The Director of Marketing & Brand Strategy develops, leads, and inspires through scalable strategies and innovation plans for World Equestrian Center, World Equestrian Center subsectors (i.e., hospitality, equine, retail, etc.), and its team members. Works to ensure that all strategies maintain brand foundations of Quality, Class, and Distinction, and legacy as the premier equestrian facility in the World, while working towards the future evolution of the brand(s).
Through all efforts, the Director of Marketing & Brand Strategy focuses on critical thinking and creative problem-solving to drive market distinction, product differentiation, revenue growth (new and existing locations), brand and concept development, storytelling, and team member engagement.
Primary Responsibilities:
- Develop and execute comprehensive marketing plans and strategies to drive brand awareness, customer acquisition and retention, and revenue growth across equestrian and hospitality business lines.
- Lead integrated marketing campaigns across digital, social, PR, events, and traditional channels to support equestrian programming, competitions, and hospitality offerings.
- Define audience segmentation, brand positioning, and messaging to elevate the World Equestrian Center as a premier equestrian and destination experience.
- Oversee marketing for equine events and industry sponsorships and partnerships, alongside hospitality initiatives including lodging, dining, and guest experiences.
- Collaborate cross-functionally with operations, sales, events, executive leadership, Ownership, and Board of Directors to align marketing with business objectives, company’s vision and mission, furnish insider insights, strategies, and provide guidance to steer company endeavors.
- Leverage data, analytics, and market research to drive decision-making, brand relevancy, and guest engagement, optimize performance, and identify growth opportunities.
- Ensure brand consistency and ongoing evolution across all business units, including equine, hospitality, retail, and affiliated properties.
- Identify new platforms to grow World Equestrian Center’s internal and external storytelling to reach new audiences.
- Develop and manage strategic marketing plan, marketing and media budgets, and performance metrics.
- Monitor current forecast and future financial/business performance and are actively involved in analyzing and implementing required changes.
- Consistently performs competitive analysis of other National and International properties and shows, seeking ways to maintain or improve our competitive edge across markets.
- Participate in the hotel orientation program to discuss hotel and corporate philosophy; ensure senior management support of the program.
- Eliminate barriers to communication and alignment between both internal and external teams and businesses.
- Create compelling content and messaging that effectively communicate the value proposition of our products and services to the target audience
- Develop strong integration strategies for content messaging and media applications to deliver best-in-class messaging.
- Drive digital marketing initiatives, including website optimization, SEO/SEM, email marketing, social media, and marketing automation, to enhance customer engagement and lead generation.
- Champion customer-centricity and ensure seamless customer experience across all marketing touchpoints, from initial brand awareness to post-purchase engagement.
- Lead and develop a high-performing marketing team, fostering innovation, collaboration, and accountability. Provide strategic guidance, mentorship, and professional development opportunities to team members, promoting their growth and success. Conduct regular (weekly) meetings to ensure proper workflows, load distribution, and prioritization of initiatives and projects.
- Build and maintain relationships with media, community partners, governmental agencies, and industry stakeholders.
- Manage, approve, and facilitate all third-party media requests and releases.
- Identify opportunities for cross-brand promotion within the Roberts family of companies, specifically WEC, WEC Wilmington, Royal Shell, Golden Ocala, Roberts Design/Equestrian Luxury Homes, R+L Global, and other Roberts lodging properties. Conduct regular meetings with stakeholders to develop and deliver initiatives and future events.
- Work with and support Sponsorship Sales to monitor performance, deliverables, and financial impacts of each agreement.
- Function as Subject Matter Expert for Guest Satisfaction Data (Medallia, Google, TripAdvisor, OpenTable, etc.) to drive analytics and work with operations leaders on developing strategies to improve guest experience and drive positive brand sentiment.
This job description in no way states or implies that these are the only duties to be performed by the associate occupying this position. Associates will be required to perform any other job-related duties assigned by their supervisor. This document does not create an employment contract, implied or otherwise, other than an "at-will" employment relationship.
Qualifications, Education, Experience, Skills, and Abilities:
- Bachelor’s degree in Marketing, Business, Hospitality, or related field
- 10+ years of marketing, brand strategy, and communications experience, preferably in equine, hospitality, destination, and/or luxury sectors.
- Knowledge of the luxury travel sector, including hospitality
- A preference will be given to candidates with work experience in Sports, Destinations, and/or Equine.
- Proven success leading integrated marketing strategies for multi-faceted and/or complex, global brands
- Experience managing agencies, media strategy, and marketing budgets.
- Recognized for excellent managerial and organizational skills and have demonstrated proven leadership and a track record of mentoring and developing talent.
- Strong interpersonal skills and the ability to work effectively at all levels of the organization and in a multicultural environment.
- Candidate will be balanced in experience and personality, providing both creative direction and detailed performance analysis.
- Strong analytical, strategic thinking, and leadership skills
- Proficient in Microsoft Word, Excel, Outlook, and PowerPoint
- Equine industry knowledge or experience strongly preferred.
- Valid driver’s license required; ability to travel as needed.
- Position is based on property in Ocala, Florida.
The World Equestrian Center is managed by Columbus Hospitality Management, a company committed to providing quality service and memorable guest experiences in a positive, welcoming work environment and to offering development opportunities.
We are proud to be a Drug-Free Workplace/EOE. All applicants will be required to submit a background check prior to employment.
Equal Opportunity Employer
This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights (https://www.eeoc.gov/poster) notice from the Department of Labor.
