Director of Operational Marketing

Director of Operational Marketing
Reports To: Director of Marketing and Communications/SVP of Ops.
Location: Flexible / Hybrid (with regular on-site presence at club properties)

Role Overview:

The Head of Operational Marketing is responsible for translating the ownership group’s strategic objectives into executable, revenue-driving marketing operations across a portfolio of country clubs. This role bridges brand, sales, and club-level operations—ensuring marketing efforts directly support membership growth, retention, utilization, events, and overall club profitability.

Unlike a purely creative or brand-focused role, this position owns marketing execution, systems, performance, and operational alignment across all properties.

Key Responsibilities:
Portfolio & Club-Level Marketing Operations:

• Own day-to-day marketing execution across all clubs, ensuring consistency while allowing for local customization.
• Develop and implement annual and quarterly marketing plans aligned with ownership and operational goals.
• Partner with General Managers and department heads to support membership sales, dining, golf, events, and amenities.

Membership Growth & Retention:

• Drive lead generation, tours, and conversion strategies for new memberships.
• Develop onboarding, engagement, and retention campaigns for existing members.
• Support pricing strategy, promotions, and seasonal offers in coordination with ownership and finance.

Brand & Communications:

• Maintain brand standards across all touchpoints (digital, on-property, print, signage, member communications).
• Oversee member communications including newsletters, announcements, campaigns, and crisis communications when needed.
• Ensure each club’s brand positioning aligns with its target demographic and market.

Digital & Performance Marketing:

• Oversee websites, email marketing, CRM systems, social media, and paid media.
• Track and optimize marketing performance using KPIs tied to revenue, utilization, and engagement.
• Use data to inform decisions, improve ROI, and standardize best practices across clubs.

Events & Programming Support:

• Collaborate with club teams to market tournaments, social events, dining experiences, and special programs.
• Support private event and wedding sales through targeted marketing initiatives.

Vendor & Budget Management:

• Manage marketing budgets across the portfolio with a focus on efficiency and ROI.
• Select and manage external vendors (agencies, designers, photographers, digital partners).
• Standardize tools, templates, and workflows across clubs.

Leadership & Collaboration:

• Lead and mentor club-level marketing coordinators or shared services staff.
• Serve as a strategic partner to ownership, operations, sales, and finance.
• Establish scalable marketing processes as the portfolio grows.

Digital and Graphic Design:

• Skill in using industry adopted design software.
• Ability to assess and direct design projects as needed.
• Chart opportunities for development of our standard in graphic design.

Key Metrics for Success:

• Membership leads, conversions, and retention rates.
• Event bookings and utilization of club amenities.
• Marketing ROI and cost efficiency.
• Brand consistency and member satisfaction.
• Operational adoption of marketing systems and processes.

Qualifications:

Required:

• 8–12+ years of marketing experience, with a strong operational or performance focus.
• Experience in hospitality, private clubs, luxury real estate, resorts, or multi-location consumer businesses.
• Proven ability to connect marketing activity directly to revenue and operational outcomes.
• Strong project management and cross-functional leadership skills.
• Data-driven mindset with experience using CRMs, analytics, and reporting tools.

Preferred:

• Experience with private clubs, golf, or membership-based organizations.
• Background working with ownership groups, PE-backed portfolios, or multi-property operators.
• Familiarity with event marketing, food & beverage marketing, and lifestyle branding.

Personal Attributes:

• Highly organized, execution-oriented, and detail-driven.
• Comfortable operating between strategy and hands-on implementation.
• Collaborative leader who earns trust with GMs and ownership alike.
• Strong communicator with both creative and analytical fluency.