Marketing Director

Job Description - Marketing Director

Activate Games America

Reports to: VP of Marketing

Location: Warehouse

Type: Full-time / 40-50 Hours Weekly

About Activate Games

Activate is the world's first active gaming facility where players move, compete, and problem-solve in immersive, tech-driven game rooms. With rapid expansion across North America, we're building a category-defining brand at the intersection of entertainment, fitness, and technology.

Position Overview

The Marketing Director is responsible for leading the day-to-day execution of Activate's marketing strategy — translating brand vision into campaigns, content, and programs that drive customer acquisition, repeat visits, and revenue growth across all U.S. locations. This role bridges strategy and execution, managing internal team members and agency partners while owning key marketing channels and performance outcomes. The Marketing Director works closely with the VP of Marketing, Operations team, and Sales team to ensure marketing activity is aligned with business goals and measurable at the location level.

Key Responsibilities

1. Campaign Strategy & Execution

Plan, execute, and optimize multi-channel marketing campaigns across paid, owned, and earned channels

Translate national brand strategy into actionable, location-level marketing programs

Develop and manage a rolling marketing calendar aligned to seasonal moments, new openings, and revenue priorities

Oversee campaign briefs, creative development, and approval workflows with internal and agency partners

Ensure campaigns are launched on time, on budget, and measured against clear KPIs

1. Brand & Creative Leadership

Serve as the internal steward of the Activate brand — ensuring consistency across all touchpoints including digital, print, in-store, email, and social

Partner with Mediocre Creative and other agency partners to brief, review, and approve creative assets

Oversee the internal production of marketing assets, ensuring quality and brand alignment from concept through delivery

1. Channel Ownership & Performance

Own performance across key marketing channels including email/SMS (Attentive), organic social, paid media support, and maintain website content in the new CMS

Monitor channel-level KPIs (traffic, conversion, repeat visit rate, booking revenue) and optimize based on data and provide regular reporting

Manage Lifecycle Marketing Manager on CRM and retention strategies

Review and validate agency-reported paid media performance against BigQuery data

Provide weekly and monthly performance reporting to the VP of Marketing and leaders

1. Grand Opening & Local Marketing

Lead marketing execution for new location grand and reopenings, including pre-launch awareness, influencer activation, and week-of programming

Build and maintain scalable local marketing playbooks that give operators clear guidance while maintaining brand standards

Support grassroots community partnerships, nonprofit collaborations, and market-level campaigns in accordance with the strategic execution guidance

Oversee and manage the local marketing budgets, approving and denying partnerships, managing the chamber relationships, ensuring local teams are trained on properly evaluating them for ROI

1. Team & Agency Management

Manage and develop marketing team members including the Marketing Specialist, Lifecycle Marketing Manager, and Production Graphic Designer

Set clear expectations, provide regular feedback, and build a culture of ownership and accountability

Manage day-to-day relationships with creative and media agency partners — including briefing, timeline management, and performance reviews

Identify gaps in team capabilities and make recommendations on resourcing

Required Experience

7+ years of experience in marketing, with at least 3 years in a leadership or management role

Proven track record driving customer acquisition and retention in a multi-location or franchise environment

Strong background in brand management, creative direction, and campaign execution

Experience managing agency relationships and creative production workflows

Hands-on knowledge of email/SMS marketing platforms (Attentive or similar)

Proficiency with marketing analytics — comfortable working with Google Analytics, paid media dashboards, and data tools

Experience in entertainment, hospitality, fitness, or consumer brand marketing preferred

Excellent project management skills — able to manage multiple campaigns and deadlines across markets

Strong communicator and collaborator across marketing, ops, sales, and tech teams

Highly organized with a bias toward testing, iteration, and continuous improvement

Comfortable in a high-growth, fast-moving environment

What Success Looks Like

Campaigns launch on time and generate measurable lifts in traffic, bookings, and revenue

Brand consistency maintained across all locations and channels

Agency partners are well-managed, well-briefed, and delivering quality creative on schedule

Marketing team is clear on priorities, developing professionally, and executing at a high level

VP of Marketing has clear, data-backed visibility into marketing performance at all times

Learn more about us at:

Activate provides equal opportunities to all employees and applicants for employment without regard to race, color, religion, sex, national origin, marital status, genetic information, age, disability, or status as a Vietnam-era or special disabled veteran in accordance with applicable federal laws. In addition, Activate complies with applicable state and local laws governing nondiscrimination in employment in every location where Activate has facilities. This policy applies to all terms and conditions of employment, including but not limited to hiring, placement, promotion, termination, layoff, recall, transfer, leave of absence, compensation, and training.