Vice President, Marketing and Insights

The Vice President of Marketing & Insights provides strategic leadership for Houston Zoo's marketing, promotions, events marketing, and consumer insights functions. This role is responsible for driving attendance, revenue, brand engagement, and audience growth through data-informed marketing strategies and integrated campaigns.

The Vice President serves as a key leader in connecting consumer behavior, market intelligence, and organizational priorities to marketing execution. Through strong leadership of both people and processes, this individual builds a high-performing team, establishes operational excellence, and develops marketing programs that strengthen the Zoo's position as a leading wildlife conservation organization and one of Houston's most valued cultural institutions.

This role partners extensively across the organization to align marketing strategies with guest experience, conservation impact, membership growth, educational programming, development initiatives, and revenue-generating opportunities.

Houston Zoo connects communities with animals, inspiring action to save wildlife.

Houston Zoo will be a leader in the global movement to save wildlife.

• Leads the development and execution of integrated marketing strategies that drive attendance, revenue, membership growth, and audience engagement.

• Establishes annual marketing plans and priorities aligned with organizational goals and budget objectives.

• Oversees paid, owned, earned, and partnership marketing channels to ensure effective and efficient audience reach.

• Guides campaign development across seasonal initiatives, special events, exhibitions, membership acquisition, and revenue-driving programs.

• Evaluates market conditions, industry trends, and competitive activity to identify opportunities and inform strategic decision-making.

• Ensures marketing investments are aligned with measurable business outcomes and organizational priorities.

• Establishes and lead the Zoo's consumer insights strategy, utilizing research, analytics, guest feedback, market trends, and behavioral data to inform decision-making.

• Translates complex data into actionable insights that guide business strategy, guest experience improvements, pricing decisions, marketing investments, and audience development efforts.

• Develops reporting frameworks, dashboards, and performance metrics that measure marketing effectiveness and organizational outcomes.

• Champions a culture of evidence-based decision-making across marketing and other business functions.

• Partners with teams across the organization to identify emerging audience needs, market opportunities, and barriers to growth.

• Provides strategic oversight for promotional initiatives designed to drive awareness, attendance, revenue, and engagement.

• Leads marketing support for major Zoo events, seasonal experiences, and other revenue-generating programs.

• Ensures promotional strategies are aligned with audience insights, organizational goals, and brand standards.

• Evaluates promotional effectiveness and continuously optimize campaign performance and return on investment.

• Leads, develops, and inspires a high-performing marketing and insights team through coaching, mentoring, and professional development.

• Establishes clear objectives, priorities, and performance expectations that support organizational success.

• Fosters a culture of accountability, innovation, collaboration, and continuous improvement.

• Builds organizational capabilities by developing team expertise in marketing strategy, analytics, campaign management, consumer research, and emerging technologies.

• Effectively manages team structure, resources, and workflows to maximize efficiency and impact.

• Develops and implements scalable processes that improve planning, prioritization, campaign execution, reporting, and cross-functional collaboration.

• Creates operational discipline around project management, budget management, performance measurement, and marketing resource allocation.

• Leads annual marketing budgeting, forecasting, and investment planning processes.

• Establishes standards and best practices that improve effectiveness, consistency, and organizational alignment.

• Continuously identifies opportunities to improve efficiency, effectiveness, and audience outcomes.

• Partners with Conservation Education, Animal Programs, Development, Membership, Guest Experience, Revenue Operations, and other departments to advance organizational goals.

• Serves as a strategic advisor on…