How You’ll Contribute
The National Geographic Society headquarters, based in Washington, D.C., is undergoing a significant renovation project on its campus (called Base Camp), which will be completed in 2026. The public-facing portion of this renovation will be the new National Geographic Museum of Exploration. Components of the new museum will include a state-of-the-art pavilion entrance, auditorium, iconic photo gallery, exhibition space, immersive walk-through attraction, retail, food and beverage, education center, archives, tours, and exciting new event space. The capstone of the renovation is a one-of-a-kind nighttime experience in the courtyard.
The National Geographic Society also operates several revenue-generating businesses in support of its non-profit mission work that are all in growth mode. National Geographic Live is a dynamic multi-media speaker series that is presented in venues across North America and beyond; this team also runs a Speakers Bureau for National Geographic talent. Storytellers Collective are immersive storytelling workshops that help organizations communicate their message and have impact. Traveling Exhibitions develops and tours immersive experiences, large scale interactive exhibitions, and photo shows around the world.
The Vice President of Business Strategy and Performance will report to the Chief Campus & Experiences Officer and will own the master P&L for the Museum, ensuring gross and net revenue targets and met across all business lines; oversee Campus & Experiences marketing, which supports the Museum and NGS revenue-generating businesses; and lead business analytics for all Campus & Experiences teams.
Your Impact
Responsibilities Include:
Business Strategy and Performance (30%)
- 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 the 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 deliver bottom line budgeted net revenue
Marketing (30%)
- Oversee Campus & Experiences Marketing team, ensuring each business’s marketing strategy aligns with goals and maximizes revenue and reach
- Builds strong partnerships with NGS central Marketing team and Advancement Marketing team, with clear roles, responsibilities, and lines of communication
- Identify under-reached audiences that the Museum and other businesses; develop and execute strategies to address gaps
- Collaborate with Advancement and business leads to support sponsorship sales through ideation, strategy, and asset development
Analytics and Optimization (20%)
- Establish internal standards of reporting, including KPIs and dashboards; to track and measure outcomes
- Analyze museum data post-opening to; identify and implement improvements to pricing, operating hours, discounts, expenses, etc.
- Identify and implement new revenue streams for the Museum and revenue-generating businesses
- Establish and oversee reporting cadence and necessary audits of concessionaire and other vendors
- Oversee sales coordination across NGS teams who are focused on revenue generation
Team Development and Leadership (20%)
- Build a strong team culture, focused on creativity, teamwork, innovation, and in service of the overall National Geographic mission
- Ensure department is integrated into the broader Campus & Experiences 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
Educational Background
Bachelor’s degree required; Advanced degree preferred
Minimum Years and Type of Experience
7+ years of management experience with 15+ years’ experience in marketing, business strategy, and business analysis
Necessary Knowledge and Skills
- 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, specifically through significant periods of change, growth, and multi-phase projects with shifting priorities
- Demonstrated ability to establish strong internal & and external partnerships, and to engage effectively with senior executives, talent, and other high-level stakeholders
- Strategic thinker with sound judgment, excellent written and verbal communication, and a customer-focused mindset.
- Thrives in a fast-paced, multi-phase project environment with shifting priorities, and delivering results under pressure.
- Willingness to work nights and weekends as needed and be on call 7 days per week
Desired Qualifications
- Deep understanding of the museum industry and typical revenue models for museums
- Past experience working with National Geographic Explorers
- Understanding of and passion for National Geographic Society’s mission
- Proficiency in both the Microsoft Office suite and Google Workspace tools
Supervision
3+ direct reports
Salary Information
The National Geographic Society offers a competitive and holistic total rewards package. Our compensation structure and transparent pay philosophy are based on industry-specific market data for similar-sized nonprofit organizations.
The salary range for this position accounts for a wide range of factors including but not limited to organizational need; specific skill sets; experience and training; certifications; and more. At the National Geographic Society, individuals are typically hired at or near the starting point of the salary range for their role, and compensation decisions are dependent on the facts and circumstances of each case.
The salary range for this position is $247,000.00 - $260,000.00.
In addition, the National Geographic Society offers a competitive and comprehensive benefits package that includes, but is not limited to, medical, dental, and vision insurance; engaging and comprehensive wellness program; 401(k) retirement savings plan with matching contributions after 6 months of employment; flexible paid time off benefits with up to 22 days of paid annual leave per calendar year (15 days for new hires in their first year, prorated based on the number of pay periods remaining in the year) and 10 days of sick leave; 12 paid holidays and a paid winter break between December 25 and 31; paid parental leave, adoption and surrogacy expense reimbursement, fertility benefits; learning and development opportunities; Lifestyle Spending Account; pet adoption assistance and insurance; pre-tax transportation benefits with a generous employer subsidy; employer-paid life insurance and disability benefit; and a variety of National Geographic discounts and perks.
Job Designation
Resident - Our Resident category recognizes that certain staff need to be physically present at Base Camp to do their work. Some Resident staff must be at Base Camp every day to do their jobs, while others may only need to be physically present onsite some of the time to meet looming deadlines or to get work done and may require a unique schedule. As such, this category has been revised to provide maximum flexibility depending on what’s required for each individual role. The days Resident staff come into the office will be determined by their teams and workflow, and they should work with their supervisors to determine their specific schedule. And throughout the year, their schedule may be adjusted based on cyclical work cycles, deadlines, and/or ebbs and flows of work.
Candidates must be legally authorized to work in the United States. This position is not eligible for visa sponsorship.
We encourage you to apply even if your experience is not a 100% match with the position. We are looking for someone with relevant skills and experience, not a checklist that exactly matches the job description. We want to help you grow and in return, you help us grow into a stronger, more inclusive organization.
