The Director, Lifecycle Marketing will play a key role in driving the organization’s data-driven decision-making by leading digital advertising strategy, lifecycle marketing efforts, uncovering actionable insights, and shaping strategies that maximize revenue, fan engagement, retention, and acquisition. This role requires an advanced analytical mindset, expertise across a suite of emerging technologies, a strong ability to connect data to business outcomes, and leadership skills to influence stakeholders across departments.
Responsibilities:
- Lead the design, execution, and measurement of digital advertising campaigns including, but not limited to; email, digital, web, SEO/SEM, SMS, display, and social channels, ensuring alignment with organizational objectives and delivering insights and strategic recommendations to senior leadership.
- Lead strategic decision-making surrounding lifecycle marketing development and execution, including but not limited to; survey design and strategy, data automation and performance analysis, fan acquisition and engagement, digital advertising segmentation, email and SMS marketing and engagement, marketing to lead pipeline, etc.
- Implement and optimize A/B testing strategies to optimize digital advertising performance and increase ROI.
- Create and implement segmentation strategies to optimize fan acquisition and ROI.
- Own development of advanced reporting to monitor key retention metrics, ROI, spend efficiency, and automations to enable proactive decision-making across the organization.
- Own data infrastructure strategy for all marketing data to enable omni-channel marketing strategies and automations.
- Serve as a subject matter expert in CRM and CDM data management, ensuring integrity, growth, and strategic use of fan data.
- Seek opportunities to introduce new marketing technologies and practices to improve campaign and operational efficiency.
- Manage the digital advertising budget and allocate resources effectively including but not limited to; negotiating with media partners and overseeing relationships with ad networks and platforms.
- Represent the Analytics team on high-priority projects and provide thought leadership in identifying new opportunities for data-driven growth.
- Collaborate cross-functionally primarily with Marketing to assist in creative development and ensure brand consistency across all digital platforms.
- Collaborate with all departments to translate business questions into data-driven solutions.
- Lead and mentor a staff of analysts and foster a culture of innovation in digital marketing practices.
Requirements:
- Bachelor’s degree, or equivalent, in Marketing, Advertising, Communications, Economics, Data Science, or related field.
- 6+ years of experience in digital advertising, lifecycle marketing, or marketing analytics.
- Sports or entertainment experience preferred with an understanding of Major League Soccer and International soccer.
- Expertise in digital marketing channels (SEM/SEO, paid media [Meta, TikTok, Google Ads, Programmatic DSPs], SMS, and email).
- Experience working with enterprise marketing solutions that include email and SMS, such as Salesforce Marketing Cloud.
- Proven ability to manage large budgets and deliver measurable business results.
- Proven ability to analyze large, complex data sets and synthesize findings into actionable insights for executives.
- Experience building and managing complex data automations.
- Fluency in SQL for querying, data transformation, and analysis across large relational databases.
- Basic knowledge of the following programming languages preferred: R, Python, and/or HTML.
- Experience working with AI/ML models a plus.
- Excellent communicator with the ability to influence non-technical stakeholders and tell compelling stories through data.
- Demonstrated leadership skills with experience mentoring or guiding junior analysts and marketers.
- Team-oriented, proactive, and motivated with a high level of professionalism and integrity.
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.
