Vice President, Digital & Ecommerce

Six Flags Entertainment Corporation•Arlington, TX

22h•Onsite

About The Position

The Vice President, Digital & Ecommerce is a senior enterprise leader responsible for defining and executing Six Flags’ digital commerce and guest-facing digital experience strategy across all parks and channels. This role owns the brand’s digital front door—including sixflags.com, the mobile app, ecommerce platforms, guest account systems, CRM integration, digital marketing enablement, and product delivery across ticketing and sales channels—with a focus on driving revenue growth, improving conversion, deepening guest engagement, and enabling data-driven decision-making. Operating at the intersection of technology, marketing, revenue management, operations, merchandising, analytics, and finance, the VP will lead an ambitious digital roadmap that supports admissions, season passes, memberships, in-park spending, and ancillary products. This leader will guide centralized digital, ecommerce merchandising, and product delivery teams while partnering cross-functionally to ensure Six Flags’ digital platforms are scalable, reliable, secure, accessible, and optimized for a seamless guest experience. This position reports to the Chief Marketing Officer with a dotted line to the Senior Vice President of Commercial. This position is located in Arlington, Texas and is an in-office position.

Requirements

Bachelor’s degree in Business, Marketing, Digital Media, Technology, or a related field.
10+ years of progressive leadership experience in digital commerce, ecommerce, digital transformation, or consumer-facing digital platform roles, including significant experience managing teams and cross-functional initiatives.
Proven success driving ecommerce growth, conversion optimization, digital revenue performance, and platform strategy at scale.
Strong understanding of ecommerce platforms, payment systems, CRM, digital marketing, analytics tools, experimentation platforms, and digital product delivery.
Deep expertise in web and ecommerce analytics, including GA4/GTM implementation, dashboard development, KPI governance, and translating insights into business action.
Experience overseeing website and mobile app product development, roadmap prioritization, merchandising activation, and ongoing platform optimization.
Demonstrated ability to lead cross-functional initiatives in complex, multi-location environments.
Excellent leadership, communication, executive presentation, and stakeholder-management skills, with the ability to influence at the senior leadership level.
Ability to pass a drug test and background check if 18 or older.

Nice To Haves

Master’s degree, MBA, or equivalent advanced degree.
Experience in hospitality, entertainment, attractions, retail, travel, or other high-volume, consumer-facing industries; prior amusement park or adjacent experience is a plus.
Experience with mobile-first strategies, loyalty or membership products, omnichannel commerce, guest lifecycle marketing, personalization, and A/B testing.
Familiarity with in-park POS, distributed sales channels, digital product commercialization, accessibility, PCI compliance, and scalable platform operations during peak demand periods.

Responsibilities

Define and execute the enterprise digital commerce strategy, partnering with Marketing, Revenue Management, Technology, Operations, Finance, and park teams to support ticketing, memberships, season passes, in-park purchases, and ancillary revenue streams.
Own digital revenue performance, including conversion, average order value, attach rates, product performance, and lifetime guest value.
Establish a cohesive, guest-centric digital experience across web, mobile app, email, CRM, onsite integrations, and distributed sales channels.
Accountability for digital performance, including conversion, average order value, attach rates, product performance, and lifetime guest value, in close partnership with our Commercial team.
Define and execute the ecommerce merchandising strategy for Six Flags’ brand website, mobile app, ticketing/sales platform, and related digital commerce channels.
Set the strategic direction for centralized digital content implementation across sixflags.com and the mobile app, ensuring accuracy, consistency, speed to market, and guest relevance.
Lead strategy and prioritization for centralized product delivery responsible for building and maintaining products sold through ecommerce ticketing, in-park POS, and distributed channels.
Lead end-to-end ownership of ecommerce platforms, mobile applications, guest account systems, and supporting digital tools.
Drive continuous optimization of site and app performance, page load speed, usability, accessibility, and checkout flow.
Oversee A/B testing strategy and execution on owned sites to continuously improve conversion, revenue, and guest experience.
Partner with IT and vendors to ensure platform scalability, uptime, security, PCI compliance, and data integrity.
Ensure seamless integration between digital platforms and park-level operations to enhance both pre-visit planning and the on-property experience.
Champion mobile-first strategies, loyalty and membership product experiences, and omnichannel commerce opportunities that support guest acquisition, retention, and engagement.
Partner closely with the CRM team to create a seamless experience across the customer journey and specific email / push / SMS campaigns.
Establish robust digital analytics, dashboards, KPIs, and executive reporting to measure performance and inform strategic decisions.
Own web and ecommerce analytics and reporting, including GA4/GTM implementation and governance, and translate insights into action.
Partner with finance and analytics teams to forecast digital revenue, evaluate ROI, and recommend improvements that drive revenue, engagement, and guest satisfaction.
Build, lead, and develop a high-performing centralized ecommerce, product development and content team, fostering accountability, innovation, collaboration, and continuous improvement.
Serve as a strategic partner to Marketing, Revenue Management, Operations, IT, Finance, Park Leadership, and external partners.
Influence enterprise strategy and provide executive-level insights, recommendations, and performance updates to senior leadership.
Manage strategic vendor relationships supporting ecommerce, digital marketing, payments, mobile technology, analytics, testing, and platform capabilities.
Own the digital and ecommerce budget, ensuring disciplined investment, clear prioritization, measurable returns, and alignment to enterprise goals.