Vice President, Strategic Marketing

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Meow Wolf opens portals of possibility. Come as you are! 

We are individuals who inspire creativity in people's lives through art and exploration, so that our combined imaginations can transform the world we live in. We create immersive and interactive experiences that transport audiences into fantastic realms of story and exploration.  Our Vision is to be the world’s leading creative company, reimagining the paradigm of art and storytelling, to make a positive difference in the world.  

We share a strong commitment to Belonging through our values of: 

• Collaborative Creativity: We believe the act of creating together amplifies possibilities.

• Provocative Playfulness:  We celebrate the unexpected because it is the doorway to discovery.

• Outsiders Welcome: We are all outsiders at heart, and we create space for everyone to feel like they belong.

• Authentic Compassion: We are “kind punks” - supportive to each other and standing up for what we believe in.

• Audacious Courage: We have the courage to radically reinvent ourselves to push the boundaries of art.

If this all sounds like YOU, read on….

Job Description:

Job Disclosures:

Location: 

This position is remote, providing the candidate resides in one of the following markets: Santa Fe, NM; Denver, CO; Las Vegas, NV; Houston, TX; Dallas, TX; New York, NY; or Los Angeles, CA

Compensation:

The salary range for this position is $156,340.00 - $220,440.00.  Compensation is based on location and experience.  This position is also eligible for a bonus of up to 20% of base salary.  Bonuses are not guaranteed and depend on the successful achievement of pre-determined company and individual performance goals. 

Deadline: The deadline for submitting applications for this position is February 15, 2025. Meow Wolf reserves the right to extend this deadline if needed.

Job Summary:

As the Vice President of Strategic Marketing you will act as a pivotal business driver, focused on strategic planning and execution to significantly increase gross revenue. This role demands a visionary leader who can develop and implement exhibit marketing strategies and plans that effectively deliver both short and long-range revenue targets. The ideal candidate is a business driver with a strong background in strategic marketing, planning, and consumer insights, preferably with experience in the location-based entertainment category.

Job Responsibilities:

Market & Consumer Research 

• Develop and execute a comprehensive ongoing consumer research cadence to gather insights on visitor preferences, behaviors, and satisfaction.

• Define total addressable market potential, penetration, and lead strategies which leverage opportunities and audience segmentation to drive ongoing value for guests and gross revenue for the enterprise.

• Utilize research findings to inform exhibit planning, marketing strategies, and product development.

• Implement feedback mechanisms to continuously improve the visitor experience.

Strategic Initiative Management

• Identify and play a key role in operationalizing key short-, medium- and long-term strategic marketing initiatives to drive gross revenue, guest satisfaction, loyalty, and fandom.

Long-Range Master Planning

• Lead the long-range business planning process, coordinating cross-functional stakeholders in the development of business master plans.

• Ensure exhibit master plans align with the company's strategic vision, business ambition, and organizational goals.

Customer Journey & Loyalty

• Lead the definition of, and key decisions associated with, the customer journey – optimizing each phase of the journey for maximum impact to financial performance and guest satisfaction. 

• Lead the Manager of Loyalty Marketing in the development and execution of the Portal Pass program for the enterprise, ensuring delivery of volume, revenue, usage, retention, and satisfaction targets.

Annual Business Planning for Operating Exhibits

• Lead the annual business planning process for operating exhibits, which includes the exhibit’s operating, marketing, and on-grounds revenue plans, attendance targets and bridge, pricing, and ticket mix management strategies.

• Establish key performance indicators (KPIs) to measure the success and impact of exhibits.

• Monitor and report on the financial performance of exhibits, ensuring alignment with business objectives.

• Develop and implement pricing strategies to optimize revenue and ensure competitive positioning in the market.

Media Planning

• Develop comprehensive media strategies to promote exhibits and increase visitor engagement.

• Oversee the planning and execution of media campaigns across various channels, including digital, print, and broadcast.

• Collaborate with the marketing team to create compelling content and messaging for media campaigns.

Integrated Campaign Development and Execution

• Lead the development of integrated marketing campaign strategies for the enterprise and field locations that drive awareness, engagement, and conversions.

• Coordinate cross-functional teams to ensure cohesive messaging and branding across all marketing channels.

• Monitor and analyze campaign performance, making data-driven decisions to optimize results and achieve business objectives.

• Manage relationships with external agencies and vendors to ensure campaign deliverables meet quality standards and deadlines.

Editorial Content Planning and Management

• Develop and manage the editorial content strategy, ensuring alignment with the company's brand and business objectives.

• Oversee the creation, curation, and distribution of engaging content across various platforms, including social media, websites, and publications.

• Coordinate with internal teams and external partners to ensure content consistency and quality.

• Analyze content performance and make data-driven adjustments to improve engagement and reach.

Leadership and Team Management:

• Build and lead a high-performing strategic marketing and planning team.

• Foster a culture of innovation, collaboration, and excellence within the team.

• Provide mentorship and professional development opportunities for team members.

Key Accountabilities:

• Drive significant increases in attendance and admissions revenue.

• Ensure constant improvement in Return on Ad Spend (ROAS), Cost per Acquisition (CPA), and conversion rates.

• Improve Net Promoter Score (NPS) and Guest Satisfaction (GSAT) through targeted marketing strategies.

• Enhance brand health by improving brand awareness and perception in the market.

• Increase market share, penetration, and growth rate through effective marketing strategies.

• Manage Marketing Operational Expenditure (OpEx) to ensure efficiency and cost-effectiveness.

Required Qualifications

• Bachelor’s degree in Marketing, Business Administration, or a related field.

• Minimum of 10 years of experience in strategic marketing, planning, or a related role, with a focus on location-based entertainment.

• Proven track record of developing and executing successful long-range and annual business plans.

• Strong understanding of media planning, product planning, consumer research, editorial content management, and integrated campaign development.

• Highly organized with a proven track record of managing complex projects to completion, on-budget and on-time.

• Excellent leadership, communication, and project management skills.

• Ability to think strategically and creatively, with a focus on innovation and continuous improvement.

Work Environment and Physical Demands 

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed must be representative of the knowledge, skills, minimum education, training, licensure, experience, and/or ability required.  

Work Environment:

This job operates in a professional office environment. This role routinely uses standard office equipment such as computers, phones, photocopiers, filing cabinets and scanners. 

Physical Demands:

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Physical ability to walk, stand, take stairs/slides/elevators, and navigate the elements during the day and night. Employee may be required to remain in a sitting or standing position for prolonged periods, and repeat motions that may  include the wrists, hands, and/or fingers. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and the ability to adjust focus.   Must be able to lift up to 20 pounds at times.

The employee will comply with company and OSHA standard workplace safety protocols. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. 

Work Schedule:

This is a full-time position that requires the ability to work a flexible schedule. Occasional evening and weekend work may be required as job duties demand.

Supervisor Responsibilities:

This position requires supervisory responsibility.

Travel 

This position will require moderate travel.

Other Duties 

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.  

IMPACT: Meow Wolf is committed to our DIY roots and grassroots community support principles. To document that commitment, we converted our legal designation into a Delaware Public Benefit Corporation and have certified as a B Corporation. As a B Corp, we have a triple bottom line of supporting financial, social and environmental wellbeing in our community.

INCLUSION:  Meow Wolf is an equal opportunity employer and prohibits discrimination and harassment of any kind. We are committed to ensuring all employees enjoy and thrive in a work environment where differences make us the vibrant, wonderful community we are! All employment decisions at Meow Wolf are based on business need, job requirements, and individual qualifications, without regard to race, color, ancestry, national origin, gender, pregnancy, sexual orientation, marital status, religion, age, disability, gender identity, results of genetic testing, veteran status, service in the military or any other characteristic protected by federal, state or local law.

BENEFITS:

The choices we make concerning our benefits during enrollment periods are among the most important we select for ourselves and our families. As part of the total compensation package for full-time employees, Meow Wolf offers a comprehensive benefits package that includes various options to meet individual healthcare and financial needs along with many perks.  

• Medical Insurance options: PPO & HSA

• Dental & Vision Insurance

• 401k Retirement Plan

• Company Paid Life Insurance Policy & Long-Term Disability Coverage

• Voluntary Short-term Disability & Critical Illness Policies

• Company Paid Employee Assistance Program

• Paid Parental Leave for 12 weeks

• Discount off Meow Wolf Gift Shop Merch

• Admission to Meow Wolf attractions for employees and guests

Please visit www.meowwolf.com/careers for more information.