Job Summary
The primary focus of this position is to lead the development, execution and optimization of the Aquarium’s paid advertising strategy to drive attendance, revenue and audience growth. The Advertising and Community Engagement Manager is responsible for managing ad planning, placement, performance analysis and advertising partnerships across local, drive and emerging markets.
In addition, this role supports strategic community engagement initiatives that strengthen the Aquarium’s brand presence and expand key audiences through partnership development and market representation. Success in this position requires strong analytical and strategic skills, along with the ability to build and maintain meaningful relationships that connect paid media efforts with broader audience development goals.
-
Lead cross-functional planning and coordination of the marketing and advertising plan, ensuring goals are achieved within approved budgets
-
Implement and optimize a data-driven paid advertising strategy; monitor performance and report on effectiveness and ROI
-
Manage evergreen and campaign-based advertising placements and maintain strong advertising partner relationships
-
Manage the contractual relationship, work plan and deliverables of the digital marketing strategy partner
-
Negotiate and manage advertising and vendor contracts, including scope, deliverables and cost control
Campaign Support & Execution
-
Develop and refine ad copy and calls-to-action to maximize performance across audiences, channels and market trends
-
Create and adapt social media advertising campaigns using established brand templates, ensuring visual consistency, audience alignment and effectiveness across platforms
-
Collaborate with Strategic Communications and Creative teams to develop integrated marketing and promotional campaigns
-
Partner with the Creative Lead to concept, plan and execute promotional photoshoots that support paid advertising campaigns and align with brand and audience objectives
Grants, Procurement & Operational Support
-
Serve as the primary point of contact for hospitality ATAX and SCPRT grants, overseeing applications, implementation, compliance and reporting for City, County and State programs
-
Manage the strategy, budget and procurement of branded promotional materials to meet departmental needs and ensure alignment with established brand standards
-
Oversee maintenance of physical signage throughout the Charleston area, including wayfinding and banners
-
Coordinate special projects as assigned by the Chief Marketing Officer
-
Comply with all South Carolina Aquarium policies and procedures
-
In collaboration with the Chief Marketing Officer, develop and implement community engagement strategy aligned with audience development goals
-
Build and sustain strategic relationships with community partners, media contacts and content creators to advance Aquarium initiatives
-
Develop and manage community trade partnerships that provide mutual value to the Aquarium and its partners
-
Collaborate with the Public Relations Specialist to identify, secure and manage influencer and content creator partnerships, including negotiating paid media and appearance opportunities
-
Expand and diversify audiences through strategic partnerships, targeted advertising and inclusive representation in paid media
-
Cultivate and maintain positive relationships with new and existing vendors
-
Represent the Aquarium at select networking events and industry conferences
-
Track and report on return on investment and key performance metrics
-
Monitor emerging trends in advertising, marketing and tourism and share insights with the Marketing and Strategic Communications team
-
Perform additional duties as assigned
-
Exceptional organizational and project management skills with the ability to manage multiple priorities
-
Strategic mindset with a willingness to test new approaches and measure outcomes
-
Excellent written and verbal communication skills
-
Proficiency in Microsoft Office applications, including Excel, Word, PowerPoint and Outlook
-
Working knowledge of Adobe Creative Suite
-
Demonstrated ability to prioritize, multitask and meet deadlines in a fast-paced environment
-
Ability to collaborate effectively across departments and levels of leadership
-
Strong attention to detail and commitment to accuracy
-
Demonstrated ability to build and maintain external partnerships, including tourism-related agencies and attractions
-
Personal commitment to conservation and environmental stewardship preferred
Education and Experience Required:
-
Bachelor’s degree in Marketing, Communications, Business or a related field
-
Minimum of five (5) years of progressive experience in paid advertising, marketing strategy or audience development
-
Experience managing multi-channel paid media campaigns and external vendor or agency partnerships
-
Agency experience preferred but not required
-
Experience in nonprofit, cultural institution, tourism, aquarium or zoo settings preferred
Licenses and Certifications Required:
-
Valid driver’s license and reliable transportation
Physical Requirements:
Normal office environment with average walking, standing, bending, stooping, crouching, sitting and computer and phone tasks required. Will also works outdoors as needed. Ability to lift up to 50 lbs. needed.
The above statements are intended to describe the general nature and level of work performed by people assigned to this classification. They are not construed to be an exhaustive list of all job duties performed by the personnel classified.
The Aquarium is an "at-will" employer, and as such, employment with the Aquarium is not for a fixed term, or definite period and may be terminated at the will of either party, with or without cause, and without prior notice.
