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Opry Entertainment Group · 21 hours ago

Sr. Director of Marketing Technology and Data Activation Strategy

Nashville, TN

Full-time

Onsite

Director/Executive

8+ years exp

Opry Entertainment Group (OEG) is seeking a Senior Director of MarTech & Data Activation to build and operate their marketing technology and customer data capabilities. The role involves defining the roadmap, leading audience data activation, and delivering actionable insights to transform data into meaningful fan engagement.

ArtMedia and EntertainmentMusicPerforming ArtsRecreation

Hiring Manager

Danielle Patel

Responsibilities

Develop, implement, and own the marketing technology and data activation strategy and roadmap, including platform selection (CDP, CRM, marketing automation, personalization), segmentation, audience journeys, and measurement

Build a unified customer and fan data foundation by integrating data from ticketing, venues, streaming, mobile apps, CRM/loyalty, and digital exposures to enable audience activation

Enable cross-channel activation by building audience segments, mapping journeys, and coordinating campaigns across email, mobile/push, SMS, advertising, social, in-venue, and streaming

Direct marketing analytics by defining KPIs, designing statistically significant experiments, conducting attribution analysis, and delivering customer insights that drive business decisions

Champion data-driven insights to improve campaign and channel effectiveness, drive growth, and inform marketing strategy

Serve as marketing technology and analytics subject-matter expert. Promote capabilities, train teams, enable self-service tools, deliver insights to leadership, and establish standards and best practices

Lead internal team and vendor/agency partners responsible for technology and analytical operations, audience activation, and platform management through coaching, mentorship, and resource planning

Drive change management and cross-functional alignment with marketing, content, touring, venues, ticketing, sponsorships, and technology teams to translate business needs into technical requirements and roadmap priorities

Ensure data governance, privacy, identity resolution, and compliance are embedded in all initiatives

Stay current on emerging technologies, analytical trends, and capabilities across entertainment, live events, streaming, and fan engagement

Perform other duties as assigned

Qualification

Marketing technology strategyCustomer data integrationCDPCRM implementationData analytics expertiseAudience activationDigital marketing analyticsData governance knowledgeStakeholder managementPassion for fan engagementLeadership skills

Required

Degree in Marketing, Information Systems, Data Science, Business or related field required

8+ years' marketing technology, customer data, or audience activation experience--preferably in B2C, entertainment, live events, or subscription/digital businesses

Proven experience implementing and operationalizing CDP, CRM, and marketing automation platforms (e.g., Adobe Experience Platform, Salesforce, Segment, Tealium, Braze, Marketo) for segmentation and activation

Technical fluency with data integration from ticketing/commerce systems, mobile apps, web, streaming, and venue sources; experience with cloud data platforms (Snowflake, AWS, Azure) and data pipelines

Strong analytical background, including SQL, BI tools, and applied statistics

Proficiency with digital marketing analytics tools (Google Analytics, Adobe Analytics, etc.)

Strategic and hands-on: able to define long-term roadmaps while executing platform implementations and activation campaigns

Proven leadership in building and managing data teams in matrixed environments

Excellent stakeholder management: translates business needs into technical requirements, communicates marketing technology value to senior leaders, and influences cross-functional teams

Passion for fan engagement, live entertainment, digital media, and marketing innovation

Ensure data governance, privacy, identity resolution, and compliance are embedded in all initiatives

Preferred

Advanced degree preferred

Knowledge of data privacy, identity resolution, consent frameworks, and first-party data strategy preferred

Company

Opry Entertainment Group

What do you get when you combine the most iconic entertainment brands in Nashville and beyond? The Opry Entertainment Experience: a collection of world-famous music brands – Grand Ole Opry, Ryman Auditorium, ACL Live, Ole Red, among others – powered by unparalleled musical talent, an enduring legacy, and world-class employees.

Founded in 2019

Nashville, Tennessee, USA

1001-5000 employees