Job Description
Description
We are seeking a strategic, hands-on Director of Marketing who can lead big-picture growth while staying closely connected to execution. This role will own the full marketing function across Spy Ninjas HQ and Spy Ninjas Entertainment (production/IP) — from long-term strategy and brand stewardship to daily performance optimization — driving measurable revenue growth, audience expansion, and brand equity across all channels.
Position Overview
The Director of Marketing is responsible for leading all marketing strategy and execution across digital, in-park, and community channels. This role oversees demand generation, brand development, content strategy, analytics, HQ partnerships, and team leadership to drive sustained growth across daily play, events, parties, group sales, and the broader Spy Ninjas Entertainment ecosystem.
The Director of Marketing will partner closely with executive leadership to align marketing initiatives with company-wide growth objectives while ensuring campaigns are data-driven, operationally executable, and performance-focused. This is a roll-up-your-sleeves leadership role requiring both strategic thinking and hands-on oversight.
Executive Strategy & Growth Leadership
Develop and lead annual, quarterly, and monthly marketing strategies aligned with company growth goals across HQ and Spy Ninjas Entertainment.
Drive attendance and revenue growth across daily admissions, memberships, events, parties, group programs, and licensed IP initiatives.
Own the promotional calendar across seasonal campaigns, releases, school breaks, and major initiatives.
Identify new growth channels, partnerships, and monetization opportunities across physical and digital experiences.
Partner with leadership on pricing strategy, forecasting, and long-range planning.
Performance & Demand Generation
Oversee paid media strategy and performance across Google, Meta, YouTube, and emerging platforms.
Own SEO, local search visibility, and website conversion optimization strategy.
Lead lifecycle marketing across email and SMS (segmentation, automation, retention strategy).
Drive a full-funnel attribution strategy, including reporting frameworks and dashboards.
Continuously optimize CPA, ROAS, LTV, and conversion performance.
Social Media & Content Leadership (HQ + Entertainment)
Own overall social and content strategy across Spy Ninjas HQ and Spy Ninjas Entertainment channels (Instagram, TikTok, Facebook, YouTube Shorts, etc.).
Lead development and execution of integrated monthly content strategies aligned with park promotions, content releases, and programming.
Oversee in-park content creation, video shoots, and storytelling initiatives.
Oversee influencer partnerships and creator collaborations to drive HQ marketing initiatives.
Set community engagement tone and oversee reputation management across all platforms.
Analyze platform performance and continuously optimize for reach, engagement, and conversion.
This role ensures both HQ and Entertainment maintain highly active, culturally relevant, and growth-focused social ecosystems.
Brand & Creative Direction (HQ + Entertainment)
Serve as steward of brand voice, positioning, and consistency across HQ and Spy Ninjas Entertainment.
Oversee development of campaigns, show marketing, digital assets, email creative, signage, and in-park materials.
Partner with production and creative teams to align campaign visuals, storytelling, and messaging.
Lead brand evolution initiatives as the company expands across platforms and experiences.
Analytics, Insights & Reporting
Deliver clear weekly executive dashboards and actionable insights.
Identify trends, test hypotheses, and drive data-informed decisions.
Establish scalable reporting frameworks across teams and channels.
Community, Partnerships & PR
Build relationships with schools, youth organizations, influencers, media, and corporate partners.
Develop local market growth initiatives and national audience expansion strategies.
Identify and lead cross-promotional partnerships and PR opportunities.
Team & Vendor Leadership
Build, develop, and lead a top-tier internal marketing function across HQ and Entertainment.
Manage agency relationships across paid media, SEO, creative, and technology.
Collaborate cross-functionally with operations, production, events, finance, and leadership.
Build scalable systems and workflows to support continued growth.
Requirements:Qualifications
3+ years of marketing leadership experience (entertainment, attractions, media, hospitality, or retail preferred)
Proven success leading multi-channel growth strategies with measurable ROI
Experience supporting both location-based businesses and content-driven brands strongly preferred
Deep understanding of digital performance marketing and analytics platforms (Google Analytics, Ads Manager, etc.)
Experience leading lifecycle marketing and CRM strategies
Strong leadership, communication, and project management skills
Comfortable operating in a fast-paced, entrepreneurial environment
Experience managing budgets, forecasting, and executive reporting
Preferred Experience
Family entertainment center or attraction marketing
YouTube or creator-led brands
Event-driven or seasonal campaign environments
Multi-location or omni-channel marketing organizations
What Success Looks Like
Sustained attendance and revenue growth at HQ
Growth in audience reach, engagement, and brand equity across Entertainment channels
Improved ROAS and reduced cost per acquisition
High-performing integrated campaigns across physical and digital experiences
Strong local and national brand presence
Clear, consistent executive reporting and forecasting
Seamless execution of the promotional calendar
Compensation
Competitive salary based on experience
Performance-based bonus potential
Employee perks and park benefits