Position: Senior Director-Marketing CLTFC
Department: Marketing
Reporting Relationship: Reports to Vice President, Marketing and Brand Strategy (TSE)
Status: Full-Time (Exempt)
About Charlotte FC
Charlotte Football Club is the Major League Soccer Club in the Carolinas. The Club’s mission is to be a unifying force that is bigger than one city and encourage a sense of belonging through a progressive, collective, and ambitious approach that guides efforts on and off the pitch. CLTFC is committed to driving growth through the sport and community outreach. Charlotte FC is owned by David Tepper and is a part of Tepper Sports & Entertainment, which also includes Bank of America Stadium and the Carolina Panthers. For more information, visit
CharlotteFootballClub.com.
Position Summary
Charlotte Football Club is seeking a dynamic, positive leader to lead full-stack Marketing efforts for the Club. The Senior Director, Head of Marketing, is the lead marketing role for Charlotte FC and a key member of the Club’s leadership team. The role will be accountable for developing and executing holistic annual marketing strategies and campaign calendars designed to engage and grow targeted audiences, all with the core intention of driving full-house attendance surrounding the Club’s home games. The role oversees all four marketing verticals within the department including Performance Marketing, Direct Marketing, Digital Platforms, and Brand Activation, each representing a key marketing lever to form a holistic strategy. Priorities include growing awareness and recognition of CLTFC; developing and executing comprehensive marketing strategies to strengthen the brand; fueling fandom and engagement through compelling campaigns; and driving revenue growth through insightful buyer-focused tactics. This person is an expert in leading strategic and intentional growth marketing, and thrives on building and maintaining strong working alliances with other leaders. The role requires constant communication with teammates in content, ticketing, partnerships, facility operations, community engagement, communications, and soccer operations. The Senior Director, Head of Marketing, is naturally curious about what will take the CLTFC brand to the next level and is an expert collaborator that demands excellence from their team.
Primary Responsibilities
- Lead the planning of a comprehensive annual campaign calendar, encompassing Club tentpole moments, always on-ticketing campaigns, promotional schedule, theme nights, sand more.
- Align marketing initiatives with revenue-generating opportunities to ensure all campaigns drive leads and conversions while being consistent with the brand narrative and grow awareness and affinity.
- Provide leadership through consistent communication that promotes a supportive and collaborative environment with clear department objectives and expectations.
- Collaborate with the sales, service, business strategy & analytics and partnerships teams to fully leverage business opportunities through ticket sales, renewals and partnerships strategies.
- In partnership with Manager, Marketing Activation, serve as the lead contact and partner to Charlotte FC supporter groups, developing strategies to engage and grow the core fan segment who brings to life the home atmosphere on match days.
- Deliver quarterly reports to leadership providing an analysis of marketing performance and customer trends to ensure efficiency and execution throughout the season.
- Develop promotional calendars and media strategies with the ticket sales team that support campaigns, tell the brand story, and focus on call to action.
- Build lead generation campaigns that drive ticket sales and leverage local partnership ideas that deliver revenue opportunities.
- Establish and monitor staff performance, development goals and department priorities
- Perform other duties as needed.
- Key focus areas for the role include the following:
- Digital marketing that encompasses social media, web, app, broadcast. - Promotional marketing and ticket sales collaboration with cross functional team. - Marketing calendar, planning and key milestone development. - Brand marketing and awareness generation - Oversee marketing budgets and external agency/vendor relationships while managing proper allocation for resources to support revenue goals.
- Other duties assigned as necessary.
Qualifications, Skills and Education Requirements
- Bachelor’s degree in marketing, sports, business management, communications, or related field.
- Minimum 8+ years of progressive experience and oversight in marketing, marketing strategies, communications, or related field.
- Demonstrated leadership in the field of growth marketing, with an expert understanding of digital marketing tools, measurements, and best practices.
- Knowledge of professional soccer and ticket promotional campaigns.
- Collaborative Business Partner
Leadership, Work Ethic, and Culture
- Strong leadership skills and business acumen.
- Exhibits a team-oriented approach, always prioritizing team above self.
- High energy leader with a strong work ethic and a desire to enhance the culture of the organization.
- Demonstrates commitment to the organization’s vision, mission, and core values.
- Projects a positive image as well as inspiring trust and credibility with stakeholders.
- Embraces the start-up nature of the early brand stage of the organization.
- Demonstrates ability to adapt and adjust to changing needs of the business while demonstrating a positive attitude.
Judgment, Decision-Making and Sense of Urgency
- Demonstrates exceptional judgment in carrying out duties.
- Demonstrates strategic thinking capabilities.
- Able to clearly define complex issues; identifies and discusses potential solutions with key stakeholders; shapes opinions and works to build consensus as appropriate; uses broad knowledge and common sense.
- Acts with purpose and urgency in making timely recommendations and decisions.
Communication
- Communicates clearly and effectively; possesses excellent interpersonal skills.
- Keeps leadership informed of important issues/aspects of the marketing performance.
- Uses effective communication tactics regarding the manner of communication, tone, and channel in all circumstances.
- Embraces an inclusive style of communication; actively listens and acknowledges conflicting points of view and treats all points of view with respect.
Work Environment
This job operates mostly in an office environment and outside in a stadium facility at times which may include inclement weather conditions. This role routinely uses standard office equipment such as computers, phones, photocopiers, filing cabinets and fax machines. Some travel may be required to away games or for other business purposes.
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.
