Assistant Vice President, Athletics Consumer Marketing

University of South Florida•Tampa, FL

About The Position

South Florida Athletics is seeking a strategic, data-driven Assistant Vice President, Consumer Marketing to lead fan-facing, revenue-generating marketing planning across paid media, digital marketing platforms, and student engagement. The role develops and executes integrated growth marketing strategies to drive ticket sales, attendance, fan acquisition, engagement, retention, and student fan-base growth. The position oversees paid advertising, the South Florida Athletics website, email marketing, the mobile app, and external and student engagement initiatives. It directly manages and develops one report, the Manager, Consumer Marketing & Fan Engagement, who leads team members responsible for email marketing and student engagement. The role shapes the fan journey from student to lifelong fan and ensures marketing efforts across touchpoints are cohesive, measurable, and effective. The Assistant Vice President sets consumer marketing strategy and annual and seasonal plans; oversees paid media strategy, budgets, targeting, creative alignment, and performance; and provides strategic direction for digital platforms and email and CRM marketing. The role also supports retail and e-commerce marketing, leads student fan-base development, establishes analytics and reporting practices, manages growth marketing budgets and vendor relationships, and presents performance updates and recommendations to senior leadership.

Requirements

Bachelor’s degree from a regionally accredited institution, subject to the stated SB 1310 provisions regarding substitution of direct work experience for postsecondary education requirements.
At least 10 years of related exempt-level experience.
At least seven years of managerial experience.
Experience leading multiple teams, projects, programs, and/or functions.

Nice To Haves

Experience in collegiate or professional sports, entertainment, or live event marketing.
Familiarity with ticketing systems, CRM platforms, and marketing automation tools.
Experience managing mobile apps and large-scale websites.
Knowledge of fan engagement, loyalty programs, and membership marketing.

Responsibilities

Develop and execute consumer marketing strategies that support ticket sales, revenue growth, and brand engagement across sports and major initiatives.
Lead annual and seasonal marketing planning aligned with sport calendars, ticketing priorities, and departmental goals.
Partner with ticket sales, communications, creative services, and external stakeholders to align marketing with business objectives.
Oversee paid advertising across digital, social, search, display, video, and traditional media as appropriate; set strategy, budgets, targeting, creative alignment, and benchmarks, and optimize campaigns using performance data, ROI, and fan acquisition metrics.
Provide strategic oversight for the South Florida Athletics website and mobile app, including content strategy, user experience, navigation, conversion, platform enhancements, vendor coordination, updates, integrations, and feature launches.
Oversee email marketing strategy, segmentation, automation, and lifecycle campaigns; guide list growth, personalization, deliverability, compliance, and use of CRM data for targeting, messaging, and optimization.
Support retail and e-commerce operations with digital marketing strategy and execution for merchandise initiatives, product launches, seasonal campaigns, promotions, special collections, and other priorities.
Use owned digital channels to drive awareness and traffic to online and physical retail offerings; identify improvements to the digital shopping experience and coordinate marketing assets and messaging with creative and retail teams.
Provide digital marketing recommendations to the retail team, monitor and report on campaign performance, and identify opportunities to integrate retail messaging into broader athletics marketing.
Oversee student engagement initiatives to grow the student fan base, increase attendance, and build lasting brand affinity among current and future students.
Set goals for on-campus awareness, grassroots marketing, student-section growth, and attendance; partner with student government, campus organizations, Greek life, residence life, and other student groups.
Develop loyalty, rewards, contest, and themed-game strategies to increase attendance and repeat engagement in collaboration with communications, social, live events, and partnership teams.
Integrate student engagement with consumer marketing and ticketing strategies, and establish and report KPIs for student attendance, engagement, and awareness.
Establish KPIs and dashboards for paid media, digital platforms, email, mobile app usage, and student engagement and attendance; use insights to optimize campaigns, fan journeys, and channel strategies.
Present performance updates and strategic recommendations to senior leadership.
Manage growth marketing budgets to allocate resources efficiently and achieve strong ROI.
Oversee relationships with media agencies, platform partners, and technology vendors, and evaluate and recommend tools, platforms, and partnerships.
Directly manage and develop the Manager, Consumer Marketing & Fan Engagement.