Job Description
Summary
The Director of Integrated Marketing plays a central role in delivering our ambitious growth plans across fan acquisition, engagement, and retention for Sporting Kansas City and adjacent brands. As a World Cup host city in 2026, our plans to accelerate fandom are critical during one of the most exciting years in soccer. Our ideal candidate has a track record of driving high, sustainable growth via digital and clear-channel strategies and experience leading a data-driven test-and-learn approach for growth marketing acceleration. Experience growing audiences and fans for TV, digital content and/or mobile apps is highly desired.
The candidate will operate in a high-growth space with a fast-changing landscape that will require flexibility and continual adaptation and a high propensity for problem-solving. The Director of Integrated Marketing will continuously evolve digital and channel strategy accounting for industry trends, emerging solutions, new insights, and changing fan needs.
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Responsibilities
- Lead the strategy, planning and execution of marketing initiatives that will increase brand affinity, attendance, fan interactions, and app downloads/usage.
- Manage a team focused on websites, campaigns, promotions, content, and consumer insights.
- Evolve our audience growth strategy via knowledge of the target audiences and analyze data on media consumption behaviors, to inform where and how to best reach these consumers with the appropriate messages.
- Develop and champion digital growth strategies including discovery, planning, prioritization, requirements, experimentation, and driving execution to achieve critical growth metrics, and drive revenue for cross-functional areas (i.e., ticketing) and optimize our end-to-end fan experience.
- Own the overall marketing calendar and work within the marketing team to execute and track.
- Lead cross-functional marketing initiatives for other SKC businesses (events, merchandise, etc.) and additional marketing channels
- Manage experiential/live event activations and set goals for each event.
- Serve as the marketing leader for partnership assets and activations as an additional marketing channel.
- Collaborate with developing the strategy & development of each campaign & growth lever, ensuring strong briefs, clear processes and exceptional execution.
- Lead acquisition efforts, including planning, execution, testing and optimization of plans across various media channels including digital, social, mobile platforms, experiential and distribution partners.
- Oversee a marketing budget that will be allocated to brand-building and growth focused marketing campaigns. Work closely with Youth, Ticketing, Partnerships, Marketing and Finance on an ongoing basis to ensure forecasts are accurate and work is on budget.
- Lead exploration of emerging marketing channels, vetting partners, ideas and advertising proposals to identify new efficient growth driving tactics across acquisition and retention.
- Develop, test and optimize marketing calendars and ensure the effective execution of promotional strategies to drive incremental growth.
- Partner with cross-functional leads to ensure the customer acquisition funnel and key journeys on web and app experiences are maximized for conversion and engagement
- Define key performance metrics, build measures and tracking to ensure value is collected from all use cases being developed and deployed and partner with the BI team to design and develop appropriate mechanisms for tracking and performance management (e.g., dashboards, reports).
- Work with CMO and Creative team to build persona groups, fan demographics, and target groups.
- Leverage data-driven decisions and experimentation approaches (e.g., A/B testing, hold outs, control groups) to build learning agendas, analyze results, and integrate findings into the organization for on-going planning and pivoting.
- Serve as the marketing liaison between match presentation and creative leaders for home and away games
Qualifications
- Bachelor’s Degree in marketing, with emphasis on media or digital marketing
- 10+ years of experience in digital marketing
- 4+ years leadership experience
- Sports experience is a plus
- Proven track record of delivering successful and commercially driven strategic marketing plans that are designed to drive audience growth and user engagement
- Strong analytical skills with ability to synthesize insights into opportunities
- Proven background in developing a deep understanding of consumers’ needs and translating them into an outcome driven roadmap of acquisition and engagement
- Experience with paid marketing channels: SEM, social, digital ads, app store ads
- Strong design sensibility with expertise in developing seamless and targeted user journey driven experiences
- High-level of commitment to a quality work product and organizational ethics, integrity and compliance
- Ability to work effectively in a problem-solving, fast paced, team environment
- A team player with strong interpersonal and collaboration skills and excellent communication skills, both verbally and in writing
Job Tags
Full time,