Director of Digital Marketing

Charlotte Hornets • Charlotte, NC

1d • Onsite

About The Position

The Charlotte Hornets are seeking a Director of Digital Marketing to lead the strategy, execution, and optimization of the organization's owned digital ecosystem—including email, SMS, website, and mobile app—to deliver personalized fan experiences that increase engagement and drive ticketing, membership, retail, food & beverage, and other revenue initiatives.

Reporting to the Vice President of Integrated & Performance Marketing, this role sets digital strategy, oversees day-to-day execution, leads a high-performing team, and partners across the organization to align digital channels with business objectives and fan experience.

Requirements

• Bachelor's degree in Marketing, Business, Communications, or related field.
• 7–10 years of progressive experience in digital marketing, CRM, lifecycle marketing, or related disciplines.
• 3–5 years of people leadership experience.
• Demonstrated experience leading email, SMS, website, and mobile app marketing strategies.
• Experience with CRM platforms and marketing automation technologies (e.g., Braze, Salesforce Marketing Cloud, Adobe Campaign, HubSpot, or similar).
• Strong analytical skills with experience interpreting digital marketing performance and customer data.
• Exceptional project management, communication, and cross-functional leadership skills.
• Willingness to work evenings, weekends, select holidays and events as required within a professional sports environment.

Nice To Haves

• Experience within professional sports, entertainment, media, hospitality, or consumer brands.
• Familiarity with website content management systems and mobile engagement platforms.
• Experience with web analytics platforms such as Google Analytics, Adobe Analytics, or similar.
• Knowledge of customer journey mapping, personalization, and digital optimization best practices.

Responsibilities

• Develop and execute the digital marketing strategy across email, SMS, website, and mobile app.
• Set annual channel roadmaps, campaign priorities, KPIs, and performance goals.
• Drive strategies that increase fan acquisition, engagement, retention, and lifetime value.
• Evaluate emerging technologies and best practices to improve digital capabilities.
• Provide executive reporting and recommendations using campaign and audience insights.
• Lead, coach, and develop a team of four digital marketing professionals.
• Foster a culture of collaboration, accountability, and continuous improvement.
• Set team goals, performance expectations, and development plans.
• Manage priorities, resources, workflows, and project execution.
• Manage budgets, timelines, and vendor relationships.
• Lead strategy, execution, and optimization across the organization's owned digital channels including: email marketing, SMS marketing, website and mobile app.
• Manage the owned-channel marketing calendar and coordinated campaign execution.
• Own website and mobile app promotional strategy and customer experience.
• Partner cross-functionally to improve functionality, accessibility, UX, and engagement.
• Support digital merchandising for ticketing, retail, food & beverage, and key initiatives.
• Lead audience growth, database health, and lifecycle marketing strategies across all owned channels.
• Develop and optimize automated customer journeys through CRM and marketing automation platforms.
• Establish audience segmentation, personalization, and communication strategies that improve engagement and conversion.
• Increase fan registration, retention, and customer lifetime value.
• Leverage CRM and business intelligence insights to inform strategy.
• Lead integrated campaigns supporting ticket sales, memberships, retail, food & beverage, brand, community, events, and NBA initiatives.
• Partner across departments to deliver consistent customer messaging.
• Align digital initiatives with organizational priorities and measurable outcomes.
• Own marketing technology platforms, including CRM, automation, CMS, and mobile engagement tools.
• Manage agency and technology vendor relationships.
• Evaluate automation and AI solutions that improve effectiveness and efficiency.
• Develop the long-term roadmap for owned digital channels.
• Define channel KPIs and success metrics.
• Monitor performance and optimize campaigns.
• Lead testing for segmentation, personalization, messaging, journeys, and conversion.
• Analyze performance to improve engagement, conversion, and revenue.
• Optimize customer journeys and conversion funnels across key revenue streams.
• Establish governance and best practices across owned channels.
• Maintain standards for segmentation, personalization, accessibility, brand consistency, and customer experience.
• Ensure compliance with privacy and data governance standards.
• Maintain quality across all digital communications.
• Partner across business functions to develop integrated marketing strategies.
• Provide digital marketing expertise across organizational initiatives.
• Drive cross-functional alignment between marketing and business priorities.

Benefits

• valuable benefits
• competitive time off policies

What This Job Offers

• Job Type: Full-time
• Career Level: Director