Senior Marketing Manager, Growth and Development

4 weeks ago

Atlanta, Georgia, United States UNITED STATES SOCCER FEDERATION 1 Full time
Job Overview

United States Soccer Federation 1 is seeking a highly skilled and experienced Senior Manager, Growth Marketing to lead our matchday promotion, ticket sales marketing, and fan acquisition efforts across all owned, earned, and paid channels.

This role requires a deep understanding of performance and direct response marketing, lifecycle communications, lifetime value, and CAC. The successful candidate will develop, forecast, manage, and optimize awareness and direct response marketing campaigns in partnership with our agency, across multiple owned and paid channels.

The ideal candidate will have a strong background in media buying, performance marketing, and/or growth roles, with a minimum of 6 years of experience. They will also have a proven track record of people management, including hiring, mentoring, and organizational design.

The Senior Manager, Growth Marketing will be responsible for maintaining and taking ownership of marketing initiatives to drive awareness to U.S. Soccer events and programs, tracking goals, KPIs, and forecasts. They will also 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, and focus on proposition development and match storylines for matches in partnership with internal marketing, sales, communications, and content teams.

The successful candidate will be a strong leader, with excellent communication and project management skills. They will also have 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, KPIs, 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.
  • 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.

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