Chief Growth Officer

Founded in 1876, the AMC (www.outdoors.org) is the oldest conservation, education and recreation organization in the United States. The AMC promotes the protection, enjoyment, and wise use of the mountains, rivers and trails of the Appalachian region. The AMC encourages the involvement of all people in its mission and activities, through its membership, programs, policies, and procedures.

AMC is currently seeking a visionary and dynamic leader as its Chief Growth Officer. This newly created role is an opportunity for a seasoned marketing executive to develop an organization-wide marketing strategy, and drive earned revenue and growth to support our mission of outdoor conservation and recreation. The CGO will play a pivotal role in broadening and strengthening the AMC brand, delivering a best-in-class product and experience for our members and guests, and growing our earned revenue in merchandise and brand partnerships. Reporting to the CEO, this individual will be a thought leader and collaborator with the Senior Management team.   

The role can be remote, but the candidate must be within driving distance of AMC’s lodges and locations for attending meetings, staff gatherings, and other events. 

What you’ll be doing:

Marketing & Communications 

• Lead omni-channel marketing strategies, to develop strategies and campaigns that drive customer acquisition, constituent and volunteer engagement, and retention 
• Use data-driven insights to optimize marketing initiatives and improve customer retention
• Lead the communications team to include branding, PR, internal communications, and messaging strategies 
• Develop inclusively and culturally sensitive marketing strategies that promote AMC’s initiatives toward equity in outdoor access and representation 
• Develop and execute strategies to enhance brand awareness and reputation among key stakeholders and target markets, while ensuring consistent messaging and brand positioning across all channels 
• Partner with the Development team to ensure our brand voice is consistent, and connects with our philanthropic mission  

 Revenue Growth Strategy 

• Lead the development and execution of a comprehensive earned revenue growth strategy across Marketing and Communications, Product & Experience, Merchandise, and Brand Partnerships that align with AMC’s mission 
• Identify new opportunities for revenue generation and drive initiatives that capture untapped markets, member, and customer segments to ensure equitable access to the outdoors 
• Partner with the Lodging team to drive occupancy and deliver an outstanding guest experience 
• Partner with the Development and Membership team to drive double-digit growth and create long-term engagement with our donor community
• Collaborate with the Management Team to align growth strategies with the organization’s mission, vision, and values 

Product & Experience

• Oversee AMC’s products and experiences including omni-channel Merchandise, Lodging Revenue, Group Sales, and Customer Service
• Collect, analyze, and track merchandise trends to help inform growth strategy and develop and implement strategies and tactical support as needed to drive sales
• Leverage brand and category insights to develop and implement strategies across all channels 
• Identify opportunities to enhance existing products and develop new experiences that resonate with the target audience and encourage outdoor exploration, conservation, and sustainable practices 
• Collaborate with cross-functional teams to ensure seamless integration and execution of product initiatives 

Partnerships

• Build and manage strategic partnerships to drive revenue growth and expand market reach 
• Identify, cultivate, and explore collaborative opportunities with partners to enhance revenue streams while amplifying our collective impact in protecting and preserving natural spaces 
• Foster relationships with diverse stakeholders to ensure our partnerships reflect the communities we serve 

Team Leadership & Development 

• Build and lead a high-performing team across multiple AMC groups and constituencies 
• Foster a culture of collaboration, innovation, and accountability within the team 

What we’re looking for:

• Extensive experience in a senior leadership role with a focus on marketing, revenue growth, business development, or leading change initiatives in a mission-driven organization 
• Strong track record of driving revenue growth in a similar industry or domain, with experience in Product, Marcoms, Partnerships, P&L management, and data analytics required 
• Substantial marketing and campaign experience resulting in highly successful product launches and brand development 
• Strong analytical and problem-solving skills with the ability to identify opportunities and make data-driven decisions 
• Excellent leadership abilities with the capacity to inspire and motivate cross-functional teams 
• Strong knowledge and deep understanding of market dynamics, customer behavior, and industry trends 
• Experience in financial management, including budget and performance management 
• Exceptional communication skills, both verbal and written, with the ability to connect and effectively communicate complex concepts and strategies to diverse stakeholders 
• Tolerance for ambiguity and confident decision-making ability 
• A passion for AMC’s mission, a personal or professional commitment to the protection, conservation, and enjoyment of outdoor spaces and experiences, and an understanding of the importance of environmental sustainability, outdoor education, and equitable access to nature