Description

The Director of Fan Engagement will play a critical leadership role in building and growing a passionate, loyal fanbase for Columbus NWSL 2028, while also leading the Grassroots efforts for the Columbus Crew. This individual will lead the development and execution of strategies that drive awareness, increase fan acquisition, and deepen engagement across all touchpoints.

This role will also serve as the primary architect of Columbus NWSL 2028 supporter culture—developing official supporter groups and acting as the key liaison between supporters and the front office.

While maintaining separate staff for each club, this position will extend each club’s reach into the community, ensuring alignment between fan engagement strategy, local activations, and database growth initiatives.

Essential Duties & Responsibilities

Develop and lead a comprehensive fan engagement strategy focused on growing awareness, interest, and fandom for Columbus NWSL 2028.
Create innovative campaigns, events, and experiences that attract new fans and convert casual attendees into loyal supporters
Partner with Marketing, Ticketing, and Partnerships teams to align fan development initiatives with revenue goals
Oversee strategies for both Columbus Crew and Columbus NWSL 2028 to capture fan data across all touchpoints, including events, digital platforms, grassroots activations, and matchdays
Collaborate with CRM and Digital teams to ensure effective fan segmentation, communication, and lifecycle marketing
Lead the creation and long-term development of Columbus NWSL 2028 official supporter groups from the ground up
Serve as the primary liaison between supporter groups and the club’s front office, fostering trust, transparency, and collaboration
Establish supporter traditions, matchday rituals, and community identity in alignment with club values
Manage supporter-related logistics including matchday experience, communication, and feedback loops
Work cross-functionally with Match Presentation, Game Operations, and Community teams to ensure a best-in-class fan experience
Help shape the in-stadium atmosphere, ensuring it reflects the energy and identity of the supporter base
Identify opportunities to extend fan engagement beyond matchdays through community events and grassroots initiatives
Build, lead, and mentor a high-performing fan engagement team three full-time employees and part-time street team members
Foster a culture of creativity, collaboration, and accountability
Manage budgets, timelines, and external partners/vendors as needed

Required skills, experience & abilities

7–10+ years of experience in fan engagement, sports marketing, live events, or related fields (soccer/football experience strongly preferred)
Proven success in building fan communities, supporter culture, or grassroots movements
Strong interpersonal skills with the ability to build trust across diverse stakeholder groups, including passionate supporter communities
Creative thinker with a strong understanding of fan behavior, culture, and trends
Ability to thrive in a fast-paced, startup-like environment
Deep understanding of soccer culture and supporter dynamics
Entrepreneurial mindset with a “build-from-scratch” mentality
Strong communicator who can balance fan advocacy with organizational goals
Data-informed but creatively driven
Valid driver’s license

About Columbus Crew:
The Columbus Crew are the first club in Major League Soccer. The Crew are operated by Haslam Sports Group and the Edwards Family. The Club is one of only three teams to win three or more MLS Cups (2008, 2020 and 2023) and claimed one Lamar Hunt U.S. Open Cup in 2002, MLS Supporters’ Shield titles in 2004, 2008 and 2009, the Campeones Cup in 2021 and Leagues Cup in 2024. The 2026 campaign is the Crew’s 31st in MLS, as well as the Club’s fifth full season in the world-class ScottsMiracle-Gro Field.

About Columbus NWSL 2028:
In April 2026, the National Women’s Soccer League (NWSL) announced that Columbus will be home to the 18th club in the top global women’s soccer league. The team will play home matches at ScottsMiracle-Gro Field when it officially debuts during the 2028 NWSL season. Columbus NWSL 2028 will train at their own dedicated world-class performance center.

Haslam Sports Group (HSG), in partnership with Nationwide and Dr. Chris and Dr. Pete Edwards, led the effort to bring an elite professional women’s soccer club to Ohio. Motivated by sports’ unique power to unify and uplift local communities, the collective was inspired by the city’s and state’s strong passion for soccer and sports and the opportunities created for women, men, boys and girls, based on their combined experience with Major League Soccer’s Columbus Crew, within the sports industry and throughout the local community.

HSG embraces the positive impact of sports and its unique opportunity to unify communities. Dee and Jimmy Haslam, along with Whitney and JW Johnson, founded Haslam Sports Group in 2020. Through the Haslam and Johnson families’ network of industry experience and relationships, their mission is to create world-class organizations that achieve sustainable success, provide a best-in-class fan experience, and give back to their region. HSG invests in strategic sports and entertainment opportunities, with a current portfolio including ownership of the Cleveland Browns, operating rights to the Columbus Crew and co-ownership of the Milwaukee Bucks, as well as investments in HSG Ventures, HSG Facilities, the WNBA, and other entities.