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Ryman Hospitality Properties · 2 months ago

Sr. Director of Marketing Technology and Data Activation Strategy

Nashville, TN

Full-time

Onsite

Director/Executive

8+ years exp

Ryman Hospitality Properties is seeking a Senior Director of Marketing Technology and Data Activation Strategy to build and operate their marketing technology and customer data capabilities for Opry Entertainment Group. The role involves defining the roadmap, leading audience data activation, and driving personalized fan journeys to enhance engagement and business results.

HospitalityHotelReal Estate Investment

Responsibilities

Develop, implement, and own the marketing technology and data activation strategy and roadmap, including platform selection (CDP, CRM, marketing automation, personalization), segmentation, audience journeys, and measurement

Build a unified customer and fan data foundation by integrating data from ticketing, venues, streaming, mobile apps, CRM/loyalty, and digital exposures to enable audience activation

Enable cross-channel activation by building audience segments, mapping journeys, and coordinating campaigns across email, mobile/push, SMS, advertising, social, in-venue, and streaming

Direct marketing analytics by defining KPIs, designing statistically significant experiments, conducting attribution analysis, and delivering customer insights that drive business decisions

Champion data-driven insights to improve campaign and channel effectiveness, drive growth, and inform marketing strategy

Serve as marketing technology and analytics subject-matter expert. Promote capabilities, train teams, enable self-service tools, deliver insights to leadership, and establish standards and best practices

Lead internal team and vendor/agency partners responsible for technology and analytical operations, audience activation, and platform management through coaching, mentorship, and resource planning

Drive change management and cross-functional alignment with marketing, content, touring, venues, ticketing, sponsorships, and technology teams to translate business needs into technical requirements and roadmap priorities

Ensure data governance, privacy, identity resolution, and compliance are embedded in all initiatives

Stay current on emerging technologies, analytical trends, and capabilities across entertainment, live events, streaming, and fan engagement

Perform other duties as assigned

Qualification

Marketing technology strategyCustomer data integrationCDPCRM implementationData analytics expertiseDigital marketing analyticsStakeholder managementData privacy knowledgePassion for fan engagementLeadership skillsStrategic thinking

Required

Degree in Marketing, Information Systems, Data Science, Business or related field required

8+ years' marketing technology, customer data, or audience activation experience--preferably in B2C, entertainment, live events, or subscription/digital businesses

Proven experience implementing and operationalizing CDP, CRM, and marketing automation platforms (e.g., Adobe Experience Platform, Salesforce, Segment, Tealium, Braze, Marketo) for segmentation and activation

Technical fluency with data integration from ticketing/commerce systems, mobile apps, web, streaming, and venue sources; experience with cloud data platforms (Snowflake, AWS, Azure) and data pipelines

Strong analytical background, including SQL, BI tools, and applied statistics

Proficiency with digital marketing analytics tools (Google Analytics, Adobe Analytics, etc.)

Strategic and hands-on: able to define long-term roadmaps while executing platform implementations and activation campaigns

Proven leadership in building and managing data teams in matrixed environments

Excellent stakeholder management: translates business needs into technical requirements, communicates marketing technology value to senior leaders, and influences cross-functional teams

Passion for fan engagement, live entertainment, digital media, and marketing innovation

Ensure data governance, privacy, identity resolution, and compliance are embedded in all initiatives