Location
Birmingham, AL | United States
Job description
The Director, Marketing is a key business leader that will be responsible for all elements of the brand experience. The Director, Marketing will oversee the successful execution of the marketing strategy which includes consumer-facing communication, website, media campaigns, merchandise strategy and fan experience at Legion FC games, as well as oversight of the annual marketing budget.
The primary objectives of the Director are to grow the Legion FC fanbase and to increase the Club's brand awareness in the Alabama market. The Director will be accountable for brand building and positioning, digital marketing and engagement, data-driven initiatives, and the development of innovative fan engagement strategies. The Director will provide strategic direction for the department while being a dynamic, hands-on leader who excels at leading a team. Overseeing all brand touchpoints, they will strategize and execute brand positioning, messaging, and content development to reach new and existing Legion FC fans.
PRINCIPAL DUTIES AND RESPONSIBLITIES: Marketing Strategy • Develop the overall roadmap, strategy, and execution of marketing plans for Legion FC games and hosted events including, branding, sales collateral, website, team app, digital, and social media assets
• Develop the annual media plan and oversee the campaign execution to ensure spend is meeting objectives across all channels
• Collect, analyze, and interpret campaign performance data to make data-driven optimizations for current and future campaigns
• Lead the annual planning process and oversee execution of Legion FC marquee fan activations, group ticket nights and theme nights
• Collaborate with the Ticket Sales and Partnerships to build and execute marketing campaigns that directly impact revenue for Partners, Single Game tickets, Group tickets, and Full Season tickets. Align the promotional calendar with Ticketing regarding themed nights, promotional offers, and fan giveaways
Fan Experience • Own the overall Legion FC game day experience by managing the end-to-end fan journey from arrival at arena, in-game programming, and post-game fan experiences
• Oversee the development and execution of an annual calendar of tentpole events and initiatives that grow the fanbase by authentically connecting with the diverse soccer community in the Birmingham area
• Develop the seasonal assortments in collaboration with internal design team to drive additional streams of revenue and increased fan engagement
Leadership • Provide oversight and development of Marketing team, including social media coordinator and content team
• Coach, mentor, and develop the Marketing team, while promoting a culture of high performance and continuous improvement that values innovation and a commitment to excellence
• Oversee the Marketing department's budget, including paid media, game promotions, consumer products/retail, and events
KNOWLEDGE, SKILLS, AND ABILITIES: • Track record of developing and implementing marketing strategies that have consistently met or exceeded planned revenue and strategic objectives
• Experience using marketing as a tool for driving sales by creating demand and motivating consumers to purchase
• Ability to think critically; research, recommend and implement solutions effectively
• Outstanding organizational skills, ability to follow through, and capable of meeting deadlines while balancing multiple projects and priorities
• Ability to multi-task, prioritize, and manage time effectively
• Possess and demonstrates an extremely strong proficiency in communication skills, both written and verbal. Comfortable and experienced with public speaking and group presentations
• Excellent judgment and ability to develop, leverage and maintain relationships
• Organized with consistent attention to detail
• Ability to work flexible hours, including evenings, weekends, and holidays and the capability to travel as required
We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, national origin, sex, sexual orientation, age, disability, gender identity, marital or veteran status, or any other protected class.
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