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Job Title: Vice President of Marketing, Events, Sales and Communications

Department: Marketing                                                                      Date Updated: 7/29/2026

Reports To: President/CEO                                                              Status: Full Time; Exempt

Supervises: Special Events Manager; Communications Manager; Marketing Manager; Corporate Partnerships Manager; Groups Sales Manager

SUMMARY OF POSITION: 

The Vice President of Marketing, Events, Sales and Communications serves as a senior executive leader responsible for stabilizing, aligning, and accelerating Zoo Knoxville's marketing, communications, events, and earned revenue strategies.

This role assesses current performance, develops Zoo Knoxville's long-range marketing, sales, events, and communications strategy, and drives sustained improvements in attendance, revenue generation, brand positioning, and organizational effectiveness.

Working in close collaboration with the President & CEO and senior leadership team, this position will provide hands-on leadership across marketing, sales, events, communications, and creative functions. The Vice President will lead a multidisciplinary team and ensure alignment with Zoo Knoxville's mission, strategic plan, and revenue goals, while building systems, processes, and performance standards that position the organization for long-term success.

RESPONSIBILITIES:

• As a team member, exemplify Zoo Knoxville's core values through interactions with guests and fellow team members.

Executive Leadership & Strategy

• Serve as a member of the Zoo's senior leadership team, contributing to organizational strategy, decision-making, and performance management.
• Conduct a comprehensive assessment of current marketing, communications, events, and sales functions, identifying gaps, inefficiencies, and opportunities for growth.
• Develop and implement long-range strategic action plans, including Zoo Knoxville's 2026 and 2027 plans, focused on performance improvement and long-term sustainability.
• Establish clear KPIs, performance metrics, and accountability structures across all functional areas.
• Align departmental strategies with Zoo Knoxville's strategic plan, brand positioning, and revenue goals. 

Marketing & Brand Strategy

• Lead the development and execution of integrated marketing strategies across paid, earned, and owned channels (PESO model) to drive attendance, membership, and revenue growth.
• Oversee brand management to ensure consistency, quality, and alignment across all platforms and guest touchpoints.
• Evaluate and optimize relationships with external agencies, vendors, and partners.
• Ensure data-driven decision-making through analytics, audience segmentation, and performance tracking.
• Oversee the CRM and audience-data infrastructure, ensuring strong data capture and segmentation that inform marketing, membership, and development strategies.
• Guide website, digital, and content strategies to improve conversion, engagement, and storytelling impact. 

Communications & Public Relations

• Serve as the organization's senior communications leader and advisor on messaging, positioning, and media relations.
• Oversee public relations strategies to elevate Zoo Knoxville's visibility, reputation, and thought leadership.
• Set the strategy for media, tourism, corporate, and civic relationships, directing the Communications Manager who serves as day-to-day spokesperson, while personally representing Zoo Knoxville at executive-level functions.
• Ensure consistent, compelling storytelling that advances conservation, education, and community engagement.
• Lead crisis communications planning and execution, as needed.
• Strengthen internal communications alignment across departments. 

Events & Guest Experience Integration

• Oversee the strategic direction, planning, and execution of all Zoo Knoxville events to ensure alignment with revenue and brand objectives.
• Evaluate event portfolio performance (attendance, revenue, guest satisfaction) and implement improvements or restructuring as needed.
• Drive innovation in event programming, including seasonal experiences, signature events, and new revenue-generating concepts.
• Ensure strong cross-functional collaboration with Operations, Guest Experience, and Development teams.
• Direct marketing that strengthens earned revenue across retail, food and beverage, admissions, and on-grounds signage, informed by guest survey and satisfaction data.

Sales & Revenue Growth

• Lead the development and execution of comprehensive sales strategies across admissions, memberships, group sales, and special events.
• Identify and implement new revenue opportunities, pricing strategies, and promotional tactics.
• Own pricing, ticketing, and yield-management strategy across admissions, memberships, and events, improving channel mix and online conversion to maximize earned revenue.
• Oversee revenue operations, using dashboards and forecasting to manage and improve performance across all earned-revenue streams.
• Partner with Development to align sponsorship and partnership opportunities with marketing and event strategies.
• Drive a performance-based culture focused on achieving and exceeding revenue targets. 

Team Leadership & Organizational Development

• Provide direct leadership, coaching, and accountability for all direct reports and functional teams.
• Assess team structure, capabilities, and performance; implement necessary organizational or role adjustments.
• Foster a culture of collaboration, innovation, accountability, and excellence.
• Ensure clear roles, responsibilities, and workflows across marketing, events, communications, and creative functions.
• Support recruitment, onboarding, and transition planning as needed. 

Operational Excellence

• Oversee departmental budgets, ensuring effective allocation of resources and strong return on investment.
• Implement systems, processes, and tools that improve efficiency, communication, and execution.
• Ensure all marketing, communications, and event initiatives are delivered on time, on budget, and at a high level of quality.
• Attend zoo events and activities as required.
• Additional duties as assigned or required. 

QUALIFICATIONS: 

• Minimum of 1015 years of progressive leadership experience in marketing, communications, sales, and/or revenue-generating functions.
• Proven track record of driving measurable growth in attendance, revenue, and brand engagement.
• Demonstrated experience leading organizational turnarounds, transformations, or performance improvement initiatives.
• Strong strategic thinker with the ability to operate at both executive and implementation levels.
• Experience managing integrated marketing campaigns, public relations, digital platforms, and event strategies.
• Experience with ticketing platforms, CRM systems, and digital marketing technology.
• Experience in a zoo, aquarium, museum, science center, theme park, or similar destination attraction preferred.
• Strong financial acumen, including budgeting, forecasting, and ROI analysis.
• Exceptional leadership, interpersonal, and team development skills.
• Outstanding written, verbal, and presentation communication skills.
• Ability to work effectively in a fast-paced, dynamic environment with multiple priorities.
• Bachelor's degree in Marketing, Business, Communications, or related field (advanced degree preferred).
• Must be at least 21 years of age.
• A strong affinity for the mission of Zoo Knoxville.
• Ability and willingness to work outside regular business hours, including evenings and weekends
• Demonstrated integrity, professionalism, and respect for confidentiality.
• Understands and subscribes to the philosophy that meticulous organization, planning, and attention to detail are the fundamental components of successful events and marketing and communications campaigns.
• Professional demeanor and appearance.
• Self-starter with the ability to work independently as well as with a team.
• Excellent computer skills including all Microsoft Office programs especially Word, Excel, PowerPoint, and Outlook software.
• Proficient with Google Analytics.
• Ability and willingness to learn and adapt to new systems with minimal guidance.
• Must be able to pass a pre-employment drug screen and background check.

Don't meet every requirement? At Zoo Knoxville we are dedicated to building a diverse, inclusive and authentic workplace, so if you're excited about this role but your past experience doesn't align perfectly with every qualification in the job description, we encourage you to apply anyway. You may be just the right candidate for this or other roles.

WORKING CONDITIONS: 

As an employee of Zoo Knoxville, you must possess English communication skills as well as the ability to communicate using a 2-way radio, email, and telephone.  The position hours vary depending on business needs. This position will be primarily remote but will require onsite engagement for 2-3 days every two weeks. Depending on the specific tasks, this position will be required to work within close proximity of exotic and domestic animals and must be aware that there are dangers inherent in working under those conditions. Position may also require working outdoors in all weather conditions.  Zoo Knoxville is committed to maintaining a drug free workplace and as such each employee must pass a pre-employment drug screen.