Job Description

WHAT WE DO

San Diego Zoo Wildlife Alliance (SDZWA) is a world-renowned nonprofit conservation organization. Recognized as a global leader in wildlife care, conservation science, and immersive guest experiences, SDZWA is committed to saving species worldwide and inspiring a passion for nature. SDZWA operates two iconic parks: the world-famous San Diego Zoo, and the San Diego Zoo Safari Park. Together, the parks attract over 5 million guests annually and are a critical part of achieving SDZWA’s mission, which is a commitment to saving species worldwide by uniting their expertise in wildlife care and conservation science with their dedication to inspiring passion for nature.

• San Diego Zoo: Spanning nearly 100 acres in the middle of beautiful Balboa Park, the Zoo is home to 12,000 rare and endangered animals from over 680 species and includes an accredited botanical collection of more than 700,000 exotic plants.
• San Diego Zoo Safari Park: Covering 1,800 acres, the Safari Park cares for over 3,000 animals from 340 species and a botanical collection with over 3,500 species and 1.3 million individual plants.
• Conservation: SDZWA implements a full-spectrum conservation strategy that is collaborative, innovative, and multidisciplinary. Through a robust network of over 200 partners, SDZWA plays a leading role in species recovery and public education initiatives, leveraging its expertise and innovation to shape the future of conservation.

With an annual operating budget of over $440 million and a dedicated workforce of 3,000 team members and 2,000 volunteers, SDZWA is one of the world's largest and most influential conservation organizations. Its impact is global, with projects managed across six continents by a multidisciplinary team of scientists, veterinarians, and conservationists. The driving force behind SDZWA’s dynamic, innovative, and comprehensive efforts is its vision for a better tomorrow: A World Where All Life Thrives .

LEADERSHIP & CULTURE

This is an exciting time for the San Diego Zoo Wildlife Alliance (SDZWA), marked by massive investments and the upcoming opening of the landmark Elephant Valley habitat, the largest capital project in its history. The culture at SDZWA is a calling more than a career, defined by a deep commitment to the mission, a highly supportive environment, and non-bureaucratic processes. The VP will join a passionate and collaborative team dedicated to the work. They will report to Chief Marketing Officer, David Miller, a proven five-year SDZWA veteran and recognized change agent from the entertainment and luxury hospitality sectors. David is known for defining creative vision, directing global brand marketing, and driving large-scale transformation. This dynamic setting offers the incoming VP limitless potential to shape the role and drive global conservation impact.

LOCATION

This is a hybrid role with an office located at 2920 Zoo Dr, San Diego, CA 92101. The VP will be on-site four days a week, with flexible scheduling options on Tuesdays or Thursdays.

COMPENSATION & BENEFITS

• Salary – $200,000 - $210,000
• Medical, dental, vision, and life insurance
• 403(b) with employer contribution and matching
• Flexible Spending Accounts
• Free admission for team members, complementary tickets, and discounts on food and beverages
• Wellness Program
• Learning and development opportunities

POSITION SUMMARY

This senior leadership role is the driving force behind the global mission of the San Diego Zoo Wildlife Alliance (SDZWA). Reporting to the Chief Marketing Officer, the Vice President of Audience & Revenue Strategy (VP) will strategically define and execute integrated strategies that expand audience reach, deepen engagement, and maximize revenue for SDZWA’s world-famous parks. The VP will be the nexus of audience engagement, data science, and revenue optimization. This is a highly influential role for a visionary leader who can champion data-driven decision-making, master complex analytics, and build powerful loyalty programs. The VP will oversee four direct reports (the Director of Call Center Operations; Senior Manager of Membership Programs; Director of Marketing, Analytics, Forecasting & Research; and an Administrator). This leader will be responsible for managing a $6M budget and driving the team toward a $120M revenue goal while inspiring high performance to deliver measurable results in the pursuit of saving species worldwide.

Year One Priorities:

• Execute Tech Migration: Oversee the migration and implementation of new ticketing, CRM and email marketing platforms, establishing the data foundation for future revenue growth.
• Accelerate Revenue: Leverage new data to drive audience growth, implement strategic upsell capabilities, and directly tie marketing spend to the $250M revenue goal.
• Complete Team Build: Finalize the organizational structure, hire the new Director of Marketing, Analytics, Forecasting & Research, and lead change management across the expanded team.
• Support Key Initiatives: Assist with final preparations the launch of the over $100M Elephant Valley habitat and review the evolving audience landscape to optimize pricing and system integrations (such as parking) for maximum impact.

DUTIES & RESPONSIBILITIES

Strategic Leadership & Operational Excellence

• Develop and implement comprehensive audience growth and revenue strategies aligned with organizational goals.
• Define audience segments, identify growth opportunities, and design tailored strategies to increase acquisition, engagement, and retention.
• Work with the Membership Agency of Record to lead initiatives to migrate single-day ticket purchasers into memberships, using targeted marketing, personalized outreach, and loyalty incentives.
• Develop and enhance membership loyalty and improve member benefits to increase member retention and lifetime value.
• Set ticket and membership pricing models, revenue targets, and forecasts that are aligned with business objectives.

Data Analysis, Research & Market Insights

• Guide ongoing research into travel industry trends, audience behavior, competitor activities, and emerging technologies to identify opportunities and maintain a competitive edge.
• Leverage analytics tools (e.g., Omniture, Google Analytics, Power BI, CRM systems) to gain actionable insights into audience engagement and optimize revenue performance.
• Develop key performance indicators (KPIs) for both audience and revenue initiatives, producing reports and providing regular updates to senior leadership on audience growth, engagement, and ROI.
• Use data and research findings to inform marketing, pricing, and loyalty program strategies while identifying potential risks and growth areas.

Team Leadership & Collaboration

• Foster a collaborative, results-oriented culture that encourages innovation, professional growth, and cross-departmental alignment.
• Partner closely with internal teams (marketing, philanthropy, sales, technology) to ensure cohesive execution of audience and revenue strategies.

Partnerships & Representation

• Build and maintain relationships with agencies of record (membership, advertising) and industry partners (VCA, CalTravel, SDTA, etc.) to access new features, insights, and opportunities.
• Represent the organization at industry events, conferences, and networking functions, promoting its expertise in audience growth, loyalty programs, and revenue management.

BACKGROUND PROFILE

• Executive Experience: Ten or more years of progressively responsible experience in audience strategy, loyalty program development, and revenue management, with significant senior leadership experience.
• Revenue and Growth Acumen: Proven track record of growing audiences, increasing membership conversions, and driving revenue in a senior leadership capacity within a guest-facing facility.
• Strategic Financial Leadership: Strong financial acumen with demonstrated experience overseeing and optimizing budgets to achieve strategic goals and deep expertise in pricing models, forecasting techniques, and market analysis.
• Constituency and Loyalty Expertise: Demonstrated experience leveraging a large, member-based constituency, building effective loyalty benefit programs, and understanding the unique opportunities of a non-profit environment.
• Technical Proficiency: Proficiency in key platforms, including CRM systems, email marketing, ticketing platforms, analytics platforms (e.g., Google Analytics, Power BI), and advanced revenue management tools.
• Leadership and Collaboration: Exceptional leadership, communication, and stakeholder management abilities; strategic mindset with the capacity to turn research into action and inspire collaborative teams.

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