Director of Growth Marketing

AREA15 is an immersive entertainment and retail destination that blends art, music, and retail in a dynamic environment. We are a hub for creativity, innovation, and unique experiences. Join us and be part of a team that thrives on imagination and passion.

AREA15 is seeking a dynamic and experienced Director of Growth Marketing to lead all Digital and Lifecycle Marketing efforts serving as a key stakeholder in E-Commerce optimization initiatives. The Director of Growth Marketing will lead the development and execution of AREA15’s digital and performance marketing strategy, ensuring brand growth, visibility, and engagement across all digital platforms. This role drives customer acquisition, retention, and revenue growth through data driven marketing initiatives, effective channel management, creative innovation, and CRM optimization. By ultimately enhancing the customer journey and supporting AREA15’s overall business objectives.

RESPONSIBILITIES AND DUTIES:

• Develop and establish strategies to optimize performance across core digital channels (Google, Meta), while identifying and testing new opportunities for channel expansion, including Performance Broadcast.
• Manage and direct external digital marketing agencies responsible for day-to-day channel execution.
• Oversee the development of creative assets (static and video) to enhance channel performance and reinforce the AREA15 brand narrative.
• Continuously identify opportunities to improve marketing efficiency and evolve advertising tactics, introducing innovative concepts aligned with AREA15's strategic business goals.
• Help manage marketing budgets and spend, ensuring efficient resource allocation and maximizing return on investment (ROI).
• Strengthen AREA15’s brand identity and visibility across all digital, social, email, and traditional media channels to drive awareness and engagement.
• Monitor and evaluate marketing campaign performance, leveraging data insights to drive actionable improvements and continuous optimization.
• Amplify AREA15’s distinct brand voice to deepen resonance and relevance with target consumers.
• Build and maintain a best-in-class digital presence that drives brand growth, deepens engagement, and elevates brand equity.
• Assist the design and execution of customer research and survey initiatives, translating insights into actionable strategies to enhance marketing effectiveness.
• Manage database strategy and management efforts, including customer segmentation and direct marketing campaigns, to support guest engagement and retention goals.
• Manage relationships with agencies and external partners to ensure deliverables align with brand standards, meet quality expectations, and are executed on time.
• Develop, deploy, and manage a comprehensive Customer Lifecycle/CRM capability.
• Lead all email and SMS marketing efforts to achieve maximum ROI.
• Manage and continuously enhance the customer referral program.
• Create and manage promotional campaigns to maximize conversion.
• Explore new loyalty program opportunities and present recommendations to key stakeholders.
• Manage and continuously enhance all customer listening efforts and present performance analytics on a regular cadence.
• Establish and maintain operational rhythms to ensure a deep understanding of e-commerce performance.
• Collaborate with engineering to continuously enhance the user experience across AREA15’s website and mobile platforms.
• Play a key role in pricing optimization efforts.
• Explore and implement innovative tactics to increase average order value (e.g., cross-sell and up-sell strategies).
• Drive ongoing funnel conversion testing, learning, and optimization efforts.
• Demonstrate ART! (AREA15's service standards) in every guest interaction.
• Respond to time sensitive matters.
• Adhere to department and company policies and procedures.
• Maintain a professional, polished appearance in line with AREA15 standards.
• Work various shifts, including nights, weekends, and holidays.
• Perform other work-related duties as assigned.

QUALIFICATIONS & SKILLS:

• Applicants must be 21 years of age or older.
• Proof of eligibility to work in the United States.
• Comfortable working in a creative, entrepreneurial start-up environment, introducing new concepts and innovations.
• 10 years of senior-level marketing experience, preferably with some experience in the event or attraction space.
• Deep strategic and operational Relationship Marketing Experience (Customer Lifecycle planning, Email and SMS marketing).
• Comfortable managing a third-party agency who will oversee day-to-day digital marketing execution (i.e. Does not need to possess deep “hands on the keyboard” digital marketing experience, as we have a high-quality agency that drives daily channel optimization efforts).
• Meaningful experience optimizing web and mobile experiences.
• Comfortable operating with an agile, always testing/learning optimizing mindset.
• Strong analytical skills and a data-driven mindset.
• Excellent communication skills.
• Creative thinker with a track record of delivering innovative thinking.
• Bachelor’s degree in Marketing, Business, Communications, or a related field (MBA preferred).
• Ability to work in all weather conditions including but not limited to extreme heat, sun exposure, wind, rain, extreme cold.
• Ability to understand, speak, read, and write the English language.
• Computer skills in Microsoft applications. (Excel, Outlook, Word, etc.)
• Availability for varied shifts, including evenings, weekends, and holidays.
• Ability to work in an environment subject to varying levels of noise, crowds, flashing lights, and smoke.