Vice President of Marketing - Waterparks & Family Entertainment Centers

About the position

The Vice President of Marketing for Waterparks and Family Entertainment Centers (FECs) is responsible for leading the strategic marketing efforts across a portfolio of high-traffic, experience-driven destinations. This role drives national and regional awareness, guest engagement, and attendance growth by developing impactful marketing campaigns tailored to the unique dynamics of waterparks and FECs. The VP will champion the guest experience through storytelling, seasonal promotions, and strategic partnerships.

Responsibilities

• Define and implement a multi-year marketing strategy across Waterpark and FEC verticals, ensuring alignment with business goals, guest insights, and industry trends.
• Lead the development and execution of integrated marketing campaigns that enhance brand visibility, drive attendance, and increase guest loyalty.
• Craft and evolve distinct brand narratives for each location, while maintaining consistency in voice, values, and visual identity.
• Manage seasonal, event-based, and evergreen campaigns that support revenue-driving initiatives (e.g., summer launches, holiday promotions, memberships).
• Establish strategic partnerships with local businesses, regional tourism boards, and national sponsors to boost market reach and drive on-site activation opportunities.
• Oversee PR and influencer marketing efforts to amplify reach across traditional and digital channels, highlighting guest experiences and unique attractions.
• Lead community engagement programs and grassroots marketing to foster local brand affinity and repeat visitation.
• Use attendance data, guest feedback, and media performance analytics to inform campaign strategy and resource allocation.
• Collaborate closely with operations, revenue management, creative, and digital teams to synchronize messaging and maximize guest conversion across all marketing channels.
• Partner with the VP of Digital Marketing to continually evaluate channel performance and adjust in real-time to optimize ROI.

Requirements

• Demonstrated success in destination marketing, entertainment attractions, or hospitality-related industries.
• Deep understanding of regional and seasonal marketing dynamics for family-focused, high-volume attractions.
• Strong leadership, communication, and organizational skills, with the ability to guide cross-functional teams and external partners.
• Proficiency in campaign analytics, customer segmentation, and lifecycle marketing strategies.
• Bachelor's degree in Marketing, Communications, Business, or a related field.
• 10+ years of progressive marketing experience, with at least 5 years in a senior leadership role.
• Prior experience leading marketing for theme parks, waterparks, FECs, or multi-location entertainment venues.

Benefits

• Performance-based incentives
• Healthcare coverage
• Broad range of other benefits