Director of Marketing & Communications

Job Description

Director of Marketing & Communications

Mounts Botanical Garden – West Palm Beach, Florida

Mounts Botanical Garden is seeking a strategic, creative, and results-oriented Director of Marketing & Communications to lead institutional marketing, audience growth, public visibility, and organizational communications for one of South Florida’s premier cultural and horticultural destinations.

This leadership position is responsible for advancing attendance growth, audience engagement, membership participation, institutional visibility, earned revenue, and public-facing communications through a coordinated marketing strategy, campaign development, digital engagement, public relations, and brand stewardship.

The Director will oversee strategic marketing initiatives, including:

• Attendance-driving campaigns and seasonal promotions
• Digital marketing, social media, and audience engagement
• Website strategy and email communications
• Brand management and institutional messaging
• Public relations and media engagement
• Membership, retail, and revenue-supporting promotions
• Marketing analytics, campaign performance, and KPI tracking

The position supervises the Marketing & Communications Department and works collaboratively across Operations, Membership, Development, Programs, Events, Guest Services, Retail, Nursery, and Executive Leadership.

Ideal Candidate

The ideal candidate is a strategic thinker and collaborative leader with experience in:

• Marketing and communications leadership
• Audience development and campaign strategy
• Digital marketing and analytics
• Brand management and storytelling
• Public relations and media coordination
• Multi-channel campaign execution
• Performance measurement and organizational alignment

Experience with platforms and systems such as WordPress, Constant Contact, Google Analytics, Meta Business Suite, CRM systems, Adobe Creative Suite, Canva, and related digital marketing tools is preferred.
Experience in nonprofit, tourism, cultural, hospitality, arts, museum, garden, or visitor-serving organizations is strongly preferred.

Benefits

The Friends of Mounts Botanical Garden offers a competitive benefits package to full-time employees, including health, dental, and vision insurance; paid time off; and participation in a 401(k) retirement plan with a 3% employer match.

About Us

Mounts Botanical Garden of Palm Beach County is the county’s oldest and largest botanical garden, with more than 7,000 species that serve as a living preserve and a resource for the South Florida community. The Garden is dedicated to education, conservation, and celebrating tropical and subtropical plants. There’s always something growing at Mounts.

Duties & Responsibilities

SPECIFIC RESPONSIBILITIES

Strategic Marketing & Campaign Leadership

• Develops and oversees annual and seasonal marketing strategies aligned with organizational goals
• Leads attendance-driving campaigns, audience growth initiatives, and revenue-supporting promotional efforts
• Oversees campaign planning, audience targeting, and marketing prioritization
• Establishes and evaluates campaign KPIs, attendance goals, and performance metrics
• Leads monthly marketing planning and campaign coordination
• Aligns marketing initiatives with organizational priorities, seasonality, and operational capacity

Brand Management & Institutional Messaging

• Oversees institutional brand standards, messaging, tone, and public-facing communications consistency
• Defines organizational communication priorities and institutional positioning
• Ensures alignment of messaging across marketing, membership, fundraising, programs, events, retail, and visitor services
• Protects and strengthens the Garden’s institutional identity and public reputation

Audience Engagement & Digital Communications

• Oversees digital marketing strategy, social media direction, email marketing, and website communication priorities
• Guides audience engagement initiatives and public communication efforts
• Oversees website strategy, digital conversion pathways, and audience engagement objectives
• Evaluates digital analytics, audience trends, and campaign performance

Public Relations & Institutional Visibility

• Leads institutional public relations strategy and media engagement
• Oversees media and influencer relationships, press communication, and public visibility initiatives
• Supports organizational storytelling and institutional positioning
• Coordinates visibility efforts aligned with tourism, community engagement, and organizational priorities

Membership, Revenue & Organizational Support

• Supports membership growth, visitor engagement, retail promotion, special events, and revenue-generating initiatives through coordinated marketing strategy
• Collaborates with Development on donor communications, sponsorship visibility, fundraising campaigns, and institutional storytelling
• Supports organizational initiatives through strategic communications and promotional coordination

Department Leadership & Coordination

• Supervises Marketing & Communications Department staff and external creative or marketing support services
• Coordinates workflow, priorities, and campaign scheduling across the Department
• Maintains active coordination with Operations, Guest Services, Membership, Development, Programs, Events,

Retail, Nursery, Horticulture, and Executive Leadership

• Ensures Department resources remain focused on major institutional priorities, including attendance-driving campaigns, revenue-supporting initiatives, audience growth strategies, seasonal promotions, membership and fundraising support, and high-impact organizational communications initiatives

Analytics, Reporting & Accountability

• Oversees marketing performance reporting, KPI tracking, and campaign evaluation
• Evaluates attendance trends, engagement performance, and campaign effectiveness
• Develops strategic recommendations based on organizational performance and audience behavior
• Supports compliance with grant, sponsorship, Cultural Council, TDC, and public funding communication requirements

Education and Experience

• Bachelor’s degree in Marketing, Communications, Public Relations, Business, Journalism, or related field preferred
• Minimum of five (5) years of progressively responsible experience in marketing, communications, audience development, tourism, public relations, or related leadership roles
• Demonstrated experience leading strategic marketing campaigns and organizational communications initiatives

Application Instructions

For full position description and to apply, visit https://www.mounts.org/careers/.