Performance Marketing Director

Job Overview

Revel Group isseekinga highly strategic and analytical,results-driven Performance Marketing Director to lead the full-funnel growth engine forAnakeestaand Wild Side . This role owns all revenue-driving performance efforts(spanning forecasting, analytics, paid media strategy, digital optimization, and conversion performance) and ensures every marketing dollar is tied directly to measurable business outcomes including attendance, revenue, and P&L impact.

As the senior leader of performance marketing, you will oversee the Paid Media Team, Digital Media Team, and analytics functions, unifying paid, owned, and on-site conversion strategies into a cohesive performance ecosystem. This role requires deep analytical strength, strong business acumen, and the ability to collaborate cross-functionally with Creative, Operations, Finance, and Executive Leadership to accelerate growth across key DMAs such as Nashville, Atlanta, and other priority markets.

This is a role for someone who thrives at the intersection of strategy, analytics, leadership, and optimization, and who can translate data into impactful, revenue-driving decisions.

• 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.

• Build and maintain forecasting models for attendance, revenue, and demand across key DMAs.
• Own performance dashboards and reporting frameworks (GA4, Looker Studio, Tableau, CRM tools).
• Develop and refine multi-touch attribution models to accurately assess channel contributions.
• Tie all performance insights to financial outcomes, including margin impact and P&L performance.
• Lead monthly performance reviews with Executive Leadership.
• Lead strategic planning across paid media channels including Paid Social, Paid Search, Programmatic, CTV/OTT, Broadcast, and OOH.
• Collaborate with the Media Team to ensure campaigns align with strategic goals, KPIs, and target audiences.
• Develop seasonal media plans driven by forecasting, attendance curves, and yield opportunities.
• Guide geo-targeting and audience segmentation for priority DMAs, optimizing for visitor quality and revenue potential.
• Evaluate agency or vendor partners for efficiency, transparency, and performance alignment.

• Oversee performance across website, app, email/CRM, and landing pages.
• Partner with Media Team to optimize user experience and improve conversion rates across ticketing and booking flows.
• Guide CRM segmentation, lifecycle journeys, retention strategies, and email testing.
• Ensure tracking, tagging, and event implementation support full-funnel accuracy.

• Own all performance KPIs including ROAS, CAC, conversion rate, revenue contribution, and forecast accuracy.
• Build and maintain testing roadmaps: A/B, multivariate, creative, audience, offer, and landing page tests.
• Partner with Creative to drive data-informed creative strategy, messaging, and content variations.
• Use predictive modeling to inform budget allocation, investment decisions, and scaling opportunities.

• 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.

• Ability to clearly communicate complex insights to executives in clear, decision-ready formats.
• Ability to build advanced analytics and forecasting models that guide revenue, attendance, and budget decisions.
• Ability to develop full-funnel marketing strategies that integrate paid media, digital, CRM, and conversion optimization.
• Ability to design and refine attribution and measurement frameworks that accurately represent channel performance.
• Ability to lead high-level media planning and performance optimization across digital, OOH, broadcast, and emerging channels.
• Ability to apply strong business and financial acumen to connect marketing performance directly to revenue, margins, and P&L outcomes.

• 5–7+ years of performance marketing experience, preferably in multi-channel, multi-location, or high-volume consumer environments.
• Proven experience forecasting revenue/attendance and connecting marketing performance directly to financial outcomes.
• Expertise with GA4, Looker Studio, Tableau, Meta Ads Manager, Google Ads, Search Ads 360, and other performance tools.
• Proven success leading paid media…