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Vice President of Field Marketing
Direct Hire | Hybrid (Texas Preferred) OR Remote for Approved states with O&O locations
- Salary: $225,000
- Bonus: Annual 25% incentive
- Reports To: Chief Commercial Officer
Hybrid role with a strong preference for candidates based in Texas, where the company’s headquarters will be located.
Travel: Approximately 50%, including occasional weekends for park launches and special events. Candidates must live within 1 hour of a major airport.
Lakeshore Talent is partnering with a rapidly growing national brand in the active entertainment industry to hire a Vice President of Field Marketing. This executive leader will build and scale best-in-class local marketing programs across a multi-unit footprint across both owned and operated and franchised locations, driving awareness, traffic, and revenue at the park level.
This role is ideal for a strategic, hands-on field marketing leader with deep multi-unit experience, strong franchise support expertise, and a passion for driving measurable growth.
Direct Reports
- Field Marketing Directors
- Field Marketing Manager
- This role will be responsible for hiring a team of 3 within the first year.
Responsibilities
Strategy & Alignment
- Own the full field marketing strategy designed to drive park-level awareness, trial, and repeat visitation
- Partner cross-functionally with Operations, Commercial, and Development teams to align marketing efforts with business goals
- Collaborate with Finance to lead budgeting, forecasting, and P&L for field marketing programs
- Establish KPIs, measurement frameworks, and ROI accountability
- Guide agency partners in developing and optimizing local marketing tactics
Park Launches & Market Activation
- Lead all new park opening strategies, from pre-launch buzz through grand opening and ongoing activation
- Build standardized playbooks, toolkits, calendars, and checklists for all phases of park launches
- Support rebranding and relaunch efforts for acquired locations
- Provide onsite and hands-on support during high-priority openings
Community & Franchise Support
- Develop community engagement initiatives (schools, youth sports, corporate wellness partnerships, etc.)
- Create marketing resource centers, templates, vendor relationships, and tactical guides for franchisees
- Partner with Operations to deliver training that equips local leaders to maximize revenue through marketing
- Support operators in building strong local partnerships and community visibility
Team Leadership & Development
- Build, mentor, and lead a high-performing team of field marketing leaders
- Establish clear career paths, professional development programming, and performance accountability
- Create a culture of collaboration, innovation, and operational excellence
- Drive consistency and best practices across markets
Qualifications
- 12+ years of marketing experience, with 5+ years in field marketing leadership supporting multi-unit or franchise systems
- Bachelor’s degree in Marketing, Business, Communications, or related field
- MBA or advanced degree preferred
- Proven B2C field marketing success in retail, hospitality, recreation, entertainment, or restaurant industries
- Experience launching new markets/locations with measurable growth results
- Track record building and leading high-performing, distributed teams
- Strong understanding of grassroots and community-based marketing
- Ability to travel ~50%
- Experience in private-equity-backed or high-growth companies strongly preferred
- Established agency/vendor relationships a plus
Core Skills & Competencies
- Strategic thinker with exceptional ability to translate vision into executable plans
- Strong project management and organizational skills
- Deep expertise in local marketing dynamics and community partnerships
- Analytical mindset with experience leveraging data to drive decision-making
- Highly effective communicator, influencer, and cross-functional collaborator
Physical Requirements
- Ability to remain stationary for extended periods while working on a computer or participating in virtual meetings
- Ability to move throughout parks and event spaces as needed for launches, inspections, and activations