Los Angeles Lakers
Director, Integrated Marketing
Job Title: Director, Integrated Marketing
Department: Marketing
Reports to: Senior Director, Marketing
Manages: Integrated Marketing team and Performance Marketing
Collaboration: Daily collaboration across the marketing team including Marketing Operations, Game Presentation and Creative Design and Production. Regular collaboration across the organization including Communications, Game Operations, Global Partnerships, Ticketing, Community and other departments and stakeholders
Team Overview: Integrated Marketing is the heartbeat of the marketing department, building seamless and connected pathways to fans to drive growth, engagement and conversion. Considering the full marketing mix with a spotlight on digital, social and in-arena, the Integrated Marketing team is responsible for developing and executing detailed marketing plans aligned with the brand strategy. As fan and channel experts, Integrated Marketing understands and implements the best ways to connect with fans based on campaign objectives.
Position Summary: The Director of Integrated Marketing is responsible for leading the development and execution of Los Angeles Lakers marketing plans throughout the year. From season-long campaigns and sponsorship engagements to promotional nights and ticketing campaigns, this position leads fan engagement planning and implementation to support revenue growth. Additionally, this role is responsible for leading paid media initiatives focusing on social and digital while considering all marketing touchpoints across paid, earned and owned. The ideal candidate is a strategic marketer, proactive planner and results-driven collaborator who can simultaneously manage long-term and short-term projects end-to-end and successfully lead cross-functional teams to bring an integrated fan experience to life in Los Angeles and around the world.
Essential Functions (Duties & Responsibilities**):
Campaign Planning and Implementation
- Builds the season-long marketing plan for the Lakers to serve business goals, celebrate basketball, support commercial initiatives and drive a holistic narrative across the season
- Develops all on-court and off-court marketing plans for tentpole moments, promotional nights, new Lakers products league milestones, player campaigns and cultural moments
- Identifies, develops and briefs creative deliverables, content needs and comprehensive asset production within reasonable and achievable timelines and budgets, working with the Creative and Content team to deliver high-performing assets to fans
- Collaborates with channel experts (in-arena, social, digital, email, app) across the marketing team to propose and implement best-in-class campaign tactics to reach fans where they are
- Collaborates with Corporate Partnerships team to ideate and fulfill sponsorship partner integration across campaigns and programs
- Collaborates with the growth and ticketing team to name and promote new Lakers products and experiences including ticket packages, hospitality products, events and more
- Leads the international marketing strategy to ensure cohesive and meaningful executions across target markets
- Identifies talent opportunities and incorporates talent integrations into marketing plans that grows and engages audiences within and out of the basketball space
Game Day Promotions and Performance Marketing
- Leads the development and execution of best in-class game night promotions for a premium experience driving ticketing, sponsorship activations and fan engagement
- Leads execution of a rinse and repeat, layered system for game day fan engagement, that favors milestone moments, recognizes storyline potential and considers the match up, while acknowledging the pacing of an 80+ game season with finite resources
- Collaborates with Global Partnerships to ensure proper execution of sponsorship commitments across game day moments
Fan Growth and Engagement
- Leads consumer marketing planning and activations for the Los Angeles Lakers to drive awareness and grow fan engagement
- Implement integrated marketing tactics with an eye toward holistic storytelling to create an omnichannel experience for consumers around the world
- Considers a wealth of touch points and formats across paid, earned and owned, including TV, video, radio, print, photo, graphics, digital, mobile, social, OOH, celebrity, influencer, creators, partners, experiential, events, giveaways, community programming, retail, e-commerce, in-arena, in-game and in-broadcast
- Uses channel and platform expertise, industry best practices and KPIs to architect and systemize clear rationale and blueprints for engagement, creating best-in-class experiences while optimizing resources
- Builds awareness, engagement, positive sentiment and favorability that drives value for commercial partners
- Drives fanbase engagement and product conversion in key international markets, partnering with regional NBA offices to maximize opportunities
- Leads fan data initiatives creating a holistic view of the ecosystem and fan experience
Team Leadership
- Drives expectations for the highest quality work, delivered against organization goals
- Supports team development providing consistent and effective feedback to continually improve quality and increase efficiency
- Perform other duties as assigned by executive management
**Responsibilities subject to change based on organizational needs and direction from management.
Education: Bachelor’s degree in marketing, advertising or related field; advanced and continuing education preferred
Previous Experience:
- Minimum 10-12 years in marketing, minimum 5 years in brand or integrated marketing building 360 campaigns for high-profile global brands. Agency experience a plus
- Minimum 5 years management experience
- Accomplished hands-on leadership developing high-performing teams
- Proven marketing success at the leadership level
- Experience with sports brands
- Agency management experience
Technology Capabilities:
- Adobe Creative Suite
- Understanding of asset design and production requirements across platforms
- Project Management Software (Jira, Trello, Wrike)
- Microsoft Office (including Excel, Word, Outlook, PowerPoint, SharePoint)
Knowledge, skills, abilities:
- Demonstrated leadership skills in marketing with a deep understanding of marketing principles, analytics, service management, stakeholder alignment and fan engagement
- Ability to be guided by and adhere to a strategic brief, translating business objectives and brand strategy into tactical fan engagement
- Expert planner and collaborator who is proactive and can roll with the read and react nature of a team business
- Ability to bring innovative and creative activations to bear while working within mandatory parameters including league rules, short timelines and limited budget
- Proficiency in briefing creative needs with clear direction on fan takeaway and production requirements
- Ability to balance tactical innovation and continued relevance while embracing a legacy organization
- Ability to simultaneously manage multiple programs at varying scales with mixed deadlines
- Expert content planning and content integration to maximize channels and production while understanding need for bespoke opportunities and continual evaluation of best practices
- Works at both a strategic level as well as operating day-to-day activities
- Ability to work in a high-energy, fast-paced, dynamic environment and make instant, quality decisions
- Scrappy, nimble and comfortable managing effectively with changing information without getting stuck
- Detail-oriented and a logical approach to problem solving
- A passion for basketball and sports business
Physical Demands: N/A
Location: El Segundo (offices M-F), downtown Los Angeles (Crypto.com arena for Laker home games), other occasional off-site events
Travel: Up to 10% of the time
Hours: This position requires continual attention due to the perpetual nature of the NBA season; after-hours time is mandatory; must be available to work evenings, weekends and holidays
The pay range for this role is $130,000 - $150,000 annually. Actual compensation packages are based on several factors that are unique to each candidate, including but not limited to skill set, depth of experience and certifications. In addition to those factors, we consider the relative pay of our current employees in similar positions when making a final offer.
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.
