Vice President, Integrated Marketing

The Vice President, Integrated Marketing is responsible for leading the enterprise strategy and execution of integrated marketing across paid, owned, and earned channels. This role drives demand generation and capture, guest acquisition, engagement, and retention by building and scaling 360-degree multi-channel marketing plans across the entire consumer journey. This leader aligns media, discoverability, CRM, partnerships, measurement and analytics into a unified, data-driven marketing ecosystem.

Reporting to the Chief Marketing Officer, this position ensures a cohesive, customer-centric approach across the full guest journey while delivering measurable and incremental revenue growth and marketing ROI. This position will be located in Arlington, Texas with an expectation that the incumbent work four days in office when not traveling to park locations. 

Enterprise Integrated Marketing Strategy
• Develop and lead the enterprise integrated marketing strategy across all channels, ensuring alignment with business objectives, attendance targets, and revenue growth goals.
• Build and operationalize a holistic customer journey strategy that leverages first-party data, CRM, media, and partnerships.
• Establish governance models, planning cadence, and cross-functional alignment across the business. Build strong cross-functional partnerships with Commercial and Park teams to set and accomplish shared goals and KPIs.

Campaign and Media Strategy and Planning
• Campaign Strategy, Planning and Execution: Oversee enterprise campaign strat4egyt, planning and execution across: 
   o Paid Media (full funnel)
   o Owned Channels (CRM, email, SMS/push, lifecycle, web)
   o Partnerships and sponsorships
Ensure integrated campaign delivery across demand generation and demand capture strategies, and promotional initiatives to maximize reach and conversion.
• Localized Market Strategies: Develop tailored marketing frameworks that account for regional cultural nuances, languages, and entertainment consumption habits across the US, Canada, and Mexico. Design localized campaigns specifically engineered to drive season pass purchase, physical attendance, ticket sales, and venue foot traffic for individual regional parks.
• Agency Management: Vet, lead, and manage relationship frameworks with external media and CRM agencies (among others) to ensure high-quality execution.

CRM, Personalization & Data Strategy
• Customer Loyalty and Retention: Build and scale data-driven CRM, lifecycle marketing, and personalization strategies designed to improve loyalty, maximize Customer Lifetime Value (LTV), and minimize customer churn. Build customer journeys aimed at turning one-time ticket buyers into repeat visitors, members, or season pass holders.
• Segmentation & Automation: Lead research, analytics and data teams to develop segmentation, targeting, and advanced personalization capabilities. Oversee marketing automation rules to implement complex audience personalization and lifecycle email/push triggers.
• Customer Data Approach & Governance: Establish customer data ecosystem, platforms, maintenance and governance. Ensure seamless integration of first-party data into campaign execution and measurement.

Strategic Partnerships and Sponsorships
• Partnership Strategy: Oversee strategic approach to partnerships and sponsorships, designed to broaden the brand’s credibility, extend reach, create ownable and differentiated experiences in the parks and drive revenue.
• Integration and Activation: Align partnership activations with marketing initiatives to drive incremental visitation and guest engagement. Work with Park teams on the ground to fully activate partnerships. Collaborate with Commercial and Park teams to maximize cross-channel impact.

Marketing Analytics & Performance Optimization
• Unified Data and Executive Dashboards: Establish a unified measurement framework across channels, including attribution, ROI, incremental revenue and campaign effectiveness. Build real-time analytics dashboards that give executive leadership and the CMO clear visibility into regional performance KPIs. Lead analytics teams to translate performance data into actionable insights that optimize marketing spend and strategy.
• Testing Discipline: Lead a test-and-learn culture, driving experimentation, innovation, and continuous improvement. Standardize a continuous testing discipline (A/B and multivariate tests) across creative assets, landing pages, and channels.
• MarTech Stack Management: Manage the ongoing integration of our marketing technology stack including CRM networks, customer data platforms (CDP), and predictive modeling software.

Organizational Leadership & Cross-Functional Collaboration
• Lead and develop a high-performing team across media, CRM, SEO, partnerships, and analytics.
• Collaborate closely with:
   o Commercial and Revenue Management teams (pricing and yield optimization)
   o Park leadership and field marketing teams
   o Brand Marketing (creative and messaging)
   o Group Sales teams

• Serve as a key strategic advisor to executive leadership on marketing effectiveness and growth opportunities.

Qualifications & Experience Required
• Bachelor’s degree in marketing, business or a related discipline.
• 12+ years of progressive leadership experience in marketing, including integrated marketing, media, CRM, and digital.
• Proven track record leading multi-channel, data-driven marketing and media strategies in complex, multi-location organizations, with multi-million-dollar budgets.
• Demonstrated success leading large teams and operating in matrixed environments.
• Strong analytic and financial acumen, with the ability to translate data into executive‑level insights and decisions. Proven track record developing holistic marketing measurement approaches, underpinned by data and analytics.
• Direct experience working with point of purchase systems, as well as managing enterprise-grade CRM networks and modern Customer Data Platforms (CDPs). Comfort collaborating closely with data engineering and tech product teams.
• Experience influencing and partnering with senior executives across multiple functions.

• Must be able to travel to park and resort locations.

Qualifications & Experience Preferred
• Master’s degree (MBA or equivalent).
• Experience in hospitality, entertainment, theme parks, retail, travel, or other high‑volume, demand‑driven industries.
• Experience operating in seasonal, highly dynamic, or decentralized operating environments.