Director of Sales & Marketing Island H2O

Island H2O Water Park | NDM Hospitality Services

Kissimmee, Florida

Lead Growth. Drive Revenue. Build a Destination Brand.

NDM Hospitality Services is seeking a dynamic, strategic, and results-oriented Director of Sales & Marketing to lead the commercial growth of Island H2O Water Park, one of the most innovative and technology-driven water park destinations in the country.

This executive leadership position is responsible for driving attendance, revenue growth, market share, guest acquisition, retention, and brand awareness through integrated sales, marketing, digital commerce, partnership development, and revenue optimization strategies.

Reporting directly to executive leadership, the Director of Sales & Marketing serves as the chief commercial strategist for the park, responsible for maximizing top-line revenue, strengthening brand positioning, creating strategic partnerships, and leading all commercial initiatives that support long-term business growth.

The ideal candidate is a proven leader with a track record of delivering measurable revenue results, building high-performing teams, and executing innovative marketing and sales strategies within attractions, hospitality, entertainment, tourism, theme parks, resorts, or destination-based businesses.

Luxury hospitality organizations structure their commercial leadership roles around integrated responsibility for sales, marketing, revenue strategy, guest acquisition, market share growth, and owner returns. This role has been designed with those best practices in mind while focusing on the unique opportunities within the attractions industry.

About Island H2O Water Park

Island H2O Water Park delivers a next-generation guest experience that combines innovative technology, thrilling attractions, interactive experiences, music, and social connectivity into one of Central Florida's most unique entertainment destinations.

Located in the heart of Kissimmee's tourism corridor, Island H2O serves local residents, domestic travelers, international visitors, tour operators, schools, youth organizations, corporate groups, and vacationing families seeking unforgettable experiences.

As part of NDM Hospitality's growing portfolio of hospitality, entertainment, and destination-driven businesses, Island H2O continues to invest in innovation, guest experience, and strategic growth.

Position Overview

The Director of Sales & Marketing will lead all commercial disciplines for the park, including:

• Sales
• Marketing
• Revenue Strategy
• Digital Marketing
• E-Commerce
• Public Relations
• Group Sales
• Tourism Sales
• Partnerships & Sponsorships
• CRM & Loyalty Marketing
• Brand Strategy
• Community Relations

This leader will develop and execute comprehensive strategies to drive:

• Attendance Growth
• Ticket Revenue
• Season Pass Sales
• Sponsorship Revenue
• Group Business
• Corporate Events
• In-Park Spending
• Brand Awareness
• Guest Retention
• Market Share Expansion

Essential Responsibilities

Commercial Strategy & Revenue Growth

• Lead the development and execution of annual and long-range commercial growth strategies.
• Own total attendance, revenue, market-share growth, and commercial performance objectives.
• Develop comprehensive revenue optimization strategies across domestic and international market segments.
• Drive season pass sales, admissions revenue, group business, and ancillary spending.
• Partner with Operations and Finance to maximize guest spending opportunities and overall profitability.
• Evaluate market trends, consumer behaviors, and competitive positioning to identify growth opportunities.
• Monitor sales performance, forecasts, budgets, and commercial KPIs.
• Present performance results and strategic recommendations to executive leadership.

Sales Leadership & Business Development

• Develop and execute strategic sales plans that drive group sales, corporate business, youth programs, school programs, and tour operator business.
• Build and maintain strong relationships with hotels, resorts, destination marketing organizations, convention and visitors bureaus, travel agencies, receptive tour operators, and local businesses.
• Identify and secure strategic partnerships that increase visitation and revenue.
• Lead sponsorship development and revenue-generating partnership initiatives.
• Negotiate contracts, promotions, strategic alliances, and commercial agreements.
• Establish sales targets, territory plans, and performance goals.
• Grow B2B sales channels including:
  • Corporate Events
  • Team Building Programs
  • Schools
  • Youth Sports
  • Associations
  • Conventions
  • Group Tours
  • Travel Trade Markets

Marketing & Brand Leadership

• Lead all integrated marketing efforts across digital, social, traditional, influencer, public relations, and experiential channels.
• Own the Island H2O brand positioning and long-term brand strategy.
• Develop annual marketing plans and promotional calendars.
• Strengthen awareness throughout Florida and key feeder markets.
• Oversee advertising strategy, creative development, content production, and media planning.
• Direct agency relationships and media buying initiatives.
• Lead public relations efforts, media outreach, press events, influencer engagement, and community relations programs.
• Ensure brand consistency across all guest touchpoints.

Digital Marketing & E-Commerce

• Drive online ticket sales and digital revenue growth.
• Lead SEO, SEM, paid social, display advertising, retargeting, and digital acquisition efforts.
• Optimize website performance, user experience, mobile functionality, and conversion rates.
• Utilize data analytics and attribution modeling to guide marketing investments.
• Implement full-funnel digital marketing strategies that support awareness, acquisition, conversion, and retention.
• Manage CRM, email marketing, automation, and customer lifecycle initiatives.
• Develop personalized campaigns that increase repeat visitation and customer lifetime value.

Revenue Management & Market Intelligence

• Analyze attendance trends, booking patterns, purchasing behaviors, and demand forecasts.
• Evaluate competitive pricing strategies and market positioning.
• Develop segmentation strategies that maximize profitability.
• Create performance dashboards and reporting tools to guide decision-making.
• Collaborate with Finance and Operations to improve yield, capacity utilization, and per-cap spending.
• Utilize data-driven insights to continuously improve commercial performance.

Leadership & Talent Development

• Recruit, develop, coach, and retain a high-performing sales and marketing team.
• Create a culture of accountability, collaboration, innovation, and performance excellence.
• Establish clear goals, KPIs, and development plans for team members.
• Provide ongoing mentoring and succession planning.
• Partner closely with Operations, Finance, Guest Experience, Food & Beverage, Retail, and Executive Leadership teams.
• Lead departmental planning, budget development, and resource allocation.

Financial Responsibility

• Manage multi-million-dollar sales and marketing budgets.
• Ensure efficient allocation of resources to maximize ROI.
• Monitor revenue forecasts, sales pipelines, marketing effectiveness, and profitability metrics.
• Deliver measurable growth across all commercial revenue channels.
• Present business performance, financial results, and strategic recommendations to senior leadership.

Key Performance Indicators (KPIs)

Success in this position will be measured by:

• Total Attendance Growth
• Revenue Growth
• Season Pass Sales
• Renewal Rates
• Ticket Yield
• Per Capita Spending
• Sponsorship Revenue
• Partnership Revenue
• Group Sales Revenue
• Digital Revenue Growth
• Customer Acquisition Cost (CAC)
• Lifetime Value (LTV)
• Marketing ROI
• Market Share Growth
• Brand Awareness
• Customer Retention

Qualifications

Required

• Bachelor's Degree in Marketing, Business Administration, Hospitality Management, Tourism, Communications, or related field.
• Minimum 8 years of progressive sales and marketing experience.
• Minimum 5 years of leadership experience managing teams and commercial functions.
• Proven history of driving revenue growth and business expansion.
• Experience developing and managing budgets, forecasts, and performance reporting.
• Strong expertise in digital marketing and modern customer acquisition strategies.
• Excellent leadership, communication, negotiation, and presentation skills.
• Advanced skills in Microsoft Office and business analytics tools.

Preferred

• Experience within:
  • Attractions
  • Theme Parks
  • Water Parks
  • Resorts
  • Hospitality
  • Entertainment
  • Tourism
  • Destination Marketing Organizations
• Revenue Management experience.
• Partnership and sponsorship sales experience.
• CRM and marketing automation platform experience.
• Established network within hospitality, travel, tourism, entertainment, or attractions industries.

What We're Looking For

The ideal candidate is:

• A strategic thinker with strong commercial acumen.
• A proven revenue generator with an ownership mindset.
• Passionate about delivering exceptional guest experiences.
• Highly analytical and data-driven.
• Creative, innovative, and growth-oriented.
• Equally comfortable developing strategy and executing plans.
• An inspiring leader who builds high-performing teams.
• Driven by results, accountability, and continuous improvement.

Why Join NDM Hospitality?

This is more than a Director role. It is an opportunity to lead the commercial growth strategy for one of Central Florida's most innovative entertainment destinations.

You will have the ability to influence business strategy, drive measurable financial results, shape a growing brand, and make a lasting impact on the future of Island H2O Water Park.

Compensation & Benefits

• Competitive Executive-Level Salary
• Performance-Based Bonus Program
• Medical, Dental & Vision Insurance
• Company-Paid Life Insurance
• 401(k) with Company Match
• Paid Time Off (PTO)
• Paid Holidays
• Short-Term Disability Coverage
• Professional Development Opportunities
• Career Growth within NDM Hospitality

Equal Opportunity Employer

NDM Hospitality is an equal opportunity employer, and all qualified applicants will receive consideration for employment without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws