Digital Marketing Specialist

Herschend is seeking a creative and brand-minded Digital Marketing Specialist to join the team at our newest hospitality venture, Dolly Parton’s SongTeller Hotel, located in the heart of Downtown Nashville. The ideal candidate is a creative storyteller with a sharp marketing mindset and a passion for creating meaningful guest connections. This person blends imagination with strategy, using digital platforms to bring the SongTeller spirit to life through engaging content, strong brand awareness, and memorable campaigns that inspire guests to be part of the story.   

Inspired by Dolly Parton's epic career and trailblazing spirit, SongTeller Hotel in Nashville is as unique as the global icon herself. Dolly welcomes guests to a place where they can Love Every Moment; it is a place to unplug, to connect with loved ones and to be entertained.  

The Digital Marketing Specialist position provides a unique opportunity for the right individual to contribute to the pre-opening sales efforts for Dolly Parton’s SongTeller Hotel featuring 245 rooms, two F&B Entertainment venues, a market, and Dolly Parton’s Museum.  The Digital Marketing Specialist is responsible for planning, executing, and optimizing digital marketing strategies that drive awareness, engagement, and direct bookings for Dolly Parton’s SongTeller Hotel. This role blends storytelling with performance—ensuring every digital touchpoint reflects the SongTeller brand while delivering measurable business results. You will work across owned, paid, and earned channels to support pre-opening, launch, and ongoing growth, partnering closely with Revenue, Commerce, PR, and agency teams.  To achieve success in this role, one must drive results while adhering to our Heartspitality® culture.   

SongTeller Hotel Nashville is more than just a place to rest your head, it's a hub of music, style, and hospitality designed the Dolly-way. Sprinkled with glamour, artistic surprises and a sense of humor - it's an experience as unforgettable as the entertainer herself. SongTeller Hotel celebrates the people, talent and setting of the destination, weaving the local music and culinary scenes together. So come experience the unique charm, and hospitality that could only be created by the iconic hostess herself! 

SUMMARY OF ESSENTIAL FUNCTIONS & RESPONSIBILITIES 

• Plan and execute integrated digital campaigns across email/CRM, SMS, website, paid media (Google, Meta), and social channels to drive awareness, engagement, and bookings 
• Manage and optimize website content and CMS (Umbraco preferred) to ensure brand alignment, strong UX, and conversion performance 
• Partner with Revenue and Commerce teams to align marketing efforts with pricing strategies, promotions, and occupancy goals 
• Leverage segmentation, personalization, and A/B testing to continuously improve campaign performance and guest engagement 
• Analyze digital performance (GA4, campaign analytics, CRM data) to optimize ROI, conversion rates, and customer lifetime value 
• Support paid media strategy and execution in collaboration with agency partners, ensuring alignment with brand and performance goals 
• Troubleshoot and manage marketing technology integrations and issues with internal IT teams and external vendors 
• Support pre-opening campaign development, launch strategy, and ongoing communications across all digital channels 

This job description is not an “all-inclusive’ list of the duties and responsibilities of this position or of the skills and abilities required to perform this position.  

QUALIFICATIONS 

• Bachelor’s degree in Marketing, Communications, or related field 
• 3–5+ years of experience in digital marketing, performance marketing, or marketing automation 
• Experience in hospitality, travel, or lifestyle brands preferred 
• Hands-on experience with CRM and CMS platforms (Umbraco a plus) 
• Working knowledge of HTML and CSS 
• Strong understanding of full-funnel digital marketing and customer journey optimization 
• Proven ability to analyze data and translate insights into actionable strategies 
• Experience with digital analytics tools (Google Analytics/GA4) and campaign reporting 
• Familiarity with paid media platforms (Google Ads, Meta) and email/SMS marketing platforms 
• Proficiency in Microsoft Office (Excel emphasis) 
• Experience with Adobe Creative tools is a plus 
• Ability to manage multiple projects in a fast-paced, collaborative environment 
• Strong communication skills and attention to detail 
• Passion for storytelling, hospitality, and creating meaningful guest connections 

ABOUT DOLLY PARTON'S SONGTELLER HOTEL & HERSCHEND 

Dolly Parton’s SongTeller Hotel is the newest hospitality venture of Herschend, the world’s largest family-owned themed attractions company that’s been Bringing Families Closer Together by Creating Memories Worth Repeating® for seven generations. Our 12,000+ passionate employees (hosts) collectively entertain 15 million guests each year across our two-dozen wholesome family entertainment brands. Each offers distinctive experiences that inspire discovery and deliver on Herschend’s commitment that every guest leaves with two things: a smile and a deeper connection with one another.   

The heart of Herschend’s success has long been the world-renowned hospitality that’s rooted in our DNA. We call it Heartspitality®. It’s a unique culture that blends our ethos of Leading with Love and our purpose of Bringing Families Closer Together by Creating Memories Worth Repeating® to create real impact and joy that spreads through our hosts to our guests and out into our communities.   

As an equal-opportunity employer, we strive to provide environments where every host, guest, and partner feel welcome, valued, and loved. We firmly believe that words and actions matter, which is why all individuals are to be treated equally and with respect.