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.

About the National Aquarium

Established in 1981, the National Aquarium in Baltimore, Maryland, is a nonprofit organization whose mission is to connect people with nature to inspire compassion and care for our ocean planet. The Aquarium’s award-winning habitats are home to thousands of animals representing hundreds of species of fish, birds, amphibians, reptiles and mammals. We are proud to be accredited by the Association of Zoos and Aquariums (AZA) and exceed industry standards in all aspects of animal care and welfare.

More than 1.2 million people visit the Aquarium each year to experience our immersive exhibits, and we reach far more through our science-based education programs and hands-on field conservation work. The National Aquarium is one of the top three aquariums in the United States and the largest paid cultural attraction in Maryland.

Our Mission and Goals

The Aquarium’s mission—to connect people with nature to inspire compassion and care for our ocean planet—begins within the walls of its buildings, but it does not end there. The Aquarium protects, enhances and restores natural resources through education and engagement, habitat restoration, animal rescue and sustainable business practices, with its conservation work guided by three overarching goals—to combat climate change, save wildlife and habitats, and stop plastic pollution.

Our Values

At the National Aquarium, our core values form the basis for our beliefs about our organization, our colleagues and ourselves, and serve as the framework to guide our behaviors and actions to achieve our mission.

Connection: We take the time to build lasting connections with each other, our guests, the animals in our care and the nature that surrounds us. We communicate clearly and collaborate readily within and across teams. We engage thoughtfully with our partners. We practice shared accountability.

Curiosity: We center learning and growth in all that we do. Our people are empowered to explore new approaches. We support taking risks. We value diverse perspectives and bold ideas. We embrace change.

Optimism: We celebrate the power of positive moments and shared experiences. We seek out opportunities to have fun. We reconnect with our purpose through sharing successes with our colleagues.

Service: We are in service to each other, our guests and our communities. We make intentional decisions and actions for the benefit of the people and animals within our organization.

Wellbeing: We ensure our people and animals have what they need mentally and physically to thrive. We are committed to improving the wellbeing of communities and sharing the healing power of natural for all.

Our Commitment to Diversity, Equity, Inclusion and Justice

National Aquarium values an inclusive and diverse environment for all employees, volunteers, and interns. Our goal is to recruit, develop, and retain the most talented people from a candidate pool representative of the variety of communities we serve. With a commitment to diversity, equity, inclusion, and justice, the Aquarium is proud to be an Equal Opportunity Employer and promotes an environment free from all discrimination and harassment.

In the selection and retention of employees, volunteers, and interns, we do not discriminate on the basis of race, color, religion or belief, national, social, or ethnic origin, ancestry, citizenship status, age, physical, mental, or sensory disability, sex (including pregnancy or childbirth), marital status, veteran status, sexual orientation, gender identity and/or expression, genetic information, arrest record, family or caregiver status, HIV status, socioeconomic status, or any other characteristic protected by applicable federal, state, or local law.

Our organization is dedicated to this policy with respect to all terms and conditions of employment, including but not limited to recruitment, training, promotions, performance management, and separation, and general treatment during time of employment.