VP, Brand Strategy & Marketing

TKO•Fort Worth, TX

About The Position

The VP, Brand Strategy & Marketing is responsible for defining and leading the PBR brand and integrated marketing strategy to drive growth, engagement, and long-term brand equity. This role sets the vision for how PBR shows up in the market, developing a clear, differentiated brand positioning and translating it into impactful, insight-driven marketing strategies and campaigns across live events, broadcast, digital, and partnerships. The VP will lead brand and campaign strategy while partnering closely with cross-functional teams to ensure consistent, compelling execution across all fan touchpoints. This leader will play a critical role in strengthening PBR’s connection with core fans while expanding reach to new audiences, aligning brand strategy with business priorities including ticketing, media viewership, and commercial growth.

Requirements

Bachelor’s degree in a relevant field (e.g., Marketing, Business, Communications, or related field) or equivalent professional experience.
10+ years of progressive experience in brand strategy and integrated marketing, with at least 5+ years in leadership roles.
5+ years in leadership roles managing teams and cross-functional initiatives.
Experience developing and executing multi-channel marketing strategies across digital, social, broadcast, and live experiences.
Demonstrated success in building brands, growing audiences, and driving engagement.
Experience working in sports, entertainment, or live event environments strongly preferred.

Responsibilities

Define, own, and evolve the PBR brand strategy, positioning, and architecture, ensuring clarity, differentiation, and consistency across all touchpoints.
Establish brand guardrails, messaging frameworks, and toolkits to guide internal teams and external partners.
Champion PBR’s brand voice, visual identity, and storytelling, balancing consistency with innovation and cultural relevance.
Ensure the brand authentically reflects the heritage of western sports while evolving to attract broader and younger audiences.
Lead the development of the annual and long-term integrated marketing strategy aligned to key business objectives, including live event attendance, broadcast viewership, digital engagement, and revenue growth.
Oversee strategic direction for 360° marketing campaigns across tentpole events, new initiatives, and priority moments.
Partner with channel and execution teams (Digital, Social, PR, Media, and Content) to bring campaigns to life across owned, earned, and paid platforms.
Ensure all marketing efforts are insight-led, on-brand, and aligned to clear objectives and performance metrics.
Leverage fan data, audience insights, and market research to inform brand strategy, messaging, and campaign development.
Identify opportunities to deepen engagement with existing fans while expanding into new audience segments.
Champion a fan-first mindset across marketing initiatives and experiences.
Define KPIs and measurement frameworks for brand health, awareness, engagement, and marketing effectiveness.
Monitor performance and optimize strategies based on data and insights to improve impact and efficiency.
Partner with analytics teams to develop reporting and actionable insights.
Partner closely with Live Events, Corporate Partnerships, Media, Talent, PR/Communications, and Operations to align brand and marketing strategies with business priorities.
Support the integration of sponsors and partners into marketing initiatives in a way that enhances both the brand and fan experience.
Influence and align stakeholders across PBR and TKO to ensure a cohesive and consistent brand presence.
Lead and develop a high-performing marketing team focused on brand strategy, campaign planning, and fan engagement.
Foster a culture of creativity, accountability, collaboration, and continuous improvement.
Provide clear direction, prioritization, and development opportunities to elevate team performance.
Responsible for creating a 365 marketing calendar as well as content calendar for the year.
Develop brand marketing strategy for display and fan acquisition including conferences, partner summits, etc.
Manage Influencer programs and develop NIL opportunities for riders and stock contractors.
Additional duties as assigned.