Marketing Manager

As OWA matures its internal capabilities, this role is responsible for media strategy in-house, managing third-party buying partners or contractors as needed, and ensuring every paid channel — TV, radio, outdoor, digital, social, programmatic — is performing against defined business goals. This role manages day‑to‑day team workflow, project prioritization, cross‑functional communication, and departmental reporting, ensuring that campaigns, content, and brand initiatives move through the team efficiently.

DUTIES AND RESPONSIBILITIES

Serve as OWA's primary internal expert on integrated media strategy, owning the planning and strategic direction for all paid media channels including broadcast TV, radio, outdoor/billboard, digital display, paid social, Google/PPC, programmatic, and OTA advertising

Lead and manage media strategy from agency relationships to in‑house ownership, including account access, platform onboarding, vendor relationships and institutional knowledge transfer

Oversee paid media buying execution—either directly or through a third‑party contractor or agency—while retaining all strategy, performance analysis and optimization decisions internally

Manage day‑to‑day operations of the marketing department, serving as the primary point of contact for internal stakeholders across OWA's business entities

Translate the Director's strategic direction into actionable project plans, timelines and team assignments across social, digital, creative, PR and operations

Directly supervise the Social Media Manager, Digital Marketing Manager, Creative Services Manager, Content Producer, PR Coordinator, Partnerships & Community Coordinator and Traffic & Operations Coordinator

Lead weekly department meetings, manage the marketing calendar and maintain visibility into all active campaigns and projects

Own media budget management including pacing, invoice reconciliation, vendor contract oversight and post‑buy performance reporting

Develop and present integrated media plans for seasonal campaigns, new attraction launches, special events and resort‑wide promotional initiatives

Track and report campaign performance across all paid and owned channels; present findings and strategic recommendations to the Director of Marketing

Evaluate co‑op advertising opportunities with Gulf Shores/Orange Beach tourism boards, Alabama Tourism Department and regional partners

Support onboarding and training of new team members; contribute to the development of department SOPs, workflow documentation and brand standards

Serve as acting Director of Marketing in the absence of the Director

QUALIFICATIONS

5–8 years of integrated marketing experience with demonstrated hands‑on expertise in both traditional media (TV, radio, outdoor) and digital media (Google Ads, Meta, programmatic, paid social)

Proven experience developing and managing integrated media plans across traditional and digital channels simultaneously

Experience managing or directing media buying, whether in‑house or through agency/contractor relationships; ability to hold third parties accountable to strategy and performance

At least 2 years in a team management or senior lead capacity with experience directing creative, digital and communications staff

Strong command of media math, post‑buy analysis and performance reporting across traditional and digital channels

Proficiency with Google Ads, Meta Ads Manager, Google Analytics (GA4) and familiarity with programmatic and OTA advertising platforms

Familiarity with traditional media vendor relationships including broadcast TV, radio and outdoor in a regional market; Gulf Coast Alabama market knowledge a significant plus

Experience in tourism, theme parks, hospitality, entertainment or destination marketing strongly preferred

Strong project management skills with ability to manage high‑volume, multi‑campaign workload across a multi‑entity organization

Proficiency with project management tools (ClickUp, Asana, Monday.com or similar)

Exceptional communication, presentation and cross‑functional leadership skills

Bachelor's degree in Marketing, Advertising, Communications or related field; MBA or relevant advanced degree a plus

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 notice from the Department of Labor.

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