Director, Growth Marketing

RESPONSIBILITIES

WEBSITE OWNERSHIP, OPTIMIZATION & TESTING (PRIMARY FOCUS):
• Own the performance, conversion, and ongoing optimization of the ESB and ESRT websites as core revenue channels
• Lead website strategy, UX optimization, and funnel performance across ticket sales and leasing objectives
• Own a structured experimentation roadmap, including A/B testing, multivariate testing, and bandit testing
• Direct continuous website updates, enhancements, and optimization initiatives to improve engagement and conversion
• Partner with vendors and internal teams to design, test, and launch new website features and components
• Ensure analytics and tagging frameworks support accurate testing, attribution, and decision-making
 
PAID MEDIA STRATEGY & AGENCY LEADERSHIP:
• Own paid media strategy and performance across search, social, display, and programmatic channels
• Direct and manage external digital advertising agency, setting strategy, priorities, and performance expectations
• Act as the internal owner of paid media decisions, including channel mix, budget allocation, testing plans, and scaling strategy
• Apply disciplined, ROI-driven decision-making to continuously improve efficiency and performance
• Ensure paid media efforts are tightly integrated with website optimization and testing initiatives
 
GROWTH STRATEGY, ACQUISITION & REVENUE IMPACT:
• Develop and execute digital growth strategies aligned with company goals and annual KPIs
• Drive YoY growth through paid acquisition, SEO/AEO, website optimization, and testing
• Monitor and optimize KPIs across acquisition, conversion, and revenue performance
• Track campaign costs and prioritize ROI across all digital marketing efforts
• Use analytics, testing insights, and predictive signals to inform strategy and resource allocation
• Manage digital marketing budgets and ensure efficient deployment of spend
 
OTA & THIRD-PARTY CHANNEL OPTIMIZATION:
• Own performance and optimization of OTA and third-party marketplace pages
• Test content, messaging, imagery, offers, and page structure to improve visibility and conversion
• Partner with Revenue and Marketing teams to evaluate OTA performance and return
• Embrace OTA platforms as strategic growth channels and continuously optimize
 
ANALYTICS, REPORTING & MEASUREMENT:
• Own analytics strategy, tagging, and measurement frameworks across website, paid media, OTA, and testing initiatives
• Advise on GA4, attribution models, and performance dashboards to track funnel performance and ROI
• Report weekly, monthly, and quarterly results to senior leadership with clear insights and recommendations
• Translate complex data into actionable decisions that drive growth
 
LEADERSHIP & CROSS-FUNCTIONAL COLLABORATION:
• Supervise and mentor a digital analyst, senior digital product manager, and web coordinator, setting clear priorities and expectations
• Partner with Creative, Content, PR, IT, Revenue, internal stakeholders, and external vendors to execute growth initiatives
• Foster a culture of testing, accountability, and continuous improvement
 
INNOVATION, AI & GOVERNANCE:
• Leverage AI-powered tools, including agentic coworkers, to improve website performance, paid media optimization, personalization, testing velocity, and organic performance
• Identify and implement emerging technologies that improve efficiency and results
• Ensure digital campaigns, analytics, and AI-driven tools comply with legal, regulatory, and data privacy requirements

WHAT SUCCESS LOOKS LIKE

• Consistent year-over-year revenue growth from paid media, organic search, and onsite conversion improvements
• Clear improvement in return on ad spend, customer acquisition cost, and conversion rate across key digital channels
• Strong executive confidence in digital performance reporting, forecasts, and investment recommendations
• Effective use of AI tools that measurably improve targeting, personalization, testing velocity, and media efficiency
• A scalable, well-prioritized website roadmap that supports ticket sales, brand engagement, and long-term growth
• A high-performing digital team with clear ownership, strong collaboration, and sustained professional development
• Seamless alignment across paid, owned, and organic channels that maximizes reach, efficiency, and lifetime value

REQUIRED SKILLS / ABILITIES

• Demonstrated ability to lead, mentor, and develop team members in a fast-paced, performance-driven environment
• Strong analytical, financial, and problem-solving skills with the ability to translate data into actionable insights
• Excellent communication and presentation skills, with experience reporting performance and recommendations to senior leadership

EDUCATION & EXPERIENCE

• 5–12+ years of experience owning digital growth, performance marketing, or digital acquisition with direct responsibility for website performance and paid media results
• Hands-on experience using data, testing frameworks, and analytics to drive measurable improvements in acquisition efficiency and conversion
• Proven experience leading website optimization, conversion rate optimization, and structured testing programs with measurable revenue impact
• Demonstrated success owning paid media strategy and directing external digital advertising agencies
• Experience leading multi-channel digital budgets and optimizing spend based on ROI
• Bachelor’s degree preferred, but not required; equivalent practical experience strongly considered

PHYSICAL REQUIREMENTS

• Prolonged periods of sitting at a desk and working on a computer
• Must be able to lift up to 15 pounds at times

WHAT YOU CAN EXPECT

At ESRT, like our tenants, our employees come from everywhere. We foster a collaborative work environment that captures top talent and cultivates the best ideas. As a Great Place to Work® Certified employer, we are committed to maintaining our positive work culture where employees are engaged and can grow and develop. In addition, ESRT employees embody our Company Culture & Success Factors -
• Adaptable – you are a self-starter who’s able to quickly digest and execute new processes to work both collaboratively and independently
• Dynamic – you are solutions-oriented, aim to improve processes and implement efficiency, and offer insightful feedback to improve ESRT
• Dependable – you take a strong sense of ownership and accountability over your work
• Passionate – you keep up with industry trends and are excited about the potential to propel the industry forward with a “roll-up-your-sleeves” attitude
• Curious – you consistently look for new ways to work smarter, not just harder
• Ethical – you treat others with respect, act with integrity in how you perform your work, and embrace our collaborative culture
• Positive – you possess a service-oriented attitude with excellent follow through

BENEFITS

• Competitive base salary and bonus
• Health/Dental/Vision insurance
• Company sponsored Life, AD&D, STD (with Salary Continuation), and LTD Insurance
• Voluntary Enhanced LTD Program
• Voluntary Hospital, Accident, and Cancer Programs
• 401(k) with 100% match up to 5%
• Paid parental leave
• Pre-tax transit accounts
• Employee Assistance Program for emotional, financial, and legal support

WELL-BEING

• Generous paid time off
• Flex remote work time
• Flex Summer Fridays
• Employee engagement programs
• Volunteer time off
• Continuing education
• Complimentary Empire State Building Observatory access
• Complimentary gym membership and other wellness benefits
• Employee Discount Programs