Director of Content and Brand Strategy

Job Title: Director of Content and Brand Strategy

Posting Date: November 2026

Job Department: Marketing

Schedule: Full Time

Job Type: On-site/Hybrid

Location: Candler 111 Market Pl Suite 800 Baltimore MD 21202

JOB SUMMARY:

The National Aquarium is seeking a Director of Content and Brand Strategy to lead the National Aquarium's content and brand strategy to strengthen relevance with key audiences, support attendance and revenue targets, grow the Aquarium's reputation, and advance organizational priorities. In partnership with the VP of Marketing and Engagement Strategy and other senior marketing leaders, the Director ensures that the Marketing team delivers against critical revenue and reputational goals.

The Director serves as the lead content and brand strategy partner for internal and external stakeholders. The role sets the strategy, incorporates evolving business, partner, and audience needs, and works with marketing peers to align execution and optimize results.

The Director provides leadership on organizational and relevant external steering committees and may serve as a delegate for the VP of Marketing and Engagement Strategy or other senior leaders. The position reports to the VP of Marketing and Engagement Strategy and is a member of the Marketing Leadership Team.

KEY REQUIREMENTS:

Marketing Strategy

Develop and lead an effective content and brand strategy that supports the Aquarium's key marketing objectives to:

• Meet annual attendance and revenue goals and build a pipeline for future high-propensity visitors.
• Ensure the Aquarium's highly-regarded brand remains top-of-mind and trusted
• Clarify and amplify our unique value proposition.
• Support the advancement of our organizational goals through thought leadership activities and strategic partnerships.

Lead a multichannel content strategy that increases brand and revenue value.

• Leverage data-driven platform insights to align content optimization opportunities with the overall content and brand strategy.
• Lead content strategy for owned and social channels, directing the Content Manager, Social Media Manager and Design Manager on implementation.
• Partner with Communications and Performance Marketing to determine content strategy applications for paid, internal and earned channels.

Direct social media operations and provide leadership and coaching to social media practitioners

• Set standards for consistent online community management and care, and cross-train and delegate effectively to ensure effective coverage.
• Align with Director of Community Partnership Strategy to ensure connection between enhanced online community management and organizational community engagement strategy.
• Refine and direct content creator strategy in consultation with Director of Performance Marketing.

Build a cohesive, flexible production team that collaborates across design, content, and social media to achieve KPIs while providing mutual support, accountability, and coverage for other departmental units.

• Partner with Senior Project Manager to ensure all phases and tasks are accurate in the project management system and that all deliverables are on time, on budget and aligned with strategy.
• Provide direction to Senior Project Manager to define and prioritize project requests, ensuring collaboration with internal and external stakeholders and delivering on time, budget and strategy.
• Prioritize Design Manager's work, identifying when there are opportunities for streamlining internal requests and when there is a need to bring on external resources to enhance projects or bandwidth.

Collaborate closely with Director of Performance Marketing

• Support adoption and evolution of an integrated performance measurement framework that will report on KPIs for acquisition, engagement, brand health, and revenue.
• Continuously refine programs and processes based on report results.
• Liaise regularly with external agencies supporting paid and digital strategy and play a key role in any new campaign development or branding initiatives done in partnership with agencies.

Organizational Leadership

Lead planning sessions, convene department-wide marcomm strategy sessions and attend team meetings across the organization to source content and support alignment.

• Act as face of content and brand strategy.
  
  • Develop and maintain relationships with internal and external peers.
  • Counsel internal stakeholders, supporting project intake when warranted; create marketing briefs and translate needs into clear marketing deliverables.
  • Provide strategic recommendations to Aquarium's senior leadership on opportunities to advance the Aquarium's brand and reputation.
  • Represent the Aquarium to external stakeholders, serving as a key relationship manager for brand and community partners, sponsorship activations, content creators, etc.
• Lead budget planning for social media, design, project management and content units.
• Support company mission.
• Adhere to all organizational and departmental policies and procedures.
• Other duties as assigned or required.

QUALIFICATIONS:

• Bachelor's degree in marketing, business, communications, or a related discipline
• 8 or more years of experience in brand strategy, content, marketing, or communications with demonstrated impact on audience growth, engagement, reputation and revenue.
• Proven collaborative leader with 6+ years of experience managing complex teams and projects
• Strategic brand and content expertise, with demonstrated ability to translate organizational priorities into compelling, integrated content across multiple channels.
• Experience contributing in cross-functional leadership settings and representing organizations externally.
• Results-driven and data-informed, with experience interpreting market insights and delivering on KPIs.
• Influential and intentional collaborator and communicator.
• Agency, tourism/hospitality, B2C or nonprofit experience a plus.

TOTAL COMPENSATION INFORMATION

Salary range ($71,000-$92,399 Annual). National Aquarium provides an excellent benefits package, including flexible paid leave and up to four weeks of paid family leave. Employees are eligible for health care (single and family) after 30 days of full-time work. Conservation day leave and 401(k) plan with employer match available.