Senior Director, Performance Marketing and Property Support
About The Position
The Senior Director of Performance Marketing and Property Support leads performance-driven marketing strategies across Herschend’s attractions portfolio and provides direct support to individual properties. The role drives marketing activation and digital excellence, optimizes marketing investments for maximum return on investment, and equips local property teams with the tools, resources, and guidance needed to achieve guest acquisition, revenue, and NPS goals. It balances enterprise-wide marketing priorities with property-specific needs to support sustainable growth. The position partners with property teams to adapt strategies to local market conditions and guest expectations, leads go-to-market planning for critical demand windows, and conducts regular business reviews to identify opportunities and optimize results. It collaborates across brand, creative, CRM, MarTech, guest insights, revenue, and property leadership functions to support attendance, guest experience, revenue targets, and consistent execution. The role leads and mentors performance and property support marketers, aligns resources with property staffing and performance needs, and promotes data-driven decision-making, continuous improvement, and shared accountability. Travel is required as needed.
Requirements
- 10 or more years of progressive marketing experience, with a strong background in brand, performance, and digital marketing.
- Proven success in multi-location, hospitality, attractions, or entertainment businesses.
- Expertise in customer journey strategy, execution, and optimization across digital channels.
- Strong understanding of property-level marketing needs and the ability to adapt enterprise strategies for local execution.
- Exceptional leadership, communication, and cross-functional collaboration skills.
- Analytical mindset and ability to translate data into actionable strategies.
- Bachelor’s degree in business administration, marketing and/or sales, advertising, communications, or a related field; equivalent experience will be considered.
- Marketing or sales experience in attractions, sports marketing, or live events is required.
- Experience managing significant marketing budgets and leading enterprise-wide stakeholders.
- Track record of building and developing high-performing marketing teams in a matrix organization.
- Proven results in delivering exceptional guest experiences.
- Adaptability and comfort working in a fast-paced, multi-brand environment.
- Passion for hospitality, guest experience, and driving enterprise growth.
- Success in leading through change.
- Positive team player with strong business acumen.
- Ability to travel as needed.
Responsibilities
- Develop and activate end-to-end marketing initiatives that drive consumer demand across customer-facing channels.
- Collaborate with channel leaders to develop and lead scalable insights, executions, and playbooks for ticket, event, new attraction, and annual pass or membership performance.
- Establish performance metrics to enable ongoing optimization.
- Lead cross-functional partnerships to enhance performance and innovation.
- Serve as the primary marketing partner to property teams, adapting strategies to local market conditions and guest expectations.
- Lead go-to-market planning for critical demand windows and support strategic planning processes.
- Provide training, best practices, and tools to strengthen property marketing team capabilities.
- Conduct regular business reviews with properties to identify opportunities, measure results, and adjust plans.
- Manage ongoing stakeholder engagement around performance and actions to drive demand.
- Work with Brand, Creative, CRM, MarTech, Guest Insights, and Revenue teams to support property performance and elevate brands.
- Partner with property leadership to ensure marketing strategies support attendance, guest experience, and revenue targets.
- Promote collaboration between centralized enterprise functions and property marketing staff, supporting seamless execution and accountability.
- Lead and mentor performance and property support marketers, and provide support and leadership to property marketing and sales teams.
- Take on key projects or strategic partnerships on behalf of the portfolio.
- Prioritize and align marketing resources to support property staffing and performance needs.
- Foster data-driven decision-making, continuous improvement, and shared accountability.
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What This Job Offers
Job Type
Full-time
Career Level
Senior
