The Tennessee Titans strive to be an ELITE franchise in the National Football League, excelling both on and off the field. Our mission is to win, serve, and entertain our fans, community, and one another by living through our values in everything we do. We value Excellence, Leadership, Improvement, Teamwork, and Execution.
The Tennessee Titans are looking for a strategy-driven, detail-oriented, and innovative team member to develop and maintain business and brand strategies that help the organization reach new audience demographics, expand our customer base, increase revenue, boost overall profit margins, and grow fan avidity. This position will play a key role in leveraging our brand equity, personality, and vision to enhance value to current fans and create growth across new and adjacent channels. The Manager of Brand Extensions will serve as the marketing team’s lead point of contact to support key projects elevating out of the Titans brand including food & beverage and merchandise, as well as work closely with the internal corporate sponsorships and ticketing teams. The individual is a business and functional expert with experience managing multiple cross-departmental projects and outside relationships with partners and vendors. Creative analysis, independent thought, and a proactive approach to adding value to the organization are the key elements of the position.
This is an exciting time for the Titans as we embark on the task of building, marketing, and selling a new stadium. The Manager of Brand Extensions will report to the Vice President of Marketing Strategy & Insights and will work closely with the Marketing, Content & Creative, Corporate Sponsorships, Ticketing, Stadium Events, Client Services, Business Strategy and Analytics teams as well as various 3rd party vendors to develop and execute data-driven campaigns and activations that increase revenue, fan engagement, and brand avidity.
Responsibilities:
FOOD & BEVERAGE
- Develop and maintain marketing strategy and promotional campaigns as they relate to the food & beverage experience at Nissan Stadium for both Titans game days and non-football event days.
- Lead brand vision for the New Nissan Stadium food and beverage project ensuring that the unique and authentic Titans personality is felt by every fan.
- Act as the primary marketing point of contact with 3rd party food & beverage vendors for all marketing and communications projects in the current Nissan Stadium.
- Audit and improve existing creative assets and fan communications regarding food & beverage offerings, discounts, and promotions at Nissan Stadium for both football and non-football events.
- Develop comprehensive food-story narratives and campaigns for both in-stadium activations and digital channels & platforms to create brand consistency and messaging for all fans and customers.
- Work closely with the Business Strategy & Analytics team to optimize in-stadium food & beverage strategy including product mix, basket size, stand throughput and promotional efforts.
- Develop and manage food & beverage initiatives in collaboration with Client Services team, Manager of Customer Insights, and the stadium F&B Directors of Operation.
- Collaborate with the Manager of Consumer Insights and Digital team to drive adoption for TitansPay, a mobile wallet feature within the Titans + Nissan Stadium mobile app.
MERCHANDISE
- Develop ongoing creative, marketing, and promotional strategies, in conjunction with Fanatics, with a focus on retail activation, in-stadium offers, and optimizing e-commerce shopping experiences for fans and customers.
- Act as the primary point of contact with Fanatics for all marketing campaigns and projects.
- Work with the Fanatics buying team to develop short and long-term product assortment strategies that align with the brand vision, financial plans, cross-channel marketing campaigns and customer needs.
- Create organizational systems aimed at the development and implementation of promotional and merchandising elements, scheduling of campaigns and optimizing revenue.
- Work with the Business Strategy & Analytics team and Manager of Consumer Insights to understand and optimize category performance, promotional strategies, and conversion both in-stadium and via e-commerce.
- Coordinate merchandise content opportunities and photoshoots for marketing and campaign promotional needs for e-commerce, website, mobile app, email, social media, paid media, and other marketing materials.
- Create unique in-store fan experiences and branding with product features and activations that drive in-store visits and maximizes revenue.
- Work with the Business Strategy & Analytics team to generate in-season and end of season reports and recaps focusing on analyzing sales data with actionable insights and recommendations that drive key business decisions.
- Work with Fanatics team to create planograms for store & stand layouts based on product flow, themes, market trends and maximizing revenue.
- Assist the Director of Influencer Marketing in the implementation and execution of brand awareness and e-commerce marketing campaigns featuring Titans gear and lifestyle merchandise.
PARTNERSHIP MARKETING
- Collaborate with the Corporate Sponsorships & Business Development teams to identify, develop and execute unique activations and promotions in conjunction with our corporate sponsors that can help further the strategic vision of the Titans and Nissan Stadium, increasing brand awareness and avidity throughout the Nashville community.
- Identify strategic brand growth opportunities for the organization through non-traditional inventory, platforms, and partnerships.
- Work with internal marketing departments (e.g. Marketing Strategy & Insights, Titans Entertainment, Content & Creative) to develop integrated campaigns and activations for potential and existing sponsors and local partners to increase revenue, fan engagement and brand avidity.
- Work with the Corporate Sponsorship & Business Development teams to provide solutions for achieving sponsor’s goals and objectives and create opportunities for incremental revenue for the organization using industry insights, best practices, and creative and innovative ideas.
OTHER
- Provide a supportive, growth mindset leadership, management, and vision to ensure checks, balances and best practice processes across internal stakeholders and 3rd party vendors.
- Be a proactive and critical thought partner for executive and department leaders to identify and develop new business opportunities, making recommendations and developing business plans for organic opportunities.
- Create and prepare business and brand presentation materials for executive management, department leaders and external vendors.
- Improve product marketability and profitability by researching, identifying, and capitalizing on market opportunities; improving product packaging; coordinating new product development.
- Partner with marketing, communications, and content teams to develop and execute integrated marketing campaigns that drive business results.
- Assist with other duties as assigned.
Qualifications:
- Bachelor’s degree in marketing, advertising, business, sports management, communications, or equivalent degree/experience.
- 5+ years of experience in brand marketing, advertising, e-commerce, marketing activations, or sponsorship.
- Experience in partnership development or marketing in sports/entertainment is preferred.
- Excellent project management and organizational skills with ability to independently manage multiple projects, vendors, and initiatives simultaneously.
- A proven track record in developing relationships with external vendors and internal teams.
- Detailed understanding of marketing, advertising and promotion development and strategy.
- Possess business acumen with the ability to provide insights to internal and external stakeholders, including leadership.
- Self-starter and strategic thinker with superior verbal, written, presentation, organizational and multi-tasking skills, and the ability to adapt messaging to suite multiple audiences from highly technical functions to non-technical marketing and front office executives.
- Understanding of consumer behavior and marketing analytics with the ability to influence business or marketing strategy.
- Experience working in a fast-paced environment with the ability to meet deadlines, multi-task and prioritize.
- Extremely proficient in Microsoft Office including Word, Excel, PowerPoint, and Outlook.
- Must be able to work flexible, extended hours including evenings, weekends, holidays, and event days as needed.
NO PHONE CALLS OR EMAILS, PLEASE. Unfortunately, we are unable to update candidates on the status of their applications. Those selected for further consideration will be contacted by someone from the Tennessee Titans.
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.
