Marketing Director

About This Role

Leading the day-to-day execution of Activate's marketing strategy is the core of this role, translating brand vision into campaigns, content, and programs that drive customer acquisition, repeat visits, and revenue growth across all U.S. locations. This position bridges strategy and execution, managing internal team members and agency partners while owning key marketing channels and performance outcomes. The Marketing Director works closely with the VP of Marketing, Operations team, and Sales team to ensure marketing activity is aligned with business goals and measurable at the location level.

Responsibilities

• Plan, execute, and optimize multi-channel marketing campaigns across paid, owned, and earned channels
• Translate national brand strategy into actionable, location-level marketing programs
• Develop and manage a rolling marketing calendar aligned to seasonal moments, new openings, and revenue priorities
• Oversee campaign briefs, creative development, and approval workflows with internal and agency partners
• Ensure campaigns are launched on time, on budget, and measured against clear KPIs
• Serve as the internal steward of the Activate brand, ensuring consistency across all touchpoints including digital, print, in-store, email, and social
• Partner with Mediocre Creative and other agency partners to brief, review, and approve creative assets
• Oversee the internal production of marketing assets, ensuring quality and brand alignment from concept through delivery
• Own performance across key marketing channels including email/SMS (Attentive), organic social, paid media support, and maintain website content in the new CMS
• Monitor channel-level KPIs (traffic, conversion, repeat visit rate, booking revenue) and optimize based on data and provide regular reporting
• Manage Lifecycle Marketing Manager on CRM and retention strategies
• Review and validate agency-reported paid media performance against Big Query data
• Provide weekly and monthly performance reporting to the VP of Marketing and leaders
• Lead marketing execution for new location grand and reopenings, including pre-launch awareness, influencer activation, and week-of programming
• Build and maintain scalable local marketing playbooks that give operators clear guidance while maintaining brand standards
• Support grassroots community partnerships, nonprofit collaborations, and market-level campaigns in accordance with the strategic execution guidance
• Oversee and manage the local marketing budgets, approving and denying partnerships, managing the chamber relationships, ensuring local teams are trained on properly evaluating them for ROI
• Manage and develop marketing team members including the Marketing Specialist, Lifecycle Marketing Manager, and Production Graphic Designer