Marie Selby Botanical Gardens

Associate Director of Digital Marketing

Background

Selby Gardens is the only botanical garden in the world dedicated to the display and study of epiphytic orchids, bromeliads, gesneriads and ferns, and other tropical plants. The organization touts its operating model as “The Living Museum,” combining horticulture and art in a series of rotating exhibitions within its two campuses. Selby Gardens is a Smithsonian Affiliate and is also accredited by the American Alliance of Museums.

Highlights of my role as Director of Digital Marketing

Promoted the opening of four major art exhibitions: Clyde Butcher: Nature Through the Lens (2023), Yayoi Kusama: A Letter to Georgia O’Keeffe (2024), The Florida Highwaymen: Interstate Connections (2024), Patti Smith: A Book of Days (2024), and George Harrison: A Gardener’s Life (2025)
- Each exhibition required a multi-channel marketing approach that included email marketing, social media, paid digital adverting, print advertising, partner marketing, and public relations
Promoted the opening of Phase One of the Downtown Sarasota campus Master Plan, which included new solar-powered brick and mortar facilities, making Selby Gardens the first net positive botanical garden complex in the world
- Worked with architecture, construction, and engineering teams on a coordinated public relations effort that garnered national and international press in The Wall Street Journal and London’s Financial Times
Increased Facebook and Instagram engagement by 180% within the first six months by creating strategic content pillars, incorporating energetic and friendly language and imagery, and educating our audience on plant research, gardening, and art history

Established benchmark digital analytics reporting where it didn’t exist previously
- Through this effort, I was able to directionally tie marketing spend to ticket sales and admissions revenue, increasing our ability to optimize spend in the future for a more data-driven approach to marketing

Social Media

Lights in Bloom Organic Content

Yayoi Kusama: A Letter to Georgia O'Keeffe Boosted Video

Yayoi Kusama Giveaway

Educational Content

Clyde Butcher: Nature Through the Lens Organic Content

Writing

Campus Restaurant Promotional Article

Scientific Newsletter Article

Earned Media

Wall Street Journal

Phase One of the Downtown Sarasota campus Master Plan

The New York Times

Article on how to care for bromeliads featuring Selby Gardens Vice President for Botanical Horticulture

Vogue

List: Best Botanical Gardens in the U.S.

ELLE Decor

Article on Big Leaf Plants featuring Vice President for Botanical Horticulture as an expert.

TIME World's Greatest Places 2024

Selby Gardens was one of only eight places to visit in the United States that made the list; the only Florida location in its category; and the only botanical garden included from around the world.

Sarasota Herald Tribune

Front page article featuring Selby Gardens "flipping the switch" on 57,000 square feet of solar, becoming the world's first net positive botanical garden complex.

London's FINANCIAL TIMES

Review of Phase One of Selby Gardens Downtown Sarasota campus Master Plan

Marie Selby Botanical Gardens

Associate Director of Digital Marketing

Social Media

Writing

Earned Media

Published Photography