Director, Performance Marketing

Our story began 75 years ago when the Herschend family discovered wonder deep in an Ozark Mountain cave-and chose to share it with the world. Today, Herschend is the largest family-held themed attractions company, with over two dozen leading attractions and immersive experiences that reach audiences worldwide. While each brand offers something unique, all are united by a shared purpose: Bringing Families Closer Together by Creating Memories Worth Repeating®. Our passionate hosts make this purpose possible through everyday acts of love and service-what we call Heartspitality®-the intersection of heart and hospitality. As an equal-opportunity employer, we strive to provide environments where every host, guest, and partner feel welcome, valued, and loved. We firmly believe that words and actions matter, which is why all individuals are to be treated equally and with respect. POSITION SUMMARY The Regional Marketing Director is responsible for leading hands-on, performance-driven marketing and sales strategies across the attractions portfolio while providing direct support to individual properties. This role drives marketing activation and digital excellence, optimizes marketing investments for maximum ROI, and ensures that local property teams have the tools, resources, and guidance needed to deliver on guest acquisition, revenue and NPS goals. Acting as both strategist and partner, the Director balances enterprise-wide marketing priorities with property-specific needs to fuel sustainable growth. KEY RESPONSIBILITIES Performance Marketing Leadership Develop and activate end-to-end marketing initiatives across all customer-facing channels. Establish clear performance metrics to allow for ongoing optimization. Lead partnerships cross-functional to enhance performance and innovation. Property Marketing Support Accountability partner for property teams to drive attendance, ticketing revenue goals for assigned parks. Serve as the primary marketing partner to property teams, ensuring strategies are adapted to local market conditions and guest expectations. Working with properties ensures that all levers including B2B/group sales, consumer events, season pass, online marketing, promotions, and public relations are aligned to reach park admission revenue goals. Hands-on engagement with park sales and marketing teams providing mentorship, sharing best practices, and supporting with workload. Support properties in building and executing localized campaigns that ladder up to enterprise strategy. Ensure ticketing strategy aligns to property-specific insights and enterprise best-practices. Provide strategy and tactical support to fully leverage digital channels including CRM/email, Web, Ecommerce, and social media. Develop an understanding of local market(s), ticketing strategies, and develop strategies to activate local business. Collaboration & Integration Work with central teams and park teams to create data-driven, on-going optimizations to park-specific plans throughout the operating season. Analyze park performance and data to create recommendations for adjustments to marketing/sales approach to drive performance. Partner with property leadership to ensure marketing strategies directly support attendance, guest experience, and revenue targets. Champion collaboration between centralized enterprise functions and property marketing staff, ensuring seamless execution and accountability. Partner with park marketing teams, media agency, paid media director to ensure media plan delivers park goals. Participate in on-going media optimization discussions and recommendations. Team & Resource Leadership Lead and mentor a team of performance and property support sales and marketers. Support park group sales culture supporting park-specific group sales team in securing renewals and growing through new-business opportunities. Manage enterprise-wide relationships to maximize value and efficiency. Foster a culture of data-driven decision-making, continuous improvement, and shared accountability. QUALIFICATIONS & SKILLS 10+ years of progressive marketing and sales 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 sales and marketing needs and ability to adapt enterprise strategies for local execution. Exceptional leadership, communication, and cross-functional collaboration skills. Analytical mindset with ability to translate data into actionable strategies. EDUCATION & EXPERIENCE Bachelor's degree in business administration, Marketing and/or Sales, Advertising, Communications or related fields. Equivalent experience will be considered. Marketing/Sales experience in attractions, hospitality, sports, live events preferred. Experience managing significant marketing budgets and leading enterprise-wide stakeholders. Track record of building and developing high-performing marketing teams. Proven results in delivering exceptional guest experiences. High level of adaptability and comfort working in a fast-paced, multi-brand environment. Passion for hospitality, guest experience, and driving enterprise growth. Succes in leading through change. Positive team player with a strong business acumen. Ability to travel as needed. Equal Opportunity Employer This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.