Director, Park Media

Job description

Busch Gardens is a place of thrills, fun and positive, lasting memories. And that's just what its like to work here! As a key member of our team, you'll play a major role in bringing happiness and excitement to people from around the world. If you're dedicated, dependable and driven to deliver exceptional guest service, this is a place for you! The Director of Park Media is responsible for leading the development and execution of paid media strategy, driving attendance, revenue, and brand awareness through a data-driven, integrated marketing approach. This role owns media planning, investment, and measurement across digital and traditional channels, and leads a team responsible for delivering marketing programs from strategy through execution — including content, promotional partnerships, and creative production that support the paid media plan. This individual serves as the park's media and marketing execution expert, partnering closely with Marketing, Finance, Revenue Management, Consumer Insights, Sales, Digital, and Executive Leadership to ensure marketing investments align with business priorities and deliver measurable results. Essential Duties and Responsibilities: Media Strategy & Investment 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. Build forecasting models and measurement frameworks (attribution, incrementality, MMM) to guide investment decisions. Integrated Marketing Execution Lead a team responsible for the full range of marketing execution that supports media performance — content and social channels, promotional partnerships, and creative/design output — ensuring consistency across paid, owned, and earned channels. Direct campaign planning and channel strategy in support of seasonal initiatives, promotional calendars, and major park priorities. Champion a test-and-learn culture across audiences, creative, messaging, and channels. Data, Measurement & Reporting 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. Team & Stakeholder Leadership Lead, mentor, and develop a marketing team spanning media, content, and partnerships functions, fostering accountability and professional growth. Manage relationships with agency, publisher, and technology partners, holding them accountable for performance and innovation. Present strategic recommendations and results to senior leadership. Stay current on media innovation, AI-enabled marketing, privacy regulation, and measurement practices. Perform other duties as assigned. Qualifications: 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. Strong analytical, decision-making, and communication skills, with the ability to translate data into business recommendations. The perks of the position: 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 Employee Assistance Program Legal Assistance Plan EEO Employer: SEAWORLD PARKS & ENTERTAINMENT IS AN EQUAL OPPORTUNITY EMPLOYER. ALL APPLICANTS WILL BE CONSIDERED WITHOUT REGARD TO AGE, RACE, COLOR, RELIGION, SEX, NATIONAL ORIGIN, SEXUAL ORIENTATION, PREGNANCY, GENDER IDENTITY OR EXPRESSION, DISABILITY OR COVERED VETERAN STATUS.