Marketing Manager

Media Strategy 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 — not one or the other
• 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