Director, Performance Marketing and Growth

About the Role

The Director of Digital Growth Marketing is a strategic leadership role responsible for driving audience growth, ticket sales performance, and revenue optimization across Imagine's portfolio of immersive experiences. While supporting multiple touring exhibitions, this role will serve as the primary digital growth leader for Harry Potter: The Exhibition, one of the company's highest-profile global experiences. This individual will lead the development and execution of full-funnel digital marketing strategies that convert audience demand into measurable ticket sales. Combining data-driven decision making with audience insight and creative storytelling, the Director will oversee performance marketing, media investment, agency partnerships, conversion optimization, and growth initiatives across multiple international markets. The ideal candidate brings deep expertise in digital performance marketing, a strong understanding of ticketed entertainment and consumer behavior, and a proven ability to drive measurable business outcomes through strategic optimization and cross-functional collaboration.

Responsibilities

• Lead digital growth strategy across Imagine's portfolio of touring experiences, with primary responsibility for Harry Potter: The Exhibition.
• Develop and execute comprehensive performance marketing strategies designed to maximize awareness, consideration, conversion, and ticket revenue.
• Partner with senior leadership to align digital marketing initiatives with business objectives, attendance goals, and revenue targets.
• Establish growth frameworks, testing roadmaps, and optimization strategies that improve marketing efficiency and drive measurable business impact.
• Translate audience insights, market trends, and performance data into actionable recommendations that inform strategic decision-making.
• Own performance marketing across paid social, paid search, display, programmatic, video, retargeting, and emerging digital platforms.
• Drive continuous improvement of key performance metrics including ticket sales, conversion rate, CPA, ROAS, CTR, CPM, and average ticket price.
• Develop audience segmentation, remarketing, and personalization strategies that increase conversion and maximize lifetime value.
• Lead structured testing initiatives across creative, audience targeting, landing pages, offers, pricing strategies, and messaging.
• Identify demand trends, growth opportunities, and optimization recommendations across markets and audience segments.
• Manage and optimize digital media investments across multiple campaigns, markets, and exhibition launches.
• Develop budget allocation strategies that align with demand patterns, inventory availability, seasonal trends, and revenue objectives.
• Monitor budget pacing and channel performance to ensure efficient use of marketing resources and achievement of attendance goals.
• Partner with internal stakeholders and external agencies to build attribution models, reporting frameworks, and performance dashboards tied to ticketing systems.
• Lead relationships with external media agencies and digital marketing partners.
• Establish clear scopes of work, performance expectations, KPIs, reporting standards, and optimization processes.
• Ensure agency partners provide timely reporting, strategic recommendations, and proactive performance improvements.
• Collaborate with Creative, Brand, and Content teams to develop and continuously improve campaign assets through testing and optimization.
• Partner with the Director of Digital Marketing to optimize websites, landing pages, and ticket purchase pathways to improve conversion performance.
• Collaborate on lifecycle marketing initiatives including email nurture programs, presale campaigns, urgency messaging, and retention efforts.
• Build customer journey frameworks that improve acquisition efficiency and support conversion within timed-entry ticketing environments.
• Work cross-functionally with Brand, Creative, Ticketing, Operations, and Finance teams to align marketing efforts with business priorities and operational requirements.
• Establish performance measurement frameworks that provide visibility into campaign effectiveness and revenue contribution.
• Deliver concise executive reporting highlighting performance trends, optimization opportunities, and strategic recommendations.
• Create actionable dashboards and reporting tools that support forecasting, decision-making, and continuous improvement.
• Champion a culture of accountability, testing, learning, and performance optimization across all digital marketing initiatives.

Required Qualifications

• 7–10+ years of experience in digital marketing, performance marketing, growth marketing, or related leadership roles.
• Proven success driving revenue growth, ticket sales, or consumer conversion within entertainment, attractions, live events, travel, e-commerce, or experiential industries.
• Deep expertise in paid media strategy and execution across Google Ads, Meta, programmatic, paid social, video, and emerging platforms.
• Strong understanding of attribution modeling, conversion rate optimization, audience segmentation, and full-funnel marketing strategy.
• Experience managing significant digital media budgets across multiple campaigns or geographic markets.
• Demonstrated success leading agency relationships and driving accountability for performance outcomes.
• Strong analytical capabilities with the ability to transform complex data into clear business insights and recommendations.
• Experience working with analytics, reporting, CRM, and ticketing platforms.
• Exceptional communication and presentation skills with the ability to influence senior leadership and cross-functional stakeholders.

Preferred Qualifications

• Experience within themed entertainment, touring exhibitions, attractions, live events, sports, media, or premium consumer brands.
• Experience marketing globally recognized intellectual property or franchise-driven experiences.
• Familiarity with fan-based marketing strategies and community-driven audience development.
• Experience optimizing demand generation within timed-entry or capacity-controlled ticketing environments.
• Experience supporting international campaigns across multiple markets.

Personal Attributes

• Strategic thinker with a strong bias toward execution and measurable results.
• Data-driven decision maker who balances analytical rigor with creative problem solving.
• Collaborative leader capable of influencing diverse stakeholders and partners.
• Curious, innovative, and committed to continuous improvement.
• Thrives in a fast-paced environment managing multiple simultaneous launches and priorities.

Benefits

• Dental insurance
• Health insurance
• Life insurance
• Vision insurance