Director, Growth Marketing

Drive profitable growth across the network: Lead growth strategy and paid media execution across Meta, Google, TikTok, and new channels. Allocate investment based on incremental bookings , acquisition costs, contribution margin, location capacity and location-level profitability.

Lead creative experimentation: Partner with Content and Marketing to develop and test compelling concepts using guest reactions, gameplay, creators, and audience insights. Build a disciplined testing process that turns successful concepts into reusable assets for corporate and franchise locations.

Grow bookings by location: Partner with Operations and Finance to increase same-store sales, fill available capacity, and tailor marketing investment to local and seasonal daypart demand.

Improve booking conversion: Partner with the website product team to test and improve landing pages, experience discovery, and the booking journey.

Increase repeat visits: Partner with our lifecycle colleague to develop email, SMS, referral, and reactivation programs that bring guests back for new experiences and social occasions.

Build scalable franchise growth systems: Develop campaigns, playbooks, tools, benchmarks, and reporting that help franchise partners generate local demand while maintaining brand consistency. Establish clear expectations and boundaries with franchise partners. 

Scale launches and local acquisition: Partner with franchise success manager to build repeatable campaigns for store openings, experience launches, and group events. Equip franchise partners with practical playbooks and performance benchmarks. Ensure successful strategies and learnings can be adopted across the network. 

Influence and support franchise partners: Translate performance data into practical recommendations for franchisees and regional operators. Build alignment and drive adoption through clear communication, measurable results, and a strong understanding of store-level economics.

Own measurement: Ability to lead AI-enabled executions. Connect marketing budget, booking behavior, customer data, and store economics. Use incrementality testing, cohort analysis, and clear reporting to guide investment and scale what works. Develop and manage dashboards that provide leadership and franchise partners with actionable performance insights. 

Profitable same-store sales growth across corporate and franchise locations. 

Stronger demand during periods and dayparts with available capacity.

A strong preference for picking high-performing, on-brand creatives.

Improved acquisition efficiency, booking conversion, repeat visits, and customer lifetime value.

Successfully launch new locations, seasonal and new experiences marketing campaigns.

Strong franchise-partner adoption of growth programs, tools, and performance standards.

Clear visibility into marketing performance and return on investment at both the system and location levels.

Proven campaigns and learnings adopted across corporate and franchise locations.

10+ years growth marketing experience, with a track record of driving profitable consumer revenue and leading teams,agencies, or both.

Deep, hands-on expertise in paid media, budget allocation, and creative testing.

Experience growing a multi-location, hospitality, entertainment, retail, or other capacity-constrained consumer business.

Strong analytical skills across attribution, incrementality, conversion, retention, contribution margin, and unit economics.

Evidence of turning customer insights into successful creative concepts and new acquisition opportunities.

Experience improving booking or purchase funnels and partnering on lifecycle marketing.

The ability to move between strategy and hands-on execution in a lean environment and work effectively with Finance, Operations, creative teams, and franchise partners.

Practical AI fluency: Demonstrated experience using AI for campaign analysis, creative development, and experimentation, with the judgment to validate outputs against source data and measured results.