Job Details

Description

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.

POSITION SUMMARYThe Vice President of Brand and Integrated Marketing will oversee the development and execution of unified, cross-channel marketing strategies that ensure consistent brand messaging, optimal customer experiences, and measurable growth, in a matrixed environment. This role requires a seasoned strategic thinker with in-depth expertise across digital and traditional marketing channels, a strong leadership presence, and a collaborative approach to drive impactful campaigns that elevate brand identity and resonate with audiences.

Essential Duties & Responsibilities

Strategic Master Brand and Sub-Brand Development & Execution

Create and implement an integrated marketing strategy that aligns with the company and properties/businesses brand objectives and growth goals.
Develop master brand and sub-brand messaging frameworks and visual guidelines to ensure cohesive storytelling across digital, print, experiential, and direct marketing channels.
Oversee brand positioning initiatives to establish a compelling and unique brand identity, distinguishing the company and properties/businesses in the marketplace.

Cross-Channel Marketing Management

Lead and coordinate marketing efforts across channels (digital, social media, content, email, PR, paid media) to maintain a consistent brand experience.
Collaborate with internal creative teams and external agencies to develop, refine, and launch high-impact campaigns that meet strategic objectives and enhance brand equity.

Customer Experience Optimization

Define and optimize customer journeys across all touchpoints, ensuring a seamless and engaging experience from awareness to loyalty.
Utilize customer insights, feedback, and behavioral data to tailor marketing strategies to diverse customer segments, enhancing personalization and relevancy.

Performance Tracking & Campaign Optimization

Establish key performance indicators (KPIs) for master brand and sub-brand marketing efforts, monitoring performance through data analytics and real-time metrics.
Employ A/B testing, segmentation, and analytics to refine and optimize campaigns, maximizing ROI and improving customer engagement.

Leadership & Team Development

Lead, teach, mentor, coach and inspire a high-performing marketing team, cultivating a culture of creativity, innovation, performance and accountability.
Partner closely with cross-functional teams to ensure alignment and consistency in messaging and strategy.

Budgeting & Resource Allocation

Manage and allocate the marketing investments effectively to ensure optimal ROI, with regular performance analysis and strategic adjustments.
Present campaign results to senior leaders, identifying ongoing cost-effective growth opportunities, optimization and new channel exploration.

Industry & Market Insight

Stay abreast of industry trends, emerging technologies, and market dynamics to continuously evolve brand strategies.
Act as a brand representative at property/business meetings and events, strengthening the PSC team position as a thought leader.

Experience & Education

Bachelor’s degree in Marketing, Business, or a related field; a Master’s degree or MBA is preferred but not required.
10+ years of experience in developing and executing master brand and sub-brand strategies within a complex, matrixed environment.
Experience in managing master brand and sub-brand identities, ensuring alignment with guidelines to maintain brand integrity and cohesion.
Skilled in mapping and optimizing customer journeys to create engaging experiences, and in developing high-impact marketing campaigns across both digital and traditional platforms, driving brand awareness and customer engagement.
Proven leadership experience in directing creative and marketing teams, fostering collaboration and innovation to achieve strategic goals.
Experience in managing external agencies to deliver innovative and impactful campaigns, while ensuring alignment with brand vision and objectives.

Skills & Qualifications

Advanced knowledge of digital marketing tools, CRM systems, and analytics platforms.
Strong strategic planning and communication skills, with the ability to engage and inspire stakeholders at all levels.
Proven ability to drive cross-functional collaboration, with strong leadership and people management skills.
Results-driven, with a passion for building brands and delivering meaningful customer experiences.
Creative and analytical mindset, able to pivot strategies based on data insights, market feedback and property/business needs.
Adaptable, collaborative, and able to work effectively in a dynamic environment.

Herschend Family Entertainment

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