Director of Marketing

Smoky Mountain Resorts • Pigeon Forge, TN

6h • $75,000 - $90,000

About The Position

Smoky Mountain Resorts is seeking a Director of Marketing to set the marketing vision and lead strategy across three vacation resort properties. The role focuses on direct booking growth, local search visibility, content and social media, guest retention, local partnerships, and online reputation. The Director will guide marketing initiatives that are data-informed, consistent with the brand, and aligned with each property's identity, while collaborating with resort operations and reporting key results to the Director of Commercial Strategy.

The Director manages marketing employees, interns, vendors, departmental budgets, campaigns, public relations, and media relationships. The position calls for 8 to 10 or more hours per shift as needed, regular travel between properties, and flexibility during holidays and peak periods. The role also supports SMR's guest-service standards, leadership training, and seasonal company projects.

Requirements

• High school diploma or equivalent.
• Bachelor's degree or higher in Marketing, Communications, Business, or a related field from an accredited university.
• At least 6 years of marketing experience, specifically in lodging; multi-location business experience is ideal.
• At least 1–2 years in a leadership or director-track role.
• Familiarity with TikTok, Instagram, Facebook, and other social media platforms.
• Working knowledge of Google Business Profile, SEO fundamentals, email marketing platforms, and social media and paid advertising channels.
• Experience sourcing and managing relationships with social media influencers and content creators.
• Proficiency with Microsoft software, including Outlook and Excel.
• Fluent English communication skills, including speaking, understanding, reading, and writing.
• Strong strategic thinking, problem-solving, leadership, communication, organization, multitasking, proofreading, accuracy, prioritization, planning, deadline-management, and time-management skills.
• Ability to work in a fast-paced, demanding environment; work effectively with others; handle conflict constructively; adapt to procedural changes; and work with a diverse workforce.
• Promptness and willingness to work as scheduled, with regular travel between properties.
• Reliable transportation, a valid driver's license, and ability to be covered by company insurance.
• Ability to meet the position's physical requirements, including standing, walking, climbing stairs, reaching, bending, pushing, pulling, kneeling, crouching, and occasionally lifting and moving up to 50 pounds.
• Ability to tolerate varying outdoor temperatures and meet the position's vision, hearing, communication, and continuous memory requirements.

Nice To Haves

• Familiarity with hotel PMS or booking-engine platforms such as Cloudbeds.
• Experience with independent brands.
• Experience managing a marketing team or direct reports.

Responsibilities

• Develop and lead marketing strategy across three resort properties, covering direct bookings, local SEO, content, social media, guest retention, local partnerships, and online reputation.
• Lead direct-booking strategies, including incentives, rate promotions, and loyalty programs, to increase direct-channel revenue and reduce reliance on online travel agencies.
• Develop and oversee content for blogs, website copy, email, and social media, maintaining quality and brand voice across properties.
• Source, manage, and grow partnerships with social media influencers and content creators.
• Manage email campaigns and communications for repeat and prospective guests, including segmentation and retention sequences.
• Hire, train, and manage marketing team members, interns, and outside vendors.
• Own the marketing department budget, including paid media, partnerships, and vendor relationships.
• Monitor booking, SEO, and social media trends and best practices, and bring data-driven ideas, including potential AI tools, to marketing efforts.
• Coordinate with the Operations Team on seasonal promotions and align marketing and operational strategies.
• Report marketing metrics, including direct bookings, OTA mix, review volume and sentiment, and campaign performance, to the Director of Commercial Strategy.
• Comply with company operating policies and procedures and perform other assigned related duties.
• Build relationships with local and regional press, travel writers, and media outlets covering the Smoky Mountains and Tennessee tourism market.
• Draft and distribute press releases and announcements about amenities, renovations, events, and company milestones.
• Prepare crisis communications and coordinate public responses to service failures, safety incidents, or negative press.
• Pursue earned media placements and positive press coverage in coordination with reputation and review-management efforts.
• Coordinate press trips and media kits for influencer and creator partnerships.
• Identify and pursue relevant award and best-of-list submissions.
• Prepare spokesperson talking points and media-training support for ownership and General Managers.
• Interact positively and helpfully with team members and guests, and lead and support marketing staff on seasonal projects such as festival setup, promotions, and job fairs.
• Support SMR's Legendary Service and guest-satisfaction commitments, respond promptly to management and team members, and participate in leadership training.
• Set strategic direction and quality standards for marketing content, campaigns, and guest-facing communications; ensure initiatives are data-informed, on-brand, accurate, and aligned with property identities.
• Maintain confidentiality, exercise sound judgment, and help ensure work areas are safe and organized.

Benefits

• Company-paid vacation after one year of service through the Years of Service Getaway.
• 401(k) with 4% company match.
• Health, dental, and vision insurance for $25 per week.
• Paid time off.
• Sick time.
• Maternity and paternity leave.
• Professional growth opportunities.
• Tuition reimbursement.
• Employee discounts.

What This Job Offers

• Job Type: Full-time
• Career Level: Director