Vice President, Business Strategy and Performance

About the Role

Key Responsibilities

• Establish business strategy for Museum ticket sales, including ticket pricing, dynamic pricing, associated discounts, and affordable access program
• Develop & implement ticket sales and attendance maximization strategy, collaborating with Marketing, Membership, Tours, and Group Sales to achieve goals
• Lead, coordinate, validate, and challenge the work of business owners in Group Sales, Food and Beverage, Retail, Event Rental, Public Programming, Tours, and other revenue streams to ensure developed strategies, prices, and targets are aggressive, achievable, and aligned with the brand
• Collaborate with Advancement to develop and recommend Museum Membership benefits, pricing, and reporting
• Develop and implement cross-selling opportunities among the revenue streams
• Own and refine the proforma and then the operating P&L for all Museum revenue and expenses, partnering with revenue and business leaders, Operations, Exhibitions, Public Programming, Advancement, IT, Finance, HR, and Legal
• Recommend Museum revenue targets and expense budgets annually, aiming for overall profitability; accountable for division performance against approved annual targets and delivering bottom line net revenue
• Oversee Campus & Experiences Marketing team, ensuring marketing strategies align with goals and maximize revenue and reach
• Build strong partnerships with NGS central Marketing and Advancement Marketing teams, with clear roles and communication
• Identify under-reached audiences and develop strategies to address gaps
• Support sponsorship sales through ideation, strategy, and asset development
• Establish internal reporting standards, including KPIs and dashboards, to track outcomes
• Analyze museum data post-opening to identify and implement improvements to pricing, operating hours, discounts, and expenses
• Identify and implement new revenue streams for the Museum and related businesses
• Oversee reporting cadence and audits of concessionaire and vendors
• Coordinate sales efforts across NGS teams focused on revenue generation
• Build a strong team culture focused on creativity, teamwork, innovation, and the Society's mission
• Ensure department integration into the broader division
• Partner with the VP of Operations to establish, track, and exceed targets on NPS scores and online reviews
• Develop and support a culture of customer service, collaboration, and excellence

Requirements

• Bachelor's degree required; Advanced degree preferred
• 7+ years of management experience with 15+ years' experience in marketing, business strategy, and business analysis
• Proficiency in both the Microsoft Office suite and Google Workspace tools
• Deep understanding of the tourism, ticketed experiences, museums, events, and hospitality industries, with knowledge of current trends
• Proven success in creating and executing business strategies, launching new revenue streams, and achieving gross and net revenue goals
• Experience overseeing marketing for revenue-generating businesses and driving revenue, particularly in the D.C. Market
• Skilled at building and leading teams through change, growth, and multi-phase projects
• Demonstrated ability to establish strong internal and external partnerships and engage with senior stakeholders
• Strategic thinker with sound judgment, excellent communication skills, and a customer-focused mindset
• Willingness to work nights and weekends as needed and be on call 7 days per week

Nice to Have

• Deep understanding of the museum industry and revenue models for museums
• Past experience working with National Geographic Explorers
• Understanding of and passion for National Geographic Society's mission

Qualifications

• Educational background includes a Bachelor's degree (required) and an Advanced degree (preferred)

Benefits & Perks

• Competitive and holistic total rewards package
• Salary range of $247,000 - $260,000
• Medical, dental, and vision insurance
• Wellness program
• 401(k) retirement plan with matching contributions after 6 months
• Flexible paid time off with up to 22 days of paid leave annually
• Paid sick leave, holidays, and winter break
• Paid parental, adoption, and surrogacy leave
• Fertility benefits, learning and development opportunities
• Lifestyle Spending Account, pet adoption assistance and insurance
• Pre-tax transportation benefits with employer subsidy
• Employer-paid life insurance and disability benefits
• Various discounts and perks