Five Star Parks and Attractions
VP of Marketing
Five Star Parks and Attractions, North Richland Hills, Texas, United States, 76180
The VP of Marketing is a strategic leader responsible for building a powerhouse brand across multiple Family Entertainment Center (FEC) locations. The VP of Marketing oversees all marketing, branding, and promotional efforts designed to drive traffic, increase repeat visitation, and position each location as the entertainment leader within each respective community. The VP of Marketing leads an internal team and manages external resources and vendors focused on scalable campaigns, local activations, and location-specific strategies that deliver results aligned with KPIs of the organization.
Key Responsibilities:
Brand Strategy & Positioning
Own and continually evolve the company's brand strategy to ensure consistent storytelling across all markets and concepts. Adapt national brand voice and assets to resonate at the local level for each unique market. Evaluate customer perception and visual consistency of in-store signage, digital presence, and physical collateral across locations. Traffic Generation & Promotions
Design innovative, data-driven promotional campaigns that drive traffic and maximize conversion by leveraging limited-time offers, loyalty programs, seasonal events, and gamified incentives. Collaborate with Operations to align in-venue promotions with staff training, upsell strategies, and seamless guest experiences. Direct and implement the organization's advertising activities for print and physical collateral. Oversee paid and organic digital marketing strategy, including social media, paid media, SEO/SEM, email/SMS, and influencer activations. Analyzes web traffic and identifies strategy to drive customers to FSP websites and/or social media. Create and manage promotional calendars that align with peak seasons, school calendars, holidays, and local events. Multi-Location Marketing Strategy
Coordinates and conducts market research for existing locations and brands. Build scalable, repeatable marketing campaigns that can be customized for individual locations. Empower local teams with toolkits and guidance to execute in-market marketing and outreach. Lead community engagement strategies with schools, youth groups, nonprofits, and local businesses. Reviews and approves copy. Team & Vendor Leadership
Hires internal and external assets (creative, advertising, digital, PR, etc.). Establishes performance standards for internal team as well as measures performance of external agencies. Develop bench strength of in-house marketing team. Foster collaboration between marketing, operations, guest services, and sales teams. Provides thought leadership on creative marketing initiatives to executive team. Performance & Analytics
Establish and track KPIs for each location including foot traffic, offer redemption, campaign ROI, and digital metrics. Use insights to optimize future campaigns and continually refine targeting and creative. Monitor daily results and identify opportunities to improve conversion, foot traffic, and ROI. Sales Enablement & Revenue Collaboration
Oversee the sales function including continuous development, recruitment, and goal setting. Partner with the Sales and Operations teams to develop revenue-driving strategies, with clear attribution to marketing efforts. Equip field and group sales teams with branded toolkits, sales decks, email templates, pitch materials, and lead generation content. Develop co-branded sponsorship packages and sales partnerships with local organizations, schools, and corporations. Support lead generation and pipeline conversion through targeted outbound campaigns, CRM workflows, and event-based sales funnels. Analyze sales trends and correlate campaign performance to guest volume, per-cap spend, and ROI metrics. DeNovo and Acquisitions
Identifies new market segments that have the opportunity for the company to conduct new facility development. Conducts market analysis for potential acquisitions to ensure viability of business and opportunity for growth. Qualifications & Experience:
12+ years of sales and marketing leadership experience, ideally in casual dining, restaurant, entertainment, or franchise/multi-unit environments. Demonstrated success in integrating marketing and sales strategies to drive measurable revenue growth. Experience working in multi-unit locations (20+) managing a collection of different brands a plus. Proven success in building consumer brands and driving local traffic through promotional campaigns. Deep experience in digital marketing, media buying, and performance optimization. Highly collaborative with a track record of cross-functional leadership across marketing, ops, and creative. Strong analytical skills and familiarity with tools like Google Analytics, Meta Ads Manager, CRM, and marketing automation platforms. Experience managing data in spreadsheets. A plus for advanced knowledge of statistical formulas. Bachelor's degree in Marketing, Business, or related field. MBA or similar advanced degree a plus.
Equal Opportunity Employer This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.
Key Responsibilities:
Brand Strategy & Positioning
Own and continually evolve the company's brand strategy to ensure consistent storytelling across all markets and concepts. Adapt national brand voice and assets to resonate at the local level for each unique market. Evaluate customer perception and visual consistency of in-store signage, digital presence, and physical collateral across locations. Traffic Generation & Promotions
Design innovative, data-driven promotional campaigns that drive traffic and maximize conversion by leveraging limited-time offers, loyalty programs, seasonal events, and gamified incentives. Collaborate with Operations to align in-venue promotions with staff training, upsell strategies, and seamless guest experiences. Direct and implement the organization's advertising activities for print and physical collateral. Oversee paid and organic digital marketing strategy, including social media, paid media, SEO/SEM, email/SMS, and influencer activations. Analyzes web traffic and identifies strategy to drive customers to FSP websites and/or social media. Create and manage promotional calendars that align with peak seasons, school calendars, holidays, and local events. Multi-Location Marketing Strategy
Coordinates and conducts market research for existing locations and brands. Build scalable, repeatable marketing campaigns that can be customized for individual locations. Empower local teams with toolkits and guidance to execute in-market marketing and outreach. Lead community engagement strategies with schools, youth groups, nonprofits, and local businesses. Reviews and approves copy. Team & Vendor Leadership
Hires internal and external assets (creative, advertising, digital, PR, etc.). Establishes performance standards for internal team as well as measures performance of external agencies. Develop bench strength of in-house marketing team. Foster collaboration between marketing, operations, guest services, and sales teams. Provides thought leadership on creative marketing initiatives to executive team. Performance & Analytics
Establish and track KPIs for each location including foot traffic, offer redemption, campaign ROI, and digital metrics. Use insights to optimize future campaigns and continually refine targeting and creative. Monitor daily results and identify opportunities to improve conversion, foot traffic, and ROI. Sales Enablement & Revenue Collaboration
Oversee the sales function including continuous development, recruitment, and goal setting. Partner with the Sales and Operations teams to develop revenue-driving strategies, with clear attribution to marketing efforts. Equip field and group sales teams with branded toolkits, sales decks, email templates, pitch materials, and lead generation content. Develop co-branded sponsorship packages and sales partnerships with local organizations, schools, and corporations. Support lead generation and pipeline conversion through targeted outbound campaigns, CRM workflows, and event-based sales funnels. Analyze sales trends and correlate campaign performance to guest volume, per-cap spend, and ROI metrics. DeNovo and Acquisitions
Identifies new market segments that have the opportunity for the company to conduct new facility development. Conducts market analysis for potential acquisitions to ensure viability of business and opportunity for growth. Qualifications & Experience:
12+ years of sales and marketing leadership experience, ideally in casual dining, restaurant, entertainment, or franchise/multi-unit environments. Demonstrated success in integrating marketing and sales strategies to drive measurable revenue growth. Experience working in multi-unit locations (20+) managing a collection of different brands a plus. Proven success in building consumer brands and driving local traffic through promotional campaigns. Deep experience in digital marketing, media buying, and performance optimization. Highly collaborative with a track record of cross-functional leadership across marketing, ops, and creative. Strong analytical skills and familiarity with tools like Google Analytics, Meta Ads Manager, CRM, and marketing automation platforms. Experience managing data in spreadsheets. A plus for advanced knowledge of statistical formulas. Bachelor's degree in Marketing, Business, or related field. MBA or similar advanced degree a plus.
Equal Opportunity Employer This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.