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Role Summary:

The Senior Director, Integrated Marketing & Planning, is responsible for leading Cinemark’s integrated marketing & planning discipline, owning the enterprise marketing calendar, and translating priority films, seasonal moments, strategic partnerships, and business initiatives into cohesive, high-impact marketing programs. This role will lead Brand & Integrated Marketing and In-Theater/Local Marketing, ensuring Cinemark shows up with greater consistency, creativity, and commercial impact across owned channels, in-theater touchpoints, digital experiences, loyalty, paid/earned media, F&B, studio partnerships, markets, and theatres.

Key Responsibilities

Integrated Marketing Strategy & Portfolio Leadership

• Lead integrated marketing strategy and planning across core business portfolios, including Theatre Marketing, PLF, Gamescape, Theatrical Campaigns, HR and Employer Brand initiatives and coordinating with other key Program Owners including Food & Beverage, Loyalty and Studio Partnerships.
• Develop long- and short-term integrated marketing plans, business priorities, budgets, and success metrics aligned to company growth objectives.
• Partner with senior leadership to evolve marketing strategies, value propositions, and customer engagement programs that strengthen the business and brand experience.
• Lead development of innovative marketing programs, campaigns, services, and experiences that drive attendance, loyalty, revenue, and brand affinity.
• Translate consumer insights, competitive intelligence, and performance data into actionable marketing strategies and investment decisions.

Marketing Calendar, Film Moments & Enterprise Prioritization

• Own the annual, quarterly, and rolling 6–12-month integrated marketing calendar across films, seasonal moments, studio opportunities, F&B programs, loyalty initiatives, partnerships, PLF, Gamescape, events, and local market priorities.
• Collaborate with Studio Partnerships team to identify the key films, cultural moments, promotional windows, and business initiatives Cinemark should disproportionately support to drive attendance, revenue, brand affinity, and guest engagement.
• Lead cross-functional planning to determine which moments should become larger enterprise programs, including defining objectives, audience strategy, channel roles, creative needs, in-theater support, operational readiness, and success measures.
• Partner closely with Film, Studio Partnerships, F&B, Loyalty, Digital, PR, Paid Media, Creative, Operations, and Analytics to align priorities and reduce fragmented or one-off execution.
• Establish a consistent planning cadence that improves visibility, prioritization, resource allocation, and executive decision-making.
• Build clear business cases for priority moments, including audience opportunity, channel investment, operational complexity, expected commercial impact, and measurement approach.
• Establish post-program readouts and learning loops to determine which activations should scale, repeat, evolve, or sunset.

Integrated Planning & Cross-Functional Leadership

• Own and orchestrate the integrated marketing planning process across marketing functions and key business partners.
• Lead annual, quarterly, and campaign-level planning efforts to align marketing priorities, resources, timelines, and business objectives.
• Facilitate cross-functional planning sessions that ensure seamless coordination across Creative, Loyalty, Digital, Media, Public Relations, Operations, Food & Beverage, HR, and other stakeholders.
• Establish operational readiness plans, communication strategies, and execution frameworks that support successful enterprise-wide launches.
• Partner with Marketing Operations to drive disciplined execution and ensure integrated initiatives move efficiently from planning through delivery.
• Identify opportunities to turn priority releases and business initiatives into larger, multi-channel brand moments.
• Develop scalable playbooks for repeatable tentpole activations, including film franchises, seasonal windows, PLF launches, F&B tie-ins, loyalty moments, and local market activations.
• Partner with Studio Partnerships to maximize content, talent, screenings, in-theater activations, fan events, lobby takeovers, merchandise, and exclusive guest experiences.

Gamescape and PLF Leadership

• Lead the development of integrated campaigns and programs that connect marketing channels, customer touchpoints, and business priorities.
• Oversee channel planning and campaign integration to ensure consistent and impactful customer experience.
• Develop and oversee execution for Gamescape marketing and content, partnering closely with operations and serving as the marketing lead and keeping other program and channel leads up to date.
• Oversee PLF (premium large format) marketing, working closely with Film and across marketing to drive ongoing growth in attendance.
• Guide the development of marketing briefs and plans rooted in business objectives, customer insights, and measurable outcomes.
• Partner closely with internal Creative and Marketing Operations to bring campaigns to market effectively and efficiently.
• Ensure marketing initiatives reflect brand standards while driving commercial performance and customer engagement.

Brand & Employer Brand Leadership

• Provide strategic leadership for brand-building initiatives, content strategies, and customer-facing experiences across the enterprise.
• Lead the development and activation of employer brand strategies in partnership with Human Resources to support recruitment, engagement, and retention objectives.
• Oversee development and execution of the Why Cinemark campaign and content calendar, ensuring the always-on paid and owned campaign is executed flawlessly across all channels.
• Partner with Research and Analytics teams to understand brand health, customer perceptions, and marketplace opportunities.
• Serve as a strategic steward of brand pillars, positioning, messaging, customer definition and experience across key marketing initiatives.

In-Theater & Local Marketing Leadership

• Lead In-Theater/Local Marketing as a strategically managed channel that connects national brand priorities, film moments, F&B programs, loyalty initiatives, studio partnerships, and local theatre needs.
• Establish planning, governance, and prioritization for in-theater messaging, lobby experiences, signage, digital in-theater channels, local market campaigns, remodel/new theatre support, and GM-facing marketing tools.
• Partner with Operations to ensure guest-facing execution is clear, brand-right, operationally realistic, and consistently implemented across theatres.
• Elevate local marketing from reactive theatre support to proactive market-level strategy that can create competitive advantage and deepen community relevance.
• Develop measurement approaches for in-theater and local marketing impact, including execution quality, guest experience, revenue contribution, local engagement, and operational effectiveness.

Team Leadership & Organizational Influence

• Lead, coach, and develop a high-performing team of Managers and Senior Managers.
• Build organizational capabilities through strong leadership, talent development, coaching, and succession planning.
• Foster collaboration across teams and create alignment around shared priorities and business objectives.
• Serve as a trusted advisor to senior leaders, influencing decisions and helping shape long-term marketing strategy.
• Champion a culture of partnership, innovation, accountability, and continuous improvement.

Qualifications

Required

• Bachelor’s degree in marketing, Business, Communications, or a related field.
• 12–15 years of progressive marketing experience, including substantial leadership experience in integrated marketing, brand strategy, planning, or related disciplines.
• Proven success leading large-scale, cross-functional marketing initiatives and planning processes across multiple business units.
• Deep experience developing integrated marketing strategies, campaigns, and customer engagement programs.
• Demonstrated success leading and developing high-performing teams.
• Strong business acumen with the ability to connect consumer insights, operational realities, and financial objectives into actionable strategies.
• Exceptional communication, influence, stakeholder management, and executive presentation skills.
• Experience owning an annual or rolling integrated marketing calendar across multiple business lines, channels, and stakeholder groups.
• Demonstrated ability to identify high-potential cultural, seasonal, product, or content moments and scale them into measurable marketing programs.
• Experience leading in-store, in-location, retail, field, local, or experiential marketing channels.
• Strong commercial judgment, with experience prioritizing marketing investment based on business impact, audience opportunity, and execution feasibility.
• Experience operating in a highly matrixed organization where Marketing must influence Operations, Creative, Product/Digital, Commercial, and external partners.

Preferred

• Experience in entertainment, hospitality, services or multi-location brands.
• Experience working within highly matrixed organizations and orchestrating large cross-functional teams.
• MBA or advanced degree preferred

Benefits Available:

At Cinemark, we believe every team member should feel like a hero. Each career comes with a variety of blockbuster benefits for both hourly and salaried team members.

• Employee Discount
• 401(k) Matching*
• Growth Opportunities
• Education Assistance*
• Health Benefits*
• Parental Leave*
• Paid Time Off*
• Daily Pay*
• Free Movies*

*Benefits may vary by career category, so be sure to check the specific details on our career site.

DISCLAIMER: This job description is intended only as a general guideline of your duties and responsibilities at Cinemark and is not a legally binding contract. Cinemark reserves the right to amend, change or terminate the job description, as it deems appropriate. Any change amendments, or modifications may be implemented even though they have not been communicated, reprinted or substituted in this job description.

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.  

Cinemark is an Equal Opportunity Employer