Director of Advertising and Digital Media

Maryland Zoo; Baltimore (MD); On-site; USD 120,000 - 180,000; Full time

Benefits offered by this job

PTO: 24 days per year

Medical, dental, vision insurance

401(k) with employer match

Job summary

Maryland Zoo is seeking a Director of Advertising and Digital Media to lead multicountry and multi-platform campaigns across traditional and digital channels. You will oversee website, social media, email, and content strategy to boost visitation and revenue.

The role requires strong leadership, analytics, and partnership with internal teams and vendors, ensuring brand consistency and measurable impact and aligning with DEAI and sustainability goals.

Qualifications

• Minimum of four years in multi-channel media planning, execution, and analysis.
• Excellent analytical skills and ability to synthesize data for reporting.
• Familiarity with deadlines and diverse audiences; valid driver’s license.

Responsibilities

• Oversee traditional and digital advertising campaigns, KPI reporting, data synthesis and billing.
• Manage the Digital Media Coordinator and vendor relationships; ensure on-brand digital content and communications.
• Develop annual marketing plans, optimize campaigns, and drive visitation and revenue for the Zoo.

Skills

Omni-channel media planning

Advertising campaign management

Analytical skills

Vendor management

Written communication

Education

Bachelor’s degree in marketing/advertising/business/communications

Google Ads Certification

Tools

WordPress

Google Ads

Job description

General Summary

The Director of Advertising and Digital Media oversees the Zoo’s brand presence, including advertising & marketing, the website, social media channels, and email campaigns. Under the direction of the Senior Director, the Director leads multi‑channel social and traditional media buys, assesses mid‑campaign optimization, and generates detailed analysis in post‑campaign reporting. The Director oversees the Digital Media Coordinator, and is responsible for vendor management, billing, and accounting. This position works collaboratively with internal departments to develop campaigns, promotions, and opportunities that drive visitation and increase revenue. Additionally, the Director of Advertising and Digital Media will support the Zoo’s mission to save wildlife and protect wild places and contribute to its environmental, social, governance sustainability, conservation, education, and DEAI (Diversity, Equity, Accessibility, and Inclusion) goals.

Essential Functions

• Under the direction of the Senior Director of Marketing and Communication, execute advertising campaigns and develop new promotions and initiatives to drive visitation, generate new revenue, and maximize reach;
• Manage all aspects of the Zoo’s traditional and digital advertising, including tactics, placing advertisements, KPI‑driven reporting, data synthesis, and billing;
• Oversee the Digital Media Coordinator and the Zoo’s digital media content creation, posting, and comment response for social media, online reviews, and interactive content on the website;
• Support video and photo content to enhance the Zoo’s engagement;
• Ensure accurate representation of the Zoo’s branded voice in all external facing digital communications;
• Manage the annual calendar, content, and execution of Zoo email communications;
• Manage and improve email capture systems and subscription databases;
• Manage website messaging and effectiveness. Monitor site analytics, and conduct critical assessments to analyze return on investment, opportunities for growth and areas for improvement. Provide relevant data and reports to internal departments on a regular basis;
• Contribute to the development, implementation, and facilitation of annual marketing plans;
• Act as liaison with Zoo vendors for digital media and website programming and development;
• Foster a success oriented and accountable team environment;
• Perform other duties as assigned; and
• Adhere to all policies and procedures of the Zoo.

Communication (Internal And External)

• Maintain vendor relationships as needed;
• Manage the emergency alerts protocol as it relates to the website (i.e. inclement weather response or unexpected closures).

Management Of Resources (Financial, Human Resources, Facilities)

• Manage the Zoo’s day‑to‑day website updates using internal WordPress content management system; maintain overall message, content and activity;
• Manage the inventory and maintenance of digital media equipment (video cameras, still cameras etc.);
• Manage input of Marketing Department invoices into Financial Edge for approval by the Senior Director of Marketing and Communications; and
• Allocate staff to assist other departments as needed for cross utilization of skills and manpower.

Minimum Qualifications

Education

• Bachelor’s degree in marketing, advertising, business, communications, or another related field preferred.

Experience / Training

• Minimum of four years of direct experience in placing advertisements, omni‑channel media planning, execution, and analysis;
• Excellent analytical skills;
• Google Ads Certification;
• Familiarity with working under deadlines and writing for varied audiences;
• Valid driver’s license.

Traits Desirable

• Familiarity with digital content editing tools such as Adobe Premiere;
• Familiarity with media buying software;
• Ability to communicate effectively;
• Strong organizational skills; and
• Excellent writing skills.

Equipment

• Must be able to operate a variety of machines and equipment including computer, telephone, scanner, copier, fax, two‑way radio, golf cart, vehicles, etc.

Working Conditions

• Must be able to stand and remain active for an eight‑hour shift;
• Must be able to walk large areas of the Zoo as needed;
• Must be able to work in an outdoor weather environment in all seasons and weather, including heat/humidity, cold temperatures, and/or wet conditions;
• Ability to work a flexible schedule to include weekends, holidays, and special events; and
• Must be able to exert up to 35 pounds of force to lift, push, pull, carry, or otherwise move objects; and
• Exposure to potential environmental hazards such as poison oak/ivy, uneven terrain, insect bites/stings, and Hepatitis B depending on the position.

Benefits

• We offer an excellent benefits package including 24 days of Paid Time Off (PTO), Sick and Safe Leave, and 2 paid holidays.
• Eligible for medical, dental, vision, short‑ and long‑term disability and life insurance.
• 401(k) with employer match.