Sr. Director, Digital Marketing & Media

XFL Properties LLC DBA United Football League•White Plains, NY

1d•$140,000 - $180,000•Hybrid

About The Position

Lead the digital strategies that fuel fan growth, drive ticket sales, and shape how millions experience the next generation of professional football. The UFL is seeking a Sr. Director, Digital Marketing & Media to lead the League's digital marketing and paid media strategy. Reporting to the VP of Marketing, this role oversees full-funnel digital marketing efforts for the League and its eight (8) teams, driving fan acquisition, ticket sales, brand awareness, and revenue growth. The Senior Director is responsible for the strategy, execution, optimization, and performance of all paid media initiatives across traditional, search, social, display, video, programmatic, and emerging digital platforms. This role establishes the long-term paid media roadmap, audience strategy, measurement frameworks, and optimization models to maximize marketing efficiency and return on investment. In addition, the Senior Director oversees lifecycle marketing, including email and SMS, and partners cross-functionally with analytics, creative, content, ticket sales, and external agencies to deliver integrated, data-driven campaigns. This role also provides leadership for the digital marketing team, ensuring operational excellence and continuous innovation across all digital marketing initiatives.

Requirements

10+ years of experience of acquisition marketing and performance/growth marketing
Experience leading an in-house performance marketing team or managing multiple media buying agencies to support transactional marketing.
Ability to be flexible and pivot quickly while making decisions across the league and all markets in real-time.
Experience providing hands-on analysis and recommendations in the areas of SEO/SEM, programmatic, display, paid social, SMS, affiliate marketing, marketplace management and other e-commerce fundamentals.
Background in using performance analytics to guide building and targeting various audiences.
Experience in delivering successful end-to-end digital programs or campaigns, from concept to execution to reporting and optimization
Professional experience and real knowledge with traditional advertising platforms like television, radio, print, billboards, etc.
Strong analytical skills with consultative approach. Capability to transform online KPI data into actionable insights and execute upon them; demonstrated experience using KPIs/web analytics to impact digital business
Basic knowledge of operations, including working with multiple CRMs, DMP, DSP and other systems.
Willingness to be deep in the details while also being able to create and communicate higher level strategy.
Ability to personally deliver large scale initiatives in a fast-paced environment with high levels of complexity and ambiguity.
Drive to take ownership of projects, including personal development/skills required to excel in the role.
Direct personality with excellent organizational and multitasking skills, proven success in copywriting.
Excellent communication skills to clearly articulate marketing strategies to both internal and external stakeholders, technical and non-technical team members as well as executive leadership and ownership. This includes the ability to create compelling presentations and reports that clearly convey complex information.
Bachelor's degree in marketing, business or other related field or relevant experience required

Nice To Haves

Experience with CRM Marketing and database segmentation preferred.
Experience working with TM1 is a plus.
Knowledge of critical Marketing Stack technologies, experience building or advising in Marketing Stack building/improvement is a plus.

Responsibilities

Build and manage all paid media campaigns to support advertising needs of the entire league with a focus on driving ticket sales for all eight (8) teams.
Work closely with marketing and other internal departments to manage and optimize advertising campaigns on paid and owned digital channels including, but not limited to television, radio, web, mobile and in-venue.
Implement and manage both online and offline marketing programs that will enable the business to meet customer acquisition targets, sales, margin and overall goals.
Develop and execute plans to optimize ROI on strategic digital and traditional investments.
Work closely with each team's Business and Marketing leads to identify and evaluate local market opportunities.
Build strategies to move fans along their consumer journey, from general awareness to end-purchase executions.
Oversee optimization and measurement of consumer acquisition, cross-sell initiatives and retargeting in order to deliver incremental sales and drive customer loyalty.
Work with various departments to maximize synergies across the organization to support business objectives for marketing and fan experience purposes.
Collaborate with Ticket Sales and Business Intelligence on a daily basis to ensure proper alignment on all strategies, benchmarking and reporting. Formulate single game tickets, theme games and offer strategies to execute, while test, learn and optimize different ticket offers by teams, products and audiences throughout the season.
Manage analytics reporting across digital advertising, website, email marketing, and promotional events; tracking ROAS, click rates, attributable revenue, came-from codes and other relevant KPIs to evaluate campaign success.
Provide detailed dashboards and/or reports identifying paid mediums per team/market and tracking systems for awareness.
Work with the Business Intelligence department to drive insights on fan characteristics and consumption; collaborate with ticket sales to understand needs and allocate resources accordingly.
Collaborate with BI, Ticketing, IT and CRM marketing to ensure proper tools, technology and processes are implemented to connect campaigns, customers, products in order to drive efficiencies, garner customer data, allow segmentation and enable customer journeys that enrich fandom and bring fans down the funnel.
Work with Content, Sponsorship, Merchandise teams to optimize and amplify key initiatives. Responsible for boosting sponsored content and key business initiatives on our social handles.
Responsible for the relationship management of media agencies.
Collaborate with Ticketmaster on media plans.
Evaluate new partners, technology and growth opportunities as needed/they arise.
Directly oversee the paid media budget for all eight teams and league.