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Vice President of Marketing and Sales

Position Title:            Vice President of Marketing and Sales
Service Group:          Sales and Marketing
Reports To:                Chief Operating Officer
Exemption Status:    Exempt (salaried)
Position Summary
Responsible for all aspects of the marketing and sales functions at The Florida Aquarium including development and implementation of marketing and communications strategies and plans, advertising, media relations, public relations, consumer promotions and social media platform management.  Also responsible for all group and event sales strategies and plans.  Ensures The Florida Aquarium has consistent market positioning, a strong brand image and exceeds revenue and attendance goals. Supports fundraising, membership, education and other revenue center efforts.  Dedicated to promoting and supporting the aquarium’s mission, vision, values and conservation initiatives.   
Essential Position Functions
  • Develop and implement a marketing and sales plan that includes goals, objectives, strategies and schedules for all aspects of marketing and sales.  Areas of responsibility include advertising, communications, public relations, digital marketing, promotions, social media, group sales, event sales and tourism sales.
  • Ensure that all admission revenue and attendance goals are met and exceeded.
  • Develop and execute brand and positioning strategies.  Consult with other departments on strategies, initiatives, and goals to create marketing messages for maximum impact. 
  • Accountable for ensuring consistent positioning across all departments and in all communication channels. Ensure messaging is integrated including website and digital content, publications, blogs, traditional and social media, e-mail communications and advertising.
  • Ensure all marketing and communications are aligned with and support the aquarium’s mission, vision, values and conservation initiatives.
  • Develop and execute communication plans and strategies for The Florida Aquarium Center for Conservation, core conservation initiatives as well as conservation partnerships and alliances.
  • Provide strong, consistent and inspired leadership to the sales and marketing teams.
  • Identify, build and manage key relationships with advertising agencies, public relations firms, vendors, designers, and research firms to leverage resources. Work in coordination with the Aquarium’s leadership team to assure marketing support for fundraising, education, conservation programs and other revenue efforts.  
  • Develop and manage cooperative marketing strategies and alliances with industry and promotional partners.
  • Continually evaluate the effectiveness of marketing and sales initiatives and adjust plans and budgets as needed.
  • Identify and, as needed, test new opportunities to build revenue and enhance market position to grow attendance and sales.
  • Develop and manage marketing, sales and communications budgets.
  • Serve as a member of the Aquarium’s Senior Leadership Team.
  • Assumes a leadership role in statewide and regional organizations including tourism industry groups, sales organizations and AZA so that the Aquarium’s interests are well represented.
  • Delivers extraordinary customer service to all aquarium guests and internal customers
  • Any other miscellaneous projects/assignment assigned by the COO and/or CEO.      
Education and Experience:     
  • Ten plus years’ experience in marketing and sales management with a focus on strategic planning, brand advertising, sales, promotions, communications, public relations, and community relations.  Experience in an aquarium, zoo, theme park or attraction a plus.
  • Bachelor’s degree in marketing, communications or a business related field required.  MBA preferred.
Skills and Competencies:         
  • Customer Service Orientation: listening and understanding the customer and anticipating and evaluating the customer’s needs; making the customer’s satisfaction a high priority in all areas of responsibility.
  • Must be very innovative, motivated, creative and possess the ability to present a vision and build consensus. 
  • Strong interpersonal and management skills with the ability to interact positively at all levels within the organization, community and with business and political leaders.
  • Must be a team player with the ability to motivate others.
  • Possess a sense of urgency and a strong orientation for achieving results.
  • Must be hands-on and comfortable doing tactical work.
  • The ability to organize and manage multiple priorities
  • Outstanding communication skills, both written and oral.
  • Must be project oriented; possess excellent organizational skills and a strong attention to detail.
  • A good understanding of computer processing including the ability to perform Microsoft Word programs and the generation of Excel spreadsheets. 
  • Experience in planning and utilization of consumer market research preferred.
  • Strong analytical and technical skills.
  • Non-profit experience a plus.
  • Ability to travel (car) as needed — locally and/or nationally
  • Ability to travel (air) as needed
Interested candidates should forward resume and salary requirements to