Senior Manager, Marketing & Strategy

Summary

Job Description

Our mission is to know what inspires, engages, and motivates new, emerging, and existing NFL fans, leveraging those insights to build deep connections with them, to create life-long fandom.

The successful candidate for the Senior Manager, Marketing role, will possess strong analytic and strategic thinking capability, to be able to lead the marketing function in uncovering relevant business insights, that can be effectively translated into actionable marketing initiatives. This role will also be accountable for all aspects of the planning and execution of our media partnership, digital, social and influencer marketing strategic plans. This role will have budget accountability for all aspects of the plan. This role reports to the Director, Marketing and Fan Development.

Responsibilities

Media

• Provide strategic and functional leadership to NFL Canada’s broadcast and digital media partners, that will support our goals of increasing our fan base, improving fan engagement, and driving increased consumption of our content (games, programming assets, promotions). Ensure relevant data and knowledge is shared with each key partner, to affect the greatest impact on our fans.
• Will drive innovation in the media area for Canada, and be directly linked with key teams in NY, LA and UK that are accountable for media / platform innovations.
• Lead all relevant business process routines with each key media partner, ultimately with the goal of improved collaboration and shared accountability on the performance KPIs.
• Refine and evolve weekly tune-in strategy and content development to drive increased weekly consumption of our programming.
• Accountable for the planning, executing, and reporting, for our NFL institutional media investments (TV and Radio) that support both our corporate partners’ marketing efforts, as well as prioritized NFL campaigns, across all platforms with emphasis on digital.
  

Analytics and Strategy

• Develop and execute, in partnership with the consumer insights team in NY and UK, our annual insights plan for each respective business. This will include co-developing research briefs with each respective business lead, to ensure actionable outcomes.
• Identify key fan insights each season, that can be translated into actionable strategies and subsequent action plans for the fan development and marketing team.
• Will provide subject matter expertise to the business teams, to help assess business performance and uncover key drivers/drains, with data analytics underpinning this work.
  

Social & Digital Marketing

• With support, the Manager will lead the overall strategic plan, including tactical planning and investments, to drive fan recruitment and engagement, across all key digital platforms and appropriate tools.
• This role will stay up to date and ahead of emerging trends in digital communications and provide the business greater insights and opportunities to connect with fans in unique and different ways.
• Own the always on Content plan for all Social platforms along with supporting Tentpole events.
• This role will oversee our paid social investments, agency management and KPI tracking, and analysis to ensure our strategies and subsequent plans, are delivering against expectations. Liaise cross-functionally with other League departments to leverage data and uncover insights in order to develop strategic initiatives to drive fan recruitment and engagement.
• Lead CRM to ensure all fan engagement KPIs are met. Includes data acquisition strategy, audience segmentation, email development/deployment/measurement and reporting.
  

Influencer Marketing

• Lead the Influencer program – with support from an agency – to drive awareness and support of key marketing tentpole events throughout the year.
• Establish a database/community of existing and new influencers who align to the NFL brand in Canada.
  

Required Qualifications

• Minimum of 5 years of progressively expanding experience in strategy, consumer marketing and/or consulting.
• Proven track record of generating breakthrough strategies for their businesses, rooted in clear and actionable insights.
• Strong understanding of the Canadian media (linear TV and digital) and business landscape, with experience and knowledge of new and emerging digital platforms and channels.
• A strong foundation in brand building fundamentals, will be important.
• The successful candidate will need to be able to also operate in a matrixed organization and demonstrate strong collaboration skills, to meet the varied needs of the business constituents.
• Strong entrepreneurial approach to business, with high degree of collaboration skills is critical for success in this role.
• Experience and capability in digital marketing, including database/email marketing, and social media.
• A deep understanding of the business of sport, the media landscape and macro consumer trends.
• Self-starter, who is inherently proactive and anticipates business needs effectively.
• Proven ability to manage multiple projects, in a high paced environment.
  

Other Key Attributes / Characteristics

• The successful candidate, must possess and demonstrate the core values of the NFL:
• Respect: Everyone matters, everyone contributes
• Integrity: We always look to make the right call
• Responsibility to Team: As a team, we support one another. We depend on one another
• Resiliency: We set high standards, and continuously strive for excellence
  

Terms /Expected Hours of Work

• NFL employees are required to work 40 hours per week
• FLSA exempt
• 12-Month Contract