Marketing Manager

Franklin, TN, USA|Onsite

Job Overview

Employment Type

Full-time

Compensation

Salary

Range $58,000.00 - $94,700.00

Work Schedule

Flexible

Benefits

Health Insurance

Dental Insurance

Paid Time Off

Retirement Plan

Employee Discounts

Professional Development

flexible schedule

Job Description

Herschend Enterprises is a renowned family-owned company with a legacy spanning over 75 years, beginning with a humble discovery in an Ozark Mountain cave. Over the decades, Herschend has evolved into the largest family-held themed attractions company, owning and operating 49 leading attractions and immersive experiences worldwide. Their core mission revolves around "Bringing Families Closer Together by Creating Memories Worth Repeating," a purpose vividly brought to life through their unique brand of hospitality they call Heartspitality—the harmonious blend of heart and hospitality in every interaction. The company prides itself on fostering inclusive environments where every host, guest, and partner feels welcome, valued, and loved, emphasizing equal opportunity and respect in all endeavors. Their commitment to authentically enriching guest experiences makes them a standout leader in the hospitality and entertainment industry.

Dolly Parton’s SongTeller Hotel is the newest pioneering hospitality project launched by Herschend in the vibrant heart of Downtown Nashville. Inspired by Dolly Parton's epic career and trailblazing spirit, this hotel reflects the unique charm, glamour, artistic surprise, and humor synonymous with the iconic global entertainer herself. As a 245-room luxury hotel, SongTeller boasts two food and beverage entertainment venues, a market, and the exclusive Dolly’s Life of Many Colors Museum, making it a cultural and experiential hub where guests can come together to relax, connect, and be entertained. This is not just a hotel; it is a bold destination, weaving together the music, style, and hospitality that defines Nashville and Dolly Parton’s personal brand.

The role of Marketing Manager at SongTeller Hotel offers a rare and exciting opportunity to lead the pre-opening and post-opening marketing efforts for this landmark property. This position is designed for an experienced, imaginative, and results-driven marketing professional who excels at balancing creative storytelling with measurable business performance. As Marketing Manager, the candidate will be responsible for developing and executing comprehensive marketing strategies spanning digital campaigns, social media engagement, branded collateral, email communications, promotional events, and community outreach. The marketing lead will not only create compelling content that brings the SongTeller brand to life but will also ensure each marketing touchpoint authentically reflects the guest experience rooted in Dolly’s legacy and the company’s Heartspitality culture.

This role demands a hands-on leader with a keen eye for detail, a strong command of digital and social media strategies, and the ability to collaborate across departments to foster a team-driven atmosphere. Managing budgetary resources efficiently, overseeing campaign analytics, and working with creative and media partners will be central to the success of the chosen candidate. The Marketing Manager will represent the hotel in various community and business events, enhancing brand visibility throughout the Nashville area and beyond. The position also requires flexibility, creativity, and a passion for innovative marketing approaches within a fast-paced and dynamic environment.

Joining Herschend as the Marketing Manager for Dolly Parton’s SongTeller Hotel means becoming part of a visionary team dedicated to crafting unforgettable experiences. This role offers the chance to shape a brand from ground zero and make a lasting impact on a landmark hospitality venture. By intertwining local music and culinary artistry with world-class hospitality, the SongTeller Hotel aims to be an unforgettable destination, and the Marketing Manager will be the heart behind telling that story to the world. Whether crafting content, managing promotional packages, or driving community engagement, this position plays a vital role in defining how guests connect with the Dolly Parton brand and the welcoming spirit of Herschend's Heartspitality.

Job Requirements

Bachelor’s degree in marketing, communications, hospitality or related field
Minimum 4 years of progressive marketing experience preferably in hospitality, entertainment or tourism
Experience with hotel openings or hospitality rebranding highly preferred
Strong digital marketing and brand storytelling skills
Effective communication and interpersonal skills
Demonstrated ability to work independently and meet objectives
Proven project management and leadership experience
Comfortable working in a fast-paced, dynamic environment
Creative and innovative thinking
Availability to work flexible hours including evenings, weekends and holidays
Commitment to upholding inclusive and respectful workplace culture

Job Qualifications

Bachelor’s degree in Marketing, Communications, Hospitality, or related field
4+ years of progressive experience in marketing, ideally within the hospitality, entertainment, or tourism industries
Proven experience launching or rebranding a hospitality business (hotel opening experience highly preferred)
Proven ability to work under limited supervision and deliver against set goals
Exceptional communication, interpersonal, and problem solving skills
Expertise in digital marketing, campaign strategy, brand storytelling, and media relations
Excellent project management, leadership, and cross-functional collaboration skills
Ability to thrive in a dynamic, fast-paced environment with shifting priorities
A creative spirit and passion for building something new - from the ground up
The ability to think outside the box using a fresh and innovative approach in all aspects of the position
Flexibility to work evenings, weekends, and holidays as needed

Job Duties

Develop and execute all pre-opening and post-opening marketing plan initiatives including email communications, website merchandising, social media, digital campaigns, promotions, packages
Develop and implement integrated marketing plans to drive hotel bookings, brand engagement, and community connection
Design, launch, and monitor digital and experiential campaigns aligned with key opening milestones and business goals
Manage marketing and pre-opening expenses, ensuring effective resource allocation and cost control
Craft marketing materials, signage, and sales collateral for the hotel launch and beyond
Support public relations strategy and community outreach efforts to build positive relationships with the community, guests, and business partners
Partner with social media agency to support content strategy, campaign execution, and community engagement that builds brand awareness, drives audience connection, brings the SongTeller story to life and delivers results across all platforms
Maintain collaborative relationships with property stakeholders in all departments and property support center
Track, optimize and report on marketing performance metrics (KPIs), including campaign ROI, web traffic, guest engagement, and conversions
Establish short- and long-term departmental goals and operational procedures
Represent the hotel at local business, tourism, and media events to foster visibility and support brand awareness
Collaborate with creative partners to develop photography, video, and branded assets for marketing use
Manage on-property photo/video shoots
Participate in strategic planning for opening-day events, promotional partnerships, and special guest experiences
Organize promotional events and materials for property amenities
manage all holiday/seasonal activation, execution, and communication
Lead and implement property promotional packages, working closely with revenue management and operations teams
Manage website and email creative execution, digital sign creative/implementation, the creation of landing pages and requesting updates to hotel website and systems