Director, Pass Membership Strategy and Lifecycle Management

We bring wonder to life. Our Pass Membership program is the heartbeat of that mission - deepening emotional connections, increasing loyalty, and unlocking recurring guest joy through compelling benefits and experiences. We are seeking a strategic and innovative Director, Pass Membership Strategy and Lifecycle Management to play a pivotal role in growing the Pass program by unlocking insights that fuel smarter pricing, deeper engagement, and stronger loyalty across our parks portfolio of 11 amusement parks that include SeaWorld, Busch Gardens, and Sesame Place parks. You’ll translate data into action -helping shape how we attract, retain, and re-engage members at every step of their journey.

Whatyou get to do:

As the Director, Pass Membership Strategy and Lifecycle Management, you will drive strategic initiatives to grow revenue, engagement, and loyalty across UPR’s membership program. You will partner cross-functionally to define program vision, deliver actionable insights, and operationalize strategies that improve member acquisition, retention, and value.

• Shape data-driven strategies to optimize pricing, tiering, benefits, and lifecycle touchpoints.
• Analyze passholder behavior and performance metrics to uncover growth and churn drivers.
• Design segmentation and personalization strategies that inform targeted marketing and product decisions.
• Build business cases and forecast models to support benefit changes, pricing tests, or new initiatives.
• Lead and interpret primary research (e.g., MaxDiff, TURF, conjoint) to guide product and communication decisions.
• Partner closely with Marketing, Product, Finance, and Research teams to align on strategic priorities and tactical execution.
• Translate insights into clear, compelling narratives and recommendations for senior stakeholders.
• Support project management of cross-functional initiatives — from ideation through execution and post-launch measurement.
• Benchmark competitor membership programs and synthesize learnings into innovation opportunities.
• Track and communicate impact of lifecycle campaigns, loyalty rewards, and strategic experiments.

Whatit takes to succeed:

• Bachelor’s degree in Industrial Engineering, Economics, Business, or a related field is preferred.
• 2–5 years of experience in strategy, go to market, business analytics, lifecycle marketing or related roles; experience in consulting, loyalty programs, or membership-based models is a plus.
• Strong analytical toolkit with the ability to model business cases, interpret data, and translate insights into clear recommendations.
• Proven success working cross-functionally to shape and execute strategic initiatives.
• Proficient in Excel and BI tools like Tableau or Power BI; experience with SQL, R, Google Analytics or Python is a plus.
• Excellent written, verbal, and visual communication skills — able to build narratives that influence at all levels.
• Organized, proactive, and able to manage multiple workstreams in a fast-paced, matrixed environment.
• Passion for consumer behavior, guest experience, and driving innovation within loyalty or membership ecosystems.

The perks of the position:

• Paid Time Off
• Complimentary Park Tickets and Passes
• Park Discounts on Food and Merchandise
• Medical, Dental, and Vision Insurance
• 401K Retirement plan
• Voluntary Insurance
• Life Insurance
• Disability Benefits
• Tuition Reimbursement
• Dependent and Health Care Flexible Spending Accounts
• Employee Assistance Program
• Legal Assistance Plan