Overview
The Director of Fan Experience is a visionary leader who is responsible for shaping how fans connect with the organization across every touchpoint on event day. This role ensures that the gameday environment, retail, food & beverage (F&B), and event staff all reflect the team’s brand ethos while driving deeper engagement, loyalty, and return rates.
This leader will focus on the brand-aligned and hospitality driven components of the fan journey—ensuring that each interaction feels intentional, immersive, and best in class.
Key Responsibilities
Strategy & Vision
• Develop and execute a comprehensive strategy for the fan journey, ensuring on brand touchpoints and best in-class experience.
• Create standard hospitality driven operating procedures for the gameday experience. From the first touchpoint to the last.
• Serve as the brand guardian for all fan-facing experiences, ensuring alignment with organizational values and revenue goals.
Event Staff (Brand Strategy)
• Implement best in class experience roadmap to the event staff team, ensuring fan-facing employees embody the brand and deliver welcoming, consistent, and on-brand interactions.
• Partner with operations and security teams to ensure execution, while focusing on tone, and brand alignment. From the first touchpoint in parking, to the last touchpoint in exiting the experience.
• Establish event staff standards to ensure staff are empowered as brand ambassadors.
• Collaborate with Guest Experience and Analytics teams to translate fan feedback into actionable insights, defining when adjustments are warranted and identifying creative, data-driven improvements.
• Ensure the consistent, on-brand execution of all gameday promotions, themed activations, and bundled ticket packages or experiences.
Retail & Merchandise
• Partner with retail and merchandising teams to ensure product offerings enhance gameday and reflect fan culture.
• Drive exclusive in-venue drops, theme-night collections, and co-branded merchandise collaborations.
• Integrate retail with marketing and ticketing strategies (e.g., ticket + merch bundles, membership rewards).
Food & Beverage (Experiential Focus)
• Collaborate with F&B partners to align menus, packaging, and presentation with the team’s brand identity.
• Shape experiential components: curated food zones, local partnerships, themed offerings, and branded packaging.
• Partner with operations leads to ensure consistency, while leaving speed of service, POS, and concessionaire logistics with operational counterparts.
Qualifications
• 10+ years of experience in hospitality, brand marketing, experiential marketing, or fan experience leadership, preferably in sports, entertainment, hospitality, or consumer lifestyle brands.
• Proven ability to design and implement immersive brand experiences that drive engagement and revenue.
• Strong leadership skills to inspire and align cross-functional teams and front-line staff.
• Understanding of F&B, retail, and event staff experience environments; comfortable partnering with operations teams to translate brand strategy into execution.
Success in This Role Will Look Like:
• Fans consistently describe the gameday experience as immersive, exciting, and on-brand. (Voice of Consumer Survey)
• Event staff are recognized as true brand ambassadors delivering welcoming, consistent experiences.
• Promotions, retail, and F&B offerings become integrated extensions of the brand, rather than standalone functions.
• Sponsorship activations add to the fan journey while delivering measurable partner value.
• The team’s brand and culture are experienced—not just seen—in every fan touchpoint.
We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, national origin, sex, sexual orientation, age, disability, gender identity, marital or veteran status, or any other protected class.
