Director, Park Media

Busch Gardens is a place of thrills, fun and positive, lasting memories. And that's just what its like to work here! As a key member of our team, you'll play a major role in bringing happiness and excitement to people from around the world. If you're dedicated, dependable and driven to deliver exceptional guest service, this is a place for you!The Director of Media is responsible for leading the development and execution of paid media strategy for Busch Gardens Williamsburg and Water Country USA, driving attendance, revenue, and brand awareness through a data-driven, integrated marketing approach. Reporting to the VP of Marketing & Sales with a dotted-line reporting relationship to corporate leadership, 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 and Executive Leadership to ensure marketing investments align with business priorities and deliver measurable results.Essential Duties and ResponsibilitiesMedia Strategy & InvestmentDevelop 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 ExecutionLead 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 & ReportingMonitor 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 LeadershipLead, 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 perf...