From sea turtle rescues to penguin birthday parties, no two days look the same for Marisa Bernal, Manager of Social Media Strategy at the New England Aquarium. Marisa wears a lot of hats—balancing creativity, conservation, and content strategy for 26 departments—all while telling powerful, mission-driven stories that reach millions.
Marisa Bernal, Manager, Social Media Strategy at the New England Aquarium. Photo credit: Vanessa Kahn, New England Aquarium
Since joining the Aquarium in February 2020, Marisa has grown its following on social media by over 80,000 people across Facebook, Instagram, X, and LinkedIn. Her content has generated more than 8.2 million engagements, 13.5 million video views, and a staggering 276 million impressions. And with nearly 8,000 posts under her belt, she’s turned the Aquarium’s social channels into a dynamic space for education, connection, and wonder.
I recently had the pleasure of sitting down with Marisa for a Q&A to learn how she keeps it all afloat (and why Thomas the moray eel has her whole heart).
Q: What first drew you to social media and eventually to the Aquarium?
Marisa: I’ve always been creative, and social media lets me channel that creativity in a meaningful, professional way. I studied journalism at the University of Arizona and later earned my master’s in emerging media from Boston University, where I really started to see social as a kind of modern journalism — a powerful tool for storytelling and connection.
The Aquarium actually found me through LinkedIn. I’d been doing social for restaurants and a senior living facility, and when this opportunity came up, it just felt right. I’ve always loved the ocean, which probably comes from growing up in the Arizona desert where water felt rare and magical. It’s been the best career decision.
Q: What’s your day-to-day like?
Marisa: It changes constantly, which I love. One day I’m filming a sea turtle release on the Cape, the next I’m documenting a penguin painting session or celebrating a harbor seal’s birthday. I spend most of my time creating content — planning, filming, editing, navigating approvals, and posting. I also lead strategy meetings, track analytics, respond to comments, and manage a content calendar that supports all of our departments. It’s a lot, but I’m never bored.
Marisa capturing content with one of the Aquarium’s harbor seals, Trumpet, at her 40th birthday party in May 2025. Photo credit: Vanessa Kahn, New England Aquarium
Q: How do you balance all of that while keeping the Aquarium’s mission at the core?
Marisa: That’s the challenge—and the goal—every single day. We always try to highlight something educational in each post and weave in our conservation messaging in ways that feel natural. Sometimes that means leading with fun or humor, sometimes we spotlight the science. It’s not one-size-fits-all, and we try to meet people where they are while staying true to who we are.
Q: What types of posts tend to resonate most with your audience?
Marisa: Honestly, it’s the stories that surprise people that resonate most. A lot of folks don’t realize how much goes on behind the scenes at the Aquarium. We have a sea turtle hospital, an aerial survey team that tracks marine life from the sky, a penguin retirement home, and even conduct research on leatherback nesting in Puerto Rico. When we share those kinds of stories — the ones that make people say, “Wait, what?!” — they really land. They show we’re so much more than what they see in our exhibits.
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First post: Instagram reel showcasing the Aquarium’s Sea Turtle Rescue & Rehabilitation program that jumps on a timely social media trend.
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Second post: Carousel of images showcasing the Aquarium’s North Atlantic Right Whale aerial survey work.
Q: How does your approach differ from other conservation orgs?
Marisa: When I joined the team, one of our biggest goals was to shift public perception and help people understand that we’re more than just an exhibit space. From the start, our leadership was fully on board with prioritizing mission over metrics. We don’t only focus on chasing likes or going viral—we focus on telling meaningful stories that reflect who we are. That’s why you’ll see us highlighting everything from our water quality team to lesser-known species, not just the flashiest animals. Everyone gets a chance in the spotlight.
Q: What is your favorite behind-the-scenes content moment?
Marisa: Probably our “Virtual Visit” video series during the pandemic. I’d only been at the Aquarium for a few weeks when we closed to the public, and suddenly I was helping lead this massive digital pivot. We launched a daily video series for what we thought would only be two weeks, yet ended up lasting for 126 days. We ended up creating 161 videos, ranging between one to 15 minutes long, which was intense, but the response was overwhelming. People reached out saying it helped them feel grounded and connected during a chaotic time. It also helped me build relationships across departments that I still rely on today. It’s such a powerful example of how social media can be used to make a difference.
Q: What advice would you give someone who wants to work in social for a mission-driven org?
Marisa: First and foremost, you have to genuinely believe in the mission. You’re not just creating content, you’re telling the story of the organization. And if that doesn’t come from a real place, it won’t resonate. Second, be prepared to wear a lot of hats. In the nonprofit world, teams are small and scrappy, and social media managers often do it all, from content creation, photography, and analytics, to event planning, and project management. And lastly, be nimble. Things change fast, whether it’s a trending topic or an internal shift, and you have to adapt quickly while still making sure the stories you share are accurate, respectful, and true to the work being done.
Q: We have to ask – do you have a favorite animal?
Marisa: Oh, absolutely! Thomas the green moray eel. He’s lived in our Giant Ocean Tank for over 16 years, and I met him on my very first day. We’ve been besties ever since. Fun fact: he’s not actually green. He’s brown, but his skin is coated in yellowish mucus that gives him that green appearance. He also has two sets of jaws, one of them hidden in his throat, which helps him pull food down. He’s my absolute favorite. I even have a framed photo of him dressed as a Jedi on my desk. I’m definitely his number one fan.
Marisa and her best friend, Thomas. Photo credit: Marisa Bernal
Q: Anything else you want people to know?
Marisa: Social media management is incredibly rewarding, and a lot of work. People see the fun posts and cute animal pics (which we love!), but behind the scenes there’s so much more: strategy, coordination, approvals, and a real responsibility to represent people’s work accurately and respectfully. Every post takes thought and care. I love this job, and I love this place. Getting to tell stories that matter every day is something I feel genuinely lucky to do.
