Vice President of Marketing - Waterparks & Family Entertainment Centers

Vice President of Marketing - Waterparks & Family Entertainment Centers

The Vice President of Marketing for Waterparks and Family Entertainment Centers (FECs) is responsible for leading the strategic marketing efforts across a portfolio of high-traffic, experience-driven destinations. This role drives national and regional awareness, guest engagement, and attendance growth by developing impactful marketing campaigns tailored to the unique dynamics of waterparks and FECs. The VP will champion the guest experience through storytelling, seasonal promotions, and strategic partnerships.

Essential Duties and Responsibilities:

• Brand Strategy & Campaign Development

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, while maintaining consistency in voice, values, and visual identity.

Manage seasonal, event-based, and evergreen campaigns that support revenue-driving initiatives (e.g., summer launches, holiday promotions, memberships).

• Guest Engagement, Partnerships & Public Relations

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 unique attractions.

Lead community engagement programs and grassroots marketing to foster local brand affinity and repeat visitation.

• Performance Optimization & Cross-Functional Collaboration

Use attendance data, guest feedback, and media performance analytics to inform campaign strategy and resource allocation.

Collaborate closely 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 continually evaluate channel performance and adjust in real-time to optimize ROI.

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, with the ability to guide cross-functional teams and external partners.

Proficiency in campaign analytics, customer segmentation, and lifecycle marketing strategies.

• Education And Experience

Required:

• 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.

Work Environment / Physical Demands: General office environment with regular visits to on-site locations. Must be comfortable walking large properties, attending events, and engaging directly with team members and guests.

Lucky Strike Entertainment, formerly Bowlero Corp, is one of the world’s premier location-based entertainment platforms. With over 360 locations across North America, Lucky Strike Entertainment provides experiential offerings in bowling, amusements, water parks, and family entertainment centers. The company also owns the Professional Bowlers Association, the major league of bowling and a growing media property that boasts millions of fans around the globe. For more information on Lucky Strike Entertainment, please visit ir.luckystrikeent.com.

The approximate pay rate for this position is $X-X annually. Please note that the pay range provided is a good faith estimate for the position at the time of posting. Final compensation may vary based on factors including but not limited to background, knowledge, skills, and abilities as well as geographic location of the position.

Our company culture reflects our commitment to world-class entertainment. We’re more than just coworkers; we’re a tight-knit community of colleagues and friends. Join a team that works hard, plays hard, and enjoys some seriously fun perks.

Who We Are

Lucky Strike Entertainment, formerly Bowlero Corp, is one of the world’s premier location-based entertainment platforms. With over 360 locations across North America, Lucky Strike Entertainment provides experiential offerings in bowling, amusements, water parks, and family entertainment centers. The company also owns the Professional Bowlers Association, the major league of bowling and a growing media property that boasts millions of fans around the globe. For more information on Lucky Strike Entertainment, please visit ir.luckystrikeent.com.

The pay range for this position is $140,000 - $160,000

Lucky Strike Entertainment offers performance-based incentives and a competitive total rewards package which includes healthcare coverage and a broad range of other benefits. Incentives and/or benefit packages may vary depending on the position. More details regarding benefits are available here: