Senior Director, Digital Marketing

Job Description

The Senior Director of Digital Marketing is a mission-critical leadership position that oversees all digital marketing initiatives to drive audience and revenue growth for Meow Wolf while meaningfully shaping the external expression of our brand. The remit for this exciting and ever-evolving role is to drive the development and deployment of Meow Wolf’s digital marketing strategy across the Meow Wolf brand and its exhibitions.

The Senior Director will directly manage a core team of digital marketers specializing in cross-channel digital media buying (search and paid social with heavy collaboration with organic social teams, PPC, CTV, HTML5), email marketing, CRM, automations, SEO, web content and analytics - while also partnering with centralized and local marketing teams and external partners to plan, implement, manage and report on our overall digital marketing strategy and its impact on ticket sales.

This is a rare opportunity to apply your proven track record in digital marketing and unleash your entrepreneurial spirit inside one of the most exciting arts and entertainment companies on the planet. The ideal candidate is both a master of their craft - with deep, expansive knowledge of digital marketing, media, and measurement, and a passion for both business and creativity - as well as superior organizational, analytical, and leadership skills.

In all, you will help level up our marketing organization as our multiverse expands and our business rapidly grows, in collaboration with and reporting directly to the Vice President, Marketing Operations.

• Design and execute a dynamic, always-on, cross-channel digital marketing strategy that contributes largely to online ticket sales while maintaining a healthy ROAS - from integrated advertising campaigns to website/app and everything in between!
• Manage a central budget as well as collaborate with local Exhibition marketing teams in Santa Fe, Las Vegas, Denver, Grapevine, Houston, and upcoming LA and NY, to plan and distribute digital marketing dollars in support of visitation across the calendar year among Locals and Tourists in our Meow Wolf markets.
• Plan and oversee digital campaigns against a two-pronged strategy of Audience Growth (prospecting for future visitation) and Performance Marketing (converting to ticket sales), indirectly and directly pulling users to our website and through our funnel.
• Manage an internal team across Search, Display, Social, PPC, and CTV and who run all SEO, Content, and Direct Marketing ops, as well as maintain and build CRM processes for both internal and external audiences; manage the team responsible for updating marketing content on the web via our CMS/DAM.
• Maintain direct oversight of all PPC channels and related media buying, with a view to optimizing for audience development across a detailed range of demographics and geographies.
• Manage third-party vendors who oversee a range of services, from targeted ad buying to SEO, to tagging, tracking, and analytics; and keep an eye on required site integrations to ensure campaign, data, and reporting rigor. Experiment with new vendors and technologies to ensure we are utilizing the best tech strategies to meet our KPIs.
• Drive and continually optimize our CRM ecosystem (via Hubspot), including audience segmentation, customized email content/comms, and behavioral analysis, resulting in the growth of our subscriber lists, increased engagement, and repeat visitation.
• Manage email communications pre- and post-visit to Meow Wolf’s Exhibitions, including the capture, analysis, and application of NPS and customer experience data to help optimize the experience we provide for guests.
• Analyze and distribute monthly (sometimes weekly) business KPIs to Marketing teams and Executive leadership, including website users, funnel activity, and CPA/ROAS on key campaigns, identifying insights into campaign performance and future actions. A Marketing Analyst will have dotted-line reporting to you.
• Contribute meaningfully to 360/integrated advertising campaigns to launch and sustain our exhibitions, in partnership with Local marketing teams.
• Design user journeys…