SUMMARY:
This business driver leads the Sales and Marketing function for Adventure Aquarium. The Sales and Marketing Director is primarily responsible for the development of Sales, Marketing, and PR strategy and tactics to enable attainment of attendance, revenue and EBITDA goals. The Sales and Marketing Director leads the day-to-day group sales, promotions, membership, and public relations efforts to deliver business targets. The Sales and Marketing Director partners with the Atlanta-based Property Support Center (“PSC”), in delivering each of the elements in the Adventure Aquarium marketing mix with excellence. With a constant eye on attendance and other key business metrics, this hands-on leader designs, leads, and executes shifts in strategy to reach established targets. The effective Sales and Marketing Director will provide strategic thinking, departmental leadership, partnership, and executional excellence in delivering property business goals.
OUR IDEAL CANDIDATE:
The ideal candidate has a talent for balancing strategy and execution and isn’t afraid to get their hands dirty bringing their strategies to life. They value the strength of a team and know it is better to go together than go it alone. They have a keen ability to cultivate data into insights, insights into action, and action into results. Attendance growth is their focus and excellence is their measure. They are rewarded by constant improvement and leading others to success.
ADVENTURE AQUARIUM CULTURE:
As a Herschend Family Entertainment property, Adventure Aquarium is in the business of creating memories worth repeating by greatly exceeding guest expectations, serving others, creating emotional connections, and seeking constant improvement. Stewardship, guest satisfaction, and team member satisfaction are our core areas of focus. We aim to be a great place to work for great people by leading with patience, kindness, humility, respect, unselfishness, forgiveness, truthfulness, and trust.
WHAT YOU’LL BE DOING:
- Developing annual sales, marketing, and public relations plans; executing plans to deliver targets.
- Provide ongoing monitoring of business performance and goal attainment. Recommend shifts in strategies and tactics as necessary to ensure financial plan attainment.
- Coordinate marketing campaigns to deliver on brief; serving as point-of-contact with the PSC and different property departments in the development of plans and content as needed.
- Create and lead a team of sales and marketing professionals who serve to enable the achievement of business objectives and inspire the Property Team as a whole toward “creating memories worth repeating” for every guest.
- Oversee the development and implementation of the aquarium’s MEMBERSHIP PROGRAM, providing strategic guidance to assure successful delivery of channel objectives.
- Oversee the development and implementation of the PROMOTIONS STRATEGY AND PLAN which leverages brand assets and paid/earned/owned media to establish Adventure Aquarium as a brand of choice with our target guest and drive visitation.
- Oversee the development and implementation of the annual GROUP SALES PLAN providing strategic guidance to assure successful delivery of channel objectives. Monitor prospect list development, prospecting calls, appointments and closes.
- Oversee the development and implementation of all PUBLIC RELATIONS and SOCIAL MEDIA strategies and tactics.
- Review and approve advertising strategy, campaign briefs, creative concepts, and media mix, weight, and timing; providing feedback professionally, and in a way that demonstrates partnership with the PSC and a respect for the process.
- Facilitate brand architecture development and adherence across the property and all soft-mediums.
- Plan and administer the annual Marketing budget.
- Lead the development of consumer research to uncover insights, guide marketing strategy and identify growth opportunities.
- Lead the process to identify, develop and promote new product including new exhibit concepts, events, limited time offerings, and up-sell opportunities. Play a key role in the development of the strategic plan for the guest experience.
- Bring a spirit of collaboration and service to the position, applying insights to assist property leaders in determining where the aquarium brand has opportunity.
- Represent the Aquarium in the local community, national zoological networks, and at industry-related meetings and conferences.
- Model and reflect the Adventure Aquarium culture to guests, partners, direct reports, supervisors, peers, and property and PSC leadership.
- Purposefully develop all direct reports through an ongoing commitment to growth; creating an environment of clarity in expectation, praise/recognition, and accountability.
- Other duties as assigned.
Required Skills
WHAT WE ARE LOOKING FOR:
- Bachelor's Degree required, preferably in a field of business or marketing.
- 10+ years progressive sales and marketing experience, leadership experience required.
- Experience in FOR-PROFIT attractions, theme parks, museums or sports franchises preferred.
- Business leadership demonstrated through patience, kindness, trust, unselfishness, truthfulness, forgiveness, dedication and humility.
- Ability to inspire and motivate property stakeholders towards a shared vision.
- Highly organized with strong verbal and written communications skills.
- Proficient in MS Office; Content Management Systems and website analytic programs.
- Ability to work independently and cooperatively as part of a team.
- Ability to travel locally to attend expos and networking events both during and outside of scheduled hours.
Ability to work a flexible schedule including some weekends, evenings, and holidays.
SPECIAL REQUIREMENTS:
- Successful completion of pre-employment drug screening and background check
- Allergies related to animals or plants, which might interfere with ability to work, must be controlled by medications or protective equipment.
- Ability to speak, read, and write effectively in English
- Ability to operate a computer and keyboard
- Ability to sit and stand for long periods of time
Required Experience