What are the responsibilities and job description for the Director, Growth Marketing & Audience Engagement position at U.S. Soccer?

Description

U.S. Soccer Overview

The U.S. Soccer Federation exists in service to soccer. Our aim is to ignite a national passion for the game. Because we believe that soccer is more than a sport; it is a force for good.

We understand the importance and the power of teamwork, on and off the pitch. That’s why we work closely with our Federation partners and members, to inspire, support and guide every level of the game : from the grassroots, to the National Teams. We want to bring soccer into every home and every community, right across America. Because we believe that soccer can transform lives like no other sport. Soccer can represent the best of US.

U.S. Soccer is in a period of significant growth, with ambitions plans for US soccer in the near and far future. We are therefore, looking for dynamic servant-leaders to join us on this journey : in service to soccer. Applicants must be able to demonstrate visionary leadership, analytical decision-making, professional flexibility and an empathic management style that builds bold teams and delivers globally significant results.

Key responsibilities include :

Growth Marketing

Oversee growth marketing team to lead matchday promotion, ticket sales marketing and fan acquisition efforts across all owned, earned and paid channels.
Lead the development, forecasting, management and optimization of awareness and direct response / performance marketing campaigns, in partnership with agency, across multiple owned and paid channels.
Partner with Sr. Manager, Growth Marketing to lead match announcement and on sale strategies to scale impact of announcements and drive conversion.
Partner with Insights and Data Science teams to perfect marketing attribution and optimize for CAC, LTV, CVR and ROAS across campaigns.
Lead relationship with key agency stakeholders and digital buyers to drive forward U.S. Soccer’s marketing and revenue goals.
Partner with Sr. Manager, Growth Marketing to create and strengthen local in-market relationships with CVBs, Sports Commissions and other local organizations to help drive awareness and interest of U.S. Soccer’s matches and events.
Collaborate with the Corporate sales team to drive ticket sales through all marketing channels.
Working with the content team, drive growth and engagement across O&O platforms e.g daily & monthly users, frequency, recency, interactions and actions.
Work with Soccer Growth, Advancement, Ecommerce, and Partnership Marketing to manage all paid media with the agency to drive agreed campaign KPI’s.
Establish a campaign management process for growth, led by the Integrated Marketing business partners for Soccer Growth, Advancement, Ecommerce, and Partnership Marketing. Ensure full support is given to drive support for key programs e.g. anti abuse referee campaign.
Work closely with the Media Manager in Integrated Marketing and the Communications Media team to unlock earned media and align with paid campaigns.
Work with the creative and marketing teams to develop a playbook for ticket promotion creative and channels, developing strategies for enhanced segmentation, targeting and personalization, with regular optimization across every step.
Collaborate with analytics and product teams to communicate data and technical requirements for performance marketing needs and prioritize initiatives based on business objectives.
Lead key stakeholder share outs by working with team to create campaign reporting to share performance and learnings with cross functional and senior leadership teams on a regular basis. This should include dashboards showing all business lines and growth levers.
Provide campaign evaluations illustrating performance and learnings – integrating into the QBR agency process.

Audience Engagement

In addition to growth marketing, this position will oversee the team focused on driving audience engagement.

Oversee the team focused on the creation and execution of impactful experiential strategies that enhance engagement with our fans and grow U.S. Soccer’s fan base and other key audiences.

Lead team in strategic planning, development, booking and execution of fan activations for U.S. Soccer’s key events, including senior national team matches and other non-matchday events, partnering closely with Events, Event Operations, Production, Partnership Marketing, Integrated Marketing and Content teams.

Lead the team to operate with a “fan-first” mindset, ensuring that all activations and implementation of experiences center around creating the best possible experience for our fans.

Lead relationships with official supporter groups and U.S. Soccer’s Fan Council, with the goal of increasing collaboration and enhancing partnerships. Co-create a fan strategy for public consumption, showing how U.S. Soccer is fan centric.

Partner with Integrated Marketing team to bring the essence of the U.S. Soccer brand to life through engaging and innovative activations, while also ensuring brand consistency across all touchpoints.

Work across Audience Growth, Experiences and Value team to design and refine the optimal fan journey, ensuring personalized and impactful experiences across all touchpoints and fandom stages.

Working with Integrated Marketing, develop the strategy and development and execution for premier Fan platforms such as Fan Appreciation Match and Fan Week. A 12-month cycle will be vital here to capitalize on every opportunity and to engage with key stakeholders.

Data-Driven Marketing

Leverage data and analytics to track key performance indicators (KPIs), measure the effectiveness of marketing campaigns, and identify areas for improvement.

Develop and maintain a data-driven approach to all aspects of fan engagement and marketing.

Utilize data to understand fan behavior, identify trends, and make data-informed decisions.

Set up a regular feedback loop with the creative team to optimize all assets for performance.

Team Leadership

Lead, mentor, and develop a high-performing team of marketing professionals.

Empathetic leadership style with experience of nurturing and building a team.

Build a narrative of performance for the Federation to secure funding for expansion and a clear return.

Foster a collaborative and results-oriented team environment.

Help to educate the wider commercial team on performance media and growth strategies.

Understands optimization and evaluation are key stages of high performance.

Requirements

Minimum Qualifications

Bachelor's degree in Marketing, Sports Management, Business, or a related field.

7 years of experience in sports marketing, with a strong focus on performance and digital marketing as well as fan engagement.

Strong experience in D2C, understanding sustained growth is just as important for acquisition as it is for churn prevention.

Proven track record of success in developing and executing data-driven marketing campaigns that drive audience growth and revenue.

Experience of large-scale budgets, showing positive KPI’s to develop CAC models in alignment with Finance.

Experience in leading and managing high-performing marketing teams.

Expertise planning and executing live events and experiences that deepen engagement.

Extensive practice working with cross-functional teams across a variety of departments.

Strong understanding of the sports industry, including the global soccer landscape.

Experience with marketing attribution and possess an ability to distill data and performance into insights that inform marketing actions.

Excellent communication, presentation, and interpersonal skills.

General knowledge of soccer.

Capable of working in fast-paced and demanding environments.

Must be able to connect “micro” details to the “macro” vision and mission.

Proficient experience with Microsoft Suite (Word, PowerPoint, Excel, and Outlook).

U.S. Soccer is an equal opportunity employer that is committed to diversity, equity and inclusion, and prohibits discrimination and harassment of any kind based on race, color, sex, religion, national origin, citizenship, pregnancy, sexual orientation, gender identity, age, disability, genetic information, military status, political belief, or any other characteristic protected under the law. This policy applies to all our employment practices within our organization.

We strongly encourage women, people of color, LGBTQIA, veterans, parents, and persons with disabilities to apply.

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