Director of Integrated Marketing Operations
4 weeks ago
Atlanta United joined Major League Soccer in 2017 and won the 2018 MLS Cup in just its second season, the earliest an expansion team has won the title since 1998. The club has set multiple league records including season tickets sales (36,000-plus), single-season average (53,002) and total home attendance (901,033). Owned by Arthur M. Blank, Atlanta United plays its home matches at Mercedes-Benz Stadium. For more information about Atlanta United, including how to purchase season tickets, visit: www.atlutd.com, and follow @ATLUTD.
About AMB Sports and Entertainment
AMB Sports & Entertainment is part of the Blank Family of Businesses comprised of the National Football League's Atlanta Falcons, Major League Soccer's Atlanta United FC, Mercedes-Benz Stadium, Atlanta Drive GC, and PGA TOUR Superstore.
About the Role
Atlanta United is seeking an experienced and dynamic Director of Integrated Marketing Operations to lead and optimize the day-to-day operations of our integrated marketing and fan engagement team. This role will be responsible for managing the strategic planning, execution, and analysis of marketing campaigns, driving operational efficiency, and ensuring smooth coordination between various stakeholders, both internal and external. The ideal candidate will have a passion for soccer, a strong understanding of marketing technologies, and a proven track record of managing complex, multi-channel marketing operations in a fast-paced environment.
Reporting to the VP, Integrated Marketing and Fan Engagement, this position will lead and develop a forward-thinking marketing team (consisting of 2 direct reports and a team of 4+), including but not limited to performance marketing, end-to-end service/membership and ticket marketing, multi-channel demand generation campaign creation, paid media (digital and physical), email, competitive analysis, etc. The leader will create scalable processes that ensure best practices across paid, lead generation, data analysis to develop effective integrated marketing campaigns.
The role serves as the lynchpin between the ticketing/sales and integrated marketing teams to achieve organizational ticketing, service, and revenue goals, aligning marketing processes, campaign execution and analytics with the brand's vision and business objectives. It requires a leader who can integrate traditional, performance, digital and content marketing efforts to drive the club's revenue and commercial objectives and grow the fan base.
KEY RESPONSIBILITIES
Sales-Driven Marketing Strategy:
- Develop and implement marketing operations strategies that directly support ticket sales and service goals.
- Align marketing initiatives/campaigns with revenue-generating opportunities, ensuring all campaigns are strategically designed to drive leads and conversions while being consistent with the brand narrative and driving brand interest.
- Lead and support team to create targeted campaigns and promotional efforts to drive ticket sales, membership renewals, and fan loyalty.
- Oversee the planning, execution, and optimization of integrated marketing campaigns across all channels (digital, social, traditional media, email, events, etc.) that support tickets and service while maximizing brand interest, strengthen relationship with fans, and drive leads / revenue. This will be done through creation and deployment of messaging and media that are meaningful to our fans and city - and on brand.
- Bring creative and collaborative mindset to the team to create content across multiple channels that drives the Atlanta United culture and business results.
- Serve as liaison between ticket sales, service and integrated marketing to ensure that all sides are optimized to deliver and generate the highest quality leads, conversions and results.
- Work with creative partners to develop narrative/language during the year that will provide a framework for all content and communication touchpoints across the organization.
- Manage the marketing calendar, coordinating all campaign launches, promotions, and special events that support tickets and service needs.
- Collaborate with internal and external teams to ensure campaigns are executed flawlessly and timely.
- Lead the team in utilizing data to drive marketing decisions. Ensure effective use of CRM and marketing automation tools to track performance, deliver insights, and optimize campaigns.
- Analyze data to understand customer behavior, ticket trends, and marketing performance, using insights to enhance sales and service strategies.
- Work in tandem with the CRM/Analytics team on implementation and optimization of marketing technology platforms (CRM, marketing automation, analytics tools).
- Monitor, measure and analyze campaign performance, develop and analyze KPIs to measure effectiveness, and generate insights to improve future efforts as they relate to the overall brand and business objectives.
- Provide regular performance reports to senior leadership, identifying areas of opportunity for optimization, increased efficiency, and fan satisfaction
- Work closely with sales, service, and partnership teams to ensure marketing initiatives align with overall business objectives.
- Maintain and uphold the brand identity of Atlanta United in all marketing efforts.
- Streamline marketing operations to ensure seamless collaboration, efficient processes, and data-driven decision-making, enabling the organization to meet its business objectives.
- Collaborate with cross-functional team and external agency partners to deliver high-quality campaigns that drive fan engagement and revenue; ensure on time delivery, within budget, and a high standard of excellence.
- Manage external relationships, ensuring all resources are aligned with brand standards, objectives and deliverables.
- Oversee and optimize marketing budgets and ensure resources are allocated for maximum ROI and impact while supporting revenue goals.
- Lead and mentor team, fostering a collaborative, fun, and results-oriented culture. Team includes performance marketing, email, app, and marketing team dedicated to support ticket sales and service.
- Collaborate cross-functionally with other departments to ensure alignment and shared goals.
- Ensure the team is equipped to deliver on key marketing priorities that support sales, service, and fan engagement goals.
- Bachelor's degree or equivalent years of relative experience
- 8+ years of experience in marketing ops, campaign management, with at least 3 years in a leadership capacity, ideally within sports, entertainment, agency, or a high-paced consumer brand industry
- Deep understanding of omni-channel marketing, mapping the fan journey and ability to pull the right levers within key marketing systems to achieve both brand and business goals.
- Deep understanding of marketing technologies (CRM, automation platforms, analytics tools) used to generate, distribute, and report on leads. With a brand focus, this person will have a strong voice in the daily operations of these systems.
- Must have proven media buying experience and experience with CRM and E-mail marketing.
- Knowledge of the various paid marketing channels technologies, tactics, and reporting capabilities including paid search (Google AdWords), social network advertising, retargeting and content distribution.
- Experience handling marketing budgets and forecasting/reporting results.
- Demonstrated experience with reporting and data analysis.
- Proven track record of managing large-scale marketing campaigns end to end with measurable results.
- Experienced in briefing and helping lead creative efforts for a brand.
- Must understand digital / social media and how to evaluate content performance.
- Exceptional communication and interpersonal skills, ability to collaborate effectively across departments.
- Excellent project management and organizational skills with a focus on attention to detail.
- Strong leadership, collaboration, and organization skills with the ability to translate sales and ticketing needs into detailed and meaningful marketing strategies.
- Must have a data-driven mindset with an expertise in dissecting and understanding local and national audiences to foster long term brand loyalty.
- Ability to work in a fast-paced environment, managing multiple projects at once.
- Presents complex ideas, anticipates potential objections, and encourages others to adopt a different point of view when necessary.
- Displays skills in advocacy, inclusivity, and innovation for continued growth of the organization.
- Must be able to work with a multitude of marketing and business backgrounds and help foster an organization-wide culture that consistently seeks to translate data into emotion.
- Ability to manage multiple projects at the same time in a fast-paced environment.
- Knowledge and passion of sports, specifically Major League Soccer (MLS) or soccer, and an understanding of the Atlanta United fan base and market is a plus.
- Must be willing to work flexible hours, including evenings and weekends, to accommodate game days and special events.
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