Vice President, Strategy & Revenue

How You’ll Contribute

The National Geographic Society headquarters, based in Washington, D.C., is undergoing a $300 million public space renovation project to be completed in 2026 (called Base Camp). Components of the new guest experience will include a state-of-the-art pavilion entrance, auditorium, iconic photo gallery, exhibition space, immersive walk-through attraction, retail, F&B, rooftop bar, education center, archives, VIP tours, and exciting new event space. A fully sustainable, on-brand hotel may also be built and operated by a third party on the campus. The capstone of the renovation is a one-of-a-kind nighttime entertainment show in the courtyard. In addition to this new on-campus experience, National Geographic Society has an existing business of touring exhibitions and immersive experiences that will be growing and expanding.

The Vice President of Strategy and Revenue will report to the Chief Campus & Experiences Officer and will be responsible for the overall business strategy of all revenue streams on campus, as well as ensuring that gross and net revenue targets are met across all business lines, including but not limited to ticket sales, tours, group sales, food & beverage, retail, event rentals, and event programming. The VP of Strategy & Revenue will own the master P&L for Base Camp.

Your Impact

Responsibilities Include

Business Strategy and Sales Execution (50%)

• Establish business strategy for Base Camp ticket sales, including ticket pricing, dynamic pricing, and associated discounts
• Develop ticket sales strategy and work with Membership, Tours, and Group Sales to execute the strategy to meet goals
• Oversee Base Camp Marketing strategy and execution and work closely with the Communications division on coordinated execution, PR and communications, and brand
• Oversee concessionaire in developing restaurant proforma; identify ways to increase revenue and minimize expense
• If hotel is approved, oversee hotel operator and hotel asset manager; ensuring maximum ROI, as well as coordination between hotel and revenue and operational teams
• Oversee retail proforma, including product strategy, development, and execution
• Oversee event rental revenue, including building the team, developing business strategy and pricing
• Work with Advancement to identify sponsorship opportunities and ensure fulfillment of sponsor activations and assets
• Work with NG Live team to develop optimal schedule and types of events for National Geographic programming; develop and execute comprehensive revenue strategy for each event
• Develop and implement cross-selling opportunities among the revenue streams
• Own and refine the proforma for all Base Camp revenue and expenses, working in close partnership with the Operations, Exhibitions, NG Live, Advancement, IT, Finance, HR, Legal, and Communications teams
• Recommend revenue targets and expense budgets annually; responsible for department performance to meet approved annual targets and deliver bottom line budgeted net revenue
  
  
  

Team Development and Leadership (25%)

• Build, recruit, and develop the Base Camp Marketing team to support all revenue streams; collaborate with Communications division leadership to ensure the Base Camp Marketing staff function as a cohesive part of the broader National Geographic Marketing ecosystem and uphold brand standards
• Oversee the Retail team with a focus on brand appropriate product development and meeting gross and net revenue goals
• Oversee food and beverage concessionaire, ensuring quality of product and excellence in service while also meeting brand guidelines and maximizing net revenue
• Oversee event rentals and event operations, including establishing event rental policies and ensuring use of event space is maximized for NGS mission and revenue
• Build a strong team culture, focused on creativity, teamwork, innovation, and service of the overall National Geographic mission
• Work in close partnership 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
  
  
  

Analytics & Optimization (25%)

• Establish internal standards of reporting, including developing KPIs and other metrics; oversee the creation and maintenance of dashboards to measure outcomes
• Assess data of the attraction once it is open; identify and implement improvements to pricing, operating hours, discounts, etc.
• Identify audiences that we are not sufficiently reaching; develop and execute strategies to address gaps
• Identify and implement new revenue streams for Base Camp and for the Campus & Experiences team more broadly
• Establish and oversee reporting cadence and necessary audits of concessionaire and any other vendors
• Oversee sales coordination among NGS teams who are focused on revenue generation
  
  
  

Educational Background

Bachelor’s degree required; Advanced degree preferred

Minimum Years And Type Of Experience

15+ years’ experience in the tourism and hospitality industries with 7+ years of management experience

Necessary Knowledge And Skills

• Deep understanding of the tourism and hospitality industries
• Proven success in creating and implementing business strategy and being responsible for meeting gross and net revenue goals
• Experience developing and leading a team, specifically through a season of change and growth
• Experience developing new revenue streams and bringing them to life
• Understanding of the current trends in attractions, tourism, museum, events, and hospitality industries
• Demonstrated ability to establish strong partnership relationships, both internally and externally
• Demonstrated ability to interact effectively with senior business executives, talent, and other high-level internal and external partners
• Sound judgment and strategic thinking
• Ability to work in a fast paced, multi-phase project environment with shifting priorities
• Superior written and oral communications skills
• Ability to work nights and weekends as needed and be on call 7 days per week
• Proficiency in both the Microsoft Office suite and Google Workspace tools
  
  
  

Desired Qualifications

• Deep understanding of the museum industry and typical revenue models for museums
  
  
  

Supervision

3+ direct reports

Salary Information

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 is $256,000 - $295,000.

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.