For seven decades, Herschend Enterprises, a family of companies focused on family entertainment has operated with the purpose to bring families closer together by Creating Memories Worth Repeating®, and today is considered the largest family-owned themed attractions corporation.

More than 12,000 employees work daily to create wholesome, immersive entertainment experiences with soul and depth. Experiences for every generation of the family. Sometimes thrilling. Sometimes lighthearted. Always distinctive. Our award-winning theme parks, entertainment and attractions aim to inspire happiness and family bonding.

Herschend is an equal opportunity employer that strives to provide a workplace where every host, guest, and partner feels 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. 

Herschend is seeking a passionate marketing team member to join us in our mission of Creating Memories Worth Repeating® supporting our theme parks and attractions across the United States and Canada. The Marketing Director, Property Support drives implementation of brand development and activation within a portfolio of Herschend properties and experiences. This includes partnering with property marketing leaders and teams in the development of go-to-market strategies; coordinating property and Property Support Center (PSC) teams through the campaign development process from brief through traffic; serving as a representative and single point-of-contact for all integrated marketing services; and providing ongoing relationship management, process oversight, and impact measurement.

The Marketing Director, Property Support will deliver strategic, high-quality output in a simple, expedited and streamlined way for Herschend properties and experiences. They are trusted, long-term partners that property leadership teams look to for expertise, experience, and the ability to get things done on time, on budget and on target. Marketing Directors for Property Support do so while optimizing the potential of Herschend’s integrated marketing model in the delivery of property and enterprise business objectives.

The Director will also impact how Herschend properties maximize business opportunities and results within their portfolio through strategic consultation, campaign development, coordination of centralized marketing functions, and overseeing the execution of all marketing communications efforts. In addition, this position will evaluate new marketing opportunities related to their portfolio and make objective-based recommendations. They shepherd brand development and strategic planning initiatives and ensure quality standards and turnaround expectations are upheld for all integrated campaigns.

Roles of Marketing Director, Property Support

• Connector. Manage day-to-day relationships and act as the lead integrator across the PSC production team, marketing operations team, and the property’s local marketing team. They serve as property experts and are tasked with building positive relationships with them, and for them, throughout the enterprise.
• Strategic Partner. They utilize their experience developing and managing brands and multi-channel campaigns to deliver recommendations with consideration of the property’s overall marketing strategy, business objectives, and long-range strategic plan to drive results for their properties. Will lead collaboration amongst property and PSC marketing teams and external agency partners to assist properties in the development of annual pre-plans and business plans within their portfolio.
• Problem-Solver. Serve as problem-solvers with sound business acumen and an analytical skillset that can anticipate long- and short-term business and marketing needs. Identify obstacles before they become conflicts and leverage their expertise to create innovative solutions while maintaining a cohesive delivery of integrated marketing communications.
• Leader. Serve as a marketing leader to leverage their experience to train, influence, and coach their aligned Account Coordinator, Property Marketing Teams and PSC Resources in the delivery of property performance objectives and the enterprise objectives of Stewardship, Guest-Focus, and Team Member Satisfaction. In addition, will build trusted executive-level relationships with Property Chiefs, Property President’s or Senior Leadership Teams, cross-functional PSC teams, and other external partners.
• Effective Communicator. Will work closely with internal and external teams to steward project progress, define scopes of work, and budgets and effectively communicate through all phases of campaigning to ensure all parties are heard, fully understood and fully aligned on action steps needed for success. Communication must be clear and engaging across all mediums from virtual and physical meetings to supporting documentation, effective emails, weekly calls and system notations.
• System Champion. Leverage property business knowledge, organizational understanding, and interpersonal skills to ensure processes are understood, endorsed and upheld by both PSC and property marketing teams through relentless optimism and support of the Herschend Integrated Marketing Model

Responsibilities of Marketing Director, Property Support

• Develop trusted relationships and serve as the lead point of contact for assigned properties with PSC Marketing.
• Understand each property’s business objectives, financial targets, and long-range plans to make strategic and tactical recommendations based upon experience and practical knowledge of PSC Marketing capabilities.
• Play a critical communications role by regularly communicating needs, insights, and opportunities with properties, PSC marketing and cross-functional teams, and external partners.
• Work with internal PSC marketing teams to balance, meet and exceed property expectations and perceptions.
• Lead the integrated campaigning process for properties with support from marketing operations, production teams, and other PSC marketing functions.
• Steward campaign results from both PSC and Property functions to capture key learnings to inform and refine future programming.
• Conduct property business reviews to uncover new opportunities and find ways to continually improve the combined results from PSC and property marketing teams.
• Understand the property’s marketing strategies and objectives to champion how to better execute and ensure the best experience possible.
• Develop and share best practices to both property and PSC marketing teams.
• Function as the voice of the property inside the PSC and provide internal feedback on how PSC marketing can better support our marketing teams in the field.
• Enhance the effectiveness and efficiencies of the Integrated Marketing Model.
• Ensure PSC marketing obligations identified in service level agreements with properties are met.
• Other duties as assigned

Position Requirements:

• Bachelor's Degree required, preferably in a field of business or marketing.
• 10 years progressive sales, marketing and leadership experience required.
• Experience in for-profit attractions, theme parks, museums or sports franchises preferred.
• Strong project management skills, including demonstrated ability to think end-to-end, manage long-term projects and manage multiple projects simultaneously.
• Successful track record of building and executing audience specific marketing strategies with clear goals and objectives that align with business priorities and support revenue targets
• Business leadership demonstrated through patience, kindness, trust, unselfishness, truthfulness, forgiveness, dedication and humility.
• Proven cross-functional expertise in a hybrid (corporate/field) environment.
• Ability to inspire and motivate property stakeholders towards a shared vision.
• Highly organized with strong verbal and written communications skills.
• Ability to work independently and cooperatively as part of a team.
• Proficient in MS Office; Content Management Systems and website analytic programs.
• Ability to travel consistently to assigned properties and industry events (up to 30%)