Marketing Specialist, Digital Channel Performance

Herschend is the world's largest family-owned themed attractions company, with 12,000+ passionate hosts collectively entertaining 15 million families each year. The heart of Herschend's success has long been the world-renowned hospitality that's rooted in our DNA. We call it Heartspitality®. It's a unique culture that blends our ethos of Leading with Love and our purpose of Bringing Families Closer Together by Creating Memories Worth Repeating® to create real impact and joy that spreads through our hosts to our guests and out into our communities. Herschend's portfolio of more than two dozen beloved family entertainment brands across North America includes iconic award-winning destinations such as Dollywood® Parks & Resorts, Silver Dollar City® Company, Adventure Aquarium®, Callaway Resort & Gardens®, Kentucky Kingdom Theme & Water Park®, Newport Aquarium®, The Vancouver Aquarium® and Wild Adventures®. In addition to its premier themed attractions, Herschend is proud to steward the World-Famous Harlem Globetrotters® legacy and provide immersive content and experiences through our Herschend Entertainment Studios® and Pink Adventure Tours® brands. As an equal-opportunity employer, we strive to provide environments where every host, guest, and partner feel welcome, valued, and loved. We firmly believe that words and actions matter, which is why all individuals are to be treated equally and with respect. POSITION SUMMARYAs the Digital Channel Performance Specialist for Website, Mobile, and Email/SMS at Herschend, you will play a pivotal role in optimizing the performance and user experience across key digital channels, which currently generate close to $400M in annual revenue. You will be responsible for day-to-day operation of the website, mobile applications, and digital communication channels (email/SMS/push), ensuring they meet business objectives, enhance guest engagement, and drive revenue growth. This role requires a strong blend of technical expertise, data-driven decision-making, and cross-functional collaboration. You will also configure third-party software platforms, monitor channel performance, and execute initiatives for continuous enhancements, all while leveraging data insights to improve the overall guest experience.ESSENTIAL DUTIES & RESPONSBILITIESDigital Channel Performance ManagementMonitor the performance of key digital channels (website, mobile, email/SMS/push), ensuring they align with business goals, KPIs, and guest expectations for each propertyAnalyze and track channel performance metrics, including traffic, revenue, conversion, and engagement data, to identify areas for improvement.Execute ongoing optimization initiatives for all digital platforms to ensure maximum performance and a seamless guest experience.Third-Party Platform ManagementSupport relationships with third-party software vendors, ensuring that platforms and technologies meet the company's performance and budgetary needs.Configure and integrate third-party tools, such as marketing automation, dynamic content, analytics platforms, and website optimization tools.Implement new technologies and platforms as needed to improve operational efficiency and guest engagement.Data Analytics & InsightsUtilize data analytics tools and platforms to collect, analyze, and interpret digital channel data to drive performance enhancements.Assist in the design and business needs for reports and dashboards to provide actionable insights into channel performance, customer behavior, and revenue impact.Collaborate with cross-functional teams (e.g., Marketing, IT, Contact Center) to leverage guest data and insights for improved targeting, personalization, and campaign effectiveness.Stakeholder Management & Cross-Functional Collaboration in a Team EnvironmentWork closely with the marketing, IT, property operations, and product teams to ensure alignment on digital channel goals, strategies, and tactics.Help prepare findings, recommendations, and performance results for key stakeholders.Act as the subject matter expert on digital channel performance, offering insights and expertise to inform and influence broader organizational strategies.Continuous Improvement & TestingExecute A/B testing and multivariate testing initiatives across digital channels to optimize conversion, user experience, and engagement.Identify new opportunities for optimization and leverage a test-and-learn approach to continuously improve channel performance.Collaborate and ideate on the owned channel roadmap ensuring continuous evolution to meet market and guest needs.EXPERIENCE & EDUCATIONMinimum of 5 years of experience in digital marketing, e-commerce, or related functionsProven track record of driving digital channel performance, including website, mobile, and email/SMS, in a customer-facing industry such as hospitality, travel, or retail.Experience with third-party software platforms and tools (e.g., Umbraco, Iterable, Google Analytics, other martech platforms).Moderate understanding of web analytics, data tracking, A/B testing, and conversion optimization.Background in performance reporting and insights generation, with a focus on actionable business outcomes.SKILLS & QUALIFICATIONSStrong technical knowledge of web, mobile, and email/SMS platforms and optimization techniques.Experience in using data analytics tools (e.g., Google Analytics, Adobe Analytics) and CRM platforms (e.g., Salesforce, HubSpot).Proficient in email and SMS marketing automation platforms (e.g., Iterable, Braze, or similar).Strong project management skills, with the ability to prioritize and manage multiple projects simultaneously.Exceptional communication skills, both written and verbal, with the ability to present complex data and insights to non-technical stakeholders.High level of initiative and a results-oriented mindset.Bachelor's degree in Marketing, Business Administration, Digital Media, or a related field.Relevant certifications in digital marketing, analytics, or project management are a plus (e.g., Google Analytics, PMP, Scrum).