Director of Marketing
2 weeks ago
ASM Global
ASM Global is the world's leading venue management and services company. The company was formed by the combination of AEG Facilities and SMG, global leaders in venue, event strategy, and management. The company's elite venue network spans five continents, with a portfolio of more than 300 of the world's most prestigious arenas, stadiums, convention, and exhibition centers, and performing arts venues. From Aberdeen to Anchorage, and Sydney to Stockholm, its venues connect people through the unique power of live experiences.
Allegiant Stadium
Located adjacent to the world-famous Las Vegas Strip and home to the Las Vegas Raiders, Allegiant Stadium is an award-winning global events destination. A state-of-the-art, multipurpose venue with a capacity of 65,000, Allegiant Stadium hosted world-class music artists such as Garth Brooks, The Rolling Stones, Guns N' Roses, Illenium and BTS with more legendary concerts to come. The fully enclosed stadium is also home to the UNLV Rebels football team and has hosted premier sporting events such as the CONCACAF Gold Cup Final, Pac-12 Championship Game, Las Vegas Bowl, and WWE SummerSlam. The venue also hosted the NFL Pro Bowl in 2022 and Super Bowl LVIII in 2024. Allegiant Stadium is committed to giving back to the community through numerous diversity, inclusion, and community outreach initiatives.
Job Summary
The Director Marketing will oversee all Allegiant Stadium marketing functions including developing and executing comprehensive marketing strategies to drive ticket sales, enhance the stadium's brand presence, and elevate ticket buyer engagement. This role involves overseeing promotional campaigns, digital marketing, sponsorships, and community outreach to attract events, concerts, and sports fans. The Director will work closely with the Las Vegas Raiders, key stadium stakeholders and all internal departments, including but not limited to booking, ticketing, sales, and event management, to ensure cohesive marketing efforts that align with the stadium's business objectives. The ideal candidate has strong leadership skills, creativity, and a proven track record in sports or event marketing with the ability to adapt strategies to meet changing market demands.
Required Qualifications (Job Knowledge, Skills, and Education):
Strategic Relationship Building
- Foster a positive, collaborative relationship with the Raiders.
- Skillfully manage complex relationships with various stakeholders ensuring alignment with the stadium's marketing goals.
- Bring strong experience working with event promoters and tours to enhance event quality & visibility.
- Build and cultivate relationships with artists and artist management by attending live events, networking lunches, and meetings. Maintain professional and technical knowledge by attending educational workshops; reviewing professional publications; establishing personal networks; participating in professional societies.
- Oversee the Marketing department including progress and performance to ensure assigned work is completed correctly and on time. Provide mentorship and guidance to develop marketing staff by providing information, educational opportunities, and experiential growth opportunities.
- Manage marketing workflow by completing marketing department operational requirements by scheduling and assigning employees, following up on work results
- Recruit, select, orient and train marketing employees. Plan, monitor and manage staff job results by appraising, giving recognition, counseling and disciplining when needed. Supervise and delegate the work of marketing staff.
- Develop a robust social media strategy that incorporates a wide range of channels to increase reach and engagement.
- Oversee all social media and digital marketing efforts for venue and individual events through development and implementation of annual plan designed to grow venue databases, social followers and event exposure while increasing engagement across all platforms
- Create detailed promotional and advertising plans to increase awareness of stadium events.
- Strategize and research new marketing trends to acquire and engage fans, build brand affinity/loyalty and drive ticket sales.
- Create press releases and oversee creation of advertising materials. Approve radio spots, order art, posters, and banners with official graphics, write and produce promotional videos, coordinate with legal on sensitive material and vendor contracts. Follow up with media outlets and artist management on additional marketing opportunities to increase ticket sales. Liaison with media, venues, vendors, label and artists management.
- Develop creative, unique marketing approaches to boost stadium visibility and increase awareness of events.
- Expand & optimize email marketing & database strategies to increase engagement & conversions.
- Oversee and improve the delivery and impact of event specific messaging (Know Before You Go, etc.)
- Expand the ticket buyer database utilizing Ticketmaster and work with Raiders to develop an overall strategy to improve utilization of Ticketmaster in event promotional initiatives.
- Proactively explore opportunities to improve and enhance the stadium website and work with the Raiders to develop a future for website content and management.
- Determine department and marketing event budgets and operate within established financial parameters
- Develop new strategies for events by analyzing statistics and key performance metrics, consulting with internal and external sources.
- Provide short- and long-term market forecasts and reports by directing market research collection, analysis, and interpretation of market data.
- Collaborate with a booking team to create unique pitches to entice artists to the venue. Brainstorm to develop new techniques for promotions, gifting ideas, and interactions with artists.
- Provide monthly reports, or as needed, to the General Manager regarding marketing initiatives & activities, promotional programs and KPI status.
- A minimum education level of: Bachelor of Arts/Sciences Degree (4-year) (Advanced Degree Preferred) in Marketing/Business, Communications or Public Relations Preferred
- 7-10 years of related work experience.
- Excellent computer skills with proficiency in Microsoft Office (Word, Outlook, Excel, PowerPoint).
- Good working knowledge of Adobe Creative Suite, Video creation software and multimedia asset management
- Advanced knowledge in media buying, negotiating, facilitating and documenting agreements
- Knowledge of brand identity, advertising, digital marketing and social media strategy and best practices
- Strong interpersonal skills with the ability to create and foster relationships
- Knowledge of media buying, negotiating and documenting agreements
- Knowledge of the music industry and artist demographics
- Strong organizational skills with exceptional attention to detail
- Excellent written, verbal and listening communication skills
- Experience working with and creating budgets
- Experience working as a promoter a plus
- Ability to prioritize and manage multiple projects paying high attention to detail, proofreading, editing, and overseeing production design
- Due to nature of business may be required to work nights, weekends and holidays
- Must possess a strong ability to manage one's own time and prioritize tasks when given clearly defined goals and objectives
- Must be able to maintain confidentiality and use upmost discretion when privy to sensitive information
ASM Global reserves the right to change or modify the employee's job description whether orally or in writing, at any time during the employment relationship. ASM Global may require an employee to perform duties outside his/her normal description. Also, this document in no way states or implies that these are the only duties to be performed by the employee occupying this position.
ASM Global is an Equal Opportunity/Affirmative Action employer, and encourages Women, Minorities, Individuals with Disabilities, and protected Veterans to apply. We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, or any other characteristic protected by law.
We thank all applicants for their interest, however, only those selected for an interview will be contacted.
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