The SVP, Marketing is American Dream's senior-most marketing leader, responsible for brand strategy and the performance of the entire Marketing organization - spanning consumer advertising, digital marketing, communications & programming, social media, lifestyle & fashion marketing (The Avenue), marketing operations, and partnerships & sales. Few roles match its breadth: it touches Retail, Attractions, and Food & Beverage across both owned/operated and tenant businesses, plus B2B marketing, sponsorship sales, and a full-scale Performing Arts Center. The SVP ensures Marketing drives visitation, brand relevance, and incremental commercial revenue across one of the country's largest entertainment and retail destinations and serves as Marketing's representative to ownership and senior cross-functional leadership.
Key Objective(s):Sets and leads execution of American Dream's overall marketing strategy, budget, and organizational priorities - translating brand vision into integrated programs across paid, earned, owned, and experiential channels, while building Marketing's role as a driver of incremental commercial revenue.
- Sets and implements annual marketing strategy, budget, and priorities across all Marketing sub-functions.
- Oversees brand positioning and reputation for American Dream.
- Represents Marketing to ownership (Triple Five) and cross-functional senior leadership, including Leasing, Operations, Finance, and Legal.
- Leads, develops, and manages a team of marketing professionals across a range of functions within the Marketing organization, including media, digital and social media marketing, project management, communications, partnerships and promotions.
- Partners with internal and external sales teams to convert Marketing's assets and capabilities - media, content, social, PR, digital, and physical space - into sellable sponsorship and partnership revenue.
- Ensures paid media, earned/organic media, and social strategies are integrated to build a consistent, effective brand presence.
- Oversees digital infrastructure, consumer data, and CRM/email strategy to drive and convert visitation.
- Oversees event, cultural, and communications programming that builds relevance and press coverage.
- Oversees marketing strategy for The Avenue, American Dream's luxury retail portfolio, in support of Leasing and Sales.
- Partners with the Sr. Director, Marketing Operations & Project Management on marketing measurement, budget tracking, and organizational process.
- Drives ticket sales, attendance, and marketing performance for American Dream's Parks & Attractions (Nickelodeon Universe, DreamWorks Water Park, the Rink) and the Dream Live Performing Arts Center (PAC), in partnership with the teams that operate them.
- Ensures retail and F&B tenants have access to and support from Marketing's full toolkit, from pre-opening through ongoing promotion.
Primary Responsibilities:- Marketing Strategy & Brand Leadership
Owns the annual marketing strategy, budget, and priority-setting process for American Dream, and safeguards brand positioning and reputation across all consumer touchpoints. - Executive & Organizational Leadership
Serves as Marketing's senior representative to ownership and cross-functional leadership, and builds, leads, and develops the Marketing organization across its full range of disciplines. - Integrated Communications & Channel Strategy
Aligns paid, earned, and owned channels - advertising, PR, social, and cultural/event programming - into a cohesive strategy that builds brand relevance and press coverage. - Digital & Consumer Marketing
Owns the digital and data infrastructure - website, CRM, and email - that drives and converts consumer visitation. - Parks, Attractions, Retail & Tenant Marketing
Owns marketing strategy for American Dream's ticketed and retail businesses - Parks & Attractions, the Dream Live Performing Arts Center, The Avenue, and retail/F&B tenants - driving ticket sales, attendance, and revenue in partnership with the teams and leasing/sales partners who operate them. - Marketing-Driven Revenue Generation
Partners with internal and external sales teams to package Marketing's assets and capabilities into sponsorship and partnership revenue. - Marketing Operations & Measurement
Partners with the Sr. Director, Marketing Operations & Project Management to ensure disciplined budget tracking, performance measurement, and operating process across the team. - Other duties as assigned.
Desired Qualifications:- 15+ years of progressive marketing leadership experience, including senior leadership of a multi-disciplinary marketing organization, ideally within retail, real estate, entertainment, hospitality, or destination/attraction marketing.
- Proven track record setting brand strategy and driving business results, including visitation/traffic growth, brand reputation, and revenue impact, for a high-profile consumer-facing organization.
- Experience converting marketing capabilities into commercial revenue, partnering with sales/partnerships teams to package media, content, social, PR, and experiential assets into sponsorship and partnership offerings.
- Strong people leadership experience, with a demonstrated ability to manage, develop, and align a multi-layered team of Vice Presidents, Directors, and senior managers.
- Budget and P&L ownership experience, including annual planning, forecasting, and accountability for a significant marketing budget.
- Executive presence and communication skills, with experience representing Marketing to ownership, board-level stakeholders, and cross-functional senior leadership.
- Bachelor's degree required; MBA or advanced degree preferred.
- Experience in a high-visibility, fast-paced consumer destination (mall, theme park, stadium, or entertainment venue) strongly preferred.
