Director, Paid Media (Advertising)

Responsibilities

• Develop and lead the annual paid media strategy, budget, and investment allocation across TV, radio, OOH, print, direct mail, paid search, social, CTV/OTT, streaming, digital audio, programmatic, and emerging platforms.
• Balance upper-funnel brand building with lower-funnel demand generation across the full customer journey.
• Partner with agency teams on planning, negotiation, and performance optimization.
• Partner with Brand & Advertising Manager to plan advertising creative needs and optimizations.
• Build forecasting models and measurement frameworks (attribution, incrementality, MMM) to guide investment decisions.
• Monitor KPIs including attendance, admissions revenue, ROAS, CAC, LTV, and incremental revenue.
• Build executive dashboards that communicate marketing effectiveness and optimization opportunities.
• Partner with CRM and Consumer Insights to leverage first-party data for targeting and personalization.
• Manage relationships with agency, publisher, and technology partners, holding them accountable for performance and innovation.
• Present strategic recommendations and results to senior leadership.

Requirements

• Bachelor's degree in Marketing, Advertising, Communications, Business Administration, or related field.
• MBA or Master's degree preferred.
• 7-10+ years of progressive experience in integrated media and performance marketing.
• 5+ years managing and developing high-performing marketing teams.
• Proven success managing multi-million-dollar budgets and delivering measurable growth.
• Experience with marketing analytics, attribution, forecasting, and measurement frameworks.
• Theme park, attraction, hospitality, or entertainment industry experience preferred.
• Deep knowledge of the omnichannel media ecosystem alongside a strong understanding of content, social, and partnership marketing.
• Financial acumen managing large budgets and optimizing ROI.
• Strategic thinker balancing brand building with short-term performance.

Benefits

• Paid Time Off
• Complimentary Park Tickets and Passes
• Park Discounts on Food and Merchandise
• Medical, Dental, and Vision Insurance
• 401K Retirement plan
• Voluntary Insurance
• Life Insurance
• Disability Benefits
• Tuition Reimbursement
• Dependent and Health Care Flexible Spending Accounts