Shelli Herman and Associates Seeking Chief Brand and Experience Officer for the Houston Zoo
November 17, 2025 – Los Angeles-based Shelli Herman and Associates has been selected by the Houston Zoo to lead in its search for a chief brand and experience officer (CBEO). 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.
In June 2025, the Zoo welcomed Lisa Peterson as its president and CEO. 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 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 CFO.
The ideal candidate should have a proven track record of achievement and experience leading a capable, collaborative, and motivated team that upholds the highest standards of professional conduct and integrity. This energetic and engaging professional will support new ideas, methods, and opportunities and will work to improve the organization’s mission delivery, impact, and reach.
Shelli Herman and Associates is looking for a dynamic and innovative leader passionate about conservation, with extensive knowledge of revenue-generating operations and strategies that enhance brand loyalty and improve the guest experience gained through at least 10 years of managerial experience. The ideal candidate will be advancing an organization known for excellence and may work in various sectors, such as sports teams, healthcare, consumer-facing businesses, conservation or environmental organizations, hospitality, or the entertainment industry.
The Houston Zoo is the largest conservation and education organization in Texas, welcoming over two million visitors annually. It ranks among the top 10 zoos in the country in terms of attendance and is one of Houston’s most popular and cherished cultural attractions. Home to more than 6,000 animals representing over 600 species, the Zoo offers guests the chance to observe wildlife from every corner of the globe.
Serving Trailblazing Clients
Shelli Herman and Associates Inc. serves trailblazing clients across the corporate, non-profit, and higher education sectors. The firm’s long roster of clients includes the Annenberg Foundation; the Arnold and Mabel Beckman Foundation; BENlabs; The Capital Group Companies/American Funds Distributors; City Year, Los Angeles; the Fresno Chaffee Zoo; the Griffith Observatory Foundation; Jewish Family Service LA; Laguna College of Art and Design; Loyola Marymount University; Omaha’s Henry Doorly Zoo and Aquarium; P.S. ARTS; the Saint Louis Zoo; Second Harvest Food Bank of Orange County; the University of California System; the Whitney Museum of American Art; and YWCA Greater Los Angeles.
Related: Shelli Herman and Associates Recruits New Leader for Saint Louis Zoo WildCare Park
Shelli Herman, who has more than 25 years of executive recruitment experience, has a strong record of leading searches and building upper management teams for a diverse clientele, including Fortune 500 companies. She has completed senior-level assignments in many industries, including consumer products, healthcare, high technology, and finance, as well as for non-profit, conservation, and cultural organizations. Additionally, she brings an in-depth understanding of the unique cultural environment of academia that was gained while she held significant management positions at the University of Florida and Loyola Marymount University.
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Shelli Herman and Associates recently placed Megan Longo as the new senior vice president of guest experience, brand, and revenue of Omaha’s Henry Doorly Zoo & Aquarium. With a national search led by Shelli Herman and Associates, Ms. Longo emerged as the top choice, bringing expertise in customer-centric leadership, communications and strategic operations. “We are excited to have Megan as the architect behind a brand that our community equates with how we deliver on our mission of inspiring, educating and engaging people to have a better appreciation of animals and their habitats,” said Luis Padilla, president and CEO. “Join us in welcoming Megan as we embark on an exciting new chapter of growth and opportunity.”
Ms. Longo has significantly contributed to marketing, brand, corporate communications and organizational effectiveness at her previous organizations. Her previous roles saw her driving growth and customer loyalty through innovation, emphasizing mindful engagement and memorable experiences at every touchpoint. Ms. Longo most recently served as chief of staff at Buildertrend.
Related: Shelli Herman and Associates Recruits President and CEO for the Santa Barbara Zoo
Contributed by Scott A. Scanlon, Editor-in-Chief and Dale M. Zupsansky, Executive Editor – Hunt Scanlon Media
