Marketing Director

11 hours ago

Newport News, Virginia, United States Newport Aquarium Full time
About the Role

We are seeking a highly skilled and experienced Marketing and Sales Director to join our team at Newport Aquarium. As a key member of our leadership team, you will be responsible for developing and executing annual ticket sales, marketing, and public relations plans to drive business growth and achieve financial targets.

Key Responsibilities
  • Develop and execute annual ticket sales, marketing, and public relations plans to deliver targets
  • Manage the operating calendar, attendance mix, and capacity, and admission prices based on historical data, market conditions, trends, and competitive activity
  • Provide ongoing monitoring of business performance and goal attainment, and recommend shifts in strategies and tactics as necessary to ensure financial plan attainment
  • Lead a team of sales and marketing professionals to achieve business objectives and inspire the property towards creating memories worth repeating for every guest
  • Oversee the development and implementation of the aquarium's membership program, providing strategic guidance to ensure the successful delivery of channel objectives
  • Develop and implement the promotion's strategy and plan, leveraging brand assets and paid/earned/owned media to establish Newport Aquarium as a brand of choice with our target guests and drive visitation
  • Oversee the development and implementation of the annual group and event sales plan, providing strategic guidance to ensure the successful delivery of channel objectives
  • Oversee the development and implementation of all public relations and social media strategies and tactics
  • Implement all sponsorship agreements
  • Author campaign briefs, informed by guest insights and defined KPIs, to work with PSC to execute paid media creative, paid media placement, website updates, and email sends
  • Review and approve advertising strategy, creative concepts, media mix, weight, and timing, and provide feedback professionally and in a way that demonstrates partnership with the PSC and respect for the process
  • Plan and administer the annual Marketing budget
  • Lead the development of consumer research and utilize existing tools and data to uncover insights, guide marketing strategy, and identify growth opportunities
  • Lead the process to identify, develop, and promote new products, including events, limited-time offerings, and up-sell opportunities
  • Play a vital role in developing the strategic plan and new exhibit concepts
  • Bring a spirit of collaboration and service to the position, applying insights to assist property leaders in determining where the aquarium brand has opportunity
  • Represent the Aquarium in the local community, tourism partners, national zoological networks, and industry-related meetings and conferences
  • Model and reflect the Newport Aquarium culture to guests, partners, direct reports, supervisors, peers, and property and PSC leadership
  • Purposefully develop all direct reports through an ongoing commitment to growth, creating an environment of clarity in expectation, praise/recognition, and accountability
Requirements
  • 10+ years of progressive marketing or ticket sales experience required
  • Minimum four years of leadership experience required
  • Bachelor's Degree in business or marketing preferred (may be substituted with equivalent years of experience in a related field)
  • Experience in for-profit attractions, theme parks, museums, or sports franchises is strongly preferred
  • Business leadership demonstrated through patience, kindness, trust, unselfishness, truthfulness, forgiveness, dedication, and humility
  • Expertise and passion for cross-functional collaboration with PSC team members and numerous partners to gain insights, resulting in an optimal plan
  • Ability to inspire and motivate property stakeholders towards a shared vision
  • Ability to accept feedback and sell ideas that will improve the business
  • Highly organized with strong verbal and written communication skills
  • Ability to work independently and cooperatively as part of a team
  • Ability to travel locally to attend expos and networking events during and outside scheduled hours
  • Ability to work a flexible schedule, including weekends, evenings, and holidays
  • Advanced Microsoft Excel skills and adoption of technology
What You'll Get
  • Comprehensive medical, dental, and vision insurances
  • 40 sick hours, 40 personal hours, 8 Holidays, 80 Vacation Hours annually
  • Profit Sharing and 401K Plan with company match
  • Free entrance for you and your dependents
  • Earn 1 General Admission complimentary ticket, that you can give to anyone, per pay period
  • Discounts at Sharky's Cafe, Sweet Dreams Candy Company, the gift shop and souvenir photography
  • Discounted tickets and annual passes for friends and family
  • Training and development
  • Pay range: $78,000 to $136,000 annually
  • Bonus Incentive plan
About Us

Newport Aquarium, one of the many properties owned by Herschend, prides itself on creating memories worth repeating. Our Core Values - greatly exceeding guest expectations, serving others, creating emotional connections, and constantly improving - give us purpose and guidance.

Qualifications
  • Behaviors: Thought Provoking, Leader
  • Motivations: Flexibility, Ability to Make an Impact
  • Skills: Public Relations (preferred), Budgeting (preferred)

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