COMPANY SUMMARY
Empire State Realty Trust, Inc. (NYSE: ESRT) is a NYC-focused REIT that owns and operates a portfolio of well-leased, top of tier, modernized, amenitized, and well-located office, retail, and multifamily assets. ESRT’s flagship Empire State Building, the “World's Most Famous Building,” features its iconic Observatory, ranked the #1 Top Attraction in New York City for the fourth consecutive year in Tripadvisor’s 2025 Travelers’ Choice Awards: Best of the Best Things to Do. The Company is a recognized leader in energy efficiency and indoor environmental quality. As of December 31, 2025, ESRT’s portfolio is comprised of approximately 7.9 million rentable square feet of office space, 0.8 million rentable square feet of retail space and 743 residential units. More information about Empire State Realty Trust can be found at esrtreit.com and by following ESRT on Facebook, Instagram, TikTok, X and LinkedIn.
POSITION SUMMARY
The Director, Growth Marketing owns the Empire State Building and Empire State Realty Trust websites as primary revenue-driving channels and is accountable for their performance, conversion, and continuous optimization. This role leads website strategy, structured testing, and digital acquisition to drive measurable revenue growth through disciplined experimentation and performance marketing.
This position owns the end-to-end digital funnel, including website experience, paid media strategy, SEO/AEO, OTA performance, and conversion optimization. The Director heads external digital advertising agency, runs rigorous testing programs, and applies analytics and AI-driven tools to improve efficiency, scale demand, and maximize ROI across paid and organic channels.
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
$170,000 - $185,000 a year
Salary is based on several factors including but not limited to education, work experience, job location, size of property where applicable, and/or certifications. In addition to your base salary, ESRT provides discretionary annual bonuses.
ESRT is an equal opportunity employer and is committed to providing a workplace free from harassment and discrimination. We celebrate the unique differences of our employees because they drive curiosity, innovation, and the success of our business. We do not discriminate based on race, religion, color, creed, national origin, sex, sexual orientation, gender identity or expression, reproductive choices, age, marital status, veteran status, disability status, pregnancy, parental status, caregiver status, genetic information, political affiliation, or any other status protected by the laws or regulations in the locations where we operate. This policy applies to all aspects of employment, including hiring, promotion, demotion, compensation, training, working conditions, transfer, job assignments, benefits, layoff, and termination. Reasonable accommodations that do not create an undue hardship for the Company are available for applicants and employees with disabilities or sincerely held religious beliefs.
We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.
