Director, Park Media

Entertainment Places; San Antonio, Northern (TX, KY); Hybrid; USD 150,000 - 230,000; Full time

Benefits offered by this job

Paid Time Off

Complimentary Park Tickets

Park Discounts

Medical, Dental, and Vision Insurance

401K Retirement plan

Life Insurance

Tuition Reimbursement

Employee Assistance Program

Job summary

SeaWorld Parks & Entertainment seeks a Director of Park Media to lead the paid media strategy, investment, and measurement across TV, radio, digital, and traditional channels. You will guide content, partnerships, and creative production to drive attendance, revenue, and brand equity across multiple platforms.

The role requires 7–10+ years in integrated media and performance marketing, with strong leadership, analytics, and cross-functional collaboration.

Qualifications

• Requires Bachelor’s in Marketing, Advertising, Communications, Business Administration or related field.
• MBA or Master’s degree preferred.

Responsibilities

• Develop and lead the annual paid media strategy, budget, and investment across TV, radio, OOH, print, direct mail, paid search, social, CTV/OTT, streaming, digital audio, programmatic, and emerging platforms.
• Lead a team responsible for the full range of marketing execution that supports media performance across content, social channels, partnerships, and creative output.
• Monitor KPIs including attendance, admissions revenue, ROAS, CAC, LTV, and incremental revenue; build dashboards for leadership to evaluate performance and opportunities.
• Manage relationships with agency and technology partners; present strategic recommendations and results to senior leadership.

Skills

Strategic marketing

Team leadership

Budget management

Data-driven decisions

Cross-functional collaboration

Education

Bachelor's degree in Marketing

MBA or Master’s degree

Tools

Marketing analytics

Attribution modelling

Media planning software

Job description

Director, Park Media

At SeaWorld, we're passionate about caring for animals. In fact, we've already rescued over 40,000 animals (and counting!). And we can save you from being stuck in just another job. Join us and help bring joy, excitement, and lasting memories to people from around the world. We're seeking enthusiastic, dedicated, and hard-working individuals to become our Ambassadors. Join us and play an important part on our incredible team!

The Director of Park Media is responsible for leading the development and execution of paid media strategy, driving attendance, revenue, and brand awareness through a data-driven, integrated marketing approach. This role owns media planning, investment, and measurement across digital and traditional channels, and leads a team responsible for delivering marketing programs from strategy through execution — including content, promotional partnerships, and creative production that support the paid media plan. This individual serves as the park's media and marketing execution expert, partnering closely with Marketing, Finance, Revenue Management, Consumer Insights, Sales, Digital, and Executive Leadership to ensure marketing investments align with business priorities and deliver measurable results.

Essential Duties and Responsibilities

Media Strategy & Investment

Develop and lead the annual paid media strategy, budget, and investment allocation across TV, radio, OOH, print, direct mail, paid search, social, CTV/OTT, streaming, digital audio, programmatic, and emerging platforms. Balance upper-funnel brand building with lower-funnel demand generation across the full customer journey. Partner with agency teams on planning, negotiation, and performance optimization. Build forecasting models and measurement frameworks (attribution, incrementality, MMM) to guide investment decisions.

Integrated Marketing Execution

Lead a team responsible for the full range of marketing execution that supports media performance — content and social channels, promotional partnerships, and creative/design output — ensuring consistency across paid, owned, and earned channels. Direct campaign planning and channel strategy in support of seasonal initiatives, promotional calendars, and major park priorities. Champion a test-and-learn culture across audiences, creative, messaging, and channels.

Data, Measurement & Reporting

Monitor KPIs including attendance, admissions revenue, ROAS, CAC, LTV, and incremental revenue. Build executive dashboards that communicate marketing effectiveness and optimization opportunities. Partner with CRM and Consumer Insights to leverage first-party data for targeting and personalization.

Team & Stakeholder Leadership

Lead, mentor, and develop a marketing team spanning media, content, and partnerships functions, fostering accountability and professional growth. Manage relationships with agency, publisher, and technology partners, holding them accountable for performance and innovation. Present strategic recommendations and results to senior leadership. Stay current on media innovation, AI-enabled marketing, privacy regulation, and measurement practices. Perform other duties as assigned.

Qualifications

• Education Bachelor's degree in Marketing, Advertising, Communications, Business Administration, or related field.


• MBA or Master's degree preferred.


• Experience 7-10+ years of progressive experience in integrated media and performance marketing.


• 5+ years managing and developing high-performing marketing teams.


• Proven success managing multi-million-dollar budgets and delivering measurable growth.


• Experience with marketing analytics, attribution, forecasting, and measurement frameworks.


• Theme park, attraction, hospitality, or entertainment industry experience preferred.


• Strong experience managing agency relationships and leading cross-functional marketing initiatives.


• Knowledge, Skills & Abilities Deep knowledge of the omnichannel media ecosystem alongside a strong understanding of content, social, and partnership marketing.


• Financial acumen managing large budgets and optimizing ROI.


• Strategic thinker balancing brand building with short-term performance.


• Strong analytical, decision-making, and communication skills, with the ability to translate data into business recommendations.


• Work regularly Monday through Friday, with the availability to include weekends, evenings and holidays, based on business need.


• Occasional travel may be required.

The perks of the position:

• Paid Time Off


• Complimentary Park Tickets and Passes


• Park Discounts on Food and Merchandise


• Medical, Dental, and Vision Insurance


• 401K Retirement plan


• Voluntary Insurance


• Life Insurance


• Disability Benefits


• Tuition Reimbursement


• Dependent and Health Care Flexible Spending Accounts


• Employee Assistance Program


• Legal Assistance Plan

EEO Employer: SEAWORLD PARKS & ENTERTAINMENT IS AN EQUAL OPPORTUNITY EMPLOYER. ALL APPLICANTS WILL BE CONSIDERED WITHOUT REGARD TO AGE, RACE, COLOR, RELIGION, SEX, NATIONAL ORIGIN, SEXUAL ORIENTATION, PREGNANCY, GENDER IDENTITY OR EXPRESSION, DISABILITY OR COVERED VETERAN STATUS.

United Parks & Resorts is a world-renowned leader in the themed-park and entertainment industry. Our success is built on a passion for caring for animals and a dedication to delivering positive, memorable experiences to people from around the world. We’re also committed to helping ambitious people achieve their professional best. We’re always seeking exceptionally skilled and knowledgeable individuals for a variety of roles throughout our organization.