Vice President of Visitor and Earned Revenue

Summary

We are seeking a dynamic and visionary Vice President of Visitor Experience & Earned Revenue to lead the Museum’s integrated growth strategy and shape the future of our audience engagement. This executive will unite creative experience design, marketing and communications, audience development, and earned revenue into a powerful, cohesive engine that drives attendance, deepens visitor connection, and ensures long-term sustainability.

is a senior executive leader responsible for shaping and advancing the Museum’s overall growth strategy by integrating creative experience design, audience development, marketing, and communications, and earned revenue into a unified and sustainable growth model.

This role holds direct accountability for earned revenue performance and attendance growth and serves as Executive Sponsor for the Museum’s Experience strategy. The Vice President ensures that exhibits, programs, events, and visitor-facing experiences reflect compelling storytelling, creative excellence, and emotional resonance. These efforts drive repeat visitation, deepen audience connection, and strengthen long-term relevance.

As the enterprise leader over creative exhibit design, marketing, and communications, and earned revenue functions, this role aligns strong director-level expertise into a cohesive, high-performing system. The Vice President establishes shared strategic priorities, resolves tradeoffs, and ensures these areas operate as an integrated growth engine.

As a member of the Executive Team, this role partners across the organization and serves as the Museum’s Board-level subject-matter expert on audience growth, experience performance, and earned revenue sustainability.

• Provide executive leadership for the vision, development, and lifecycle of permanent, temporary, and traveling exhibits, as well as visitor-facing programs and experiences.
• Serve as Executive Sponsor for the Museum’s Experience strategy, ensuring compelling, inclusive, and emotionally engaging experiences across physical and digital platforms.
• Champion creative excellence and storytelling as primary drivers of visitor connection, relevance, and repeat visitation - ensuring experiences tell clear, human-centered stories of aerospace innovation.
• Partner with Curatorial, Collections, Education, and Operations leadership to align content, creative direction, audience appeal, and operational feasibility.
• Advance an Experience Master Plan, aligned with the Campus Plan, which reflects audience behavior and experience design best practices.
• Apply financial discipline and audience insight to experience investments, ensuring alignment with audience growth, inclusion, earned revenue performance, and long-term sustainability goals.

• Hold organization-level accountability for earned revenue performance, approximately $12M annually, ensuring sustainable growth aligned with mission and long-term financial health.
• Define and oversee a comprehensive earned revenue strategy across admissions, retail, simulators, private events, premium experiences, and related revenue streams.
• Establish strategic frameworks for pricing, product mix, portfolio management, and revenue optimization while balancing access, mission impact, and financial return.
• Partner with Finance to align multi-year forecasts, capital investments, and revenue targets with institutional strategy.
• Evaluate and prioritize growth opportunities, partnerships, and business models based on financial return, strategic value, operational feasibility, and audience impact.

• Define and oversee the Museum’s integrated marketing, communications, public relations, and digital strategies, ensuring brand clarity, emotional resonance, and measurable contribution to audience growth and earned revenue.
• Establish and oversee a cohesive brand, storytelling, and communications strategy across all channels, ensuring consistent positioning, emotional resonance, and measurable contribution to…