Director, Park Media

Busch Gardens is a place of thrills fun and positive lasting memories. And thats just what its like to work here! As a key member of our team youll play a major role in bringing happiness and excitement to people from around the world. If youre dedicated dependable and driven to deliver exceptional guest service this is a place for you!

The Director of Media is responsible for leading the development and execution of paid media strategy for Busch Gardens Williamsburg and Water Country USA driving attendance revenue and brand awareness through a data-driven integrated marketing approach. Reporting to the VP of Marketing & Sales with a dotted-line reporting relationship to corporate leadership 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 parks media and marketing execution expert partnering closely with Marketing Finance Revenue Management Consumer Insights Sales and Executive Leadership to ensure marketing investments align with business priorities and deliver measurable results.

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.

Education

• Bachelors degree in Marketing Advertising Communications Business Administration or related field.
• MBA or Masters degree preferred.

Experience

• 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.

Knowledge Skills & Abilities

• 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.

Compensation: 90K - 105K USD Annually

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.