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Scott Higley, CMD

Scott Higley, CMD

Vice President, Marketing, Communications & External Affairs

Georgia Aquarium

Greater Atlanta Area

An experienced, polished and driven professional with over two decades of progressive experience in destination and attractions marketing, communications, branding, sales, sponsorship development, advertising negotiation and placement, tourism, event production, promotions, corporate partnerships and management of high-profil...

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Georgia Aquarium

Vice President, Marketing, Communications & External Affairs

- Serves as key member of the Georgia Aquarium Executive Team, working with a group of select department heads to manage daily affairs of the aquarium, as well as its long-term vision and planning
- Manages integrated marketing and communications platforms, including advertising, public relations, digital media, community relations and government affairs; also responsible for all consumer-focused revenue-generating promotional marketing programs across the company portfolio
- Ensures brand integrity for Georgia Aquarium, as well as for Florida affiliates Marineland Dolphin Adventure and the Georgia Aquarium Conservation Field Station, through strong brand management; aligns external marketing agency and internal graphics and exhibits teams to ensure brand consistency
- Orchestrates local, regional and national public relations initiatives generating nearly $30 million in equivalent media value annually
- Manages internal production team for the Emmy Award-winning weekly TV series, “Ocean Mysteries with Jeff Corwin from Georgia Aquarium,” airing on 200 ABC-TV affiliates nationwide and drawing nearly two million weekly viewers
- Responsible for all issues management and crisis communications, skillfully navigating internal and external communication around controversial topics while successfully maintaining organizational reputation, and frequently serving as spokesperson during these periods
- Oversees development of internal messaging strategies and documents to ensure total alignment with external communications efforts, securing strong support from 600 employees and 2,000 volunteers
- Coordinates team efforts to promote aquarium's Sponsored Education Admissions project, focused on efforts to promote subsidized visits by students from Title 1 schools and underprivileged neighborhoods
- Orchestrates lobbyists at the local, state and federal level; visits elected officials on in Washington, D.C. to ensure awareness and support of aquarium programs