Senior Director, Marketing (Campus & Experiences)

How You’ll Contribute

The National Geographic Society headquarters, based in Washington, D.C., is undergoing a significant renovation project on its campus (called Base Camp), which will be completed in 2026. The public-facing portion of this renovation will be the new National Geographic Museum of Exploration. Components of the new museum will include a state-of-the-art pavilion entrance, auditorium, iconic photo gallery, exhibition space, immersive walk-through attraction, retail, food and beverage, education center, archives, tours, and exciting new event space. The capstone of the renovation is a one-of-a-kind nighttime experience in the courtyard.

The National Geographic Society also operates several revenue-generating businesses in support of its non-profit mission work that are all in growth mode. National Geographic Live is a dynamic multi-media speaker series that is presented in venues across North America and beyond; this team also runs a Speakers Bureau for National Geographic talent. Storytellers Collective are immersive storytelling workshops that help organizations communicate their message and have impact. Traveling Exhibitions develops and tours immersive experiences, large scale interactive exhibitions, and photo shows around the world.

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 (C&E) division, including the Museum of Exploration (MOE), National Geographic Live, Traveling Exhibitions, and Storytellers Collective. Reporting to the Vice President, Business Strategy and Performance, the Senior Director is responsible for driving attendance, revenue, and audience engagement through data-informed planning, multi-channel execution, and strong cross-functional collaboration. This role oversees a team of senior managers and channel specialists and agencies who together support paid media, creative development, audience segmentation, and performance marketing.

A key member of the division’s leadership team, the Senior Director plays a critical role in business planning, campaign oversight, and brand alignment. This position ensures that marketing strategies reflect institutional goals, audience insights, and the Society’s mission to illuminate and protect the wonder of our world.

Your Impact

Responsibilities Include:

Strategy Development and Campaign Oversight (30%)

• Lead the development and implementation of annual and seasonal marketing strategies across all C&E 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 myriad ways, including paid advertising, local trade agreements, event activations, etc.

• Develop strategic marketing plans that enable public programming attendance and partner engagement for National Geographic Live, Traveling Exhibitions, and the Storytellers Collective in close collaboration with the Director, Marketing, Live and Traveling Programs

• Work closely with key business leads and sales teams to develop go-to-market strategies that engage, grow, and retain our target audiences

• Direct the development, review, and execution of omnichannel marketing campaigns for all C&E marketing programs; ensure alignment with National Geographic’s institutional brand and messaging strategy in collaboration with the Marketing and Brand division

• Oversee and coordinate a blend of vendors, agencies and internal teams responsible for various paid and O&O channels, segments, and services including creative, content, web, advertising, email, social media, and programming to effectively implement the overall marketing strategies

Revenue Achievement and Budget Management (25%)

• Lead marketing strategies that support achieving revenue targets for Museum of Exploration admission and ticketed experiences, including add-ons and special programs.

• Collaborate with business leads across retail, food & beverage, public programming, event rentals, and group sales to develop integrated marketing strategies that support revenue and attendance goals

• Monitor and analyze key marketing performance indicators to inform campaign optimizations and support revenue-generating outcomes across the C&E portfolio

• Create and maintain budget for marketing efforts for agency and media spends aligned to revenue targets and goals

Team Leadership (25%)

• Build a strong team culture, focused on creativity, teamwork, innovation, and service of the overall National Geographic mission

• Lead the C&E Marketing team in developing strong collaboration with and connection to the NGS central marketing and brand team and the Advancement marketing team enabling high performance across strategic marketing, creative, digital and program marketing functions.

Channel Strategy & Coordination (20%)

• Lead work to ensure all Museum channels - web, social, email, advertising (digital and OOH), on-site assets, etc. are coordinated and strategically highlighting approved messaging and priority initiatives of NGS

• Lead work to create and build on the Museum’s brand identity - creating its voice on all channels, ensuring all creative content (video, static visuals, written, etc.) feels cohesive and brand aligned.

• Coordinate closely with the Strategic Communications team to maximize opportunities for earned media for the MOE and other businesses.

What You’ll Bring

Educational Background

Bachelor’s degree required, credentials in marketing, communications, or business a plus.

Minimum Years and Type of Experience

12+ years of experience in destination, museum, live entertainment and experiential marketing

5+ years of management experience

Necessary Knowledge and Skills

• Strong experience developing and managing a full funneled marketing strategy, from brand development to demand generation.

• Experience developing and leading a multi-channel marketing strategy that drives paid ticketed gate attendance acquisition and growth

• Experience in destination-based marketing, including partnering with CVBs and buying at a DMA level

• Experience with customer data use in segmentation, targeting, and managing customer data across channels, including familiarity with relevant technology

• Experience developing retail pricing strategies and packages for revenue-generating attractions, including bundling package offerings, including with partners

• Experience buying and planning media and managing associated agencies

• Experience with local media promotions, particularly trade arrangements

• Experience developing and executing experiential marketing

• Excellent communication, presentation, and interpersonal skills

• Strategic thinking and leadership to develop new ways to reach consumers Knowledge about current trends in marketing, customer engagement and experience, and digital strategy

• Ability to leverage both traditional and digital marketing tactics promote products or services

• Ability to work collaboratively and with executive level stakeholders to translate business goals into marketing activities.

• Data-driven thinker with the ability to develop and utilize surveys, analytics, behavioral research and other tactics to gain deeper insights into audience preferences and motivations to optimize strategies.

• Strong project and budget management skills

• Results-driven, leader and communicator, who can work well in a matrix environment

Desired Qualifications

• Prior leadership experience in marketing for museums, performing arts, or cultural institutions

• Experience developing and overseeing complex marketing budgets and forecasting models

• Familiarity with campaign performance reporting and success metrics tied to ticket sales, attendance goals, or program engagement

• Experience presenting marketing strategies, campaign results, or business plans to executive stakeholders and cross-functional teams

• Knowledge of nonprofit marketing structures or mission-driven organizations

• Proven success managing agency relationships and cross-functional stakeholders to execute integrated, multi-channel campaigns

• Demonstrated ability to guide team members in aligning creative, digital, and performance marketing to strategic business goals

• Experience overseeing marketing operations for a multi-venue or multi-program cultural institution, with a strong understanding of both B2C and B2B marketing approaches

• Experience leading high-performing marketing teams across multiple disciplines including paid media, content strategy, and program marketing

Supervision

Three direct reports, plus oversight of multiple agency partners and external vendors. Additional team growth anticipated as business needs evolve

Salary Information

The National Geographic Society offers a competitive and holistic total rewards package. Our compensation structure and transparent pay philosophy are based on industry-specific market data for similar-sized nonprofit organizations.

The salary range for this position accounts for a wide range of factors including but not limited to organizational need; specific skill sets; experience and training; certifications; and more. At the National Geographic Society, individuals are typically hired at or near the starting point of the salary range for their role, and compensation decisions are dependent on the facts and circumstances of each case.

The salary range for this position is $156,750.00 - $165,000.00.

In addition, the National Geographic Society offers a competitive and comprehensive benefits package that includes, but is not limited to, medical, dental, and vision insurance; engaging and comprehensive wellness program; 401(k) retirement savings plan with matching contributions after 6 months of employment; flexible paid time off benefits with up to 22 days of paid annual leave per calendar year (15 days for new hires in their first year, prorated based on the number of pay periods remaining in the year) and 10 days of sick leave; 12 paid holidays and a paid winter break between December 25 and 31 (May not apply to all roles that are required to work during high volume seasons or essential workers. Please check with the hiring manager for confirmation.); paid parental leave, adoption and surrogacy expense reimbursement, fertility benefits; learning and development opportunities; Lifestyle Spending Account; pet adoption assistance and insurance; pre-tax transportation benefits with a generous employer subsidy; employer-paid life insurance and disability benefit; and a variety of National Geographic discounts and perks.

Job Designation

On-Site Flex - Staff members who must be physically present at Base Camp to do the vast majority of their work supporting overall building and museum operations. On-Site Flex staff hours are determined in consultation with supervisors, and are responsive to the needs of the MOE and other building operations, often including nontraditional (M-F, 9 a.m. - 5 p.m.) work hours.

Candidates must be legally authorized to work in the United States. This position is not eligible for visa sponsorship.

We encourage you to apply even if your experience is not a 100% match with the position. We are looking for someone with relevant skills and experience, not a checklist that exactly matches the job description. We want to help you grow and in return, you help us grow into a stronger, more inclusive organization.