Strategic and analytical marketing professional with over 10 years of reputable experience in the theme park and family entertainment
industry. Excels proficiently in marketing, sales, communication, P&L, advertising, and management.
Excel Word Outlook Power Point Google Analytics Photoshop Accesso JD Edwards
Dollywood and Dollywood's Splash Country Parks & AttractionsConsumer Marketing Manager
Developed and delivered a strategic Season Pass marketing plan across all marketing and sales channels, accounting for $33M in annual Season Pass sales and over $30M in attendance revenue.
Increased YOY Season Pass unit sales by 24% through implementing strategic price breaks and realigning sales periods.
Grew the company's Season Pass online flex pay program sales 80% by way of message repositioning and leveraging.
Delivered a 7% increase in Season Pass attendance by incentivizing passholder visitation through strategic monthly offers.
Established exclusive passholder promotional offers, resulting in an annual passholder renewal rate of 42%.
Collaborated in the strategic and creative process for Dollywood's digital advertising campaigns drafted creative briefs, directing freelance designers/agencies and managing production process and budgets.
Analyzed market and demographic data to ensure that marketing strategies are appropriately targeted.
Forecasted YOY Season Pass sales, trends and daily attendance and recommended strategic actions to executive leadership.
Led and mentored young marketing professionals to achieve personal and company development growth.
Collaborated with finance and executive leadership to develop annual ticket and Season Pass pricing models.
Directed Dollywood and Dollywood's Splash Country CRM initiatives.
Leveraged strategic promotions for both properties to deliver incremental impressions and drove attendance.
Assisted advertising efforts across all mediums by communicating attractive, concise and effective sales messaging.
Developed, presented, and maintained division's P&L unit budget and monitored all expenses.
Implemented partnerships with local attractions, Coca-Cola and retailers to increase brand awareness and drive attendance.
Merlin Entertainments SEA LIFE AquariumConcord, N.C.Marketing Manager
Planned and executed the attraction's launch marketing plan across all marketing and sales channels, resulting in a 71% increase over actual visitation budget and 75% increase over attendance revenue expectations.
Exceeded attractions' pre-sale revenue target projections by 70% and ticket volume by 45% through implementing a strategic and aggressive PR campaign.
Developed, presented, and maintained department's unit budget of $1M and monitored all expenses.
Supervised, coached and developed a trade sales manager to deliver incremental growth across all trade channels.
Leveraged and created a strategic advertising plan to maximize the attraction's exposure.
Oversaw strategic development of the attraction's online and digital channels.
Led a local PR agency that produced over 425 media hits within a 7 month period.
Served as attraction's spokesperson by conducting on-air interviews for various mediums.