Business Intelligence Director

Herschend is the world’s largest family-held themed attractions company, with a portfolio of over 40 family entertainment brands across North America, including destinations, resorts, theme parks, water parks, immersive experiences, and content enjoyed by audiences worldwide.

While each of our family brands offers something unique, all are united by a shared purpose: Bringing Families Closer Together by Creating Memories Worth Repeating®. Our 22,000 passionate hosts make this purpose possible through everyday acts of love and service—what we call Heartspitality®—the intersection of heart and hospitality.

As an equal-opportunity employer, we strive to provide environments where every host, guest, and partner feels welcome, valued, and loved. We firmly believe that words and actions matter, which is why all individuals are to be treated equally and with respect. For more information, visit www.Herschend.com.

POSITION SUMMARY

The Business Intelligence Director leads the strategy, governance and delivery of enterprise reporting, data visualization, and related self-service analytics to support various departments, including marketing, sales, operations, and finance. The BI Director is responsible for the business intelligence function while remaining hands-on with dashboard design and development, from owning the BI roadmap to personally designing and building key executive and operational dashboards for the business. In addition, this individual will partner with leaders and their teams to define metrics and standards, and ensure that trusted, timely data is available to drive performance.

This full-time position in Property Support Center (PSC) Marketing is located at our Home Office in Peachtree Corners, Georgia.

ESSENTIAL DUTIES & RESPONSIBILITIES

Key Responsibilities

• Develop, maintain and scale regular reporting, dashboards, and scorecards to track KPIs and business performance.
• Build and maintain robust analytical workflows using SQL, Python, and BI platforms.
• Create clear data visualizations and storytelling deliverables in Power BI or other tools to translate analytical results into clear business narratives that support attendance, revenue, marketing campaigns, pricing, promotions, and guest satisfaction.
• Support the enterprise analytics strategy by identifying new use cases for AI, automation, and predictive analytics in the guest journey.
• Collaborate with Data Engineering, MarTech, Insights & Analytics team members to ensure data quality, consistency, and model deployment readiness.
• Explore new methodologies and BI tools to improve reporting capabilities, enhance reporting efficiency and insight depth.
• Build complex data models leveraging DAX

Data Governance & Integrity:

• Ensure data accuracy, completeness, and consistency across all sources and reporting platforms.
• Develop data governance policies and best practices to maintain the integrity of the data used for analysis.
• Partner with IT, Technology Support Group, Data Engineering and Analytics Engineering teams to optimize data collection processes and ensure the availability of clean and reliable data.

Project & Stakeholder Management:

• Lead analytics projects from inception to completion, ensuring timely delivery of insights and recommendations that drive business impact.
• Manage timelines, resources, and stakeholder expectations for data-related projects.
• Prioritize analytics initiatives based on business needs, balancing short-term deliverables with long-term strategic goals.
• Promote a culture of data-driven decision-making within the organization by sharing best practices and tools with team members and business partners.

EXPERIENCE & EDUCATION

• Bachelor’s degree in Analytics, Business, Finance, Economics or Computer Science, or a related field.
• Master’s degree (MBA or Analytics field) preferred
• Minimum of 8-10+ years of experience in business intelligence, data analytics, or related roles, with a minimum of 3-5 years managing BI environments and teams
• Experience in entertainment, hospitality, attractions or other high-volume consumer-focused industries strongly preferred.

SKILLS & QUALIFICATIONS

• Expert knowledge of data visualization tools (e.g., Power BI required, Looker, Tableau and Spotfire a plus)
• Experience building and leveraging DAX data models.
• Expert knowledge in data modeling and statistical analysis tools and languages, such as SQL, Python, & R.
• Advanced expertise with enterprise BI platforms, data modeling and dashboard, report design at scale.
• Advanced experience with modern data stacks and cloud platforms (including Azure, Databricks and Snowflake)
• Strong understanding of data warehousing, data lakes, semantic models, and ETL/ELT concepts.
• Proven track record of establishing governed KPIs and reporting standards across multiple business functions.
• Strong background in translating data into actionable business dashboards and reports and working cross-functionally with various departments.
• Experience partnering with Advanced Analytics/Data Science teams and integrating predictive models into BI.
• Excellent communication and presentation skills, with the ability to explain complex data findings to non-technical stakeholders.
• Ability to manage multiple projects simultaneously and meet tight deadlines.
• Strong attention to detail, problem-solving skills, and a passion for using data to drive business performance.
• Analytical Thinking: Strong ability to analyze complex data, identify trends, and showcase key data in corresponding reports and visualizations.
• Business Acumen: Deep understanding of business operations and the ability to align business intelligence initiatives with strategic goals.
• Communication: Excellent ability to present and convey insights in a clear, actionable manner to non-technical stakeholders.
• Problem-Solving: Proven experience in using data to solve complex business problems and identify opportunities for improvement.
• Leadership: Ability to mentor and guide junior analysts while managing multiple projects and deadlines.
• Adaptability: Ability to thrive in a fast-paced environment and adapt to changing business needs.