Maryland Zoo is an EEO Employer - M/F/Disability/Protected Veteran Status
General Summary: The
Director of Advertising and Digital Media oversees the Zoo’s brand presence,
including advertising & marketing, the website, social media channels, and
email campaigns. Under the direction of the Senior Director, the Director leads
multi-channel social and traditional media buys, assesses mid-campaign
optimization, and generates detailed analysis in post-campaign reporting.
The Director oversees
the Digital Media Coordinator, and is responsible for vendor management,
billing, and accounting. This position works collaboratively with internal
departments to develop campaigns, promotions, and opportunities that drive
visitation and increase revenue. Additionally, the Director of Advertising and
Digital Media will support the Zoo’s mission to save wildlife and protect wild
places and contribute to its environmental, social, governance sustainability,
conservation, education, and DEAI (Diversity, Equity, Accessibility, and
Inclusion) goals.
Essential
Functions:
Primary
Functions:
- Under
the direction of the Senior Director of Marketing and Communication, execute advertising
campaigns and develop new promotions and initiatives to drive visitation, generate new revenue, and maximize reach;
- Manage all aspects of the Zoo’s traditional and digital
advertising, including tactics, placing advertisements, KPI-driven reporting,
data synthesis, and billing;
- Oversee the Digital
Media Coordinator and the Zoo’s digital media content creation, posting, and
comment response for social media, online reviews, and interactive content on
the website;
- Support video and
photo content to enhance the Zoo’s engagement;
- Ensure accurate representation of the Zoo’s branded voice in all
external facing digital communications;
- Manage
the annual calendar, content, and execution of Zoo email communications;
- Manage and improve email capture systems and subscription
databases;
- Manage website messaging and effectiveness. Monitor site analytics, and conduct critical assessments
to analyze return on investment, opportunities for growth and areas for
improvement. Provide relevant data and reports to internal departments on a
regular basis;
- Contribute
to the development, implementation, and facilitation of annual marketing plans;
- Act
as liaison with Zoo vendors for digital media and website programming and development;
- Foster
a success oriented and accountable team environment;
- Perform
other duties as assigned; and,
- Adhere
to all policies and procedures of the Zoo.
Communication
(Internal and External):
- Maintain
vendor relationships as needed;
- Manage
the emergency alerts protocol as it relates to the website (i.e. inclement
weather response or unexpected closures).
Management
of Resources (Financial, Human Resources, Facilities):
- Manage
the Zoo’s day-to-day website updates using internal WordPress content
management system; maintain overall message, content and activity;
- Manage
the inventory and maintenance of digital media equipment (video cameras, still
cameras etc.);
- Manage
input of Marketing Department invoices into Financial Edge for approval by the
Senior Director of Marketing and Communications; and,
- Allocate
staff to assist other departments as needed for cross utilization of skills and
manpower.
Minimum
Qualifications:
Education:
- Bachelor’s
degree in marketing, advertising, business, communications, or another related
field preferred.
Experience/Training:
- Minimum of four
years of direct experience in placing advertisements, omni-channel media
planning, execution, and analysis;
- Excellent
analytical skills;
- Google Ads
Certification
- Familiarity with
working under deadlines and writing for varied
audiences;
- Valid
driver’s license.
Traits
Desirable:
- Familiarity with digital
content editing tools such as Adobe Premiere;
- Familiarity with
media buying software
- Ability
to communicate effectively;
- Strong
organizational skills; and,
- Excellent
writing
skills.
Equipment:
- Must
be able to operate a variety of machines and equipment including computer,
telephone, scanner, copier, fax, two-way radio, golf cart, vehicles, etc.
Working
Conditions:
- Must
be able to stand and remain active for an eight-hour shift;
- Must
be able to walk large areas of the Zoo as needed;
- Must
be able to work in an outdoor weather environment in all seasons and weather,
including heat/humidity, cold temperatures, and/or wet conditions;
- Ability
to work a flexible schedule to include weekends, holidays, and special events;
and,
- Must
be able to exert up to 35 pounds of force to lift, push, pull, carry, or
otherwise move objects; and,
- Exposure
to potential environmental hazards such as poison oak/ivy, uneven terrain,
insect bites/stings, and Hepatitis B depending on the position.
Benefits:
- We offer an excellent benefits
package including 24 days of Paid Time Off (PTO), Sick and Safe Leave, and 2
paid holidays.
- Eligible for
medical, dental, vision, short- and long-term disability and life insurance.
- 401(k) with employer match.
Disclaimer:
The
statements above are intended to describe the general nature and level of work
being performed by employees assigned to this classification. They are
not intended to be construed as an exhaustive list of all responsibilities,
duties and/or skills required of all personnel so classified. Therefore,
management reserves the right to revise the job or to require that other or
different tasks be performed when circumstances change.
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