Performance Marketing Director

Performance Marketing Director

 

Job Description   

  

Location:

On-Site in Knoxville - Revel Group (Overseeing Anakeesta & WildSide) 

 

Job Overview:

  

Revel Group is seeking a highly strategic, analytical, and results-driven Performance Marketing Director to lead the full-funnel growth engine for Anakeesta and WildSide. This role oversees the entire marketing performance ecosystem, including Paid Media, Digital, Email and CRM, Social Media and Influencers, and Reporting and Analytics. 

 

The Performance Marketing Director is responsible for ensuring all marketing channels and functions operate within a unified performance framework, where every initiative is tied directly to measurable business outcomes including attendance, revenue, and P&L impact. 

 

As the leader of these functions, you will guide strategy, align teams, and drive performance across key markets such as Nashville, Atlanta, and other priority DMAs. You will translate data into actionable insights, inform investment decisions, and ensure each channel contributes effectively to overall growth. 

 

This role sits at the intersection of strategy, analytics, and leadership, and is responsible for turning marketing performance into scalable revenue growth. 

 

Key Responsibilities:

  

 

Marketing Performance Leadership

 

• Lead and align Paid Media, Digital, and social media and Influencer teams under a unified performance strategy
• Establish clear goals, KPIs, and accountability across all marketing functions
• Ensure teams are operating cohesively and not in silos, with shared performance objectives
• Mentor and develop team leads while driving a culture of performance and continuous improvement

 

Full-Funnel Performance Strategy & Ownership

 

• Develop and own the full-funnel performance strategy across paid media, website, app, email/CRM, and landing page optimization.
• Identify growth opportunities across awareness, consideration, conversion, and retention journeys for both attractions.
• Ensure all paid, digital, creative, and social efforts operate in a unified performance framework connected to revenue goals.
• Lead performance planning for peak seasons, shoulder seasons, and event-driven campaigns.

 

Forecasting & Planning

 

• Build and maintain forecasting models for attendance, revenue, and demand across key markets
• Use data and trends to inform marketing investment decisions and budget allocation
• Identify opportunities to improve yield, pacing, and return on marketing spend
• Partner with Finance and leadership to align forecasts with business targets
• Tie all performance insights to financial outcomes, including margin impact and P&L performance.
• Lead monthly performance reviews with Executive Leadership.

 

Analytics & Measurement

 

• Own performance reporting frameworks, dashboards, and data integrity across all marketing channels
• Develop and refine attribution models to understand cross-channel impact
• Ensure all marketing activity is measurable and tied to business outcomes
• Translate complex data into clear insights and recommendations for executive leadership

 

Optimization and Testing Strategy

 

• Define success metrics including ROAS, CAC, conversion rate, and revenue contribution
• Establish testing frameworks across channels including creative, messaging, landing pages, and audience strategy
• Identify opportunities to improve efficiency and scale high-performing initiatives
• Drive a culture of data-driven decision making and continuous optimization

 

Cross-Functional Leadership

 

• Act as the primary bridge between Performance, Creative, Operations, and Finance.
• Provide clear insights and recommendations that influence pricing, capacity management, on-site experience, and revenue strategies.
• Partner with Operations to adjust pacing and promotions based on weather, peak days, and real-time demand shifts.

 

Skills:

 

• Strong strategic thinking with ability to connect marketing performance to revenue and business outcomes
• Advanced analytical skills with experience building forecasts and interpreting complex data
• Deep understanding of full-funnel marketing across paid media, social, CRM, and digital channels
• Ability to translate data into clear, actionable insights for executive stakeholders
• Strong business acumen with understanding of P&L, margins, and revenue drivers
• Experience leading cross-channel marketing teams and aligning efforts toward shared goals
• Excellent leadership, communication, and decision-making skills

 

Qualifications:

  

• 7-10+ years of experience in performance marketing, growth, or digital strategy roles
• Proven experience forecasting revenue or attendance and tying marketing efforts to financial outcomes
• Experience overseeing multi-channel marketing teams including paid media, social, CRM, and digital
• Strong experience with analytics and reporting tools such as GA4, Looker Studio, Tableau, and CRM platforms
• Demonstrated success driving measurable growth in a multi-channel environment
• Experience leading teams and cross-functional initiatives
• Background in high-volume consumer businesses such as tourism, attractions, e-commerce, or similar preferred
• Bachelor’s degree in Marketing, Business, Analytics, or related field or equivalent experience
• Must be able to thrive in a fast-paced, on-site environment supporting multiple attractions and brands.

 

Key Performance Indicators:

 

• Revenue and attendance growth
• Forecast accuracy
• Marketing-driven revenue contribution
• Conversion rate across website, CRM, and digital channels
• ROAS and CAC efficiency at a portfolio level
• Social media and influencer contribution to traffic and conversion
• DMA performance and market growth
• Overall marketing impact on P&L