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 Manager is responsible for advertising planning, media placement, performance analysis, strategic partnerships, and grant-funded tourism marketing initiatives across local, drive-market, and emerging audiences. Success in this role requires strategic thinking, strong analytical skills, project management expertise, and the ability to collaborate across departments and external partners.
Essential Functions
Strategic Approach to Paid Advertising
- Drive measurable growth in attendance, membership acquisition, event sales, and other earned revenue streams through strategic advertising investments
- 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 cost-per-acquisition, return on ad spend (ROAS), conversion performance, and other key metrics to optimize marketing spend
- Manage evergreen and campaign-based advertising placements and maintain strong advertising partner relationships
- Identify and evaluate new market opportunities, audience segments, and media channels to expand awareness and visitation
- Serve as the primary liaison for external advertising and digital marketing agencies, establishing priorities, managing deliverables, evaluating performance, and ensuring alignment with organizational goals
- Negotiate and manage advertising and vendor contracts, including scope, deliverables and cost control
- Utilize audience data, visitor insights, and market research to inform advertising strategy and media planning
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 conceptualize, 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
External Partnerships
- Build and maintain strategic tourism, hospitality, media, and community partnerships that expand audience reach and support visitation goals
- Identify co-op marketing opportunities and value-added promotional partnerships that increase awareness while maximizing advertising investments
- 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
Other Duties and Responsibilities
- Cultivate and maintain positive relationships with new and existing vendors
- Represent the Aquarium at select networking events and industry conferences
- Perform additional duties as assigned
Knowledge, Skills and Abilities
- Strong analytical skills with the ability to interpret campaign performance data and translate insights into actionable recommendations
- Experience with a broad range of advertising platforms (digital and traditional), audience targeting, campaign measurement, and marketing analytics tools
- Demonstrated ability to manage budgets and maximize return on marketing investments
- Exceptional organizational and project management skills with the ability to manage multiple priorities
- Excellent written and verbal communication skills
- Working knowledge of Adobe Creative Suite
- 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 experience in paid advertising, marketing strategy or audience development
- Experience managing multi-channel paid media campaigns and external vendor or agency partnerships
- Experience in nonprofit, cultural institution, tourism, aquarium or zoo settings is a plus
Physical Requirements:
Normal office environment with average walking, standing, bending, stooping, crouching, sitting and computer and phone tasks required. Hybrid work arrangement may be an option.
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.