Senior Director Public Relations, Communications, and Social Media

Collaborate with a passionate Zoo Crew in San AntonioChoosing where to grow your career has a major impact on your personal life, so it’s equally important you know the place you choose to work at, will support and guide you. With a diversity of passionate people, San Antonio Zoo is a place where you can collaborate with others securing a future for wildlife.

The Impact You’ll Make in this Role

The Senior Director of Public Relations, Communications & Social Media is a strategic communications leader responsible for shaping and protecting the public image of San Antonio Zoo through innovative storytelling, media relations, executive communications, brand reputation management, and digital engagement strategies. This position leads the development and execution of integrated communications initiatives that elevate the zoo’s mission, strengthen community trust, increase audience engagement, and drive attendance, membership, fundraising, and conservation awareness.

This role oversees all public relations, external communications, media outreach, social media strategy, and influencer partnerships for the organization. The Senior Director works closely with executive leadership and cross-functional teams to ensure consistent messaging, proactive storytelling, and high-impact visibility locally, nationally, and internationally.

The ideal candidate is a visionary communicator with strong leadership experience, exceptional writing and media skills, deep understanding of digital trends, and a passion for wildlife conservation, education, and guest engagement.

As a Senior Director in our Marketing department, you will have the opportunity to tap into your curiosity and collaborate with some of the most innovative and diverse people in San Antonio. Here, you will make an impact by:

Strategic Communications & Brand Leadership

• Develop and lead a comprehensive public relations, communications, and social media strategy aligned with the zoo’s mission, strategic plan, and brand objectives. 
• Serve as a key advisor to executive leadership on public messaging, reputation management, and communications strategy. 
• Ensure consistency of messaging, tone, and visual identity across all public-facing platforms and communications. 
• Lead integrated communication campaigns supporting zoo exhibits, animal milestones, conservation initiatives, educational programs, fundraising efforts, special events, and community engagement initiatives. 
• Identify opportunities to position San Antonio Zoo as a leader in animal wellbeing, conservation, tourism, education, and family entertainment. 

Media Relations & Public Relations

• Serve as the primary media contact and spokesperson for the organization as assigned. 
• Build and maintain strong relationships with local, regional, national, and industry media outlets, influencers, tourism partners, and community stakeholders. 
• Oversee the creation and distribution of press releases, media advisories, statements, speeches, talking points, and executive messaging. 
• Coordinate press conferences, media previews, interviews, VIP visits, grand openings, and public announcements. 
• Proactively pitch compelling stories that highlight the zoo’s animals, conservation work, veterinary care, guest experiences, and organizational impact. 
• Monitor media coverage and public sentiment while providing strategic recommendations to leadership. 

Social Media & Digital Engagement

• Lead the zoo’s social media strategy across all platforms, ensuring engaging, mission-driven, and audience-focused content. 
• Oversee social media content calendars, campaigns, partnerships, and community management. 
• Analyze performance metrics and audience trends to optimize engagement, reach, and brand growth. 
• Manage influencer collaborations, creator partnerships, and digital brand ambassadors. 
• Ensure timely and professional responses to public inquiries, guest concerns, and online reputation matters. 

Crisis Communications & Reputation Management

• Lead crisis communication planning and response efforts in coordination with executive leadership. 
• Develop proactive communication protocols for emergencies, sensitive incidents, animal-related issues, operational disruptions, and reputational risks. 
• Draft and manage official responses, internal messaging, and media statements during crisis situations. 
• Train leadership and designated spokespersons on media readiness and communication best practices. 

Leadership & Team Development

• Lead, mentor, and develop communications, PR, and social media team members while fostering a collaborative and creative culture. 
• Provide direction for photographers, videographers, agencies, freelancers, interns, and external vendors. 
• Establish performance expectations, workflows, and professional development opportunities for the communications team. 
• Collaborate closely with marketing, development, education, conservation, guest experience, animal care, and executive teams to support organizational goals. 

Content Development & Storytelling

• Oversee the creation of compelling multimedia storytelling content including video, photography, written features, social campaigns, and executive communications. 
• Ensuring all content reflects the zoo’s values, mission, and conservation impact. 
• Support donor relations, sponsorship initiatives, membership campaigns, and community partnerships through strategic storytelling. 

Budgeting, Analytics & Administration

• Develop and manage departmental budgets, vendor contracts, and communications resources. 
• Track and report key performance indicators including media impressions, engagement metrics, earned media value, audience growth, and campaign performance. 
• Evaluate emerging communication technologies, trends, and best practices to maintain innovative and competitive strategies. 
• Uphold company policies and consistently demonstrate exceptional guest service and hospitality both inside and outside of the zoo. 

Other Responsibilities

Performs other work-related duties as required and assigned.

Your Skills and Expertise 

To set you up for success in this role from day one, the San Antonio Zoo recommends the following skills/qualifications:

• Bachelor’s degree in Public Relations, Communications, Journalism, Marketing, Digital Media, or related field required. 
• Minimum of 5 years of progressive experience in public relations, communications, media relations, or social media leadership roles. 
• Minimum of 5 years of leadership and team management experience preferred. 
• Demonstrated success developing high-profile media campaigns, executive communications strategies, and digital engagement initiatives. 
• Exceptional writing, editing, presentation, and verbal communication skills. 
• Strong understanding of media relations, crisis communications, brand management, and audience engagement strategies. 
• Experience managing social media platforms, analytics tools, media monitoring platforms, and digital marketing technologies. 
• Proficiency in Adobe Creative Suite, Canva, Microsoft Office Suite, and content management systems preferred. 
• Ability to work effectively under pressure while managing multiple priorities and deadlines. 
• Strong organizational skills with exceptional attention to detail. 
• Experience working in tourism, attractions, hospitality, nonprofit, conservation, or mission-driven organizations preferred. 
• Bilingual (English/Spanish) preferred. 
• Ability to work evenings, weekends, and holidays as operational needs require.

San Antonio Zoo is an equal opportunity employer. San Antonio Zoo will not discriminate against any applicant for employment on the basis of race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, or veteran status.