Director of Marketing

Summary

Description

Title: Director of Marketing 

Location: Westminster, CO 

Position Reports To:  Vice President of Guest Experience 

Direct Reports: Performance Marketing Manager, Marketing & Communications Coordinator 

About Butterfly Pavilion: 

At Butterfly Pavilion, we transform the way people think about invertebrates. These small but mighty animals that surround us are so much more than people think. They are everywhere because everything depends on them. They are the hidden heroes of the animal kingdom. As the leader in invertebrate knowledge, inspiration and connection, Butterfly Pavilion works to foster an appreciation of these critical animals by educating the public about the need to protect and care for threatened habitats globally, while conducting research for solutions in invertebrate conservation. Whether it is providing unique, firsthand learning experiences in our exhibits and educational programs, conducting new research that sets the standard for zoos across the country or building innovative solutions for species and habitat conservation in countries around the world, Butterfly Pavilion is leading the way in ensuring invertebrates are protected for the future. 

Looking forward, we are committed to providing the most enriching experience for our audience, being recognized as a scientific authority, and being a leading educational resource on invertebrates.   

Our Core Values are a large part of who we are as an organization: 

• Make Science Cool 

• Love What You Do 

• Go Above and Beyond 

• Lead Change 

• Know Your Stuff 

• Be Positive 

• Welcome All 

These aren't just words, but words to live by here at Butterfly Pavilion. 

FLSA Status & Classification:  Exempt | Full-Time 

Work Schedule: Onsite | Monday-Friday | Occasional evenings & weekends as required. 

Hiring Salary Range: $80,000 – $90,000; starting salary is based on relevant experience. 

Benefits: 

• Medical, Dental, Vision, Basic Life/AD&D, LTD, STD, and Employee Assistance Program. 

• Voluntary Life, ID Shield, Legal Shield, and Pet Insurance plans available. 

• Retirement Savings 401(k) Plan with employer match. 

• Paid holidays, vacation, sick time. 

• Two personal holidays per year. 

• Butterfly Pavilion Membership and 25% Gift Shop discount. 

Position Summary: 

The Director of Marketing leads Butterfly Pavilion's marketing function with a primary focus on driving revenue across all business lines and direct accountability for general admission ticket sales. This role is responsible for developing and executing a comprehensive, data-driven marketing strategy that spans paid and organic digital channels, brand content, email marketing, SEO, analytics, social media, and traditional marketing practices. 

Reporting to the Vice President of Guest Experience, the Director of Marketing directly manages a Performance Marketing Manager and a Marketing & Communications Coordinator. This individual serves as a key strategic partner to department heads across the organization, ensuring marketing efforts support attendance growth, membership conversion, event revenue, donations and broader organizational goals. 

The ideal candidate is a seasoned digital marketing leader who is equally comfortable in the data and in the creative, with management experience to develop and inspire a small team, and a genuine passion for Butterfly Pavilion's mission. 

Essential Functions and Responsibilities: 

Marketing Strategy & Revenue Growth 

• Develop and own the annual marketing strategy and budget in alignment with organizational revenue goals, with primary accountability for general admission ticket sales. 

• Partner with the Vice President of Guest Experience and department leaders to build integrated marketing plans that support all revenue streams. 

• Establish annual marketing goals and KPIs; deliver regular performance reporting to senior leadership with data-driven insights and recommendations. 
• Identify market opportunities, emerging trends, and audience segments to grow awareness and drive attendance. 
• Lead competitive analysis and audience research to inform positioning and campaign strategy. 

Digital Marketing Paid & Organic 

• Provide strategic direction and oversight for all paid digital advertising across Google Ads, Meta, and other relevant platforms, ensuring campaigns are optimized for ROI and ticket sales conversion. 

• Oversee organic digital strategy including SEO, content marketing, email marketing, and social media to build sustained audience growth and engagement. 

• Guide the Performance Marketing Manager on campaign planning, budget allocation, A/B testing, and performance analytics to continuously improve results. 

• Champion a culture of experimentation using data to test, learn, and iterate. 
• ​​​​​​​Provide strategic oversight of website performance, ensuring it drives ticket conversions and delivers an outstanding user experience. 

​​​​​​​Brand, Content & Communications 

• Serve as brand steward for Butterfly Pavilion, ensuring consistent voice, visual identity, and messaging across all touchpoints. 

• Collaborate with the Marketing & Communications Coordinator to execute compelling content across social media, email, digital signage, print, and on-site channels. 

• Develop and oversee the seasonal marketing and campaign calendar, ensuring timely and coordinated execution across the team. 

• Support media relations and earned media efforts, including oversight of press releases and journalist relationships, in partnership with the Marketing & Communications Coordinator. 

Team Leadership & Cross-Functional Collaboration 

• Lead, mentor, and develop a two-person marketing team, fostering a culture of creativity, accountability, and continuous growth. 

• Set clear priorities and support effective workflows so the team can execute efficiently and at a high level. 

• Build strong working relationships with departments to ensure marketing efforts support their goals and timelines. 

• Manage relationships with external agencies, media partners, vendors, and freelancers. 

• Implement & oversee marketing project management systems and ensure efficient workflows across the team. 

Budget & Analytics 

• Own the marketing department budget; track spending, reconcile invoices, and maximize return on investment. 

• Build and maintain dashboards and reporting structures to monitor performance across paid, organic, email, social, and direct channels. 

• Report on marketing contribution to ticket sales, membership, event revenue, and other organizational goals; use insights to recommend strategy adjustments and budget allocation. 

• Perform other duties as assigned in support of organizational priorities and evolving business needs. 

Success In the First 12 months 

• Develop and implement an integrated annual marketing plan with clear revenue targets and channel-level KPIs. 

• Establish consistent marketing reporting cadence and dashboard infrastructure across paid, organic, and email channels. 

• Strengthen team workflows and cross-departmental communication to improve campaign execution speed and quality. 

• Demonstrate measurable impact on general admission ticket sales and organizational revenue through digital marketing performance. 

Qualifications & Experience: 

Education: 

• Bachelor's degree in Marketing, Communications, Business, or a related field preferred, or equivalent professional experience. 

Experience, Knowledge, Skills, & Abilities: 

• 5+ years of progressive marketing experience, with at least 2 years in a management or lead role. 

• Proven track record of driving revenue growth through integrated digital marketing strategies both paid and organic. 

• Experience managing marketing budgets and demonstrating measurable ROI. 

• Experience in the attractions, entertainment, cultural nonprofit, or tourism sector preferred. 

• Expert-level knowledge of paid digital advertising platforms (Google Ads, Meta Business Suite) and performance marketing principles. 

• Strong proficiency in SEO/SEM, Google Analytics (GA4), email marketing platforms, and marketing automation tools. 

• Demonstrated ability to lead and develop team members. 

• Exceptional written and verbal communication skills with an eye for compelling, mission-aligned storytelling. 

• Highly analytical with the ability to translate data into clear, actionable strategies. 

• Working knowledge of traditional marketing practices including print, signage, promotional materials, and media relations. 

• Familiarity with tools such as Mailchimp, SEMrush, WordPress, or similar platforms preferred. 

Work Environment & Physical Requirements: 

While performing the responsibilities of this position, these work environment characteristics are representative of the environment the position will encounter. Reasonable accommodations may be made to enable people with disabilities to perform the essential functions of this position. 

At Butterfly Pavilion, the employee is occasionally exposed to moderate to loud environmental noise for extended periods of time. While performing the responsibilities of this position, the employee is required to talk and hear. The employee is often required to sit and stand, use their hands and fingers, to handle/feel/grasp. The employee is occasionally required to reach with arms and hands, climb or balance, and to stoop, kneel, crouch or crawl. Vision abilities required by this job include close vision. Employee should be able to lift, carry and items up to 50 lbs. 

How to Apply: 

Candidate must submit Resume and Cover Letter to https://www.paycomonline.net/v4/ats/web.php/portal/9487C88E12D0FCF4A16B10C9D7573F1E/jobs/90003​​​​​​​

No phone calls or drop-ins please.  

Butterfly Pavilion is an Equal Opportunity Employer and encourages people of all backgrounds to apply for open positions and does not discriminate on the basis of race, color, religion, gender, sexual orientation, gender identity or expression, national origin, age, disability, genetic information, marital status, amnesty or veteran status.