Senior Director, Marketing; Campus

Overview

The Senior Director, Marketing (Campus & Experiences) leads the development, implementation, and performance optimization of integrated marketing strategies for the National Geographic Society’s full portfolio of public-facing programs under the Campus & Experiences division, including the Museum of Exploration, National Geographic Live, Traveling Exhibitions, and Storytellers Collective. This role reports to the Vice President, Business Strategy and Performance and oversees a team of senior managers, channel specialists, and agencies to support paid media, creative development, audience segmentation, and performance marketing.

The position is based at the National Geographic Society headquarters in Washington, D.C., with involvement in ongoing campus renovations and the Museum of Exploration.

A key member of the division’s leadership team, this role contributes to business planning, campaign oversight, and brand alignment to reflect institutional goals, audience insights, and the Society’s mission.

Responsibilities Include

• Strategy Development and Campaign Oversight (30%):
  Lead the development and implementation of annual and seasonal marketing strategies across all Campus & Experiences programs, including the Museum of Exploration, National Geographic Live, Traveling Exhibitions, and Storytellers Collective.
• Position the museum as a must-see destination for tourists and locals in D.C. and attract and engage potential visitors through paid advertising, local partnerships, event activations, and other channels.
• Develop strategic marketing plans that enable public programming attendance and partner engagement in collaboration with cross-functional leaders.
• Collaborate with business leads and sales teams to develop go-to-market strategies to engage, grow, and retain target audiences.
• Direct the development, review, and execution of omnichannel marketing campaigns, ensuring alignment with the institution’s brand and messaging strategy.
• Oversee vendors, agencies, and internal teams responsible for paid and owned channels, creative, content, web, email, social media, and programming to implement marketing strategies.

• Revenue Achievement and Budget Management (25%):
  Lead marketing strategies to support revenue targets for admissions and ticketed experiences, including add-ons and special programs.
• Collaborate with retail, food & beverage, public programming, event rentals, and group sales to develop integrated strategies that support revenue and attendance goals.
• Monitor and analyze marketing performance indicators to inform optimizations and revenue outcomes across the Campus & Experiences portfolio.
• Create and maintain the marketing budget for agency and media spends aligned to revenue targets.

• Team Leadership (25%):
  Build a strong team culture focused on creativity, teamwork, innovation, and service to the National Geographic mission.
• Lead the Campus & Experiences Marketing team in collaboration with the central marketing and brand teams and the Advancement marketing team to enable high performance across strategic marketing, creative, digital, and program marketing functions.

• Channel Strategy & Coordination (20%):
  Ensure Museum channels (web, social, email, advertising, on-site assets) are coordinated and highlight approved messaging and initiatives; build and maintain brand identity across channels; collaborate with Strategic Communications to maximize earned media opportunities.

• Educational Background: Bachelor’s degree required; credentials in marketing, communications, or business are a plus.
• Experience: 12+ years in destination, museum, live entertainment and experiential marketing; 5+ years of management experience.
• Knowledge and
  
  Skills:
  
  Strong experience in full-funnel marketing, multi-channel strategy, destination-based marketing, data-driven segmentation, pricing strategies for attractions, media planning, local promotions, experiential marketing, and excellent communication and strategic leadership skills. Ability to translate business goals into marketing activities and work with executive stakeholders. Proficiency in leveraging data, analytics, and surveys to…