Chief Marketing Officer - Washington Nationals (WASHINGTON · DC)

Washington Nationals Jobs
Marketing: Marketing
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The Chief Marketing Officer (CMO) will lead the development and execution of all marketing activities for the Nationals organization, overseeing all branding and content strategies to achieve short-term and long-term organizational goals. S/he will be responsible for spearheading the organization’s digital and engagement strategies that focus on growing revenue via new consumer/fan acquisition and deepening relationships with existing fans to meet the evolving expectations of both our fan base and of the broader Washington, D.C. community.

The CMO will propel this division to becoming a best-in-class marketing function within the industry, possessing leading knowledge of cutting-edge marketing automation and engagement technology, with an ability to execute scalable strategies that drive impactful results. S/he will have a successful track record of establishing and leading marketing strategy in a dynamic environment, as well as the expertise building a world-class brand.

Essential Duties and Responsibilities:

Brand Strategy: Maintaining an Enduring World-Class Brand with a Distinct Point of View

  • Evaluate and refine brand positioning to clearly establish and consistently communicate the role of the organization in the sport, industry, marketplace, and a diverse community
  • Maintain brand integrity for all internal and external touchpoints to ensure all sales, branding, marketing, communications, events, and community relations are aligned with the overarching brand positioning
  • Enhance the visual brand to represent a relevant look and feel that is attractive across audience segments and reflective of the region
  • Maintain a pulse on cutting edge creative from across sectors and global markets
  • Align brand strategy with revenue targets across business units to promote profitable growth and community impact that aligns with enhanced consumer sentiment

Marketing Strategy: Delivering a Resonating Brand Experience to Customers

  • Align with Business Strategy on target audience segments – inclusive of customer renewals, lapsed customers, and acquisition targets
  • Develop annual digital and traditional marketing plan, inclusive of promotional strategies, that aligns with the overarching brand strategy while effectively addressing revenue goals
    • Oversee all aspects of marketing planning, budgeting, metrics, and reporting
    • Ensure consistent communication with internal stakeholders in the organization around marketing strategy, planning, audience analysis, messaging, and activation
  • Implement content strategy with best-in-class Curly W Productions, internal designers, and external marketing partners
    • Develop processes for prioritizing content demands across events and initiatives to effectively utilize resources to meet organizational strategic goals
    • Direct tailored campaign content to align with relevant channels and audience segments in order to generate brand awareness and engagement
  • Effectively manage channel strategy across advertising, broadcast, digital, event marketing, and game entertainment
    • Optimize digital marketing spend and allocation by developing key success measures and comprehensive testing strategy
  • Refine loyalty program to rebrand platform and convert users to a centralized online portal
    • Support development of online portal including user experience, customer interface, beta testing, audience conversion, and lead acquisition
    • Identify additional benefits and incentives available to loyalty members related to philanthropic participation and other types of community engagement, such as volunteering
  • Influence MLB seasonal and strategic initiatives, including, but not limited to:
    • Development of a broad-based marketing automation solution that will have full integration to both MLB and the Nationals data platforms
    • How league-wide funds are invested in club marketing and advertising

Business Intelligence: Insights-driven Marketing Informed by Business Strategy + Analytics

  • Relentlessly pursue a data-informed and data-refined strategy evaluating local, national, and international trends in consumer behavior and sports and entertainment industry consumption
    • Establish, communicate, and measure ROI for all campaigns and initiatives
    • Interact with all departments to contribute to the analysis, development, and implementation of all sales campaigns
  • Create and maintain a defined customer journey that is continuously updated and refined based on customer needs and technology innovation
    • Merge customer relationship management data with customer experience insights to improve customer lifecycle management
  • Identify the role of existing and emerging technologies (e.g., augmented reality and virtual reality) in driving revenue, fan experience, and long-term engagement with the Nationals brand
    • Assess the role of the Ballpark App and third-party integrations to drive revenue and engagement at Nationals Park
  • Oversee and inform marketing’s role in core business lines, including ticket sales, corporate partnerships, sports betting, fan engagement & retention, technology implementation, community relations, and philanthropy

Community Engagement: Elevating and Expanding Fan Engagement through Community

  • Oversee the alignment of brand strategy for National Philanthropies – inclusive of its signature programs, events, and activations – with the broader organization
    • Ensure that key messages are understood in the marketplace and across the organization through consistent deployment and desired positioning
  • Inform and oversee a comprehensive marketing strategy through a data-driven approach that maximizes available channels to promote lead acquisition and high levels of donor (“Citizen-Fan”) engagement evaluated against clearly defined success metrics
    • Support the creation and production of all print and digital content – promoting high-quality, mission-driven, engaging content that inspires new and existing audiences to actively engage with Philanthropies programs and activities
    • Manage a seamless omnichannel strategy – inclusive of digital platforms, printed materials, and environmental marketing – to deploy accurate and relevant content to target audiences
  • Ensure the successful integration of philanthropic and community assets within the corporate sponsorship strategy to drive beneficial outcomes for all facets of the organization
  • Support the development of annual fundraising targets and corresponding marketing, event, and initiative expenditures in department budget


Minimum Education and Experience Requirements

  • Minimum of 15 years of marketing experience in progressively senior roles with proven success in executing effective marketing strategies
  • Experience overseeing significant marketing budgets, leading localized brand marketing campaigns
  • Must have a strong track record building a meaningful brand identity that drives significant business results
  • Substantial experience building sophisticated consumer growth marketing campaigns anchored in the mobile ecosystem
  • History of analytics experience understanding, critically evaluating and optimizing consumer behavior

Knowledge, Skills, and Abilities necessary to perform essential functions

  • Ability to set continually higher goals that are ambitious but realistic for self and team, geared to organizational objectives
  • Must be able to establish strong working relationships with people throughout the organization and be a good team player
  • Must be a teambuilder and mentor of talent at all levels of the organization; someone who encourages challenging the norm and driving innovation through bold decision making
  • Experience communicating to diverse audiences, specifically delivering compelling presentations and telling a story with action-oriented implications
  • Must be able to maintain a positive team-oriented attitude within the department and company at large, as well as with brand partners, school partners, and other external stakeholders
  • Must possess an executive presence as a mature thought partner for senior management and external partners

 Physical/Environmental Requirements

  • Office: Working conditions are normal for an office environment.

All applicants for employment at the Washington Nationals are required to be fully vaccinated against COVID-19 prior to commencing employment. Applicants who receive a conditional offer of employment will be required to produce proof of vaccination status prior to their first day of employment. Applicants with qualifying disabilities or bona fide religious objections may be exempted from this requirement or otherwise accommodated if they are unable to be vaccinated.