Hours: Full-time, permanent
Introducing a fantastic opportunity for an ambitious, talented and dynamic Head of Marketing at our well-loved family attraction at the foot of the Yorkshire Wolds, William’s Den.
About Us
At William’s Den, we’re not just a visitor attraction — we’re a place where imagination runs wild! We welcome families from all over the UK (and beyond) to play, explore, eat, and make wonderful memories together. With a unique blend of innovative indoor & outdoor adventure play experiences, an exciting calendar of signature events, a delicious homemade food & drink offer including wood-fired pizzas & ice cream, and an evolving camping offer, we’re on a mission to become one of the UK’s best play & stay destinations.
We’re seeking a talented, commercially-minded Head of Marketing who can lead our marketing function end-to-end — from customer insight to campaign ROI — and turn our vision into measurable growth.
The Opportunity
This is not a purely creative role. It’s a leadership position for a marketer who understands that marketing is a revenue engine.
You’ll be responsible for:
* Owning the marketing strategy across all channels and customer segments.
* Leading integrated campaigns from concept to delivery, with clear KPIs and ROI tracking.
* Managing and briefing our Digital Marketing Coordinator and agencies.
* Using data to make decisions, pivot campaigns, and ensure budget is invested where it performs best.
* Deeply understanding our audience avatars and tailoring campaigns to each.
* Driving footfall and revenue for our core business areas: adventure play, seasonal events, food & drink, and our campsite.
* Protecting our brand
Key Responsibilities
* Create and own our annual marketing plan linked to revenue and footfall targets.
* Plan and manage marketing budgets, allocating spend by channel for maximum ROI.
* Performance & Reporting
* Establish a clear KPI dashboard covering footfall, bookings, engagement, ROAS, and customer acquisition costs.
* Track performance weekly and adjust campaigns in real time.
* Campaign Delivery
* Lead fully integrated campaigns across digital, PR, on-site, and partnerships.
* Ensure consistent brand voice and messaging across all touch points.
* Line-manage the Digital Marketing Coordinator.
* Manage relationships with PR, digital, and creative agencies — setting briefs, KPIs, and reviewing performance.
* Customer Insight
* Get under the skin of our customers — through data, research, and observation — and translate insight into action.
* Develop and evolve our audience avatars and ensure they drive all campaign planning.
About You
You’ll thrive in this role if you are:
* Commercially-minded — you think in terms of results, ROI, and value for money.
* Data-driven — confident interpreting campaign performance data and acting on it.
* Customer-focused — able to translate customer insights into targeted marketing.
* Organised and proactive — able to lead multiple campaigns at once without losing sight of the big picture.
* A strong communicator — able to inspire the team and brief agencies with clarity.
* At least 5 years’ experience in marketing, including 2+ years in a senior strategic role.
* Proven track record of delivering measurable growth through integrated campaigns.
* Experience managing budgets and optimising spend based on ROI/ROAS.
* Strong understanding of digital marketing channels, analytics, and customer segmentation.
* Experience managing agencies and internal teams.
* Experience in visitor attractions, hospitality, leisure, events, or tourism.
* Knowledge of Force 24, Tevalis, or similar systems.
* Familiarity with East Yorkshire and surrounding areas.
What We Offer
* A role where you can genuinely shape the growth of a unique, values-led business.
* Support from a passionate leadership team and an established Digital Marketing Coordinator.
* A creative and inspiring working environment.
* Staff discounts and access to our attractions.
* Competitive salary, dependent on experience.
To Apply:
Send your CV and a covering letter including/detailing:
1. An example of a campaign you planned and delivered end-to-end, including the commercial results.
2. A short video telling us why you believe you’d be a great fit for the role
Job Types: Full-time, Permanent
* Company pension
* Discounted or free food
* Flexitime
* Free parking
* On-site parking
Partnerships & Accreditations
FOLLOW US:
HOW TO FIND US:
William's Den Castle Farm, Wold Hill, North Cave
East Riding of Yorkshire HU15 2LS T: 01430 472230 polar.shipwreck.rooster GET DIRECTIONS #J-18808-Ljbffr