Senior Director of Marketing & Experiential Strategy

PURPOSE

This position oversees the ideation, conceptualization, and production of bold and innovative experiences that drive guest engagement and revenue across Mall of America. This role serves as the gatekeeper for MOA storylines across various projects and departments, creating unique experiences that position Mall of America as a premier retail and entertainment destination. The Senior Director will deliver value to tenants and marketing partners through creative activations, drive increased traffic and sales, and elevate the overall guest experience through strategic innovation and collaboration. Additionally, this position will focus on overseeing project management for marketing to streamline communication processes and establish an annual campaign calendar that integrates all marketing initiatives and event activations, creating a clear roadmap to support the sales team in securing sponsors and selling marketing inventory.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Guest Experience and Innovation:

• Drive creative storytelling across marketing platforms to deliver a memorable brand experience for guests before, during, and after their visit.
• Lead the MOA Experiential team in delivering exceptional, big-picture thinking and guest experiences.
• Research trends in entertainment, attractions, and technology to enhance property-wide projects.
• Lead creative ideation for seasonal projects, capital investments, and partnership activations.

Strategic Leadership and Collaboration:

• Oversee project management for marketing initiatives to streamline communication processes and improve cross-departmental collaboration.
• Establish and manage an annual campaign calendar that includes all marketing initiatives and event activations, providing a clear roadmap for internal teams and supporting the sales team in securing sponsorships and selling marketing inventory.
• Work collaboratively with all internal departments to extend and expand creative concepts.
• Generate new revenue opportunities by working with marketing and operations teams on innovative initiatives.
• Play a lead role in cross-departmental project management for initiatives such as the art program and holiday experiences.

Marketing Strategy and Execution:

• Oversee the staff and daily activities of the marketing department, fostering growth and thought leadership among team members.
• Develop and execute annual strategic marketing plans.
• Plan and manage the annual marketing budgets for the mall and attractions.
• Lead market research efforts, linking results to actionable strategies and tactics.
• Ensure consistent messaging, visuals, and voice across all MOA brands.
• Oversee all forms of media buying, including non-traditional opportunities and package negotiations in both local and international markets.
• Drive content strategy and oversee the development of an integrated annual calendar for marketing efforts.

Tenant and Partner Engagement:

• Build relationships with tenants by creating custom marketing plans to help them achieve sales and marketing goals.
• Develop and execute seasonal promotions that highlight key tenants to drive traffic and sales.
• Collaborate with tourism partners to expand national and international exposure for the Mall and attractions.
• Oversee attraction marketing strategy, discount strategies, and trade partnerships.
• Develop ticketing packages and itineraries with attraction partners leveraging new technology.

PREFERRED SKILLS, KNOWLEDGE, AND ABILITIES

• Bachelor's degree in marketing or communications.
• 10+ years of relevant experience.
• Exceptional storytelling and presentation skills.
• Proven ability to build relationships and foster collaboration across teams.
• Experience managing creative execution across diverse platforms.
• Solutions-oriented problem solver with a passion for innovative thinking.
• Strong leadership and team management abilities.
• Deep understanding of retail and entertainment industry trends.
• Expertise in media planning, buying, and budget management.
• Advanced skills in Microsoft Office.
• Experience with creative campaigns, project management, and ideation techniques.

PHYSICAL JOB REQUIREMENTS

• Sitting: Frequently, 60% of the time spent on computers, phones, and in meetings.
• Walking: Frequently, 40% of the time.
• Repetitive Motion (Keyboard): Frequently, 80% of the time.
• Reaching Below/Above Shoulder Level: Frequently, 80% of the time.
• Standing and Moving: Frequently, 70% of the time.
• Stooping/Squatting: Frequently, 60% of the time.
• Lifting/Carrying (Up to 20 lbs): Occasionally, 30% of the time.
• Kneeling and Bending: Occasionally, 30% of the time.

Starting Pay:

$132,975.62 - $166,219.65

• 60 E Broadway, Bloomington, MN 55425, USA