operations, particularly during peak periods. Budget and Performance Management:
Develop and manage budgets for all areas of responsibility, including marketing, creative services, guest services, and media/public relations. Track and report performance using data to inform decision-making, optimize return on investment, and ensure alignment with the institution's financial goals. Present regular updates to the Arboretum's leadership team and Board as appropriate. SKILLS/QUALIFICATIONS:
Bachelor's degree in marketing, business, communications, or a related field. Master's degree preferred. Minimum 7 years of progressively responsible marketing experience, with at least 3 years in a senior leadership role. Experience working in a nonprofit, cultural destination, or hospitality organization preferred. Proven expertise in marketing strategy, digital marketing, earned and paid media, and creative services oversight. Strong analytical skills and experience using marketing and business analytics tools. Excellent verbal and written communication skills, including persuasive storytelling and professional writing techniques. Demonstrated ability to work collaboratively and build productive relationships with internal and external stakeholders. Strong computer proficiency (Microsoft Office suite and related software as needed). Ability to sit for extended periods and facilitate promotions/media events onsite as required. Flexibility to work flexible hours, including nights/weekends as needed. Valid driver's license required. KEY COMPETENCIES
Strategic thinker with excellent planning and organizational skills. Exceptional communicator with persuasive messaging and storytelling ability. Proven success in building brand equity and driving audience growth. Analytical and solutions-oriented with sound judgement. Results-driven and deadline-focused, with strong fiscal management abilities. Adept at building positive relationships with media, vendors, and stakeholders. Confident presenting to leadership and the Board. Flexible, diplomatic, responsive, and self-motivated. Inspiring and engaging leader of teams.
To help you stay energized, engaged, and inspired, we offer a wide range of benefits, including comprehensive healthcare, a 401K, and Paid Time Off (PTO).
The mission of the Dallas Arboretum and Botanical Garden is to be a garden for all that enriches lives through beauty, learning, and connection. We are a world-class sanctuary where people and plants flourish in the natural environment.
The Dallas Arboretum is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, age, color, ancestry, national origin, place of birth, religion, sex, sexual orientation, gender identity and expression, military or veteran status, genetic characteristics or disability unrelated to job performance.