Senior Director, Marketing; Lewis Ginter Botanical Garden

Job Listing:
Senior Director, Marketing (Lewis Ginter Botanical Garden)

Lewis Ginter Botanical Garden’s mission is connecting people to plants by inspiring communities to explore and conserve nature.

We are a Virginia garden of international significance leading in horticultural and educational excellence. We cultivate experiences that enhance each person’s relationship with the natural world.

Responsibility, Innovation, Integrity, Hospitality and Inspiration

Founded in 1984, Lewis Ginter Botanical Garden is a non‑profit garden located in Richmond, Virginia’s Lakeside neighborhood. The Garden encompasses 82 acres, four lakes, 6,000 unique taxa of plants within 15 distinct outdoor gardens, 11 major buildings including a conservatory and greenhouse, plus an 80-acre branch site, the Lewis Ginter Nature Reserve. Annually, Lewis Ginter welcomes four hundred thousand visitors annually and is fortunate to include over 17,000 member‑households.

Lewis Ginter Botanical Garden (LGBG) is an Equal Opportunity Employer. We do not discriminate on the ground of race, color, religion, sex, age, disability or national origin in the hiring, retention, or promotion of employees. We support the diversity and inclusion policy adopted by The American Public Gardens Association: to create an equitable, diverse and inclusive culture where the contributions of all community members are valued, respected and appreciated.

Under the direction of the Chief Marketing and Experience Officer, the Senior Director Marketing leads, shapes, and executes the Garden’s marketing and communications strategies. This position is responsible for the development of strategies consistent with LGBG goals and priorities, in consultation with the Garden's leadership and other appropriate individuals and groups. The Senior Director of Marketing is responsible for planning and executing marketing programs that will expand our audience and visitation, drive traffic, achieve budgeted goals, and convey Lewis Ginter Botanical Garden’s mission of connecting people to plants in order to explore and conserve nature.

Strategic Leadership and Brand Stewardship

• Develop and own the annual marketing strategy aligned with organizational goals, including establishing and implementing goals, objectives, policies, and operating procedures to ensure success. Guide the marketing and public relations activities for the Garden to ensure members, the public, staff, and volunteers are informed and encouraged to visit and engage with Garden activities.
• Define and protect the brand voice, positioning, and visual identity.
• Serve as marketing representative to executive leadership and board.

Content Oversight and Creation

• Organize marketing calendar for Garden by gathering input from stakeholders across the Garden, and then execute using various communications strategies, including but not limited to advertising, publications, and interactive media.
• Oversee content creation from team, including:
  Website strategy, UX improvements, and updates; SEO and paid search campaigns;
  Social media strategy (organic + paid);
  Email marketing calendar, along with needed assets like photography, videos, storytelling.

Communications and Public Relations

• Manage media relations, cultivating relationships with contacts at media outlets to gain coverage when releasing content (press releases, press kits, and related marketing materials). Manage media events scheduled at the Garden.
• Typical communications activities include: writing or approving press releases, building relationships with local media, serving as the Garden’s spokesperson, crisis communications planning, promoting horticulture experts and exhibitions.
• Partner with the Human Resources and Volunteer departments to develop and execute internal communications for staff and volunteers.

Budget and Metrics

• Develops annual marketing budget for the fiscal year and manages the use of that budget to effectively market and communicate to designated audiences throughout the year.
• Measures key performance indicators and adjust plans as needed to meet and exceed goals.
• Manage day-to-day activities with…