Senior Director, Head of Recreational Tennis Communications & Content

USTA National Headquarters • Orlando, FL

4d • $150,000 - $170,000 • Hybrid

About The Position

Lead the development and execution of national, audience-driven communications and content strategies that inspire more people to play tennis. This role is responsible for communicating how tennis shows up in consumers’ lives – through compelling storytelling, modern media engagement, and culturally relevant activations that position the sport as accessible, inclusive, and fun. This leader will drive demonstrable success in engaging new audiences across owned, earned, and shared media platforms. This position plays a critical role in aligning content, communications, and media partnerships with the organization’s broader participation, brand, and growth objectives.
Serve as a strong business-to-consumer storyteller, translating organizational priorities intocompelling narratives that resonate with defined and diverse audiences.
Guide a team of content and communications storytellers to connect tennis to broader lifestyle andcultural moments, including wellness, entertainment, travel, fashion, and youth culture.
Develop an integrated plan inclusive of earned, owned, and shared media, ensuring consistentmessaging and optimal audience reach.
Establish clear objectives and success metrics for media and content initiatives, with a strong focuson outcomes, performance, and continuous optimization.
Partner closely with marketing, digital, partnerships, events, and grassroots teams to ensurecommunications are integrated, consistent, and activation-ready.
Plan activations and introduce innovative partnerships with digital media publishers and platforms that deliver scale, reach, and increased visibility for tennis within relevant lifestyle, culture, andpassion-based content ecosystems.
Guide teams responsible for managing relationships with media outlets, digital publishing, creators, and influencers to amplify consumer reach and credibility.
Monitor media trends, audience insights, and emerging platforms to inform strategy and maintain a modern, forward-looking approach.
Set team KPIs and measurement of program effectiveness.
Package and merchandize big wins and campaign outcomes for integrated pro content activations to build internal awareness and highlight impactful outcomes
Work directly with other team leaders in social media, editorial, creative, photo, and video services in the formulation of their strategies to support the growth of tennis among recreational players.
Direct publicity managers in development of customer-specific annual communications plans.
Manage several agency relationships focused on recreational tennis storytelling

Requirements

• Bachelor’s degree in Marketing or Communications.
• 10 - 15 years of related experience in consumer-focused communications and content, ideally within sports, lifestyle, or participation-driven brands.
• Polished oral and written presentation and interpersonal skills.
• Expertise in integrating earned, owned, and shared media to increase awareness and consideration for sports participation.
• Demonstrated success working with media, creators, influencers, and digital publishers to reach and engage priority audiences.
• Proven ability to build and scale communications strategies that influence consumer behavior and drive measurable growth.
• Strong strategic thinking combined with hands-on leadership and execution capabilities.
• Experience leading cross-functional initiatives and building alignment in complex, matrixed organizations.
• Track record of developing high-impact digital media partnerships that expand audience reach and engagement.
• Passion for sport, culture, and making tennis more accessible and relevant to new and existing players.
• Creative, resourceful, self-motivated, team player.
• Strong multi-tasker with positive outlook.
• This position is designated as "hybrid/flex" in Orlando FL. Any such position must meet the current USTA hybrid/flex requirements as updated from time to time.

Responsibilities

• Lead the development and execution of national, audience-driven communications and content strategies that inspire more people to play tennis.
• Serve as a strong business-to-consumer storyteller, translating organizational priorities into compelling narratives that resonate with defined and diverse audiences.
• Guide a team of content and communications storytellers to connect tennis to broader lifestyle and cultural moments, including wellness, entertainment, travel, fashion, and youth culture.
• Develop an integrated plan inclusive of earned, owned, and shared media, ensuring consistent messaging and optimal audience reach.
• Establish clear objectives and success metrics for media and content initiatives, with a strong focus on outcomes, performance, and continuous optimization.
• Partner closely with marketing, digital, partnerships, events, and grassroots teams to ensure communications are integrated, consistent, and activation-ready.
• Plan activations and introduce innovative partnerships with digital media publishers and platforms that deliver scale, reach, and increased visibility for tennis within relevant lifestyle, culture, and passion-based content ecosystems.
• Guide teams responsible for managing relationships with media outlets, digital publishing, creators, and influencers to amplify consumer reach and credibility.
• Monitor media trends, audience insights, and emerging platforms to inform strategy and maintain a modern, forward-looking approach.
• Set team KPIs and measurement of program effectiveness.
• Package and merchandize big wins and campaign outcomes for integrated pro content activations to build internal awareness and highlight impactful outcomes
• Work directly with other team leaders in social media, editorial, creative, photo, and video services in the formulation of their strategies to support the growth of tennis among recreational players.
• Direct publicity managers in development of customer-specific annual communications plans.
• Manage several agency relationships focused on recreational tennis storytelling

Benefits

• Comprehensive benefits designed to meet your unique needs: Medical, dental, vision, access to doctors virtually, a flexible spending account to manage your health and dependent care expenses, and life and disability insurance are a small part of our offerings.
• Time to recharge and energize: Generous paid time off policy - including vacation, sick, personal, and paid holidays, parental leave, and two paid recesses.
• Plan for your future financially and professionally: 401(k) with employer matching (up to 6.5%), promotional and growth opportunities, Learning and Development programs to learn on the job, and up to $7,000 for tuition reimbursement, per academic year.
• Mental and emotional wellness: Resources for overall well-being, including mental health and meditation benefits.
• Other cool perks: A personalized health management program, pet insurance, commuter benefits, identity theft protection, discounts with our network of partners, and fun events are just a few of the optional benefits available.
• The expected range for the base salary for this position is $150,000 - $170,000 plus a potential ICP bonus. This range does not include any additional pay or benefits for which a person may qualify. The actual base salary offered is determined by several variables, including, as appropriate, the applicant's qualifications for the position, the years of relevant experience, their unique skills, and the location from which they will be performing the job.

What This Job Offers

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