Senior Director of Marketing

Position Description: ABOUT THE SAN ANTONIO BOTANICAL GARDENAs a mission-driven nonprofit, the San Antonio Botanical Garden (SABG) is dedicated to enriching lives through plants and nature. The Garden is a vital community asset and cultural gem, welcoming over 400,000 visitors annually and continuing to grow. SABG is a statewide leader in plant conservation, a hub for environmental education and community connection, and a living museum that cultivates wellness, economic vitality, and ecological resilience across San Antonio and the greater Southwest.Through access initiatives such as Garden for All, SABG is removing barriers so that every neighbor regardless of backgroundcan experience the joy, healing, and inspiration that come from connecting with nature. At the same time, SABG is advancing regional plant conservation efforts through initiatives like TREES (Texas Recovery for Ecological and Environmental Stability), a reforestation project that responds to devastating floods in Kerr County and helps restore the Guadalupe River Valley.Guided by a bold 10-year master plan, SABG is moving forward with transformative projects, including a new horticulture campus, new gardens, and expanded community-serving spacesall focused on the pillars of plant conservation and access.THE IDEAL CANDIDATEWe are seeking a strategic and storytelling-driven marketing and communications professional who can help shape and share our next chapterpositioning SABG as one of the crown jewels of San Antonio and Texas. The ideal candidate will help us activate our new brand (launching January 2026) in ways that are meaningful, authentic, and resonant across diverse audiencesranging from everyday residents to civic leaders, tourists, corporate partners, government agencies, and more.We seek a professional who leads with storytellingenlightening how SABG fosters community wellness, economic vitality, and environmental stabilitywhile driving sustainable revenue growth through admission, membership, philanthropy, venue rentals, special programs, events, and signature experiences, such as SABGs holiday light exhibition, Illuminate.The Senior Director will bring exceptional public relations instincts and media savvyable to collaborate effectively with SABGs external PR agency, cultivate strong press relationships, and position the Garden as a trusted and compelling voice across the region.The ideal candidate will have at least seven years of progressive marketing and communications experience, with a minimum of three to five years in a leadership role.SUMMARY OF RESPONSIBILITIESReporting to the Chief Development Officer, the Senior Director serves as the strategic marketing and communications leader and organization-wide brand steward for the San Antonio Botanical Garden. This position combines strategic marketing leadership with hands-on brand management, leading a four-person team while serving as the primary liaison between marketing and communications, department leads, and external agencies. The Senior Director develops and executes comprehensive marketing strategies that advance SABGs mission, drive attendance and revenue, and position the organization as a world-class botanical institution.The marketing and communications team serves as a facilitator and strategic partner to departments across SABG, working to co-create solutions and platforms that strengthen organizational success. SABG systems and processes are grounded in relationships, ensuring that support is people-centered, responsive, and aligned with the needs of staff and the community.This role requires a unique blend of strategic thinking, brand expertise, content leadership, and collaborative leadership. The Senior Director ensures brand integrity across all touchpoints, elevates storytelling that showcases the Garden's plant conservation and community impact, and builds trust through high-quality, consistent communications.KEY RESPONSIBILITIESStrategic Marketing and Communication Leadership (30%) Develop and guide an annual or 18-month strategic marketing and communications plan in partnership with organizational leaders, ensuring alignment with the Gardens master plan and institutional priorities. Serve as a collaborative marketing partner to department heads (Development, Programs, Horticulture, Conservation, Education, Events, Guest Experience), helping translate their goals and initiatives into effective, audience-focused communications that support organizational outcomes and revenue targets. Foster cross-departmental collaboration by participating in planning meetings, establishing clear communication rhythms, and building proactive systems that support thoughtful project planning and reduce last-minute needs. Guide public relations strategy and execution, supporting media outreach, press release development, and media advisories, in collaboration with an external public relations agency. Coordinate marketing and communications activities with the external agency and support internal team members to ensure smooth workflows, shared understanding, and cohesive execution across all channels. Review and interpret marketing performance metrics and ROI, offering data-informed insights and recommendations to leadership on growing audiences, improving campaign effectiveness, and optimizing resources. Oversee the marketing and communications budget, vendor relationships, and resource allocation with an emphasis on efficiency, impact, and strategic investment. Champion the marketing and communications team as a facilitative, relationship-centered partner, building trust and credibility with internal and external stakeholders and empowering departments to generate strong, aligned content with marketing and communications guidance and support. Brand Stewardship & Content Strategy (30%) Serve as a collaborative brand steward, helping departments consistently reflect the Gardens identity across materials, platforms, and communications following the 2026 brand launch. Develop, maintain, and uphold accessible brand guidelines, creating supportive training programs and staff education so all teams feel confident and equipped to use the brand effectively. Manage organization-wide brand governance through user-friendly systemssuch as Canva access, template development, and thoughtful approval processesthat empower departments to create high-quality, on-brand materials with ease. Guide overall content strategy and storytelling, working with teams to surface and elevate SABGs conservation efforts, horticultural expertise, educational impact, and scientific contributions in compelling, audience-centered ways. Provide copywriting and editing support for major SABG communications, including fundraising materials, donor correspondence, program descriptions, website content, and marketing collateralensuring clarity, accuracy, and alignment with brand voice. Review external-facing materials as a partner and resource, offering constructive feedback to ensure message accuracy, brand cohesion, and strong visual/editorial quality before publication. Develop and maintain content calendars that integrate the Gardens seasonal rhythms, programs, events, and Development priorities to produce coordinated, well-timed communications. Collaborate with Horticulture, Conservation, Education, Programs, Development, and Membership to identify meaningful stories, gather impactful content, and co-create narratives that advance institutional goals, celebrate the Gardens mission, and strengthen connection with audiences. Team Leadership & Operations Management (25%) Provide day-to-day leadership, direction, and professional development for a four-person marketing team: Director of Marketing, Digital Marketing Manager, Graphic Designer, and Marketing Assistant. Manage workflow, project prioritization, and quality control across all marketing activities; implement and maintain project management systems that enhance efficiency, transparency, and accountability. Develop, implement, and uphold clear approval processes and quality standards that ensure marketing outputs align with organizational goals, stakeholder needs, and brand expectations holding the marketing team accountable to these standards in a supportive, growth-oriented way. Establish service level agreements and realistic timelines for marketing requests; educate stakeholders on appropriate lead times and collaboratively set expectations based on project scope and impact. Conduct regular team meetings focused on strategic planning, creative collaboration, refinement of processes, and ongoing professional developmentbeyond status updates. Foster a culture of excellence, partnership, and innovation within the marketing team, emphasizing relationship-centered systems and continuous improvement. Manage performance evaluations, goal-setting, and skill development for direct reports, ensuring each team member is supported in growing their expertise and contributing at a high level. Delegate effectively and intentionally, freeing capacity for strategic initiatives while empowering team members, building confidence, and developing new skills. Marketing Execution & Campaign Management (15%) Lead campaign planning and execution for key initiativesincluding membership acquisition, annual fund appeals, major events (Splendor, Plant Sale), exhibitions, and programsensuring strategies are developed collaboratively with departmental stakeholders and aligned with shared institutional goals. Oversee digital marketing and communications strategy (website, email marketing, social media, digital advertising) in partnership with cross-department teams, incorporating their insights while guiding tactics toward the highest standards of clarity, accessibility, and brand alignment. Direct the creation of marketing collateral by working closely with internal stakeholders to understand objectives and desired outcomes, then shepherding materials through a collaborative process that ensures strategic alignment, high-quality execution, and adherence to brand and messaging standards. Ensure marketing efforts drive measurable conversionsincluding attendance, membership growth, program enrollment, and revenue generationand share performance insights with stakeholders to support informed, collective decision-making and continuous improvement. Coordinate media relations and public relations activities in collaboration with internal leaders; serve as organizational spokesperson when appropriate, ensuring messaging reflects the perspectives and priorities of key departments. Oversee production of key publicationsincluding Vibrante member magazine, annual reports, and donor communicationsintegrating input from Development, Membership, Programs, Horticulture, Conservation, Events, and Education, and guiding each project to a polished, mission-aligned final product. REQUIRED QUALIFICATIONS Education & Experience Bachelors degree in Marketing, Communications, Journalism, or a related field, or equivalent professional experience, required. Minimum 7 years of progressive marketing and communications experience, with at least 3-5 years in a leadership role Proven experience in nonprofit, cultural institution, museum, zoo, botanical garden, or similar mission-driven organization strongly preferred Demonstrated expertise in brand management and strategic brand implementation Strong portfolio demonstrating excellent copywriting, content strategy, and campaign development Skills & Competencies Strategic thinking: Ability to develop long-term marketing and communications strategies aligned with organizational goals Public Relations: Strong command of PR strategy, narrative development, and media relations, with the ability to work in close partnership with SABGs external PR agency to secure earned media, manage sensitive communications, and strengthen SABGs public profile. Brand expertise: Deep understanding of brand development, governance, and implementation Exceptional writing: Outstanding copywriting and editing skills across diverse formats and audiences Leadership: Proven ability to lead, mentor, and develop high-performing teams Relationship building: Excellent interpersonal skills; ability to collaborate effectively across departments and build trust with stakeholders at all levels Project management: Strong organizational skills with the ability to manage multiple complex projects simultaneously while maintaining attention to detail Digital proficiency: Expertise in digital marketing platforms, content management systems, email marketing, social media, and analytics tools Creative direction: Ability to provide creative direction and quality control while respecting team expertise Communication: Excellent verbal and written communication skills; comfortable presenting to leadership, board members, and external audiences Adaptability: Thrives in fast-paced environment with changing priorities; maintains composure under pressure Problem-solving: Proactive approach to identifying challenges and developing solutions Technical Skills Proficiency in technology platforms (CRM, email marketing, project management tools such as Monday.com) Working knowledge of Adobe Creative Suite, Canva, and design principles Familiarity with website content management systems preferred Strong analytical skills with experience using Google Analytics or similar platforms Experience with budget management and vendor coordination PREFERRED QUALIFICATIONS Experience launching or managing major brand initiatives or rebrands Background in conservation, environmental, or science communications Understanding of horticulture, botany, or environmental sciences Experience working with external creative agencies Awareness of fundraising and development practices Familiarity with the San Antonio market and regional tourism landscape Bilingual (English/Spanish) skills are a plus PHYSICAL REQUIREMENTS & WORKING CONDITIONS The physical demands and characteristics of the work environment described here are representative of those occurring in the performance of the essential functions of this job. The employee may occasionally lift and move up to 40 pounds. Although the position is primarily located indoors, the ability to work outdoors and walk in the Garden in various weather conditions is expected, and the employee is expected to perform with minimal supervision and act independently within the scope of normal duties and responsibilities. Regular time in the Garden for content capture, story gathering, and event coverage is needed. On regular occasions, required to work extended hours as well as weekends and evenings in an outdoor setting. Minimal travel may be required. In-office presence is required for collaboration and Garden-based activities. Compensation: Open to discussion regarding salary range. A competitive salary rate will be determined. Full-time benefits include Medical, Dental, PTO, paid holidays, and 401(k) Match. Application Instructions: Please submit the following materials to Carrie Gray at hola@cielostrategy.com. Cover letter addressing your qualifications and interest in this role Current resume Three professional references Writing samples (minimum two; may include marketing copy, campaign materials, strategic plans, or published articles) Portfolio or links to marketing campaigns you've led (optional, but encouraged) Application Deadline: December 22, 2025 Desired Position Start Date: January 26, 2026 Job descriptions are guidelines that attempt to characterize employees' major duties and responsibilities and are subject to change as needs and programs change. At the San Antonio Botanical Garden, they are considered neither inclusive nor exclusive.