What are the responsibilities and job description for the Director of Marketing - Hospitality & Lodging position at Herschend Family Entertainment?

Herschend is the world's largest family-owned themed attractions company, with 12,000 passionate hosts collectively entertaining 15 million families each year.

The heart of Herschend's success has long been the world-renowned hospitality that's rooted in our DNA. We call it Heartspitality®. It's a unique culture that blends our ethos of Leading with Love and our purpose of Bringing Families Closer Together by Creating Memories Worth Repeating® to create real impact and joy that spreads through our hosts to our guests and out into our communities.

Herschend's portfolio of more than two dozen beloved family entertainment brands across North America includes iconic award-winning destinations such as Dollywood® Parks & Resorts, Silver Dollar City® Company, Adventure Aquarium®, Callaway Resort & Gardens®, Kentucky Kingdom Theme & Water Park®, Newport Aquarium®, The Vancouver Aquarium® and Wild Adventures®. In addition to its premier themed attractions, Herschend is proud to steward the World-Famous Harlem Globetrotters® legacy and provide immersive content and experiences through our Herschend Entertainment Studios® and Pink Adventure Tours® brands.

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 Director of Marketing, Hospitality and Lodging drives implementation of brand development, performance marketing, and business 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.

Additionally, they will develop and deliver strategic, high-quality output in a simple, impactful, expedited and streamlined way for Herschend properties and experiences. They are trusted partners that property leadership teams look to for expertise, analysis, recommendations and execution, to deliver business results on time, and within budget all while optimizing the potential of Herschend's integrated marketing model in the delivery of property and enterprise business objectives.

The Marketing Director will 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 investments and communication efforts. In addition, they will evaluate new marketing opportunities related to their portfolio and make objective and fact-based recommendations. They shepherd brand development and strategic planning initiatives and ensure quality standards and turnaround expectations are upheld for all integrated campaigns.

Position Roles & Responsibilities

The Director of Marketing, Hospitality and Lodging role is pivotal in fostering collaboration between the Property Support Center (PSC) and hospitality and lodging properties within Herschend. Role and responsibilities of include :

Connector

Acts as the primary relationship manager, integrating efforts across PSC brand marketing, advertising, production, marketing operations, and property marketing and sales teams.
Focuses on cross-functional collaboration to ensure cohesive marketing and sales execution across all involved teams.

Strategic Partner

Develops and manages hospitality brand campaigns, considering the property's broader marketing strategy and business goals.

Collaborates with property and PSC teams, as well as external agencies, to create, refine and deliver annual marketing plans to achieve business goals.

Ensures that marketing initiatives are aligned with PSC and property's long-term strategic objectives.

Problem-Solver

Anticipates marketing challenges and provides innovative solutions using analytical and business expertise.

Focuses on preventing conflicts by identifying obstacles early and creating cohesive marketing communications.

Leader

Develops executive-level relationships with property marketing leaders to align and deliver on property objectives and Herschend's enterprise goals.

Leads centralized strategy meetings cross-functionally to deliver ongoing optimized performance.

Effective Communicator

Ensures clear, engaging communication cross-functionally throughout all phases of campaigning (virtual, physical meetings, email, etc.).

Maintains project progress by defining scopes of work, budgets, timing and ensuring all parties remain aligned.

System Champion

Promotes the Herschend Integrated Marketing Model, ensuring all processes are understood and upheld across PSC and property teams, all while leading with love in action.

Acts with optimism and supports the property marketing teams consistent with Herschend values and ethics.

Position Requirements

Bachelor's degree in Marketing, Business Administration, Hospitality Management, or a related field.

10 years progressive marketing, advertising, promotions, account management, sales and leadership, preferably in hospitality and lodging or a related marketing field.

Experience in hotels, resorts, hospitality, cruise, or entertainment preferred.

Strong project management skills, including demonstrated ability to think end-to-end, manage long-term projects and manage multiple projects simultaneously.

Strong leadership and team management skills, with the ability to effectively manage complex, cross-functional organizations.

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.

Results-driven mindset with a focus on achieving goals.

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%).

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Director of Marketing - Hospitality & Lodging

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