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Chief Marketer/Revenue Leader with USA Cycling in Colorado Springs, CO

USA Cycling jobs
Sports Jobs in Colorado Springs, CO
Marketing: Business Development
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The Chief Marketer/Revenue Leader (CMRL) will be a key leader and close partner to the Chief Executive Officer, the Board, and USAC’s top management team.  The core objective of the CMRL will be to grow USAC’s membership and top-line revenue through all available and leverageable commercial initiatives and assets. They will lead creation of a new membership proposition that is valued by Racers, Riders & Event Owners. This value proposition will foster the development and sales of products and services which meet the changing needs of the American cycling community. The CMRL will be arriving at a critical time in USAC’s history, as the organization accelerates its evolution into an innovative, customer-focused service provider and broadens its membership base to include a mass market of enthusiasts and cycling fans in addition to its longstanding core racing community. As a member of the senior leadership team in a dynamic and broad-based role the CMRL will also be responsible for guiding the direction of USA Cycling more broadly in the execution of its mission to provide safe, fun, clean, fair and measured racing and riding in all U.S. Cycling disciplines.

The CMRL will work closely with the CEO and will oversee all areas of USAC’s commercial orientation, including revenue generation and marketing. Additionally, the CMRL will develop and lead initiatives with the following closely related USAC departments:
  • Event Services Department: To enhance USAC’s sales and marketing efforts with event promoters to ensure a growing supply of quality events in which the membership can participate.
  • IT Department: To develop tools and resources that enhance revenue and add membership value, while ensuring a quality user experience.
  • Technical Department: To constantly improve the experience of participating in USAC-sanctioned events.
  • USAC Foundation: To ensure the fund raising arm of USAC has compelling assets to develop both large and small donors.
  • Athletics Department: To promote their highly-successful and internationally-visible US Olympic Team, National Team, and Development programs in a manner that builds the USAC brand and generates sustainable and renewable top-line revenue.
The role is based in Colorado Springs, Colorado, at the USAC headquarters.

Key Relationships
Reports To: Chief Executive Officer
Direct Reports: Director of Marketing and Communications, Director of Membership, Director of Product Management & Operations
Other Key Relationships: USAC Board of Directors, USAC Foundation Board of Directors USOC, Membership base of 100,000+ members, United States cycling community, Donors, Partners and Sponsors Vendors

Key Responsibilities
USAC’s Chief Marketer/Revenue Leader will lead the organization’s revenue, membership and marketing functions, with the primary objective to generate recurring and sustainable top-line revenue growth. Key responsibilities will include: attracting and retaining members that generate recurring revenue (particularly via a mindset of digitally focused consumer acquisition marketing), servicing the constituent base, selling USAC’s marketable assets, attracting and retaining well-aligned sponsors and suppliers, nurturing USAC’s brand, managing digital and traditional communications and content, and crafting and interpreting market, industry and customer insights into incremental commercial opportunities.

Specific responsibilities include:
  • Generating direct revenue via sponsorship, membership and marketing functions at USAC with an intense focus on developing industry-leading customer acquisition methods for a broad-based cycling constituency.
  • Growing recurring revenue through effective target marketing and customer retention methods.
  • Targeting key markets aligned with business strategy.
  • Selling sponsorships and establishing partnerships, with clearly-defined strategies, methodologies, and outcomes, including analytical systems to guide performance measurement and retention programs.
  • Developing effective communications in traditional, digital and social channels, including content creation and production that  aligns with cyclists’ passion and sponsor/partner goals and objectives.
  • Developing new products and building new distribution and communications channels.
  • Improving USAC customer and member experience, retention and profitability.

Candidate Profile                          
The Chief Marketer/Revenue Leader likely will emerge from a recurring revenue service business, a direct consumer marketing role of active sports, entertainment or other lifestyle products, or from an organization that develops and acquires its membership and revenue via non-traditional means. The successful candidate may be an “up and coming” or established executive that has the necessary marketing experience and corporate selling skills, but lacks the full scope of the position above. The ability to lead a small organization with limited budget is essential. Exemplary personal work habits and leadership are a must. This is a key position in the organization and is a remarkable career opportunity for a prospective future CEO of a lifestyle-driven, consumer product/service company.

Ideal Experience
The CMRL of USAC will be an enthusiastic, dynamic, innovative, execution-oriented and determined executive who can acquire new members, drive retention, and target new revenue streams.
They will bring leadership, experience, entrepreneurialism, passion, and drive to the challenge of building the commercial operation of USAC and growing its membership base while respecting its core constituency.
It is essential that the CMRL be able to establish and execute partnerships and new revenue streams both individually and as a teammate to the CEO, the Board, and staff.
Potential candidates will need a minimum of a Bachelor’s degree in Business Administration, Marketing or a related field (MBA preferred).

Industry Experience
Proven experience driving revenue and acquiring customers or members in a direct to consumer brand or organization. Background in digital media, event management, lifestyle entertainment, sports, membership-driven entities, or active consumer properties is preferred.

Scope of Leadership
The candidate who will thrive and be successful will most likely come from a scrappy, passion-driven, or entrepreneurial environment, and has overseen a P+L and a high- performing sales and marketing staff. Must have managed fast-paced and analytical teams including product, technology, service, content, event, marketing, and revenue generation.

Business Growth
Proven record of driving significant incremental revenue growth is required. Candidate must be able to demonstrate membership acquisition and unique revenue creation in a previous leadership role.

Passion for Sports
Prior sports industry experience is not required, but a passion for sports and active lifestyles is mandatory. Belief in the US Olympic movement and an appreciation of cycling enthusiasts is required.

Critical Leadership Capabilities
Driving Results
In a small organization environment seeking to maximize new lines of revenue and increase the membership base, the ideal candidate will:
  • Show strong passion and sense of urgency about reaching targets.
  • Review performance and progress on a regular basis to ensure team is achieving results.
  • Not just identify issues, but present alternatives and solutions.
  • Measure results weekly and monthly using metrics that focus on the growth of the membership base and topline results.

Leading People
In an environment where hands-on leadership is required and successful partnership with functional and operating colleagues and the membership base is critical, the ideal candidate will:
  • Demonstrate strong people management experience with proven capability to inspire, motivate, coach and train direct reports.
  • Collaborate with the CEO, Board, and the organization to drive new revenue initiatives, manage ongoing projects, solve problems, and push the USAC’s commercial orientation.
  • Establish clear, challenging, and unique performance goals and metrics for the year along all lines of revenue generation and retention.
  • Design a sustainable customer acquisition model that allows for fluidity and enhancement.
  • Review top-line and team revenue progress against plans and build a high-performance NGB focused on sustainable success.

Strategic Thinking
In an entrepreneurial and forward-thinking NGB organization in which short- and long-term revenue sustainability and brand alignment are critical, the ideal candidate will:
  • Think ahead and think big, while understanding the resource limitations in the organization.
  • Propose new approaches and opportunities linked to the evolving USAC marketplace, particularly in the creation and development of digital customer acquisition marketing and sponsorship alignment.
  • Challenge assumptions and conventional wisdom with specific, supported, reasoned and actionable commercial initiatives.

Job Questions:

  1. How did you hear about this job?

  2. Do you have 7-10 years of prior experience in marketing?

  3. Do you have prior experience with a membership based organization? Please describe.

  4. Do you have a proven track record of revenue generation? Please provide specifics.

  5. Do you have demonstrated success in generating new revenue steams? Please explain in detail.

  6. Do you have strong management experience with proven capability to inspire, motivate and coach teams? Highlight 1-2 examples.

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