Newport Aquarium
Director, Marketing and Sales
Newport Aquarium, Newport, Kentucky, us, 41072
Description
What You'll DoDevelop annual ticket sales, marketing, and public relations plans; execute plans to deliver targets.Manage the operating calendar, attendance mix and capacity, and admission prices based on historical data, market conditions, trends, and competitive activity.Provide ongoing monitoring of business performance and goal attainment; recommend shifts in strategies and tactics as necessary to ensure financial plan attainment.Lead a team of ten sales and marketing professionals to achieve business objectives and inspire the property toward "creating memories worth repeating" for every guest.
Oversee the development and implementation of the aquarium's
membership program , providing strategic guidance to ensure the successful delivery of channel objectives.Oversee the development and implementation of the
promotion's strategy and plan,
which leverages brand assets and paid/earned/owned media to establish Newport Aquarium as a brand of choice with our target guests and drive visitation.Oversee the development and implementation of the
annual group and event sales plan,
providing strategic guidance to ensure the successful delivery of channel objectives.Oversee the development and implementation of all
public relations and social media
strategies and tactics.Oversee the implementation of all
sponsorship
agreements.
Author campaign briefs, informed by guest insights and defined KPIs, to work with PSC to execute paid media creative, paid media placement, website updates, and email sends.Review and approve advertising strategy, creative concepts, media mix, weight, and timing; provide feedback professionally and in a way that demonstrates partnership with the PSC and respect for the process.Plan and administer the annual Marketing budget.Lead the development of consumer research and utilize existing tools and data to uncover insights, guide marketing strategy, and identify growth opportunities.Lead the process to identify, develop, and promote new products, including events, limited-time offerings, and up-sell opportunities. Play a vital role in developing the strategic plan and new exhibit concepts.Bring a spirit of collaboration and service to the position, applying insights to assist property leaders in determining where the aquarium brand has opportunity.Represent the Aquarium in the local community, tourism partners, national zoological networks, and industry-related meetings and conferences.Model and reflect the Newport Aquarium culture to guests, partners, direct reports, supervisors, peers, and property and PSC leadership.Purposefully develop all direct reports through an ongoing commitment to growth, creating an environment of clarity in expectation, praise/recognition, and accountability.Other duties as assigned.
What You'll Bring:10+ years of progressive marketing or ticket sales experience requiredMinimum four years of leadership experience required.Bachelor's Degree in business or marketing preferred, ( may be substituted with equivalent years of experience in a related field ).Experience in
for-profit
attractions, theme parks, museums, or sports franchises is strongly preferred.Business leadership demonstrated through patience, kindness, trust, unselfishness, truthfulness, forgiveness, dedication, and humility.Expertise and passion for cross-functional collaboration with PSC (Property Support Center) team members and numerous partners to gain insights, resulting in an optimal plan.Ability to inspire and motivate property stakeholders towards a shared vision.Ability to accept feedback and sell ideas that will improve the business.Highly organized with strong verbal and written communication skills.Ability to work independently and cooperatively as part of a team.Ability to travel locally to attend expos and networking events during and outside scheduled hours.Ability to work a flexible schedule, including weekends, evenings, and holidays.Advanced Microsoft Excel skills and adoption of technology.
Who You AreYou have a talent for balancing strategy and execution and are unafraid to get your hands dirty bringing your plans to life. You value the strength of a team and know it is better to go together than go it alone. You have a keen ability to cultivate data into insights, insights into action, and action into results. You are rewarded by constant improvement and leading others to success.Special Requirements:Successful completion of pre-employment background checkAbility to speak, read, and write effectively in EnglishAbility to operate a computer and keyboard
What you'll get:Comprehensive medical, dental, and vison insurances40 sick hours, 40 personal hours, 8 Holidays, 80 Vacation Hours annuallyProfit Sharing and 401K Plan with company matchFree entrance for you and your dependentsEarn 1 General Admission complimentary ticket, that you can give to anyone, per pay periodDiscounts at Sharky's Cafe, Sweet Dreams Candy Company, the gift shop and souvenir photographyDiscounted tickets and annual passes for friends and familyTraining and developmentPay range: $78,000 to $136,000 annuallyBonus Incentive plan
You can expect to work on projects that have never been done before - ideas that are unproven, and concepts that make people smile. You can expect to have fun and be treated with respect the minute you start...and through to the end. You can expect to work in an environment that is highly innovative and low in politics - truthful and filled with smart people; all while providing the BEST GUEST EXPERIENCE IN THE NATION!And most of all, you can expect to work hard and make a difference in our world by helping to bring families closer together.Looking to pursue your education without debt? Grow U has hundreds of programs available from certifications to college prep to associates, bachelor's, and master's degrees. Most of these programs are fully funded. Learn more at: https://www.newportaquarium.com/Careers/Benefits/GrowUNewport Aquarium, one of the many properties owned by Herschend, prides itself on creating memories worth repeating. Our Core Values - greatly exceeding guest expectations, serving others, creating emotional connections, and constantly improving - give us purpose and guidance.QualificationsBehaviors
Thought Provoking - Capable of making others think deeply on a subjectLeader - Inspires teammates to follow themMotivations
Flexibility - Inspired to perform well when granted the ability to set your own schedule and goalsAbility to Make an Impact - Inspired to perform well by the ability to contribute to the success of a project or the organizationSkills
Public Relations (preferred)Budgeting (preferred)
What You'll DoDevelop annual ticket sales, marketing, and public relations plans; execute plans to deliver targets.Manage the operating calendar, attendance mix and capacity, and admission prices based on historical data, market conditions, trends, and competitive activity.Provide ongoing monitoring of business performance and goal attainment; recommend shifts in strategies and tactics as necessary to ensure financial plan attainment.Lead a team of ten sales and marketing professionals to achieve business objectives and inspire the property toward "creating memories worth repeating" for every guest.
Oversee the development and implementation of the aquarium's
membership program , providing strategic guidance to ensure the successful delivery of channel objectives.Oversee the development and implementation of the
promotion's strategy and plan,
which leverages brand assets and paid/earned/owned media to establish Newport Aquarium as a brand of choice with our target guests and drive visitation.Oversee the development and implementation of the
annual group and event sales plan,
providing strategic guidance to ensure the successful delivery of channel objectives.Oversee the development and implementation of all
public relations and social media
strategies and tactics.Oversee the implementation of all
sponsorship
agreements.
Author campaign briefs, informed by guest insights and defined KPIs, to work with PSC to execute paid media creative, paid media placement, website updates, and email sends.Review and approve advertising strategy, creative concepts, media mix, weight, and timing; provide feedback professionally and in a way that demonstrates partnership with the PSC and respect for the process.Plan and administer the annual Marketing budget.Lead the development of consumer research and utilize existing tools and data to uncover insights, guide marketing strategy, and identify growth opportunities.Lead the process to identify, develop, and promote new products, including events, limited-time offerings, and up-sell opportunities. Play a vital role in developing the strategic plan and new exhibit concepts.Bring a spirit of collaboration and service to the position, applying insights to assist property leaders in determining where the aquarium brand has opportunity.Represent the Aquarium in the local community, tourism partners, national zoological networks, and industry-related meetings and conferences.Model and reflect the Newport Aquarium culture to guests, partners, direct reports, supervisors, peers, and property and PSC leadership.Purposefully develop all direct reports through an ongoing commitment to growth, creating an environment of clarity in expectation, praise/recognition, and accountability.Other duties as assigned.
What You'll Bring:10+ years of progressive marketing or ticket sales experience requiredMinimum four years of leadership experience required.Bachelor's Degree in business or marketing preferred, ( may be substituted with equivalent years of experience in a related field ).Experience in
for-profit
attractions, theme parks, museums, or sports franchises is strongly preferred.Business leadership demonstrated through patience, kindness, trust, unselfishness, truthfulness, forgiveness, dedication, and humility.Expertise and passion for cross-functional collaboration with PSC (Property Support Center) team members and numerous partners to gain insights, resulting in an optimal plan.Ability to inspire and motivate property stakeholders towards a shared vision.Ability to accept feedback and sell ideas that will improve the business.Highly organized with strong verbal and written communication skills.Ability to work independently and cooperatively as part of a team.Ability to travel locally to attend expos and networking events during and outside scheduled hours.Ability to work a flexible schedule, including weekends, evenings, and holidays.Advanced Microsoft Excel skills and adoption of technology.
Who You AreYou have a talent for balancing strategy and execution and are unafraid to get your hands dirty bringing your plans to life. You value the strength of a team and know it is better to go together than go it alone. You have a keen ability to cultivate data into insights, insights into action, and action into results. You are rewarded by constant improvement and leading others to success.Special Requirements:Successful completion of pre-employment background checkAbility to speak, read, and write effectively in EnglishAbility to operate a computer and keyboard
What you'll get:Comprehensive medical, dental, and vison insurances40 sick hours, 40 personal hours, 8 Holidays, 80 Vacation Hours annuallyProfit Sharing and 401K Plan with company matchFree entrance for you and your dependentsEarn 1 General Admission complimentary ticket, that you can give to anyone, per pay periodDiscounts at Sharky's Cafe, Sweet Dreams Candy Company, the gift shop and souvenir photographyDiscounted tickets and annual passes for friends and familyTraining and developmentPay range: $78,000 to $136,000 annuallyBonus Incentive plan
You can expect to work on projects that have never been done before - ideas that are unproven, and concepts that make people smile. You can expect to have fun and be treated with respect the minute you start...and through to the end. You can expect to work in an environment that is highly innovative and low in politics - truthful and filled with smart people; all while providing the BEST GUEST EXPERIENCE IN THE NATION!And most of all, you can expect to work hard and make a difference in our world by helping to bring families closer together.Looking to pursue your education without debt? Grow U has hundreds of programs available from certifications to college prep to associates, bachelor's, and master's degrees. Most of these programs are fully funded. Learn more at: https://www.newportaquarium.com/Careers/Benefits/GrowUNewport Aquarium, one of the many properties owned by Herschend, prides itself on creating memories worth repeating. Our Core Values - greatly exceeding guest expectations, serving others, creating emotional connections, and constantly improving - give us purpose and guidance.QualificationsBehaviors
Thought Provoking - Capable of making others think deeply on a subjectLeader - Inspires teammates to follow themMotivations
Flexibility - Inspired to perform well when granted the ability to set your own schedule and goalsAbility to Make an Impact - Inspired to perform well by the ability to contribute to the success of a project or the organizationSkills
Public Relations (preferred)Budgeting (preferred)