Job Title: Director, League & Field Marketing
Reports to: VP, Marketing
About the United Football League
The United Football League (UFL) is the professional spring football league, born from the groundbreaking 2024 merger of the XFL and USFL. With the visionary backing of RedBird Capital Partners, FOX, Dany Garcia, Dwayne Johnson, ESPN and Mike Repole, the UFL is redefining the football landscape. The UFL is committed to pushing the boundaries of the game and delivering an elevated experience for players, fans, and partners alike.
About the Position
Reporting to the VP, Marketing, the Director, League & Field Marketing will be responsible for bringing the league’s marketing and brand strategies to life, supporting key business goals and initiatives, with a focus on local market impact. This Director will oversee four (4) of the Team Marketing Managers, responsible for ensuring the league’s strategy and plans and evolved to a tactical go-to-market plan relevant to each team’s market, with an emphasized focus on in-market field activations.
This role will be critical in ensuring our teams are building their team’s visibility and affinity in market, growing their fan bases, executing impactful and relevant campaigns that breakthrough locally, engaging fans across social, digital and live activations, ultimately driving business performance, ticket sales and game attendance.
The Director will collaborate with Team & League staff to align on business priorities and cross-functional initiatives as well as ensure local execution, partnering closely with Ticket Sales, Communications/PR, Sponsorship, Social Media and other verticals.
What You Will Do
Delivering Marketing Excellence
The primary role of this Director is to evolve the league marketing strategies and plans to a local tactical go-to-market plan with the Team Marketing Manager, ensuring execution and impact, elevating the Team Brand in meaningful and locally relevant ways. Full-funnel marketing campaigns will support the team’s key goals, from building brand awareness and acquiring new fans to retaining current fans and driving revenue growth.
Drive cross-functional collaboration with the team and league Content, Marketing, Comms, Sponsorship, Ticketing and other verticals to bring innovative and high impact campaigns to life, as well as identify opportunities for efficiencies and ways to extend reach/amplify efforts through other areas of the business, partners, sponsors, etc..
Partner with League Ticketing Directors to ensure alignment of Marketing & Ticket goals and coordination of outbound marketing and sales messaging, promotions and initiatives.
Collaborate with the league Digital Marketing, Content and Creative teams to align on team-specific plans and league-driven support (social, email, web, app, paid media)
Oversee assigned four teams’ local field marketing and grassroots activation efforts, including fan engagement, community event activations, and social responsibility efforts - with the goal of elevating the team brand visibility in the market, growing fandom, generating leads and ultimately measuring success through data capture and ticket sales. (Includes on-site activations, digital/social activations, fan promotions, street teams/brand ambassador programs, event activations). Collaborate with Team Marketing Managers and local agencies (if applicable) to align on a solid field-marketing plan, ensuring goal and audience alignment, impactful execution, follow-up plans and post-activation analysis report.
Work across league and team Marketing to align on campaign messaging, media placements and audiences based on local market insights. Provide recommendations, ideas and evaluation of hyper local plans to ensure relevance and impact.
Develop relationships with local media partners to support 360 media/content/promotional partnership to elevate the teams and drive deeper local impact.
Support additional league fan initiatives as applicable, e.g. Tentpole Campaigns, league-wide theme games, sponsorship platforms, merchandise campaigns
Oversee Team Marketing gameday marketing plans, on-site activations, in-game promotions and ensure holistic approach to Theme Game campaigns and promotions
Provide oversight, ideas and recommendations to ensure team campaigns, theme games, promotions and brand strategy are integrated into game programming.
Ensure teams are appropriately staffed to support gameday plans, inclusive of sourcing street and promotional teams who will help fulfill all their respective teams' grassroots marketing efforts.
Manage the team marketing budget and deliver against key performance metrics for the Marketing function for four (4) assigned teams.
Other Duties
Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.
What You Will Bring
8+ years of marketing management experience with an emphasis in consumer-facing sports, media or entertainment industries.
Proven ability to execute a strategic marketing plan aimed at growth and closely aligned with the company’s goals and vision.
Ability to create campaigns, promotions and digital assets with demonstrated brand judgment, and the ability to generate brand energy.
Expertise in marketing and digital technology landscape, including industry trends, key industry leaders, terminology and overall knowledge of the sports entertainment and media landscape.
Proven track record planning and executing engaging fan activations at various scale - high-trafficked events or locations to local grassroots popups. Experience staffing/managing street teams and brand ambassadors. Ability to bring big ideas to life in meaningful ways that impact business goals (e.g. brand awareness, data capture, lead generation), while also scaling creatively to address budget constraints.
Ability to manage complexity and ambiguity and lead multiple projects in parallel while understanding business challenges and creating forward-thinking solutions. Ability to see how different disciplines and executions work together in broader marketing ecosystem to drive impact.
Solid understanding of nuances with various local market ticket buying habits/fan engagement.
Ability to work well with multiple stakeholders across the company, agencies and client organizations.
Ability to think big, while also understanding the details needed to execute, and synthesize to clear concise strategies and plans with clearly articulated results and impact on business goals.
A self-starter, energetic and resilient mindset with enthusiasm and determination to ensure that deliverables, timelines and objectives are achieved.
Exceptional communications, sales/promotions and customer service skills.
Superior verbal/written communications skills.
Additional Details
Work location: The location of this role is remote, with preference for those in one of the UFL Markets.
Primarily works in a remote office and/or an office environment.
Must attend all team home games and may be required to attend select games and events in other UFL team markets.
Prolonged periods of sitting at a desk and working on a computer.
Minimal out of market Travel (<10% travel): Will Be required to travel to in market events.
Ability to work a flexible schedule inclusive of weekends, nights and holidays required.
Must be able to lift 25+ pounds at times.
Salary
The anticipated base salary for this role is $126,000 - $136,000. This role is eligible for annual incentive and/or comprehensive benefits, including medical/dental/vision/life insurance, a 401(k) plan, unlimited PTO and offers a discretionary bonus and an equity opportunity for future growth. The actual base salary offered will depend on a variety of factors, including, without limitation, the qualifications of the individual applicant for the position, years of relevant experience, level of education attained, certifications or other professional licenses held, and if applicable, the location of the position.
Equal Employment Opportunity Statement
The United Football League maintains a strong policy of equal opportunity in employment. It is our objective to recruit, hire, and retain the most qualified individuals without regard to race, color, religion, sex, sexual orientation or identity, national origin, age, disability, veteran status, or any other characteristic or status protected by applicable federal, state, or local law. Our equal employment philosophy applies to all aspects of employment, including recruitment, compensation, benefits, training, promotions, transfers, job benefits, and terminations.
