Director of Marketing - National Medal of Honor Museum

Founded in 2008, Legends is a premium experiences company with six divisions operating worldwide - Global Planning, Global Sales, Global Partnerships, Hospitality, Global Merchandise, and Legends IQ- offering clients and partners a 360-degree data and analytics fueled service solution platform to elevate their brand and execute their vision. Currently, Legends works with marquee clients across business verticals including professional sports; collegiate; attractions; entertainment; and conventions and leisure. We are the industry leaders in designing, planning, and realizing exceptional experiences in sports and entertainment. For more information, visit and follow us on Facebook, Twitter, and Instagram @TheLegendsWay.

Global Attractions is a natural progression from Legends 360-degree platform for success. Our unrivaled guest experience and deeply researched sales and planning methodologies give us an edge. Legends currently operates 15+ attractions around the globe. We bring together some of the brightest experiential and attraction masterminds around the globe to ensure each brilliant idea is regionally relevant and destined to dazzle, delight and drive a steady stream of diverse visitors.Legends manages all operations across ticketing, special events, food & beverage and retail for Attractions partners.

The National Medal of Honor Museum in Arlington, Texas will serve as the premier national institution dedicated to the stories, impact, and legacy of the service members who went on to become Medal of Honor recipients.

Neither a war memorial nor a military museum, the National Medal of Honor Museum is a humbling endeavor that will take visitors on a narrative journey through the life stories of ordinary people who made extraordinary choices above and beyond the call of duty.

The museum footprint encompasses over 100,000 square feet, cornering five acres of waterfront in Arlington, Texas.

Over 31,000 square feet of Exhibition Galleries as well as dedicated spaces for meetings, symposiums, memorials, and ceremonies.

The museum is also headquarters of the National Medal of Honor Griffin Institute, an organization that addresses our nation's character gap and fills it by focusing on the values and valor of the Medal of Honor and all who have earned it. For more information, visit

Reporting to the General Manager, the Director of Marketing will be responsible for the development and execution of comprehensive marketing & media strategies which will attract visitors, drive ticket sales, elevate brand awareness, and foster engagement across diverse audiences. Through extensive collaboration with the Museum Foundation and museum senior leadership team, the Director of Marketing will play a major role in defining and implementing strategies around ticket/membership pricing & packages, program development, and visitor experience & engagement.

• Develop and execute comprehensive marketing and media strategies to attract visitors, elevate brand awareness, and foster engagement across diverse audiences
• Drive ticket sales through strategic marketing initiatives and campaigns, ensuring alignment with overall business goals and maximizing revenue opportunities.
• Collaborate with the Museum Foundation and museum senior leadership team to define and implement strategies around:
  • Ticket and membership pricing and packages
  • Program development
  • Visitor experience and engagement
• Lead the development of marketing plans and campaigns to achieve business objectives
• Conduct market research and analyze data to inform marketing decisions and optimize campaigns
• Manage and optimize the marketing budget to achieve ROI goals and maximize resources
• Foster strategic relationships with media partners, influencers, and other stakeholders
• Stay up-to-date with industry trends and best practices to continuously improve marketing strategies and tactics
• Provide leadership and guidance to the marketing team to ensure successful execution of marketing initiatives
• Collaborate with cross-functional teams, including exhibitions, education, and development to align marketing efforts with museum goals and objectives.
• Responsible for developing outreach strategies and necessary plans for the annual budget and establishing department workflow to deliver the plan.
• Research, analyze, and aggressively develop special event profit-generating opportunities.
• Participate in ongoing departmental financial analysis, planning and budgeting.
• Develop and deliver strategic, integrated marketing plans that support the National Medal of Honor Museum brand, create consumer awareness and interest, and deliver annual projected visitor attendance and revenue.
• Monitor competitive programs and analyze consumer and tourism (international and domestic) marketplace trends on an on-going basis; identify key insights and adjust and enhance marketing plans accordingly.
• Provide effective market intelligence that influences internal business decisions through visitor surveys and analysis, as well as additional research, to better understand customer expectations.
• Negotiate, oversee, and manage research projects related to marketing, which may include pricing research, creative testing, pre- and post-launch on site consumer and group surveys and additional market research as determined.
• Oversee and manage a dynamic marketing team, providing leadership, mentorship, and performance evaluations to ensure the achievement of departmental and organizational objectives.
• Oversee and direct external agencies - creative, media, digital, and guide planning processes. Including:
  • Direct creative agencies to develop first-class advertising campaigns and materials.
  • Direct media and/or digital agencies to explore all channels to drive ticket sales message - utilizing traditional and non-traditional strategies and tactics including advertising, digital, social media, promotions, direct marketing, emerging media, and other means necessary to achieve goals.
  • Negotiate, manage, and oversee all agency partners to support and deliver aggressive marketing campaigns resulting in continued growth.
• Update pricing models, refine ticketing price points and packages, and adjust revenue projections as required.
• Work closely with ticketing system personnel and box office staff to track sales and execute ticketing programs.
• Build effective partnerships and relationships with key external stakeholders.
• Effectively manage marketing budgets to deliver a plan and stay within budget.
• Oversee daily revenue tracking, database management, ensure accuracy of contracts and invoices.
• Maintain open communications and effective collaborative relationships within Legends and the National Medal of Honor Foundation.
• Perform other duties as assigned by management.

To perform this job successfully, the candidate must be able to perform each essential duty above at the highest levels. The requirements listed below are representative of the knowledge, skill, and/or ability required.

• Bachelor's degree required, preferably in marketing, communications, business, or related field.
• 5+ years of related experience, preferably in a high-volume sales management role. Experience in tourism, events and/or high-volume attractions a plus.
• Proven leadership and management experience in a sales environment including coaching, mentoring, hiring, training, and performance management.
• Proven experience in integrated marketing planning and execution, including management of multiple marketing channels, as well as agency partners, to meet objectives.
• Ability to proactively prioritize, manage and complete multiple projects simultaneously within time constraints and with strong attention to detail.
• Will have strong strategic thinking, analytical, and leadership skills, along with excellent written and oral communication skills.
• Strong analytical and financial skills a must; understanding of data analysis, research process, ticket sales patterns, and demographic trends.
• Must be creative and resourceful with excellent negotiation and communication skills.
• Experience managing a wide variety of internal and external stakeholders. Master collaborator. Team player who excels in mediating among multiple divisions and external partners and vendors.
• Entrepreneurial, with the ability to balance strong creativity and innovation with practical solutions.
• Experience thriving in a fast-paced environment. Must have the ability to adapt to change daily.Passion for the space required.
• Experience in domestic and international tour & travel/group sales
• Ability to effectively evaluate risks and liabilities of special events and venue rentals
• Excellent interpersonal and communication skills
• Ability to develop and deliver sound recommendations to senior management
• Organization and planning skills, ability to prioritize and handle multiple tasks
• Ability to work both traditional and non-traditional hours (nights, weekends, holidays) as required
• Ability to delegate effectively
• Knowledge of Customer Relationship Management (CRM) and Salesforce preferred, or the ability to quickly learn, required
• Proficiency in Word, Excel, PPT

Competitive salary, commensurate with experience, and a generous benefits package that includes medical, dental, vision, life and disability insurance, paid vacation, and 401k plan.

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. While performing the duties of this job, the employee is regularly required to sit, talk, hear; use hands and fingers, and handle controls. The employee frequently is required to reach with hands and arms. The employee is required to stand, walk, and stoop. Specific vision abilities required by this job include close vision and the ability to adjust focus.

Legends is an Equal Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, age, national origin, disability, or genetic information.

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