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 investments for maximum return, and equips local property teams with resources and guidance to achieve guest acquisition, revenue, and NPS goals. It balances enterprise-wide priorities with property-specific needs to support sustainable growth. The position develops and activates initiatives across customer-facing channels, works with channel leaders on scaled insights and playbooks, establishes performance metrics, and leads cross-functional partnerships. It serves as the primary marketing partner to properties, supporting local adaptation, go-to-market planning, strategic planning, training, business reviews, and ongoing performance management. The Senior Director works with Brand, Creative, CRM, MarTech, Guest Insights, Revenue, and property leadership to support attendance, guest experience, and revenue targets. It leads and mentors performance and property support marketers, aligns resources with property needs, and fosters data-driven decisions, continuous improvement, and shared accountability.
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 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.
- 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 scaled insights, executions, and playbooks that support ticket, event, new attraction, and annual pass or membership performance.
- Establish clear performance metrics to enable ongoing optimization.
- Lead cross-functional partnerships to enhance performance and innovation.
- Serve as the primary marketing partner to property teams and adapt 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 teams’ 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 enterprise functions and property marketing teams to ensure seamless execution and accountability.
- Lead and mentor a team of 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 with 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
