Director of Content & Storytelling - Tampa Bay Lightning (Tampa · FL)

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Job Summary:
One of the most important priorities for any sports brand is to continue to find new and innovative ways to grow, diversify and inspire its fan base.  Now more than ever, fans engage with sports brands through a wide variety of traditional, digital, and social platforms.  Each platform requires a different approach to content and storytelling.  

The Director of Content & Storytelling for the Tampa Bay Lightning and Vinik Sports Group (VSG) will lead oversee and manage the ideation, prioritization, production, distribution and measurement of all key content initiatives across the organization.  This includes two key areas of responsibility.  First, the storytelling we do around The Tampa Bay Lightning – our players, coaches and staff.  Fans cannot get enough about their favorite players, and we are embarking on a journey to showcase the personalities of our players off the ice like never before.  Second, this person will collaborate with internal department leaders to shape the messaging and storytelling priorities of every department and their audiences.  From Community and DEI to Sponsorship and Membership Sales & Service, this individual will be a key collaborative partner to their peers across the business.

This individual will manage a team of two content managers (each of which support the Lightning along with select internal departments in the day-to-day project management and planning) and will also oversee The Identity team and business as well.  The Identity is a media property that is a gathering place for sports and lifestyle content across Tampa Bay.  This five-person team operates autonomously within VSG but is also connected in to everything we do across VSG.
Essential Duties & Responsibilities:
  • Oversee the content and storytelling function for VSG that aligns with business objectives and goals
  • Responsible for guiding VSG’s content and storytelling priorities across all departments and in collaboration with the Vinik Family Foundation where appropriate
  • Manage the strategy for all major content initiatives for The Tampa Bay Lightning including the Emmy-award winning series “Recharge” along with all player and coach lifestyle content 
  • Collaborate with internal department leaders to plan and execute key messaging and content – including Foundation, Community, DEI, People Operations, Sponsorship, Membership Sales & Service, Broadcast & Radio, and The Identity
  • Lead a cross-functional team to guide VSG’s content strategy – this team includes various members of Marketing and Hockey Operations
  • Manage our content and storytelling budget – helping guide decisions on all investments including production, travel, editing, and amplification/distribution
  • Develop a content calendar for each part of our business – Lightning, key internal departments, etc.
  • Drive our distribution strategy in partnership with our Marketing team – maximizing where our different content pieces can live so as to reach as many fans as possible
  • Related to distribution, build relationships with key partners including the NHL, ESPN, Bally Sports and others
  • Pitch ideas to for content and storytelling opportunities between The Tampa Bay Lightning and any number of potential media distribution partners
  • Manage the five key phases of content and storytelling at VSG
    1.    Ideation – brainstorm with teams across the organization on new content ideas to drive fan growth
    2.    Prioritization – gain input from various stakeholders to balance all aspects of our content and storytelling efforts including budgets, workload, player availability, distribution options, and more
    3.    Production – work closely with VSG Productions to determine resources needed for each content project leveraging internal and external resources when necessary
    4.    Distribution – work with the CMO and the Marketing team to maximize the reach of each content project through both owned and operated channels along with outside media partners and other platforms
    5.    Measurement – partner with our Analytics team to measure the fan engagement and impact of each content project
  • Prepare detailed content and storytelling reports summarizing the impact of each project and work with the CMO to share those reports across the organization
  • Perform fan research to determine what content is resonating and what else our fans want to see from us
  • Collaborate with the executive team to provide consultation and innovative ideas to support organizational needs
  • Develop strategies and campaigns to drive fan engagement for the Club in collaboration with the Chief Marketing Officer and other executives and leaders
  • Perform other duties as assigned
Game/Event Responsibilities:
  • Evening and weekend games as necessary

  • Bachelor’s degree in Marketing, Journalism, Public Relations, Communications, or equivalent degree
  • A minimum of 7-10 years relevant work experience in a Corporate Business environment 
  • Demonstrated experience in managing content and storytelling strategies for brands and/or sports organizations
  • Proven strategic leadership ability, including the ability to plan, organize, coordinate and influence 
  • Ability to build strong and collaborative relationships with all levels within the organization, leadership team and ownership
  • Demonstrate the ability to effectively build a network of contacts at all levels within the industry and community, both internally and externally
  • Professional writing and public speaking skills required; on-air experience required
  • Excellent oral and written communication skills; excellent analytical and critical thinking skills
  • Demonstrated experience managing departmental and organizational budgets, including the creation of strategic business plans
  • Ability to appropriately handle confidential matters and information
  • Ability to work in a fast-paced changing environment 
  • Ability to work independently and as part of a team
  • Ability to prioritize and manage numerous projects simultaneously
  • Self-motivated, with ability to work with little direct supervision
  • Strong organizational skills and attention to detail
  • Proficient in Microsoft Outlook, Word, Excel, Power Point
  • Availability to work flexible hours, including weekends and evenings as required

We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, or any other characteristic protected by law.