Director of Marketing and Brand Strategy

Primary Responsibilities

• Develop and execute comprehensive marketing plans and strategies to drive brand awareness, customer acquisition and retention, and revenue growth across equestrian and hospitality business lines.
• Led integrated marketing campaigns across digital, social, PR, events, and traditional channels to support equestrian programming, competitions, and hospitality offerings.
• Define audience segmentation, brand positioning, and messaging to elevate the World Equestrian Center as a premier equestrian and destination experience.
• Oversee marketing for equine events and industry sponsorships and partnerships, alongside hospitality initiatives including lodging, dining, and guest experiences.
• Collaborate cross-functionally with operations, sales, events, executive leadership, Ownership, and Board of Directors to align marketing with business objectives, company’s vision and mission, furnish insider insights, strategies, and provide guidance to steer company endeavors.
• Leverage data, analytics, and market research to drive decision-making, brand relevancy, and guest engagement, optimize performance, and identify growth opportunities.
• Ensure brand consistency and ongoing evolution across all business units, including equine, hospitality, retail, and affiliated properties.
• Identify new platforms to grow World Equestrian Center’s internal and external storytelling to reach new audiences.
• Develop and manage strategic marketing plan, marketing and media budgets, and performance metrics.
• Maintain and analyze current forecast and future financial/business performance and are actively involved in implementing required changes.
• Participate in the hotel orientation program to discuss hotel and corporate philosophy; ensure senior management support of the program.
• Create compelling content and messaging that effectively communicate the value proposition of our products and services to the target audience.
• Develop strong integration strategies for content messaging and media applications to deliver best-in-class messaging.
• Drive digital marketing initiatives, including website optimization, SEO/SEM, email marketing, social media, and marketing automation, to enhance customer engagement and lead generation.
• Lead and develop a high-performing marketing team, fostering innovation, collaboration, and accountability. Provide strategic guidance, mentorship, and professional development opportunities to team members, promoting their growth and success.
• Conduct regular (weekly) meetings to ensure proper workflows, load distribution, and prioritization of initiatives and projects.
• Build and maintain relationships with media, community partners, governmental agencies, and industry stakeholders.
• Manage, approve, and facilitate all third-party media requests and releases.
• Identify opportunities for cross-brand promotion within the Roberts family of companies, specifically WEC, WEC Wilmington, Royal Shell, Golden Ocala, Roberts Design/Equestrian Luxury Homes, R+L Global, and other Roberts lodging properties.
• Conduct regular meetings with stakeholders to develop and deliver initiatives and future events.
• Work with and support Sponsorship Sales to monitor performance, deliverables, and financial impacts of each agreement.
• Function as Subject Matter Expert for Guest Satisfaction Data (Medallia, Google, TripAdvisor, OpenTable, etc.) to drive analytics and work with operations leaders on developing strategies to improve guest experience and drive positive brand sentiment.

Qualifications, Education, Experience, Skills, and Abilities

• Bachelor’s degree in Marketing, Business, Hospitality, or related field
• 10+ years of marketing, brand strategy, and communications experience, preferably in equine, hospitality, destination, and/or luxury sectors
• A preference will be given to candidates with work experience in Sports, Destinations, and/or Equine
• Proven success leading integrated marketing strategies for multi-faceted and/or complex, global brands
• Experience managing agencies, media strategy, and marketing budgets
• Recognized for excellent managerial and organizational skills and have demonstrated proven leadership and a track record of mentoring and developing talent
• Strong interpersonal skills and the ability to work effectively at all levels of the organization and in a multicultural environment
• Candidate will be balanced in experience and personality, providing both creative direction and detailed performance analysis
• Strong analytical, strategic thinking, and leadership skills
• Proficient in Microsoft Word, Excel, Outlook, and PowerPoint
• Equine industry knowledge or experience strongly preferred
• Valid driver’s license required; ability to travel as needed