Senior Director, Performance Marketing and Property Support

ABOUT US

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 Senior Director of Performance Marketing & Property Support is responsible for leading performance-driven marketing 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 driving consumer demand across all customer-facing channels.
• Collaborate with channel leaders to develop and lead scaled insights, executions, and playbooks to drive ticket, event, new attraction, and annual pass/membership performance.
• Establish clear performance metrics to allow for ongoing optimization.
• Lead partnerships cross-functional to enhance performance and innovation.

Property Marketing Support

• Serve as the primary marketing partner to property teams, ensuring strategies are adapted to local market conditions and guest expectations.
• Lead process for go-to-market plans for critical demand windows.
• Support strategic planning processes.
• Provide training, best practices, and tools to property marketing teams to strengthen capabilities.
• Conduct regular business reviews with properties to identify opportunities, measure results, and adjust plans.
• Provide on-going stakeholder management on performance and key actions to drive demand.

Collaboration & Integration

• Work closely with Brand, Creative, CRM, MarTech, Guest Insights, and Revenue teams to deliver property performance, elevate brands.
• 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.

Team & Resource Leadership

• Lead and mentor a team of performance and property support marketers, provide support and leadership to property marketing and sales teams.
• Take on key projects or strategic partnerships on behalf of portfolio.

• Prioritize and align marketing resources to support properties with staffing and performance needs.

• Foster a culture of data-driven decision-making, continuous improvement, and shared accountability.

Qualifications & Skills

• 10+ years of progressive marketing 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 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, sports marketing, or live events is required.
• Experience managing significant marketing budgets and leading enterprise-wide stakeholders.
• Track record of building and developing high-performing marketing teams in a matrix organization.
• 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.