The Houston Zoo, a nationally recognized institution taking meaningful action to save wildlife, is seeking a Chief Brand and Experience Officer (CBEO) who shares the Zoo’s commitment to conservation and excellence. This leader will help maximize earned revenue, increase brand awareness, and improve the guest experience to support the Zoo's mission. As a prominent global leader in zoo-based conservation, the Zoo has a significant impact on conservation and education efforts in Houston and around the world. Last year, it received a record five awards across exhibit design, earned media, sustainability, education programs, and diversity and inclusion. It earned a rare perfect score during the 2024 reaccreditation by the Association of Zoos and Aquariums (AZA). Serving over two million visitors annually, the Houston Zoo aims to be a “zoo for all.” It is Texas's largest conservation organization, known for its dedication to education, conservation, and guest engagement.

 

The Zoo is committed to maintaining its strong leadership by collaborating closely with a passionate and dedicated community. The Houston Zoo remains dedicated to setting new standards in conservation, education, and guest experience, while continuing to benefit its home city and wildlife worldwide. Its main priorities include advancing conservation to save animals and their habitats, providing outstanding care to animals, offering meaningful experiences, and enhancing organizational excellence. Zoo leaders at every level strive to support a dedicated staff that embodies a mission-driven, financially sustainable organizational culture, fostering growth opportunities and promoting conservation efforts. Additionally, the Zoo seeks to enhance its guest experience and positive brand identity, inspiring and entertaining visitors while increasing attendance and revenue. To accomplish this, the CBEO will maintain a consistent brand voice across all platforms and ensure seamless visitor experiences—from the initial online ticket purchase to staff interactions and the final souvenir on the way out. This visible leader will model and implement a culture focused on guest satisfaction, with clear standards and metrics in place to ensure effective implementation and ongoing improvement. The ideal candidate for this role is dynamic, creative, and entrepreneurial, capable of effectively representing the Zoo's mission of connecting communities with animals and inspiring action to save wildlife to all stakeholders.

 

In June 2025, the Zoo welcomed Lisa Peterson as its President and Chief Executive Officer. She will work closely with the inaugural Chief Brand and Experience Officer, a member of the Senior Executive Team, to maintain the Zoo's leadership in conservation, sustainability, and global impact. The CBEO will develop customized and ambitious revenue management plans that align with the Zoo's unique qualities. Approximately 56% of the organization's budget is derived from earned revenue, including admissions, event sales, commissions from gift store and concessions sales, experiences, and education program fees. By implementing revenue strategies tailored to the Zoo's offerings and visitor demographics, the CBEO’s efforts will deliver exceptional, personalized guest experiences and contribute to organizational growth. This leader will conduct a comprehensive review of existing strategies, with a focus on key performance indicators. A primary objective will be to enhance the current programs and identify new revenue opportunities that support and advance the Zoo's mission and brand. The Zoo’s tagline—"See Them. Save Them."—emphasizes the importance of increasing attendance and creating consistently outstanding experiences that turn visitors into animal champions.

 

The CBEO will be an innovator who can envision new revenue-generating opportunities and experiences that strengthen guests’ connection to the mission. This leader will also focus on balancing maximized revenue, improved guest experiences, and long-term sustainability to gain a competitive edge and consistently deliver outstanding experiences. They will set the strategic vision and oversee the demand, revenue, and forecasting processes in collaboration with the Chief Financial Officer. The Chief Brand and Experience Officer will understand visitor preferences and tailor their approach to meet the unique characteristics of each guest, thereby achieving revenue goals. Using various strategies to serve diverse visitor segments, the CBEO will regularly evaluate, analyze, and innovate, as revenue and brand management are ongoing processes that are continually affected by ever-changing market conditions in Houston and across the country.