VP of Marketing

4 weeks ago

Arlington, Virginia, United States teamworkonline Full time
Job Title: VP of Marketing & Brand Strategy Reporting to: EVP, Marketing & Team Business

About the UFLThe United Football League (UFL) is the premier spring football platform, formed by the merging of the USFL and XFL in 2024. The UFL has eight teams, in Arlington (TX), Birmingham (AL), Detroit (MI), Houston (TX), Memphis (TN), San Antonio (TX), St. Louis (MO), and Washington D.C.
About the PositionThe VP of Marketing is responsible for the day-to-day oversight of all external-facing marketing for the UFL, building the fan base and serving as the chief evangelist for the UFL brand. They will create breakthrough awareness, fan engagement and business performance through forward thinking strategies, campaigns, promotions, grassroots and live events in local markets and nationally. This executive will be the leader and visionary for the UFL further defining the active purpose, value proposition and brand pillars for the league and each team brand. The VP of Marketing will build and mentor a high-performing team of professionals who will work collaboratively across business units and teams to create assets, campaigns and deliver exceptional results for the organization.
What you will do:Brand Strategy
  • Evaluate and refine brand positioning of the UFL to clearly establish and consistently communicate the role of the league and its teams in the sport, industry and marketplace.
  • Cascade the UFL brand positioning through the unique lens of the team brands to authentically entrench the league into each community while maintaining consistency with league brand pillars.
  • Maintain brand integrity for all internal and external touchpoints to ensure all sales, branding, marketing, communications, events are aligned with the overarching brand position.
  • Work closely with the content team and retail operations team to ensure content and product assortment reflect brand guidelines and the latest trends.
  • Work hand-in-hand with the SVP Creative & Content to bring to life the brand vision through creative development and compelling content that maintains league relevancy in and out of season.

Marketing Strategy
  • Develop annual marketing plan, inclusive of promotional strategies, that aligns with the overarching brand strategy while effectively addressing revenue goals.
  • Manage channel strategy across paid and owned channels including advertising, broadcast, digital, event marketing and game entertainment to drive brand awareness and fan engagement.
  • Oversee all interactive marketing including grassroots, website, direct marketing, social, database management, research and analytics.
  • Work closely with Revenue team leaders to develop a comprehensive interactive marketing strategy to assist the organization's revenue generation efforts in ticket sales, corporate partnerships and consumer products.
  • Manage and own the build-out and execution of marketing strategies for business-critical moments throughout the year including identity reveals, head coaches and city announcements, team brand reveals, uniform unveils, player draft, schedule release, training camp, opening weekend, theme nights, playoffs, and championship.
  • Develop the overall game day and game presentation strategy for the league and teams.

Paid Media, Database Management, Research
  • Utilize a data-informed and data-refined strategy evaluating local and national trends in consumer behavior and sports entertainment-industry consumption.
  • Create and maintain a defined customer journey that is continuously updated and refined based on customer needs and technology innovation.
  • Lead research initiatives that deliver consumer insights and research, market and competitive intelligence.
  • Oversee and manage a team responsible for performance marketing; direct agency management, advertising, media buys and production.
  • Ensure ROI and revenue tracking across all direct marketing channels.
  • Define and implement an email marketing strategy.

Leadership
  • Lead and manage a team of high performing individuals across brand and marketing operations and strategy, performance marketing, database marketing and game presentation.
  • Ensure marketing team members' growth and development, focusing on both tactical and leadership skill development.
  • Implement processes across the entire marketing org with a strategic, integrated approach to core business to ensure brands are established and grow and deliver on core KPIs.
  • Effectively balance communication between league and team marketing to align processes and outputs to reach stated outcomes.
  • Develop partnerships with agencies and external businesses as needed to advance the brand, and to build assets and campaigns.
  • Oversee budgets and deliver against key performance metrics for the Marketing function.

How you will be measured:
  • Contribution to key revenue lines and delivery of the overall business plan;
  • Fan engagement measures including number of fans, levels of engagement across channels, fan retention and fan referrals; and
  • Key ratings and public perception measurements.

What you will bring:
  • 12+ years of marketing management experience with an emphasis in consumer facing, sports or entertainment industries.
  • Mastery in marketing and digital brand management with consumer experience.
  • Understanding of pop culture and ability to employ it through campaigns, promotions and digital assets with demonstrated impeccable brand judgment.
  • Ability to manage complexity, ambiguity and lead multiple projects in parallel while understanding business challenges and create forward thinking solutions.
  • Expertise in marketing and digital technology landscape including industry trends, key industry leaders, terminology and overall knowledge of the sports entertainment and media landscape.
  • Solid understanding of nuances with various market audiences and viewing habits across different media and geographies.
  • Experience leading an in-house performance marketing team or managing multiple media buying agencies to support ticket transactional marketing.
  • Specific success increasing audience viewership and generating brand energy.
  • Ability to work well with multiple stakeholders across the company, agency and client organizations.
  • Demonstrated leadership skills including stakeholder/relationship management and strong executive presence.
  • A self-starter, energetic and resilient with enthusiasm and determination to ensure that deliverables, timelines and objectives are achieved.
  • BA/BS required. Masters/MBA preferred.

Other Duties


Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.


Additional Details
  • The location of this role is flexible
  • Primarily works in a remote office and/or an office environment but may include attending select games and events in UFL team markets
  • Prolonged periods of sitting at a desk and working on a computer
  • Minimal Travel (

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