Director, Performance Marketing & Property ; Sales

Director, Performance Marketing & Property Support (Sales)

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.

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.

The Regional Marketing Director is responsible for leading hands‑on, performance‑driven marketing and sales 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.

• 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.
• Work with properties to align all levers—including B2B/group sales, consumer events, season pass, online marketing, promotions, and public relations—to reach park admission revenue goals.
• Hands‑on engagement with park sales and marketing teams providing mentorship, sharing best practices, and supporting 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, ongoing optimizations to park‑specific plans throughout the operating season.
• Partner with property leadership to ensure marketing strategies directly support attendance, guest experience, and revenue targets.
• Partner with park marketing teams, media agency, and paid media director to ensure media plan delivers park goals.

• 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.

• 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, advertising, communications or related fields.
• Marketing/Sales experience in attractions, hospitality, sports, live events preferred.
• 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 strong business acumen.
• Ability to travel as needed.