Sr. Director of Marketing Technology and Data Activation Strategy

Sr. Director of Marketing Technology and Data Activation Strategy

As Senior Director of Mar Tech & Data Activation, you will build and operate the marketing technology, customer data, and activation capability for Opry Entertainment Group (OEG). You will define the roadmap, architect the stack, and lead activation of audience data to drive personalized fan journeys, deepen engagement, and increase lifetime value. You will recommend and deliver a short- and long-term marketing data strategy across the business, ensuring rigorous, objective analyses that provide actionable insights to leadership to transform data into meaningful fan engagement and measurable business results.

Position based in Nashville, TN. Reports to the Vice President of Customer Acquisition and Experience.

• Develop, implement, and own the marketing technology and data activation strategy and roadmap, including platform selection (CDP, CRM, marketing automation, personalization), segmentation, audience journeys, and measurement.
• Build a unified customer and fan data foundation by integrating data from ticketing, venues, streaming, mobile apps, CRM/loyalty, and digital exposures to enable audience activation.
• Enable cross-channel activation by building audience segments, mapping journeys, and coordinating campaigns across email, mobile/push, SMS, advertising, social, in-venue, and streaming.
• Direct marketing analytics by defining KPIs, designing statistically significant experiments, conducting attribution analysis, and delivering customer insights that drive business decisions.
• Champion data-driven insights to improve campaign and channel effectiveness, drive growth, and inform marketing strategy.
• Serve as marketing technology and analytics subject-matter expert. Promote capabilities, train teams, enable self-service tools, deliver insights to leadership, and establish standards and best practices.
• Lead internal team and vendor/agency partners responsible for technology and analytical operations, audience activation, and platform management through coaching, mentorship, and resource planning.
• Drive change management and cross-functional alignment with marketing, content, touring, venues, ticketing, sponsor ships, and technology teams to translate business needs into technical requirements and roadmap priorities.
• Ensure data governance, privacy, identity resolution, and compliance are embedded in all initiatives.
• Stay current on emerging technologies, analytical trends, and capabilities across entertainment, live events, streaming, and fan engagement.
• Perform other duties as assigned.

• Degree in Marketing, Information Systems, Data Science, Business or related field required.
• Advanced degree preferred.

• 8+ years’ marketing technology, customer data, or audience activation experience—preferably in B2C, entertainment, live events, or subscription/digital businesses.
• Proven experience implementing and operationalizing CDP, CRM, and marketing automation platforms (e.g., Adobe Experience Platform, Salesforce, Segment, Tealium, Braze, Marketo) for segmentation and activation.

• Technical fluency with data integration from ticketing/commerce systems, mobile apps, web, streaming, and venue sources; experience with cloud data platforms (Snowflake, AWS, Azure) and data pipelines.
• Strong analytical background, including SQL, BI tools, and applied statistics.
• Proficiency with digital marketing analytics tools (Google Analytics, Adobe Analytics, etc.).
• Strategic and hands‑on: able to define long‑term roadmaps while executing platform implementations and activation campaigns.
• Proven leadership in building and managing data teams in matrixed environments.
• Excellent stakeholder management: translates business needs into technical requirements, communicates marketing technology value to senior leaders, and influences cross‑functional teams.
• Passion for fan engagement, live entertainment, digital media, and marketing innovation.
• Knowledge of data privacy, identity resolution, consent frameworks, and first‑party data strategy preferred.

Speak and hear for in-person and virtual communication and use of both near and distance vision for computer work and document review. Frequently sit with some walking and standing for office/property navigation. Occasionally lift/carry up to 5 lbs. Continually use gross motor skills with frequent use of bimanual dexterity and fine motor skills for computer use.

In‑office position based in a corporate environment with individual work spaces and shared common areas which support focused work while encouraging regular interaction among colleagues. Moderate background noise typical of a collaborative office setting.