Herschend Family Entertainment · 3 months ago
Director, Performance Marketing & Property Support (Sales)
Peachtree Corners, Georgia, United States
Full-time
Onsite
Director/Executive
10+ years expHerschend Family Entertainment is the largest family-held themed attractions company, dedicated to bringing families closer together through memorable experiences. The Regional Marketing Director will lead performance-driven marketing and sales strategies across the attractions portfolio, ensuring local property teams have the resources and guidance needed to achieve revenue and guest satisfaction goals.
Media and Entertainment
Responsibilities
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
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
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
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
Qualification
Required
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
Bachelor's degree in business administration, Marketing and/or Sales, Advertising, Communications or related fields. Equivalent experience will be considered
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
Success in leading through change
Positive team player with a strong business acumen
Ability to travel as needed
Preferred
Marketing/Sales experience in attractions, hospitality, sports, live events preferred
Company
Herschend Family Entertainment
Herschend Family Entertainment develops and operates entertainment, tourism and hospitality properties
10001+ employees
Funding
Current Stage
Late StageLeadership Team
Andrew Wexler
Chief Executive Officer
Recent News
2025-11-14
2025-10-27
2025-10-16
Company data provided by crunchbase