Senior Director, Digital & Lifecycle Marketing

The Tennessee Titans strive to be an ELITE franchise in the National Football League, excelling both on and off the field. Our mission is to win, serve, and entertain our fans, community, and one another by living through our values in everything we do. We value Excellence, Leadership, Improvement, Teamwork, and Execution.

The Tennessee Titans are looking for an innovative, data-driven, and self-motivated Senior Director of Digital & Lifecycle Marketing. This role will implement and oversee the execution strategic vision of our digital marketing team focused on optimizing channels (website, mobile app, email, SMS) to drive database growth, engage target audiences, increase fan avidity, acquire new customers, and maximize customer retention. This role requires a strategic and innovative individual who can collaborate and lead across departments, as well as facilitate the use of data and technology to grow a robust fan & customer base for both the Titans and Nissan Stadium brands. This role combines sales, marketing, technology, and product management expertise to develop platform-first strategies that deliver best-in-class digital experience, activations, shopping experience and personalized communication with our fans and customers. This is an exciting time for the Titans as we embark on the task of building, marketing, and selling a new stadium. This role is crucial in developing the growth and maturity of our digital products and channels as they will be a key component of our fan engagement and marketing strategy for the new stadium project.

The Senior Director of Digital & Lifecycle Marketing will report to the Vice President of Marketing Strategy & Insights and will work closely with the Marketing, Content & Creative, Broadcast, Ticket Sales, Stadium Events, Season Ticket Memberships, Premium Sales & Service and Business Strategy & Analytics teams to develop and execute data-driven marketing campaigns to ensure a positive impact in generating revenue, retention, and fan engagement.

Responsibilities:

STRATEGY

• Develop and implement a comprehensive platform-first strategy for the Titans website, mobile app, email marketing and SMS platforms that align with our overall marketing priorities and puts a focus on optimizes conversions and growing our digital audiences.

• Develop and manage growth marketing strategies including the implementation of A/B testing methodologies, optimization of audience segments, personalized communications, user journeys, and customer lifetime value strategies.

• Develop, implement, and manage strategic and robust ticket sales promotions and fan communication campaigns for concerts, non-football events, special events and family shows booked at Nissan Stadium. This includes working in partnership with the Nissan Stadium Major Events & Special Events teams as well as event promoters in the development and execution of artist-related marketing and promotions across digital channels.

• Work with the Director of Media Strategy to ensure team collaboration, strategic campaign planning, consistent branding, and messaging, as well as campaign optimization across all marketing channels and platforms.

• Identify new opportunities to drive efficiency, revenue, improved communications, and fan engagement that align with our brand and strategic marketing vision.

• Oversee the implementation and governance of digital data collection, processing, and privacy compliance in partnership with the Business Strategy & Analytics, Compliance and Legal teams.

• Work in collaboration with the corporate sponsorship department to integrate partner brands, support activations and oversee the execution of digital sponsor elements as part of a global marketing strategy.

WEBSITE & APP

• Develop, implement, and manage a strategic roadmap for the Titans + Nissan Stadium Mobile App including new product features & capabilities, app navigation, customization and game-day functionality.

• Work with the Manager of Consumer Insights to develop a customer-focused approach to understanding user needs, behaviors, and preferences, translating them into actionable insights and strategies that drive the development of user-centric digital experiences.

• Lead the Titans & Nissan Stadium overall digital customer journey, fan experience, digital insights and site analytics delivering a world-class website experience that tightly aligns with the overall marketing strategy and platform growth for both brands.

• Develop, implement, and manage an effective redesign strategy for the Nissan Stadium brand across the next 3+ years, with a focus on increasing functionality, implementing new product offerings, optimizing for SEO, determining goals & KPIs, increasing online conversions and brand growth.

• Work with key internal stakeholders and 3rd party vendors to ensure functionality, integrations, and client & fan adoption of TitansPay, a mobile wallet feature within the Titans + Nissan Stadium mobile app.

• Optimize new digital fan experiences and all existing digital fan touchpoints by implementing new tools such as fan journey mapping, personalized content & messaging, fan feedback surveys and capabilities testing.

• Frequently audit, test, and monitor digital assets and campaigns for errors including grammatical mistakes, incorrect links, broken functionality, and technical problems.

• Maintain a strong understanding of fans, teams, market and competitive trends and activities relating to fan-facing digital experiences and technologies.

EMAIL MARKETING & MARKETING AUTOMATION

• Oversee the strategy & execution of all email, SMS, and marketing automation campaigns with a focus on determining campaign goals and platform KPIs, audience segmentation development, implementation of testing plans, reporting, insights, and campaign optimization.

• Implement advanced personalization strategies to tailor email, SMS and marketing automation experiences and communications based on audience segments and subscriptions to increase engagement and conversion rates.

• Frequently audit, test, and monitor email & SMS assets for errors including grammatical mistakes, incorrect links, broken functionality, and technical problems.

• Create growth opportunities for new and improved marketing automation campaigns using advanced campaign management tactics, customer journeys, event triggers, lead nurturing and dynamic content.

• Implement best practices and strategies to grow the email marketing database for both the Titans and Nissan Stadium brands with a focus on maintaining healthy and active subscribers.

• Ensure ongoing compliance with all laws, rules, and regulations regarding consent-based marketing channels such as email marketing, SMS and push notifications.

• Create and deliver pertinent information and training to key stakeholders that create awareness and understanding of critical email marketing & SMS consent policies for the organization.

LEADERSHIP & TEAM MANAGEMENT

• Assist in fostering relationships between the Marketing Strategy & Insights, Content & Creative and Football Communications team to ensure effective collaboration for marketing platforms.

• Direct & manage the email marketing & digital teams with a focus on providing clarity on priorities and objectives as well as fostering a positive, creative, and innovative environment for a high-performing and fast-paced team.

• Create personal development opportunities and effective training programs for the email marketing & digital teams to enhance their capabilities, grow in their roles and learn new technical skills.

• Ensure all digital updates, activations and email campaign elements are approved and delivered in acceptable timeframes.

Qualifications:

• Bachelor's degree in marketing, advertising, business, or equivalent degree/experience.

• 10+ years of experience in a digital marketing, marketing strategy, website, or mobile app product management.

• Experience in the implementation and optimization of growth marketing strategies and tactics with a proven record in growing digital audiences, fan engagement and online conversions.

• Expansive knowledge of mobile app development, SDKs, API integrations, UI/UX design, marketing automation, digital marketing, website/digital analytics, SEO best practices, content strategy and CRM databases.

• Extensive Javascript, HTML, CSS experience required.

• Strong understanding of front-end and back-end digital operations to lead both the internal digital team and 3rd party vendors and developers to build and support the integration of the mobile app into the game-day experience.

• Excellent project management and organizational skills with ability to independently manage multiple projects, vendors, and initiatives simultaneously.

• Exceptional analytical and problem-solving abilities, with the capability to adapt and pivot based on strategic initiatives, business needs and in response to unforeseen challenges. The individual in this role must be flexible, serving in a dual role of leader and "doer" in a fast-paced environment.

• Proven leadership expertise with the ability to effectively lead teams, manage conflicts, and collaborate with individuals of diverse cultures, abilities, technical skills, and backgrounds.

• Experience using data and insights to make business decisions and connect insights to strategy for positive business outcomes.

• Understanding or practical experience with data protection, data privacy, consent-based marketing and confidentiality laws and regulations, including but not limited to knowledge of GDPR, CCPA/CPRA, CAN-SPAM, COPPA, and TIPA.

• Self-starter and strategic thinker with superior verbal, written, presentation, organizational and multi-tasking skills, and the ability to adapt messaging to suite multiple audiences from highly technical functions to non-technical marketing and front office executives.

• Detailed understanding of consumer behavior and marketing analytics with the ability to influence business or marketing strategy.

• Experience working in a fast-paced environment with the ability to meet deadlines, multi-task and prioritize.

• Extremely proficient in Microsoft Office including Word, Excel, PowerPoint, and Outlook.

• Experience working in platforms such as Oracle Eloqua, WordPress, Pocket CMS, Yinzcam, Rover, Judo, and/or Ad Book preferred, but not required.

• Must be able to work flexible, extended hours including evenings, weekends, holidays, and game days as needed.

NO PHONE CALLS OR EMAILS, PLEASE. Unfortunately, we are unable to update candidates on the status of their applications. Those selected for further consideration will be contacted by someone from the Tennessee Titans.

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.

Other details

• Job Family BUSINESS INTELLIGENCE
• Pay Type Salary

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• SAINT THOMAS SPORTS PARK, 460 GREAT CIRCLE RD, Nashville, Tennessee, United States of America