Senior Director, Digital 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:

Location: Santa Fe, Las Vegas, Denver, Texas, or LA.

Compensation: Compensation for this role is $130k – $160k. Compensation varies based on location and experience. 

The Senior Director of Digital Marketing is a mission-critical leadership position that oversees all digital marketing initiatives to drive audience and revenue growth for Meow Wolf while meaningfully shaping the external expression of our brand. The remit for this exciting and ever-evolving role is to drive the development and deployment of Meow Wolf’s digital marketing strategy across the Meow Wolf brand and its exhibitions. The Senior Director will directly manage a core team of digital marketers specializing in cross-channel digital media buying (search and social PPC, CTV, HTML5), email marketing, CRM, automations, SEO, web content and analytics – while also partnering with centralized and local marketing teams and external partners to plan, implement, manage and report on our overall digital marketing strategy and its impact on ticket sales. 

This is a rare opportunity to apply your proven track record in digital marketing and unleash your entrepreneurial spirit inside one of the most exciting arts and entertainment companies on the planet. The ideal candidate is both a master of their craft – with deep, expansive knowledge of digital marketing, media and measurement, and a passion for both business and creativity – as well as superior organizational, analytical and leadership skills. In all, you will help level-up our marketing organization as our multiverse expands and our business rapidly grows, in collaboration with and reporting directly into the Chief Marketing Officer. 

How you will do it…

• Design and execute a dynamic, always-on, cross-channel digital marketing strategy that contributes largely to online ticket sales while maintaining a healthy ROAS – from integrated advertising campaigns to website/app and everything in between! 
• Manage a central budget as well as collaborate with local Exhibition marketing teams in Santa Fe, Las Vegas, Denver, Grapevine and Houston to plan and distribute digital marketing dollars in support of visitation across the calendar year among Locals and Tourists in our Meow Wolf markets. 
• Plan and buy digital campaigns against a two-pronged strategy of Audience Growth (prospecting for future visitation) and Performance Marketing (converting to ticket sales) indirectly and directly pulling users to our website and through our funnel.
• Manage an internal team of digital marketers who create custom audiences and build out and optimize ads across Search, Display, Social, PPC and CTV and who run all SEO, Content and Direct Marketing ops, as well as maintain and build CRM processes for both internal and external audiences; manage team responsible for updating marketing content on the web via our CMS/DAM.
• Maintain direct oversight of all PPC channels and related media buying, with a view to optimizing for audience development across a detailed range of demographics and geographies.
• Manage third party vendors who oversee a range of services, from targeted ad buying, to SEO, to tagging, tracking and analytics; and keep eyes on required site integrations to ensure campaign, data and reporting rigor. Experiment with new vendors and technologies to ensure we are utilizing the best tech strategies to meet our KPIs.
• Drive and continually optimize our CRM ecosystem (via Hubspot) including audience segmentation, customized email content/comms and behavioral analysis resulting in the growth of our subscribers lists, increased engagement and repeat visitation.
• Additionally manage email communications pre- and post-visit to Meow Wolf’s Exhibitions, including the capture, analysis and application of NPS and customer experience data to help optimize the experience we provide for guests. 
• Analyze and distribute monthly (sometimes weekly) business KPIs to Marketing teams and Exec leadership including website users, funnel activity and CPA/ROAS on key campaigns, identifying insights into campaign performance and future actions. A Marketing Analyst will have dotted-line reporting into you. 
• Contribute meaningfully to 360/integrated advertising campaigns to launch and sustain our exhibitions, in partnership with Local marketing teams.
• Design user journeys that deliver various targeted audiences to our website across all major channels (eg, Meta, Google), both Locally and Nationally, for retargeting.
• Maintain and oversee implementation of PPC channel analytics and reporting, as well as develop advanced reports within Google Analytics, and synthesize these data points into actionable marketing strategy and tactics.
• Work alongside the Insights & Analysis team on participant interaction with our site, using tools like HotJar, GA4 and other website monitoring tools.
• Work with Digital Ops and the VP Product Engineering to optimize our website UX to drive stronger engagement and conversion, and a more seamless customer journey. 
• Collaborate with Social teams to create engaging content and campaigns involving boosted organic assets to key audiences.
• Monitor SEO and user engagement and suggest content optimization.
• Provide recommendations and optimizations for more effective customer experience, and more effective ad campaigns.
• Contribute to regular Board decks and meetings/presentations, educating and engaging stakeholders about our strategies and performance. 
• Keep abreast of the latest digital ads best practices and technologies, educating our vast team and experimenting with new opportunities to grow our brand and business.
• Assist Finance and Accounts with monthly reconciliations of spend against both budgets and cost centers.

To be successful in this role…

• Loves Meow Wolf, gets Meow Wolf, maybe even obsesses over Meow Wolf. Views it as an incredibly unique offering to the world, and thus embraces its many possible opportunities for growth.
• Values being at a B-Corps (for profit, but committed to responsible business and positive impact)
• 10+ years of experience in marketing, with 5+ years managing in-house teams responsible for developing and executing digital marketing campaigns.
• Proven experience developing and implementing successful digital campaigns and strategies with an emphasis on ad technologies, ad management, marketing automation and data analysis.
• Exceptional leadership and interpersonal skills – the capacity to guide a team with clear direction and deep empathy, coupled with a commitment to empowering and coaching your team, fostering an environment of compassion and trust.. 
• A deep understanding of digital and social media platforms, analytics, and paid advertising opportunities and best practices. Deep understanding of digital marketing analytics, CRM and other tools.
• Direct, hands-on experience managing PPC ad budgets of at least $100K per month is strongly preferred. Extensive, direct experience with constructing complex campaigns – from the channel objectives level, to the adset audience targeting level, to the A/B asset testing at the ad level – and direct buying of media/advertising at scale is essential.
• Ability to synthesize the unique contexts of local business units and translate localized goals into actionable digital marketing strategies. 
• Exceptional communication and collaborative working skills. Ability to build consensus and create alignment across teams. Ability to translate digital marketing analytics into high-level narratives about objectives and results. 
• Keen ability to create, scope, and manage relationships with internal and external production teams and third party partners.
• An entrepreneurial spirit, and the ability to work in a fast-paced, dynamic environment and manage multiple projects simultaneously. Enjoy problem-solving in the face of new challenges. Enjoy pioneering new processes and systems to meet the needs of a rapidly growing and maturing business. 
• Bachelor’s degree in business administration, marketing and communications, or a related field. 

Work environment & physical demands…

• Remote/hybrid work. While performing the duties of this job, you are required to operate in an office-like environment, with standard equipment and layouts.
• This is a full-time position. Occasional evening and weekend work will be required at times.
• This position requires supervisory responsibilities. 
• Travel to exhibition cities will be occasionally required.
• All employees 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.

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.

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