The LAGRANT Foundation
VP of Marketing & Communications - SB Zoo
The LAGRANT Foundation, Santa Barbara, California, us, 93190
POSITION
Position:
Vice President of Marketing & Communications
Company:
Santa Barbara Zoo
Location:
Santa Barbara, CA
Reports To:
Chief Guest Experience & Revenue Officer
Salary Range:
$140,000 - $170,000
Website:
https://www.sbzoo.org
OVERVIEW Vice President of Marketing & Communications:
The Santa Barbara Zoo is a non-profit organization dedicated to conserving the natural world through education, science, and unforgettable experiences. Accredited by the Association of Zoos and Aquariums, the Zoo upholds the highest level of animal care and provides a safe, fun, and educational experience for visitors. The Zoo values excellence, fun, inclusion, collaboration, and innovation. The Zoo treats others with respect and compassionate. The Zoo’s vision is to be the central coast leader in conservation.
SUMMARY The Vice President of Marketing and Communications is a dynamic, visionary leader who elevates the Zoo’s brand, visibility, and public voice. As a key member of the Senior Leadership Team, the Vice President serves as the chief architect of the Zoo’s strategic marketing, communications, and community engagement efforts—aligning all storytelling and outreach with the Zoo’s mission and vision.
This position drives awareness, attendance, and reputation through innovative marketing strategies, compelling communications, and cross-sector partnerships that advance the Zoo’s strategic plan while demonstrating executive presence and decision-making, representing the Zoo’s brand, mission, and values at the highest level within and outside the organization.
ESSENTIAL DUTIES Strategic Leadership
Leads the development and execution of the Zoo’s integrated marketing and communications strategy aligned with institutional vision, goals, strategic plan, and annual plan.
Serves as senior advisor on marketing and strategy to the Chief Guest Experience and Revenue Officer and Executive Team on brand positioning, messaging, and public visibility.
Represents the Zoo in civic, tourism, and regional leadership forums to advance the Zoo’s role as an economic and cultural anchor institution.
Provides executive oversight of all marketing, communications, and public affairs functions, ensuring alignment across departments.
Serves as a cross-functional leader, driving organization-wide strategic initiatives and collaborating with other senior executives to achieve shared institutional goals.
Marketing & Audience Development
Directs multi-channel marketing campaigns designed to drive attendance, membership, and earned revenue.
Cultivates partnerships with tourism, hospitality, and regional organizations to position the Zoo as a top destination and leader in animal care, conservation, science, and education.
Utilizes data analytics and market research to inform strategies, measure ROI, and optimize marketing performance.
Collaborates cross-departmentally to ensure the Zoo’s guest experience and brand narrative are seamlessly integrated.
Leadership & Management
Manages director-level and managerial staff to ensure high standards across all departmental functions, fostering creativity, accountability, and growth among staff.
Leads a diverse team of marketing and communications professionals, supporting professional growth and high performance.
Establishes departmental goals, KPIs, and annual plans aligned with institutional performance measures.
Defines clear departmental structure, responsibilities, and succession planning to foster long- term leadership development.
Develops and manages the annual departmental budget and ensures effective use of resources.
Promotes a collaborative, innovative, and mission-driven culture consistent with the Zoo’s values.
Community Engagement
Builds and sustains strategic partnerships with media outlets, civic leaders, and community organizations to amplify the Zoo’s reach.
Represents the Zoo in the community and at professional associations to enhance visibility and advocacy for conservation education.
Aligns communication strategies with fundraising, education, and operations teams to support organizational objectives.
Fiscal Responsibility & Fundraising Collaboration
Partners with the Advancement and revenue teams to align marketing and communications strategies with fundraising campaigns and revenue-generating initiatives.
Ensures marketing strategies support the Zoo’s financial sustainability and mission impact.
Oversees marketing spend and resource allocation to maximize ROI and align with organizational budget goals.
Analytics
Oversees the development and implementation of comprehensive marketing analytics strategies to drive informed executive decision-making.
Leads the ongoing tracking, analysis, and high-level reporting of marketing campaign performance to optimize ROI across all channels.
Directs advanced market research initiatives to uncover emerging trends, shifts in consumer behavior, and strategic growth opportunities.
Champions a culture of data-driven decision-making throughout the marketing function, ensuring robust measurement of marketing effectiveness, actionable audience insights, and maximized return on investment.
SECONDARY DUTIES General
Serves as a key member of the Zoo’s Senior Leadership and at times Executive Team, contributing to organization-wide strategy and culture.
Practices and promotes inclusivity, equity, and belonging across all areas of work.
Stays informed about AZA and industry trends through conferences, professional development, and marketing network participation.
Supports institutional events, fundraising campaigns, and community initiatives.
Promotes conservation culture and sustainable practices in all departmental operations.
Performs other duties as assigned.
POSITION CRITERIA Education & Experience
Bachelor’s degree in Marketing, Communications, Business, or related field required; Master’s preferred.
Minimum of ten (10) years of progressive leadership in marketing and communications, ideally in a mission-driven and/or visitor-based organization (e.g., zoo, aquarium, museum, or cultural attraction).
Demonstrated success in brand management, digital engagement, and external partnership development.
Proven track record of achieving measurable outcomes in audience growth, revenue generation, and brand visibility.
Knowledge, Skills & Abilities
Strategic thinker capable of translating complex goals into actionable strategies.
Deep knowledge of marketing principles, digital and social media platforms, analytics, and brand strategy.
Exceptional leadership, communication, and interpersonal skills.
Demonstrated ability to inspire teams, manage multiple projects, and drive innovation.
Skilled in partnership building, media relations, and community engagement.
Commitment to diversity, equity, inclusion, and accessible storytelling.
High emotional intelligence, resilience, and integrity.
Performance Outcomes
Increase annual attendance by 8–10% through data-driven marketing and strategic partnerships.
Expand community and tourism partnerships by 25%.
Achieve 15–20% increase in earned media and brand reach in Year 1.
Maintain departmental performance within 2% of approved budget.
Physical Demands & Work Environment
Ability to work in and promote a collaborative, inclusive, and service-oriented environment.
Ability to attend meetings and events on and off Zoo grounds, including evenings and weekends as required.
Ability to access all Zoo facilities and areas, occasionally outdoors and in variable conditions.
Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
License, Certification, or Preferred Qualifications
Successful completion of a Department of Justice LiveScan background check.
Valid driver’s license with good driving record.
This job specification is representative of the expectations of the position described. Additional duties, reporting relationships, and/or position criteria may be assigned as deemed necessary by the President and Chief Executive Officer, or authorized representative. No changes to this job specification shall be made without written permission by the President and Chief Executive Officer or authorized representative.
The Zoo reserves the right to revise this job specification at any time. The job specification does not constitute an employment contract and does not guarantee employment for any specified period of time. The job specification does not in any way alter the at-will employment relationship.
Position Status:
Exempt
Regular Hours:
Full-Time
Location:
500 Niños Drive, Santa Barbara, CA 93103
Reports to:
Chief Guest Experience & Revenue Officer
Supervises:
Creative/Brand Manager, Public Relations Manager (Consultant)
Department:
Marketing & Communications
Prepared By:
Vice President of Community Relations
Approved By:
President & CEO, Director of Human Resources
Revised Date:
October 2025
#J-18808-Ljbffr
Vice President of Marketing & Communications
Company:
Santa Barbara Zoo
Location:
Santa Barbara, CA
Reports To:
Chief Guest Experience & Revenue Officer
Salary Range:
$140,000 - $170,000
Website:
https://www.sbzoo.org
OVERVIEW Vice President of Marketing & Communications:
The Santa Barbara Zoo is a non-profit organization dedicated to conserving the natural world through education, science, and unforgettable experiences. Accredited by the Association of Zoos and Aquariums, the Zoo upholds the highest level of animal care and provides a safe, fun, and educational experience for visitors. The Zoo values excellence, fun, inclusion, collaboration, and innovation. The Zoo treats others with respect and compassionate. The Zoo’s vision is to be the central coast leader in conservation.
SUMMARY The Vice President of Marketing and Communications is a dynamic, visionary leader who elevates the Zoo’s brand, visibility, and public voice. As a key member of the Senior Leadership Team, the Vice President serves as the chief architect of the Zoo’s strategic marketing, communications, and community engagement efforts—aligning all storytelling and outreach with the Zoo’s mission and vision.
This position drives awareness, attendance, and reputation through innovative marketing strategies, compelling communications, and cross-sector partnerships that advance the Zoo’s strategic plan while demonstrating executive presence and decision-making, representing the Zoo’s brand, mission, and values at the highest level within and outside the organization.
ESSENTIAL DUTIES Strategic Leadership
Leads the development and execution of the Zoo’s integrated marketing and communications strategy aligned with institutional vision, goals, strategic plan, and annual plan.
Serves as senior advisor on marketing and strategy to the Chief Guest Experience and Revenue Officer and Executive Team on brand positioning, messaging, and public visibility.
Represents the Zoo in civic, tourism, and regional leadership forums to advance the Zoo’s role as an economic and cultural anchor institution.
Provides executive oversight of all marketing, communications, and public affairs functions, ensuring alignment across departments.
Serves as a cross-functional leader, driving organization-wide strategic initiatives and collaborating with other senior executives to achieve shared institutional goals.
Marketing & Audience Development
Directs multi-channel marketing campaigns designed to drive attendance, membership, and earned revenue.
Cultivates partnerships with tourism, hospitality, and regional organizations to position the Zoo as a top destination and leader in animal care, conservation, science, and education.
Utilizes data analytics and market research to inform strategies, measure ROI, and optimize marketing performance.
Collaborates cross-departmentally to ensure the Zoo’s guest experience and brand narrative are seamlessly integrated.
Leadership & Management
Manages director-level and managerial staff to ensure high standards across all departmental functions, fostering creativity, accountability, and growth among staff.
Leads a diverse team of marketing and communications professionals, supporting professional growth and high performance.
Establishes departmental goals, KPIs, and annual plans aligned with institutional performance measures.
Defines clear departmental structure, responsibilities, and succession planning to foster long- term leadership development.
Develops and manages the annual departmental budget and ensures effective use of resources.
Promotes a collaborative, innovative, and mission-driven culture consistent with the Zoo’s values.
Community Engagement
Builds and sustains strategic partnerships with media outlets, civic leaders, and community organizations to amplify the Zoo’s reach.
Represents the Zoo in the community and at professional associations to enhance visibility and advocacy for conservation education.
Aligns communication strategies with fundraising, education, and operations teams to support organizational objectives.
Fiscal Responsibility & Fundraising Collaboration
Partners with the Advancement and revenue teams to align marketing and communications strategies with fundraising campaigns and revenue-generating initiatives.
Ensures marketing strategies support the Zoo’s financial sustainability and mission impact.
Oversees marketing spend and resource allocation to maximize ROI and align with organizational budget goals.
Analytics
Oversees the development and implementation of comprehensive marketing analytics strategies to drive informed executive decision-making.
Leads the ongoing tracking, analysis, and high-level reporting of marketing campaign performance to optimize ROI across all channels.
Directs advanced market research initiatives to uncover emerging trends, shifts in consumer behavior, and strategic growth opportunities.
Champions a culture of data-driven decision-making throughout the marketing function, ensuring robust measurement of marketing effectiveness, actionable audience insights, and maximized return on investment.
SECONDARY DUTIES General
Serves as a key member of the Zoo’s Senior Leadership and at times Executive Team, contributing to organization-wide strategy and culture.
Practices and promotes inclusivity, equity, and belonging across all areas of work.
Stays informed about AZA and industry trends through conferences, professional development, and marketing network participation.
Supports institutional events, fundraising campaigns, and community initiatives.
Promotes conservation culture and sustainable practices in all departmental operations.
Performs other duties as assigned.
POSITION CRITERIA Education & Experience
Bachelor’s degree in Marketing, Communications, Business, or related field required; Master’s preferred.
Minimum of ten (10) years of progressive leadership in marketing and communications, ideally in a mission-driven and/or visitor-based organization (e.g., zoo, aquarium, museum, or cultural attraction).
Demonstrated success in brand management, digital engagement, and external partnership development.
Proven track record of achieving measurable outcomes in audience growth, revenue generation, and brand visibility.
Knowledge, Skills & Abilities
Strategic thinker capable of translating complex goals into actionable strategies.
Deep knowledge of marketing principles, digital and social media platforms, analytics, and brand strategy.
Exceptional leadership, communication, and interpersonal skills.
Demonstrated ability to inspire teams, manage multiple projects, and drive innovation.
Skilled in partnership building, media relations, and community engagement.
Commitment to diversity, equity, inclusion, and accessible storytelling.
High emotional intelligence, resilience, and integrity.
Performance Outcomes
Increase annual attendance by 8–10% through data-driven marketing and strategic partnerships.
Expand community and tourism partnerships by 25%.
Achieve 15–20% increase in earned media and brand reach in Year 1.
Maintain departmental performance within 2% of approved budget.
Physical Demands & Work Environment
Ability to work in and promote a collaborative, inclusive, and service-oriented environment.
Ability to attend meetings and events on and off Zoo grounds, including evenings and weekends as required.
Ability to access all Zoo facilities and areas, occasionally outdoors and in variable conditions.
Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
License, Certification, or Preferred Qualifications
Successful completion of a Department of Justice LiveScan background check.
Valid driver’s license with good driving record.
This job specification is representative of the expectations of the position described. Additional duties, reporting relationships, and/or position criteria may be assigned as deemed necessary by the President and Chief Executive Officer, or authorized representative. No changes to this job specification shall be made without written permission by the President and Chief Executive Officer or authorized representative.
The Zoo reserves the right to revise this job specification at any time. The job specification does not constitute an employment contract and does not guarantee employment for any specified period of time. The job specification does not in any way alter the at-will employment relationship.
Position Status:
Exempt
Regular Hours:
Full-Time
Location:
500 Niños Drive, Santa Barbara, CA 93103
Reports to:
Chief Guest Experience & Revenue Officer
Supervises:
Creative/Brand Manager, Public Relations Manager (Consultant)
Department:
Marketing & Communications
Prepared By:
Vice President of Community Relations
Approved By:
President & CEO, Director of Human Resources
Revised Date:
October 2025
#J-18808-Ljbffr