Manager, Media Strategy & Planning

Manager, Media Strategy & Planning

Six Flags Entertainment Corporation | Arlington, TX

Six Flags Entertainment Corporation is one of the world's largest regional theme park operators, delivering millions of guest experiences every year across North America. We're looking for a hands-on media leader to own paid media strategy, planning, and performance across all of our properties.

Why this role

You'll own our media agency relationship and set its direction. That means independently evaluating agency recommendations, challenging channel allocations, and holding the partnership accountable for execution and results. You'll also be a key voice across our inter-agency team, making sure media works in step with the rest of the marketing engine.

What you'll do

• Lead localized, property-level media strategy across awareness, consideration, and conversion, tailored to regional audiences, cultures, and languages across the US and Canada
• Build the investment rationale by property across TV, CTV, online video, audio, paid social, influencer, OOH, cinema, search, display, sponsorships, and emerging media
• Own budget pacing and allocation by property, including mid-flight reallocations, year-over-year analysis, and invoicing accuracy
• Drive first-party audience strategy, including retention segments, 1P lookalikes, and behavioral targeting, and partner with Integrated Marketing to launch a Dynamic Creative Optimization (DCO) approach
• Run weekly performance reviews that go beyond CPMs and impressions to reach efficiency, frequency, ROAS, and cost-per-outcome
• Build a test-and-learn agenda with Marketing Measurement to prove incrementality and act on Media Mix Model results
• Translate media plans into clear summaries and POVs for regional marketing teams and park leadership
• Stay close to media partners on new offerings and platform evolutions, including AI advancements

What you bring

• 8+ years of hands-on integrated media planning, leading multi-channel, data-driven strategies with multi-million-dollar budgets in complex, multi-location organizations
• Strong analytical skills and the ability to turn data into action
• Direct experience with modern CDPs, media buying platforms, and dashboards, including Google Analytics
• A solid understanding of how owned channels, CRM, and SEO impact paid media
• Proven cross-functional collaboration with finance, analytics, and agency partners
• Bachelor's degree in media, marketing, business, or a related field

Nice to have

• MBA or equivalent
• Experience in hospitality, entertainment, theme parks, retail, travel, or other high-volume, demand-driven industries such as automotive or franchise operations
• A background in seasonal, fast-moving, or decentralized environments

The details

• Primarily office-based in Arlington, TX (Fridays remote)
• Reports to the VP, Integrated Marketing
• Periodic travel to park locations, with occasional evening or weekend work during peak seasons and major launches

If you love making every media dollar work harder and want to see your strategy show up in packed parks, we'd love to hear from you!