Marketing Manager-Media, Partnerships & Promotions
SeaWorld Parks & Entertainment
Orlando, FL
2019 - Current
- Manage digital and offline paid media for three Orlando parks, from strategic media buying (8-figure budget), to creative development, execution, and performance; operate as Orlando park lead for media agency
- Conceptualize and launch offline and digital promotions with strategic partners in key markets, including Orlando, Tampa, Atlanta and New York, with organizations including McDonald's, Burger King, Wendy's, Firehouse Subs, and Tervis
- Manage SeaWorld Orlando and Aquatica Orlando partnership with Coca-Cola, to include buying strategic media to support attraction launches, in-park events, and partner promotions
- Strategize full-funnel support of new attraction launches, including pre-promotion, in-park activation, strategic partnerships, media deployment, and attraction sustainment
- Direct creative production for paid media, including photo/video shoots, writing creative briefs, selecting vendors, copy, script and storyboard development, and asset and copy selection for all channels
- Developed and managed brand new, robust in-park activation in 2020, marketed at 53 Chick-fil-A restaurants, in support of SeaWorld's Spooktacular event; activation returned in 2021
- Direct all Orlando trade and added-value efforts with broadcast and out-of-home partners; secured over 175 promotions since reopening in June 2020
- Evaluate paid media and promotional opportunities and manage direct buys from concept and proposal, through contract, fulfillment, and performance, including buys totaling over $1 million from Travel+Leisure, YouTube, and iHeart Media
- Manage paid and non-paid support of musical artists for Seven Seas Food Festival, including pre-promotion on artists' social channels, owned and paid media, interviews with artists, and radio support such as live liners and station emcees on-stage for each concert
- Foster relationship with Visit Florida and Visit Orlando, to include use of strategic media budgets and leveraging their audiences
- Secured pro bono audio spots with two vendors for all three SeaWorld parks (FL, CA, TX) during park closure in 2020
- Initiate relationships with retail partners such as Vineyard Vines, for events to drive park awareness and excitement, and also support the non-profit arm, SeaWorld Conservation Fund
