The Director of Digital Marketing is responsible for developing and executing the company's digital marketing strategy to drive revenue, guest engagement, brand awareness, and customer retention across all business lines. This role oversees digital advertising, website performance, CRM and email marketing, social media strategy, analytics, reputation management, SEO, loyalty initiatives, and emerging digital channels.
The ideal candidate combines strategic thinking with hands‑on execution and possesses a strong understanding of consumer behavior, performance marketing, attribution, and data‑driven decision making. This individual will work closely with operations, sales, and executive leadership to develop campaigns that increase attendance, guest frequency, party bookings, food and beverage sales, and overall profitability.
- Develop and execute a comprehensive digital marketing strategy aligned with company growth objectives.
- Create and manage annual marketing plans, budgets, and performance goals.
- Drive attendance, guest acquisition, and repeat visitation through targeted digital campaigns.
- Identify opportunities to increase revenue across movies, bowling, arcade, events, parties, catering, and other business segments.
- Evaluate emerging digital platforms, technologies, and consumer trends.
- Create and/or coordinate digital marketing assets including advertisements, social media graphics, email creative, website banners, and promotional materials.
- Possess a strong understanding of design fundamentals including branding, typography, visual hierarchy, and marketing best practices.
- Utilize tools such as Canva, Adobe Express, Photoshop, Illustrator, or similar platforms to develop and edit marketing materials.
- Maintain brand consistency across all digital and physical marketing channels.
Key Responsibilities
Digital Strategy & Revenue Growth
- Develop and execute a comprehensive digital marketing strategy aligned with company growth objectives.
- Create and manage annual marketing plans, budgets, and performance goals.
- Drive attendance, guest acquisition, and repeat visitation through targeted digital campaigns.
- Identify opportunities to increase revenue across movies, bowling, arcade, events, parties, catering, and other business segments.
- Evaluate emerging digital platforms, technologies, and consumer trends.
Creative & Design Collaboration
- Create and/or coordinate digital marketing assets including advertisements, social media graphics, email creative, website banners, and promotional materials.
- Possess a strong understanding of design fundamentals including branding, typography, visual hierarchy, and marketing best practices.
- Utilize tools such as Canva, Adobe Express, Photoshop, Illustrator, or similar platforms to develop and edit marketing materials.
- Maintain brand consistency across all digital and physical marketing channels.
Paid Media & Performance Marketing
- Oversee paid advertising programs across Google, Meta, YouTube, display, streaming, and other digital channels.
- Manage audience targeting, retargeting, lookalike audiences, and conversion optimization.
- Monitor campaign performance and continuously improve return on ad spend (ROAS).
- Establish attribution models and reporting frameworks to evaluate marketing effectiveness.
CRM, Loyalty & Retention
- Lead email, SMS, loyalty, and customer retention initiatives.
- Develop customer segmentation strategies and lifecycle marketing campaigns.
- Improve guest frequency, engagement, and lifetime value through personalized marketing efforts.
- Manage customer databases and marketing automation tools.
Website & Digital Experience
- Oversee website strategy, content, user experience, SEO, and conversion optimization.
- Collaborate with internal and external partners to improve online purchasing experiences.
- Monitor web analytics and customer journey performance.
- Ensure digital assets accurately represent promotions, events, and brand standards.
Social Media & Reputation Management
- Direct social media strategy and content planning.
- Manage online reputation initiatives, review generation programs, and guest feedback platforms.
- Develop campaigns that strengthen community engagement and brand awareness.
- Monitor social trends and identify opportunities for increased reach and engagement.
Qualifications
Required
- Bachelor's degree in Marketing, Business, Communications, or related field.
- 5+ years of progressive digital marketing experience.
- 2+ years of leadership or management experience.
- Proven success managing multi‑channel digital advertising campaigns.
- Strong understanding of Google Ads, Meta Ads, SEO, CRM, email marketing, and analytics platforms.
- Experience managing marketing budgets and measuring ROI.
- Exceptional analytical and communication skills.
Preferred
- Experience in entertainment, hospitality, restaurants, retail, attractions, cinemas, family entertainment centers, or multi‑location businesses.
- Experience with Google Analytics, Tableau, CRM platforms, CMS platforms, and marketing automation systems.
- Experience working with location‑based marketing and community engagement initiatives.
- Experience creating advertisements and promotional materials using Canva, Adobe Creative Suite, or similar design platforms.
- Passion for movies, entertainment, and social activities
Success Metrics
Success in this role will be measured by:
- Attendance growth
- Guest acquisition and retention
- Digital revenue growth
- Party and event booking growth
- Email and SMS engagement metrics
- Website conversion rates
- Search rankings and organic traffic growth
- Review volume and online reputation scores
Why Join Us
Schulman Theatres is a family‑owned entertainment company that has been bringing communities together since 1926 with affordable, family‑focused experiences. With eight locations across central Texas and Arkansas, the company offers movies, bowling, arcade games, and flexible event spaces for occasions ranging from family celebrations to corporate events. Schulman Theatres is strongly rooted in heritage and tradition, providing a stable platform for continued growth and expansion. The organization is dedicated to family and community, creating meaningful experiences and connections through film and celebration. Headquarters are in Weatherford, TX, with Film Alley and City Lights locations across the state. This role offers the opportunity to shape digital strategy and make a measurable impact in our communities as our marketing directly influences the day to day guest experience. If you have a passion for people, entertainment, and want to join a growing, family business, this is the spot for you!
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