Head of Marketing

Role: Head of Marketing

Location: William’s Den, North Cave, East Yorkshire

Salary: Competitive depending on experience

Hours: Full-time, permanent

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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.

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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

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Key Responsibilities

• Strategy & Planning
• Create and own our annual marketing plan linked to revenue and footfall targets.
• Build segmented strategies for our different customer avatars.
• 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.
• Team & Agency Leadership
• 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.

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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.

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Essential Experience

• 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.

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Desirable Experience

• Experience in visitor attractions, hospitality, leisure, events, or tourism.
• Knowledge of Force 24, Tevalis, or similar systems.
• Familiarity with East Yorkshire and surrounding areas.

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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.

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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