Director of Marketing
About the role
The Director of Marketing for Big Cedar Lodge and Johnny Morris Conservation Attractions will execute marketing plans to drive brand awareness, guest engagement, and revenue growth for Bass Pro Shops’ world-class resorts, properties, and attractions. This role requires a marketing leader with hospitality and attractions experience who can implement sales and marketing programs to drive revenue across diverse assets. The ideal candidate is results-oriented, guest-obsessed, and passionate about building emotional connections through storytelling and exceptional experiences. They will have a deep understanding of the core guest and how to bring a world-class resort and attraction experience to life. They will be a humble and collaborative teammate who is aligned with the organization’s mission to inspire people to enjoy, love, and conserve the great outdoors.
Responsibilities
- Execute the resort’s marketing strategy to drive brand awareness, customer engagement, and revenue growth in alignment with business objectives.
- Collaborate with leadership to implement go-to-market plans and enhance the customer journey through strategic initiatives.
- Champion a culture that reflects Bass Pro Shops’ Leadership Values: customer focus, teamwork, high performance, continuous improvement, and quality execution.
- Measure and deliver data insights on hospitality brand strategy, advertising, digital marketing, CRM, content, and creative development across all resort rooms and venues, golf, and attractions.
- Ensure consistent and compelling brand storytelling across all touchpoints while optimizing spend and channel mix to drive ROI with clear deliverables.
- Monitor marketing budget, performance reporting, and campaign analytics to inform decision-making and maximize impact.
- Champion a data-driven marketing culture, leveraging AI including AI-powered search optimization to enhance performance, discoverability, targeting, and customer experience.
- Ensure marketing activities comply with brand standards, legal regulations, and industry best practices.
- Deliver regular reports and insights to the VP of Marketing highlighting performance metrics, trends, and opportunities.
- Support the VP to enhance marketing systems, tools, and processes to improve efficiency, targeting, and data-driven decision-making.
- Promote a value-driven environment by working collaboratively with all team members at all levels of the organization.
Requirements
- Bachelor’s degree with an emphasis in Marketing, Business, Communications, or a related field.
- Minimum of 2 years in a supervisory role with experience coordinating and managing staff.
Qualifications
- Minimum of 5+ years of marketing experience, ideally within hospitality, attraction, or lifestyle brands.
- Experience leading large-scale, integrated marketing initiatives with measurable business impact, including brand building, digital marketing, CRM, and performance marketing.
- Understanding of marketing technologies and platforms (e.g., CRM, CMS, analytics, ad tech, and social media tools) to measure guest satisfaction and drive business outcomes.
- Storytelling and presentation skills with the ability to clearly communicate marketing strategies and results to executive and non-marketing stakeholders.
- Highly organized and adaptable with a track record of managing multiple priorities in a fast-paced, dynamic environment.
- Creative, passionate, and service-oriented with a collaborative team mindset.
Travel Requirements
Seldom
Physical Requirements
Regularly walks, sits, stands, and does computer work. Seldom/Never lifts up to 50 lbs.
Independent Judgement
Develops objectives and general policies and procedures for a specific program or functional area within the scope of established operational goals and plans. Day-to-day work and decisions do not require direction or review by immediate supervisor. End results are reviewed by supervisor.
Benefits
- Discounts on retail merchandise, restaurants, world-class resorts, and conservation attractions
- Medical, dental, vision, and health savings account
- Flexible spending account and voluntary benefits
- 401k retirement savings
- Paid holidays, vacation, and sick time
- Bass Pro Cares Fund