Vice President of Marketing - Waterparks & Family Entertainment Centers

About the Role

Key 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, maintaining consistency in voice, values, and visual identity.
• Manage seasonal, event-based, and evergreen campaigns supporting revenue initiatives such as summer launches, holiday promotions, and 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 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 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 evaluate channel performance and adjust strategies 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 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.
• Comfortable walking large properties, attending events, and engaging directly with team members and guests.

Nice to Have

• Experience with digital marketing and influencer outreach.
• Knowledge of the waterpark, amusement, or entertainment industry trends.
• Ability to develop compelling storytelling and brand narratives.

Qualifications

• Bachelor's degree in Marketing, Communications, Business, or a related field.
• 10+ years of marketing experience with at least 5 years in a senior leadership role.

Benefits & Perks

• Performance-based incentives and a competitive total rewards package.
• Healthcare coverage.
• A broad range of other benefits as detailed at www.bowlerocorp.com/careers/benefits.