Post by bogan on Sept 12, 2020 6:34:23 GMT -5
This Head of Marketing position will use data, analytics and a strong business acumen to create and implement marketing and digital strategy, and to guide the creative articulation of the brand vision. He/she will work cross-functionally with leads across the Creative, Sponsorship, Ticket Sales and Service, Retail, Community Relations, Communications, and Live Events departments to develop a cohesive and consistent brand identity and communication approach across owned platforms, and collaborate on executions that attract, grow, engage and monetize audiences across all fan touchpoints. This person will have exposure to and will partner with the sports companies under the AMB umbrella in the effort to strengthen the overall company. Specifically, he/she will develop and implement a cohesive and complementary strategy that achieves awareness, engagement, and conversion throughout the calendar year. The right person for this role is an emergent storyteller who is a collaborative, open-minded, inspiring leader who has deep experience working with challenger brands and sports/media/entertainment/hospitality. He/she has a passion for building brands, a love for consumer experience development, and an obsession with the sport of soccer and soccer fan culture. If you have a fanatical desire to build, lead, share, grow and disrupt - this is a great role for you.
Duties and Responsibilities
Oversee the creation and evolution of the brand strategy and style guide for Atlanta United and all associated teams and consumer-facing sub-brands, collaborating with various internal and external groups to maintain a cohesive brand identity for the club across all fan touchpoints.
Devise, manage, and communicate a calendar of new, recurring content campaigns of varying sizes and frequency, including specific initiative-based campaigns around tentpole events.
Define and drive the vision and strategy for user / fan experience across all digital and social platforms, developing voice and tone, channel guidelines, goals and target audiences.
Lead demand generation strategy and the creation of multichannel marketing plans to attract new fans into the customer acquisition funnel, with a framework encompassing lead generation, engagement, conversion and retention.
Diversify media revenue streams by identifying opportunities and developing go-to-market plans to expand content offerings available for partners and direct-to-consumer.
Partner with Ticket Sales, Service & Operations, Sponsorship, Retail and other teams to conceptualize campaigns that enhance platforms and drive revenue for individual ticket sales, partnership, merchandise and ancillary opportunities.
Collaborate with partner clubs and organizations under the AMB umbrella to ensure consistent messaging, when appropriate, and the sharing of best practices, improving the entire company along the way.
Establish workflows within the marketing team and across the organization to create seamless campaign creation and delivery, with an emphasis on cross-functional communication, alignment, visibility, and proactive planning.
Work in close partnership with the creative team to develop effective concepts designed to clearly articulate strategic communication objectives and carry concepts through development, refinement of direction, and full production of the project’s design.
Collaborate with Event Production and Communication teams to create and implement a global, cross-platform voice that ignites fan activity and inspires conversation.
Partner with internal groups to deliver a superior match day experience authentic to the sport of soccer; serving as a champion for the fan experience.
Design and execute a robust influencer strategy to support business objectives.
Define and implement multicultural marketing strategies to ensure that Atlanta United’s diversity and inclusion philosophy is integrated throughout all marketing campaigns and activations.
Own agency relationships and paid media strategy, ensuring accurate segmentation and channel placement to achieve business objectives.
Identify sophisticated fan segmentation opportunities to become more relevant across our various touchpoints with fans; creating global and multilingual fan engagement strategies.
Oversee budgets and analyze pro- and post-forma financial results of marketing programs, effectively managing expenses to budget. Examine expense and revenue reports for areas of responsibility and recommend actions to be taken.
Partner closely with analytics and business operations teams to track KPIs to evaluate the impact of campaigns on growth and to make recommendations to align initiatives with business goals.
Understand and communicate sport and entertainment industry trends to ensure the company is ahead of the curve.
Lead, inspire and develop a highly collaborative, diverse team of marketers and content creators.
Qualifications & Education Requirements:
Bachelor’s degree in Marketing, Business, or equivalent. MBA preferred.
Minimum of 8+ years of relevant marketing and digital media experience in a complex, matrixed, consumer-facing organization.
Minimum of 4+ years of experience leading a multi-layered team of direct reports.
Experience across various marketing disciplines including marketing strategy, brand management, event marketing, CRM, promotions, creative development, and advertising.
Experience using data and analytics to gain deep understanding of consumers and their behaviors across various touchpoints.
Experience with membership-related activities including reducing customer churn, nurturing current members, and recruiting new members.
Experience working with professional sports leagues/teams, in the hospitality industry, or for an entertainment property is preferred.
Possesses knowledge of and passion for the sport of soccer and a deep understanding of the characteristics of soccer fans and soccer culture.
Has an active interest in and appreciation for emerging trends in global popular culture; understanding of Atlanta-based consumers and local market nuances preferred.
Required Skills:
Strong background experience working with outside agencies and internal creative team members to develop 360-degree, multi-faceted marketing campaigns including creative, communications, influencer, media, digital and social media marketing, and executing them across digital and physical channels to achieve measurable business objectives.
Experience creating multiplatform content strategies, based on deep knowledge of major and emerging social platforms.
Demonstrated track record in executing multicultural campaigns based on deep cultural competency and understanding of diverse audiences.
Superlative relationship-building and collaboration skills with strong executive-level presence, resulting in the ability to work effectively with internal stakeholders, external corporate partners, and affiliated team and league offices.
Mature, capable communicator who can make arguments clearly and succinctly, both verbally and in writing, driving meetings towards actionable outcomes.
Proven leadership ability, with experience managing external agencies, internal partners and direct reports.
Proven track record of developing talent and building strong team culture across all levels of organizations.
Excel in strategic prioritization and decision making; ability to effectively balance long-term business goals with short-term needs.
Experience leveraging data analytics to influence marketing and digital strategy and tactics.
Strong understanding of customer segmentation and how to address different needs of each consumer group.
Knowledge of and passion for professional soccer in the US and worldwide strongly preferred.
Knowledge of media landscape.
Ability to work non-traditional hours, including nights and weekends.
Duties and Responsibilities
Oversee the creation and evolution of the brand strategy and style guide for Atlanta United and all associated teams and consumer-facing sub-brands, collaborating with various internal and external groups to maintain a cohesive brand identity for the club across all fan touchpoints.
Devise, manage, and communicate a calendar of new, recurring content campaigns of varying sizes and frequency, including specific initiative-based campaigns around tentpole events.
Define and drive the vision and strategy for user / fan experience across all digital and social platforms, developing voice and tone, channel guidelines, goals and target audiences.
Lead demand generation strategy and the creation of multichannel marketing plans to attract new fans into the customer acquisition funnel, with a framework encompassing lead generation, engagement, conversion and retention.
Diversify media revenue streams by identifying opportunities and developing go-to-market plans to expand content offerings available for partners and direct-to-consumer.
Partner with Ticket Sales, Service & Operations, Sponsorship, Retail and other teams to conceptualize campaigns that enhance platforms and drive revenue for individual ticket sales, partnership, merchandise and ancillary opportunities.
Collaborate with partner clubs and organizations under the AMB umbrella to ensure consistent messaging, when appropriate, and the sharing of best practices, improving the entire company along the way.
Establish workflows within the marketing team and across the organization to create seamless campaign creation and delivery, with an emphasis on cross-functional communication, alignment, visibility, and proactive planning.
Work in close partnership with the creative team to develop effective concepts designed to clearly articulate strategic communication objectives and carry concepts through development, refinement of direction, and full production of the project’s design.
Collaborate with Event Production and Communication teams to create and implement a global, cross-platform voice that ignites fan activity and inspires conversation.
Partner with internal groups to deliver a superior match day experience authentic to the sport of soccer; serving as a champion for the fan experience.
Design and execute a robust influencer strategy to support business objectives.
Define and implement multicultural marketing strategies to ensure that Atlanta United’s diversity and inclusion philosophy is integrated throughout all marketing campaigns and activations.
Own agency relationships and paid media strategy, ensuring accurate segmentation and channel placement to achieve business objectives.
Identify sophisticated fan segmentation opportunities to become more relevant across our various touchpoints with fans; creating global and multilingual fan engagement strategies.
Oversee budgets and analyze pro- and post-forma financial results of marketing programs, effectively managing expenses to budget. Examine expense and revenue reports for areas of responsibility and recommend actions to be taken.
Partner closely with analytics and business operations teams to track KPIs to evaluate the impact of campaigns on growth and to make recommendations to align initiatives with business goals.
Understand and communicate sport and entertainment industry trends to ensure the company is ahead of the curve.
Lead, inspire and develop a highly collaborative, diverse team of marketers and content creators.
Qualifications & Education Requirements:
Bachelor’s degree in Marketing, Business, or equivalent. MBA preferred.
Minimum of 8+ years of relevant marketing and digital media experience in a complex, matrixed, consumer-facing organization.
Minimum of 4+ years of experience leading a multi-layered team of direct reports.
Experience across various marketing disciplines including marketing strategy, brand management, event marketing, CRM, promotions, creative development, and advertising.
Experience using data and analytics to gain deep understanding of consumers and their behaviors across various touchpoints.
Experience with membership-related activities including reducing customer churn, nurturing current members, and recruiting new members.
Experience working with professional sports leagues/teams, in the hospitality industry, or for an entertainment property is preferred.
Possesses knowledge of and passion for the sport of soccer and a deep understanding of the characteristics of soccer fans and soccer culture.
Has an active interest in and appreciation for emerging trends in global popular culture; understanding of Atlanta-based consumers and local market nuances preferred.
Required Skills:
Strong background experience working with outside agencies and internal creative team members to develop 360-degree, multi-faceted marketing campaigns including creative, communications, influencer, media, digital and social media marketing, and executing them across digital and physical channels to achieve measurable business objectives.
Experience creating multiplatform content strategies, based on deep knowledge of major and emerging social platforms.
Demonstrated track record in executing multicultural campaigns based on deep cultural competency and understanding of diverse audiences.
Superlative relationship-building and collaboration skills with strong executive-level presence, resulting in the ability to work effectively with internal stakeholders, external corporate partners, and affiliated team and league offices.
Mature, capable communicator who can make arguments clearly and succinctly, both verbally and in writing, driving meetings towards actionable outcomes.
Proven leadership ability, with experience managing external agencies, internal partners and direct reports.
Proven track record of developing talent and building strong team culture across all levels of organizations.
Excel in strategic prioritization and decision making; ability to effectively balance long-term business goals with short-term needs.
Experience leveraging data analytics to influence marketing and digital strategy and tactics.
Strong understanding of customer segmentation and how to address different needs of each consumer group.
Knowledge of and passion for professional soccer in the US and worldwide strongly preferred.
Knowledge of media landscape.
Ability to work non-traditional hours, including nights and weekends.
