Director, Sponsorship Marketing

Farmers Insurance Careers

2d•$137,775 - $262,000•Hybrid

About The Position

The Director of Sponsorship Marketing will define, lead, and evolve Farmers’ sponsorship portfolio strategy to drive measurable business growth, brand relevance, and long-term value. This role blends strategic vision with operational excellence—owning the end-to-end lifecycle of sponsorship strategy, partnership development, activation, and measurement across national and local platforms. As the senior steward of Farmers’ sponsorship ecosystem, this leader will ensure investments are intentional, integrated, innovative, and accountable—delivering against lead generation, brand lift, and customer experience objectives.

Requirements

Minimum seven years experience across a combination of sports and experiential marketing – includes strategic and landscape expertise across both traditional and non-traditional partnerships, with the ability to activate at both the local and national levels.
Experience leading long- and short-term brand and talent/ambassador partnerships from ideation through execution.
Experience and proven ability to build, scale, and manage multi-year sponsorship portfolios at both national and local levels
Strong experience and background managing and collaborating with multiple external agencies and internal cross-functional teams across media, creative, analytics, and experiential disciplines.
High School Diploma or equivalent required
Bachelors degree in related field preferred.
Possesses flexibility to work in a fast paced, dynamic environment.
Ability to simultaneously handle multiple priorities.
Effective leadership skills.
Demonstrated problem solving skills.
Strong verbal communication and listening skills.
Effective interpersonal skills.
Articulate and responsive to colleagues.
Ability to build strong customer relationships.
Effective negotiation skills.
Ability to influence internal and/or external constituents.
Ability to represent the company with external constituents.
Maintains a high degree of professionalism.
Possesses a high degree of initiative.
Demonstrated time management and priority setting skills.

Responsibilities

Lead the planning, development, and execution of activation roadmaps in collaboration with both internal stakeholders and external partners.
Translate long-term strategy into annual plans, activation roadmaps, and budget requirements, while serving as a strategic advisor to senior leadership on portfolio strategy, trade-offs, and growth opportunities.
Manage external agencies and cross-functional internal teams across creative, media, analytics, and CRM, overseeing ideation and execution of innovative, consumer-centric campaigns that deliver authentic brand storytelling and elevate partners, ambassadors, fans, and the Farmers brand.
Drive deep integration, innovation, and business impact across all sponsorship investments, ensuring full alignment with marketing, distribution (Direct, EA, IA) , and customer experience teams.
Own a standardized measurement framework that ties sponsorship activity directly to leads, quotes, binds, and brand lift, while leading test-and-scale innovation initiatives.
Define an innovation roadmap that balances foundational partnerships with emerging and future-forward opportunities, anticipating growth curves, media/IP shifts, and technology adoption.
Serve as the primary steward for sponsorship and talent/ambassador relationships, overseeing contract lifecycle management, performance obligations, and partner accountability while ensuring contractual obligations are met while maximizing ROI and long-term partnership value.
Create a scalable, ownable activation platform that transforms sponsorships into consistent lead-generation and brand-building engines. This includes developing a unifying activation concept that enables repeatable, high-impact executions across teams, leagues, venues, and events while maintaining strong brand coherence and flexibility across partnerships.
Define and lead Farmers’ sponsorship portfolio strategy, architecting a multi-year portfolio grounded in clear selection criteria including audience alignment, lead potential, and brand fit.
Balance national scale with local impact to drive both awareness and measurable growth, while establishing clear investment guardrails, decision frameworks, and workflows to guide portfolio evolution.
Negotiate sponsorship rights and vendor contracts, ensuring favorable terms aligned with enterprise procurement and legal standards.
Continuously monitor the broader sponsorship ecosystem—spanning property growth, rights cycles, ownership models, and emerging media platforms—to proactively position Farmers ahead of market trends.