Sr. Manager, Growth Marketing

3 weeks ago

Atlanta, United States AEG Full time
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U.S. Soccer Overview

U.S. Soccer is at the forefront of shaping the future of sport in the United States, with a mission to establish soccer as a central pillar of our nation's sporting landscape and the number one sport for the next-generation. Our aim is to empower diversity, leverage cutting-edge technology, and catalyze the growth of soccer to serve our ecosystem of athletes, coaches, trainers, referees, members, and fans. As an organization, U.S. Soccer represents more than just a federation; we are a dynamic movement poised for significant growth. During a moment in time unlike any other for our sport, combined with growing excitement behind the first-ever U.S. Soccer National Training Center, we are seeking individuals who are eager to contribute to the ongoing development of our organization. Our core principles serve as the foundation of our operations: We Win Together, We Aim High, and we are committed to Championing Diversity, Equity, & Inclusion. Integrity, Commitment, Teamwork, and Respect are the cornerstones of our organizational culture. These values embody the essence of who we are and propel us forward.

Join us at U.S. Soccer, where the game is just getting started.

U.S Soccer is currently building a National Training Center in Fayette County, GA. This role will be reporting to the office in Fayetteville. GA.

Position Description

U.S. Soccer is seeking a Sr Manager, Growth Marketing to lead matchday promotion, ticket sales marketing, and fan acquisition efforts across all owned, earned, and paid channels. The Sr Mgr, Growth Marketing will develop, forecast, manage, and optimize awareness and direct response marketing campaigns, in partnership with agency, across multiple owned and paid channels including email, SMS, app, organic social, programmatic display, paid search, paid social and affiliate marketing. This role requires a deep understanding of performance and direct response marketing, lifecycle communications, lifetime value and CAC.

Key responsibilities include:
  • Maintain and take ownership of marketing initiatives to help drive awareness to U.S. Soccer events and programs by tracking goals, KPI's and forecasts.
  • Develop and drive match announcement strategy specifically for senior national team events.
  • Manage marketing approach and media strategy to scale impact of match announcements and drive conversion (sales).
  • Focus on proposition development and match storylines for matches in partnership with internal marketing, sales, communications and content teams.
  • Lead relationships with key agency stakeholders and digital buyers to drive forward U.S. Soccer's marketing and revenue goals.
  • Create in-market relationships with CVBs, Sports Commissions and local organizations to help drive interest in awareness in events.
  • Partner with local influencers and creators to drive awareness and conversion for matches.
  • Collaborate with sales team to drive ticket sales, acquire new fans and Insiders (loyalty members) through all marketing channels including paid search, SEO, affiliate and paid social in partnership with marketing.
  • Work with creative and marketing teams to lead the testing pipeline,
  • Develop strategies to enhance segmentation, targeting, personalization and reach across paid channels.
  • Drive lifecycle marketing strategy through personalization and automation, optimizing the fan's digital journey across all U.S. Soccer touchpoints.
  • Optimize vendor relationships to increase performance and process efficiency while holding vendors and partners accountable to KPI goals.
  • Collect, manage, organize and present campaign reporting to share performance and learnings with cross-functional and senior leadership teams.
  • Identify and develop testing opportunities (A/B and multivariate tests) that drive campaign efficiency and/or scale volume.
  • Collaborate with analytics and product teams to communicate data and technical requirements for performance marketing needs and prioritize initiatives based on business objectives.
Qualifications:
  • 6+ years of experience in a direct-to-consumer organization in media buying, performance marketing, and/or growth role.
  • Minimum 3 years people management experience, including hiring, mentoring and organizational design.
  • Minimum 2 years experience with lifecycle marketing across channels such as email, SMS and app.
  • Minimum 1-3 years of media buying on DSP platforms, via paid search channels, with SEO and via paid social.
  • Expert knowledge in paid media execution, ad tech, tracking and analytics; well verse with mobile measurement and UTM code.
  • Experience conducting content, segmentation and A/B testing to improve efficiency and scale.

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