Full Time Salaried Marketing Director (Brand Content)
Our Busch Gardens and Water Country USA Marketing Director, Brand Content, Must:
Lead the brand messaging and content marketing functions for our Williamsburg parks, with primary responsibility for message development and creative execution.
Be responsible for establishing and safeguarding brand standards, including main park brands and sub-brands for events, attractions and other experiences.
Supervise creation of advertising for more than 10 campaigns annually, including executions customized for several types of media and targeted at various audience segments. Manage creative agency relationships and budgets.
Develop creative content for owned and earned channels that tells park stories in relevant and compelling ways for various audiences. Maintain relationships with a variety of creative resources and photo/video production companies to achieve creative excellence.
Lead strategy for social media, including the role and function of various platforms. Ensure paid social advertising and organic posts meet benchmarks for engagement. Supervise content calendar and execution.
Oversee creative and content for park websites and special microsites, mobile apps and other digital platforms, as well as development of new marketing technology.
Manage team of 6 professionals, plus work collaboratively with other park departments and the Property Support Center.
Principal Duties and Responsibilities of This Position Are as Follows:
Brand Stewardship: Maintain brand DNA for parks and sub-brands. Lead brand identity for new attractions/events (name, logo, key art, DNA). Consult with other park departments on brand execution.
Content and Advertising Creative: Develop content and advertising strategies for Williamsburg parks, based on campaigns and targeted audiences. Ensure paid, owned and earned media complement each other and achieve high levels of awareness and engagement. Supervise agency and vendor relationships. Provide creative quality control. Manage budgets.
Social Media: Develop content strategy for designated social platforms. Supervise editorial calendar for organic content to ensure active fan engagement and timely posts. Oversee social advertising strategy to maximize investment and complement organic activity. Explore and evaluate new social platforms.
Digital Marketing: Supervise content, navigation and user experience for park websites, mobile apps and related platforms. Ensure content supports ecommerce and search needs. Initiate new marketing technology to provide new means of interacting with guests.
Outstanding written, verbal and visual communications skills. Ability to convey messages clearly and persuasively.
Demonstrated ability to think strategically. Able to develop focused campaigns and clearly communicate message and audience strategies.
Success in leading a professional team and coaching for high performance.
Strong organizational skills. Able to prioritize work and manage multiple projects on varying timelines.
Commitment to collaboration and working effectively as part of team. Demonstrated ability to work with agencies and internal departments.
Ability to distill data, generate insight and effectively communicate to various types of audiences.
Solid understanding of guest dynamics and key business drivers.
Qualified Candidates Will Possess the Following Education & Experience:
At least a Bachelor’s degree, preferably in marketing, communications, advertising or related subject.
At least 5 years of experience in marketing communication, advertising or related field.
Experience leading people, including direct reports and/or ad hoc teams is required.
Experience creating and managing multi-dimensional consumer marketing campaigns required.
Experience with, and understanding of, social media (including paid social advertising) on behalf of brands is required.
Experience with website content management and user experience is preferred.
Prior work in theme parks, tourism or hospitality preferred.