Vice President, Digital & Ecommerce

About the role

Six Flags Entertainment Corporation is one of the world’s largest regional theme park operators, delivering millions of guest experiences annually across North America. The Vice President, Digital & Ecommerce is a senior enterprise leader responsible for defining and executing Six Flags’ digital commerce and guest-facing digital experience strategy across all parks and channels.

This role owns the brand’s digital front door—including sixflags.com, the mobile app, ecommerce platforms, guest account systems, CRM integration, digital marketing enablement, and product delivery across ticketing and sales channels—with a focus on driving revenue growth, improving conversion, deepening guest engagement, and enabling data-driven decision-making. The position reports to the Chief Marketing Officer with a dotted line to the Senior Vice President of Commercial and is located in Arlington, Texas.

Responsibilities

• Define and execute the enterprise digital commerce strategy, partnering with Marketing, Revenue Management, Technology, Operations, Finance, and park teams to support ticketing, memberships, season passes, in-park purchases, and ancillary revenue streams.
• Establish a cohesive, guest-centric digital experience across web, mobile app, email, CRM, onsite integrations, and distributed sales channels.
• Define and execute the ecommerce merchandising strategy for Six Flags’ brand website, mobile app, ticketing/sales platform, and related digital commerce channels.
• Lead end-to-end ownership of ecommerce platforms, mobile applications, guest account systems, and supporting digital tools.
• Ensure seamless integration between digital platforms and park-level operations to enhance both pre-visit planning and the on-property experience.
• Establish robust digital analytics, dashboards, KPIs, and executive reporting to measure performance and inform strategic decisions.
• Build, lead, and develop a high-performing centralized ecommerce, product development and content team, fostering accountability, innovation, collaboration, and continuous improvement.
• Manage strategic vendor relationships supporting ecommerce, digital marketing, payments, mobile technology, analytics, testing, and platform capabilities.

Qualifications

• Bachelor’s degree in Business, Marketing, Digital Media, Technology, or a related field.
• 10+ years of progressive leadership experience in digital commerce, ecommerce, digital transformation, or consumer-facing digital platform roles, including significant experience managing teams and cross-functional initiatives.
• Proven success driving ecommerce growth, conversion optimization, digital revenue performance, and platform strategy at scale.
• Strong understanding of ecommerce platforms, payment systems, CRM, digital marketing, analytics tools, experimentation platforms, and digital product delivery.
• Deep expertise in web and ecommerce analytics, including GA4/GTM implementation, dashboard development, KPI governance, and translating insights into business action.
• Excellent leadership, communication, executive presentation, and stakeholder-management skills, with the ability to influence at the senior leadership level.

Preferred qualifications include a Master’s degree, MBA, or equivalent advanced degree, and experience in hospitality, entertainment, attractions, retail, travel, or other high-volume, consumer-facing industries.