Director, Growth Marketing

Empire State Realty Trust•New York, NY

About The Position

The Director, Growth Marketing owns the Empire State Building and Empire State Realty Trust websites as primary revenue-driving channels and is accountable for their performance, conversion, and continuous optimization. This role leads website strategy, structured testing, and digital acquisition to drive measurable revenue growth through disciplined experimentation and performance marketing. This position owns the end-to-end digital funnel, including website experience, paid media strategy, SEO/AEO, OTA performance, and conversion optimization. The Director heads external digital advertising agency, runs rigorous testing programs, and applies analytics and AI-driven tools to improve efficiency, scale demand, and maximize ROI across paid and organic channels.

Requirements

Demonstrated ability to lead, mentor, and develop team members in a fast-paced, performance-driven environment
Strong analytical, financial, and problem-solving skills with the ability to translate data into actionable insights
Excellent communication and presentation skills, with experience reporting performance and recommendations to senior leadership
5–12+ years of experience owning digital growth, performance marketing, or digital acquisition with direct responsibility for website performance and paid media results
Hands-on experience using data, testing frameworks, and analytics to drive measurable improvements in acquisition efficiency and conversion
Proven experience leading website optimization, conversion rate optimization, and structured testing programs with measurable revenue impact
Demonstrated success owning paid media strategy and directing external digital advertising agencies
Experience leading multi-channel digital budgets and optimizing spend based on ROI

Responsibilities

Own the performance, conversion, and ongoing optimization of the ESB and ESRT websites as core revenue channels
Lead website strategy, UX optimization, and funnel performance across ticket sales and leasing objectives
Own a structured experimentation roadmap, including A/B testing, multivariate testing, and bandit testing
Direct continuous website updates, enhancements, and optimization initiatives to improve engagement and conversion
Partner with vendors and internal teams to design, test, and launch new website features and components
Ensure analytics and tagging frameworks support accurate testing, attribution, and decision-making
Own paid media strategy and performance across search, social, display, and programmatic channels
Direct and manage external digital advertising agency, setting strategy, priorities, and performance expectations
Act as the internal owner of paid media decisions, including channel mix, budget allocation, testing plans, and scaling strategy
Apply disciplined, ROI-driven decision-making to continuously improve efficiency and performance
Ensure paid media efforts are tightly integrated with website optimization and testing initiatives
Develop and execute digital growth strategies aligned with company goals and annual KPIs
Drive YoY growth through paid acquisition, SEO/AEO, website optimization, and testing
Monitor and optimize KPIs across acquisition, conversion, and revenue performance
Track campaign costs and prioritize ROI across all digital marketing efforts
Use analytics, testing insights, and predictive signals to inform strategy and resource allocation
Manage digital marketing budgets and ensure efficient deployment of spend
Own performance and optimization of OTA and third-party marketplace pages
Test content, messaging, imagery, offers, and page structure to improve visibility and conversion
Partner with Revenue and Marketing teams to evaluate OTA performance and return
Embrace OTA platforms as strategic growth channels and continuously optimize
Own analytics strategy, tagging, and measurement frameworks across website, paid media, OTA, and testing initiatives
Advise on GA4, attribution models, and performance dashboards to track funnel performance and ROI
Report weekly, monthly, and quarterly results to senior leadership with clear insights and recommendations
Translate complex data into actionable decisions that drive growth
Supervise and mentor a digital analyst, senior digital product manager, and web coordinator, setting clear priorities and expectations
Partner with Creative, Content, PR, IT, Revenue, internal stakeholders, and external vendors to execute growth initiatives
Foster a culture of testing, accountability, and continuous improvement
Leverage AI-powered tools, including agentic coworkers, to improve website performance, paid media optimization, personalization, testing velocity, and organic performance
Identify and implement emerging technologies that improve efficiency and results
Ensure digital campaigns, analytics, and AI-driven tools comply with legal, regulatory, and data privacy requirements