Sr. Director, Brand & Team Marketing

XFL Properties DBA United Football League•White Plains, NY

6d•Hybrid

About The Position

The Sr. Director, Brand & Team Marketing will own and lead the UFL’s integrated marketing and brand strategy, serving as the strategic hub that aligns league and team stakeholders around a unified vision and end-to-end fan growth strategy. He or she will champion the growth and evolution of league and team brands, connecting brand, campaigns, activations, and market execution into a cohesive ecosystem that strengthens brands, grows and retains fan bases, deepens loyalty, and drives revenue. The Senior Director leads team marketing efforts, providing strategic direction and mentoring high-performing team market professionals driving integrated marketing campaigns, ticketing initiatives, field marketing, game presentation, fan engagement, and live events. As a critical cross-functional partner, this leader will partner with leaders across all areas for league and team business to drive forward key business objectives, align strategies and deliver leaguewide growth and a path for sustainable success as the league continues to grow and expand into new markets in the future. The primary area of focus will be: Team Marketing Strategy, Field Marketing, Game Presentation/Experience, Brand Strategy, Ticketing Campaigns & Promotions.

Requirements

10+ years of progressive marketing management experience with an emphasis in consumer facing, sports or entertainment industries.
Mastery in marketing and digital brand management with consumer experience.
Understanding of pop culture and ability to employ it through campaigns, promotions and digital assets with demonstrated impeccable brand judgment.
Ability to manage complexity, ambiguity and lead multiple projects in parallel while understanding business challenges and create forward thinking solutions.
Expertise in marketing and digital technology landscape including industry trends, key industry leaders, terminology and overall knowledge of the sports entertainment and media landscape.
Solid understanding of nuances with various market audiences and viewing habits across different media and geographies.
Specific success increasing audience viewership and generating brand energy.
Ability to work well with multiple stakeholders across the company, agency and client organizations.
Demonstrated leadership skills including stakeholder/relationship management and strong executive presence.
A self-starter, energetic and resilient with enthusiasm and determination to ensure that deliverables, timelines and objectives are achieved.
BA/BS required.

Nice To Haves

Masters/MBA preferred.

Responsibilities

Evolve and refine the UFL brand positioning, personality, tone of voice to invigorate the marketplace, push the personality forward to spark more interest, excitement and brand love in the marketplace.
Cascade the league’s missions, brand values and positioning through the unique lens of the team brands.
Help develop and evolve each team’s unique brand manifesto, personality and voice to become bolder and ownable across all team channels and touchpoints - with an eye on social voice, mascot, Kids Club, hype team, street teams & brand ambassadors and game day tone, while also staying aligned and supportive of the UFL’s mission and values.
Maintain brand integrity for all internal and external touchpoints to ensure all sales, branding, marketing, communications, events are aligned with the overarching brand position.
Work closely with the content team and retail operations team to ensure content and product assortment reflect brand guidelines and the latest trends.
Develop marketing plans and playbooks, inclusive of promotional strategies, that aligns with the overarching brand strategy while effectively addressing business goals.
Work in partnership with Sr. Director of Digital Marketing & Media to align channel strategies across paid and owned channels to support all marketing campaigns, drive and grow fan engagement and sell tickets.
Work in partnership with Team Business Leads and Marketing Directors to ensure team campaigns and activations align with leaguewide goals and strategies, as well as league and team brands - yet ultimately driven by the local marketplace, culture and scene, leaning into each market’s nuances and identity, connecting with key local audiences and building team pride.
Drive leaguewide field marketing strategy and activation plans.
Work in collaboration with team marketing leads to ensure impactful execution at local market level.
Own Marketing Activation budgets across the team, setting the strategic direction with each team, being a thought partner and mentor to each team Marketing Director and setting final approval of plans and budgets.
Partner with league and team Marketing, Content and Communication peers to align all owned, earned and paid marketing including grassroots, website, direct marketing, social, database management, research and analytics, to drive business impact.
Work closely with Revenue team leaders to develop a comprehensive interactive marketing strategy to assist the organization’s revenue generation efforts in ticket sales, corporate partnerships and consumer products.
Manage and own the build-out and execution of marketing strategies for business-critical moments throughout the year including identity reveals, head coaches and city announcements, team brand reveals, uniform unveils, player draft, schedule release, training camp, opening weekend, theme nights, playoffs, and championship .
Work with Game Presentation consultants to develop the overall game day and game presentation strategy for all games.
Lead and manage a team of high performing individuals across brand and marketing operations and strategy, team marketing and game presentation.
Ensure marketing team members’ growth and development, focusing on both tactical and leadership skill development.
Implement processes across the entire marketing org with a strategic, integrated approach to core business to ensure brands are established and grow and deliver on core KPIs.
Effectively balance communication between league and team marketing to align processes and outputs to reach stated outcomes.
Partner with cross-functional teams and leadership and to communicate strategic vision, build organizational alignment, influence decision-making, and drive initiatives that accelerate business growth.
Develop partnerships with agencies and external businesses as needed to advance the brand, and to build assets and campaigns.
Oversee budgets and deliver against key performance metrics for the Marketing function.