Senior Manager, Creator Marketing

NHL•New York, NY

1d•$110,000 - $125,000•Hybrid

About The Position

The Senior Manager, Creator Marketing drives how the NHL shows up in culture through creators and influencers, developing and executing the NHL’s creator marketing strategy to drive brand relevance, audience growth, and business objectives. Working closely with the Director and agency partner, this role is responsible for identifying, recruiting, and managing creators for both commissioned content and experiential campaigns that support NHL events and initiatives. This person will cultivate relationships with creators across sports, entertainment, lifestyle, and emerging cultural spaces, ensuring the NHL reaches new and diverse audiences. They will champion inclusive representation among creators, proactively identifying talent both within and beyond the hockey ecosystem to expand the League’s reach and strengthen the NHL brand among current and future fans.

Requirements

5-8 years of relevant marketing, influencer and/or social experience.
Deep understanding of social media culture, creator ecosystems, and platform-native content across emerging and established platforms.
Proven experience developing and managing creator, influencer, or similar partnership programs that drive measurable results.
Demonstrated ability to identify and activate culturally relevant opportunities across sports, entertainment, fashion, music, gaming, and lifestyle communities.
Passion for sports, culture, entertainment, fashion, and emerging consumer trends.
Ability to travel and work non-traditional hours, including nights and weekends, in support of League events and activations.
Excellent communication and relationship-building skills, with the ability to effectively engage creators, negotiate partnerships, and manage stakeholders.
Highly organized self-starter with strong project management skills and the ability to manage multiple initiatives simultaneously.
Proven ability to build trust and maintain strong relationships with internal teams, creators, agencies, and external partners.

Nice To Haves

Existing relationships with creators/influencers or agents a plus.
Strong knowledge of short-form video content and platform best practices across TikTok, Instagram Reels, YouTube Shorts, and other social channels, experience creating, capturing, and editing a plus.

Responsibilities

Lead creator campaigns from concept to execution, including strategic planning, creator identification, content development, creative briefing, fee negotiation, contracting, timeline management, and performance evaluation.
Build and maintain authentic, long-term relationships with creators and influencers, prioritizing sustained partnerships while continuously identifying emerging talent and expanding a diverse creator network.
Identify and activate creators across sports, entertainment, lifestyle, gaming, and culture to extend the NHL’s reach beyond core hockey audiences.
Stay ahead of emerging social platforms, content trends, creator ecosystems, and cultural conversations to ensure activations remain innovative, platform-native, and culturally relevant.
Partner with Legal to manage creator agreements and ensure all creator content complies with FTC guidelines and applicable policies.
Measure and analyze creator campaign performance, partnering with Analytics to deliver actionable insights, optimize future activations, and demonstrate business impact.
Collaborate with internal teams, agencies, platform partners, and external stakeholders to successfully plan and execute creator marketing initiatives.
Serve as a creator marketing resource for the NHL and Club social teams, fostering collaboration, sharing best practices, and supporting creator activations across the League.

Benefits

Generous Paid Time Off (PTO) which includes paid holidays, vacation, personal and sick days, plus an extra day off for your birthday.
Comprehensive health benefits to employees and their eligible dependents effective on their first day with no waiting period.
Medical, dental and vision coverage with minimal cost to employees.
Access to Employee Assistance Program (EAP) to support mental, physical, and financial health.
Access to a digital wellness resource designed to improve health and happiness.
Comprehensive Childcare Leave: up to 12 weeks of paid Childcare Leave for primary caregiver, at full pay, following birth, adoption, or placement of a child.
Up to 6 weeks of paid Childcare Leave for non-primary caregiver, at full pay, within the first 6 months following birth, adoption, or placement of a child.
Participation in the NHL’s Savings Plan which includes a 401K (pre-tax and Roth options) plus non-elective (employer) contributions.
Hybrid Work Schedule available for a majority of roles.
Pre-tax commuter benefit plan.
Exclusive pricing from NHL Partners on travel, consumer goods and services, plus the NHL Store.
Opportunity to join Employee Resource Groups.
Opportunity to play hockey during Tuesday Night Skate at Chelsea Piers.