WNBA DTC Lead

National Basketball Association (NBA)•New York, NY

5d•Hybrid

About The Position

The WNBA is seeking a lead for its global DTC ecosystem — including WNBA League Pass and WNBA ID. The role owns the end-to-end DTC business, with accountability for forecasting, performance tracking, pricing strategy, and long-term business planning. This leader will operate as the single business owner for WNBA DTC, working cross-functionally with Product, Engineering, Marketing, Content, Partnerships, Finance, Legal, and Business Intelligence to drive engagement, revenue, and lifetime value. The ideal candidate has a deep understanding of DTC economics and metrics and uses data-driven analysis to influence strategy and decision-making at all levels of the organization. About the WNBA The WNBA is a bold, progressive basketball league that stands for the power of women. Featuring 15 teams, the W is a unique sports property that combines competition and entertainment with a commitment to diversity and inclusion and social responsibility. Through its world-class athletes, the in-game fan experience, TV and digital broadcasts, digital and social content and community outreach programs, the league celebrates and elevates the game of basketball and the culture around it. At the NBA, we're passionate about growing and celebrating the game of basketball. Through the intensity of the game and the amazing athletic skill of our players, we deliver excitement to hundreds of millions of fans around the world. As a global sports and media business, the NBA is so much more. While Basketball Operations runs the league's on-court activities, other departments manage relationships with television and digital media partners, develop marketing partnerships with some of the world's most recognizable companies, oversee the licensing of NBA merchandise, and handle a wide range of responsibilities that drive the NBA's success. Off the court, we're also deeply committed to social responsibility. NBA Cares leads the league's involvement in addressing important social issues by working with internationally recognized youth-serving organizations that support education, youth and family development, and health-related causes.

Requirements

8–12+ years of experience in DTC, subscriptions, membership, or digital commerce.
Proven success launching, scaling, or operating subscription or DTC businesses.
Strong ability to drive workstreams forward with limited guidance while maintaining a strategic, enterprise-level perspective.
Exceptional analytical skills with experience building forecasts, models, and performance frameworks.
Highest standards of accuracy, organization, and attention to detail.
Ability to influence and execute in a fast-paced, highly cross-functional environment.
Excellent written, verbal, and executive-level communication skills.
Passion for sports, media, and the evolving digital content landscape.

Responsibilities

Own the DTC strategy across WNBA digital platforms, including membership, loyalty, and subscription growth.
Establish, monitor, and optimize core DTC KPIs, ensuring alignment across teams and initiatives.
Collaborate with broadcast partners, Product, and Legal to support local language streams and international distribution.
Lead bi-weekly or recurring DTC strategy forums to align execution across teams.
Lead cross-league partnerships with global basketball organizations (e.g., AU, WNBL) to integrate live content into the WNBA’s DTC ecosystem, expanding reach, engagement, and global audience growth
Maintain relationships with key partners supporting League Pass and DTC initiatives (e.g., student verification vendors).
Handle ad-hoc commercial League Pass inquiries, ensuring alignment with broader DTC strategy.
Lead the ideation, development, and evolution of the WNBA membership program, including loyalty mechanics and fan benefits.
Define how WNBA ID, membership, and subscriptions work together across the ecosystem, including delineation of benefits and access.
Design, implement, and operationalize reward structures that drive daily engagement and long-term fandom.
Partner with internal teams and external partners to activate and scale the membership ecosystem.
Own the business strategy and performance of WNBA League Pass, including: SKU strategy (e.g., full season, single games, team passes, audio-only, partial games), Pricing strategy across domestic and international markets, Strategic planning for price increases and promotional offers
Perform financial, strategic, and scenario-based analyses to guide the direction of the DTC subscription business.
Define strategy and lead execution of promo code programs (staff, student, partner, and commercial), ensuring consistent communication, tracking, and reporting.