The NFL Marketing Strategy and Sciences (MS&S) team sits at the center of NFL's marketing organization driving the overall marketing strategy, planning, budget and measurement efforts to support the strategic priorities and business objectives of the league. This newly created organization leverages data, research and insights to look across market trends, audiences, platforms, and media in order to develop comprehensive marketing strategies, media budgets, and performance-marketing tools and dashboards to drive business results. These efforts drive fan acquisition, deepen engagement and loyalty, and improve brand perception in the short and long term. We are a passionate team working hard to build the optimal strategies to connect with our fans of today and tomorrow.
We are currently seeking a Vice President of Marketing Strategy, Business Planning and Operations. This candidate will understand what inspires and motivates existing, emerging, and new fans, and harness those insights to build strategies that form deep connections with them, to best position the NFL for accelerated long-term growth. S/he will lead the marketing strategy, business planning and operations department, and the effort to drive marketing effectiveness and efficiency via optimized team operations across people, process, and technology. This includes but is not limited to overseeing our annual and ongoing business planning process, determine organization budgets and priorities based on the business plan, develop key marketing long-term strategies for key league priorities, oversee new growth opportunities for key audience cohorts like Hispanics and Youth, and manage key operational processes and efficiencies for the organization. In essence, we are looking for that rare leader who understands strategy, business planning, operations, creativity and big ideas to help lead, develop and enhance our brand and fan experiences.
Roles & Responsibilities
Lead Marketing Strategic Planning. Drive fiscal year marketing strategies and goals, define KPIs, and resource requirements (human and financial) to deliver, in collaboration with key stakeholders within and outside of the marketing department.
Lead long-range strategic planning initiatives to drive sustained and long-term fan and brand strength, prioritization of department's human and financial resources, delivery of KPIs over time.
Lead organization-wide Business Planning. Take strategic insights from near and long-term strategic initiatives to develop Marketing's annual business plan, work cross-functionally and gain key buy-in from organization and league-wide partners, present and gain approval from senior leadership and oversee management of the day and day performance of those efforts against plan.
Lead and oversee marketing-wide business priorities and budgets to make sure priorities and budgets align back to annual plan and are tracking to expectations for each season. Make recommendations to bolster, change or reduce spends and efforts based on performance.
Leverage data, research, trends, and insights to develop long-range strategic as well as annual business plan that prioritizes league platforms, programs and initiatives that will best deliver department and league fan objectives.
Leverage league segmentation to identify core fan segments to focus on for acquisition and retention efforts. Develop holistic and robust strategies against core segments to drive fan base growth and engagement.
Be a powerful partner, voice and sounding board for our creative teams and agency partners on how to connect our strategies, business goals and insights to develop big, powerful creative ideas that enhance our brand and fan experiences.
Develop, present, integrate cross-functional input, gain approval and execute strategies to support marketing and league priority initiatives (for example, Player Health & Safety, Youth Football Participation, Legalized Sports Betting, etc.).
Build win-win strategies/opportunities with existing league partners (e.g. sponsors, licensees) who can serve as strategic marketing partners in helping deliver both league and partner objectives.
Oversee key marketing audience growth efforts including but not limited to Hispanic and Youth markets with specific day to day responsibilities over Hispanic league-wide marketing efforts and KPIs in conjunction with key partners and clubs.
Partner closely with league-wide Strategy Team to look at ways to optimize marketing efforts across both domestic and international priorities and executions and partner closely with the team to optimize near-term marketing efforts for long-term league growth and fandom.
Oversee and lead Marketing operations improvement efforts for the newly-restructured league marketing department. Assess existing organizational processes, communication, technology, work flows. etc. Identify opportunities for improvement to better deliver against department and league goals. Develop, socialize, align and implement operational optimization strategy and plan.
Oversee implementation of Marketing Operations improvements, ensuring successful execution, and learning and optimizing over time.
Oversee regular cadence of department-wide communication, including agenda setting and presentation creation/facilitation.
College degree with 12 years of strategic, accountable, consumer-driven marketing experience. MBA a plus.
Strong preference for a candidate to have global marketing strategy experience and solid financial planning acumen.
Proven track record of developing, implementing and executing global marketing strategies and initiatives that have led to key positive business outcomes.
Proven track record of evaluating, developing and determining key priority and budget breakdowns, driven by KPIs, to deliver business results.
Ability to translate market, consumer and business insights into business strategies and priorities.
Clear understanding of the sports business landscape and entertainment / media marketplace.
Clear understanding of the diverse, multi-platform media consumption and marketing channel execution and optimization environment we live in today.
Experience in developing and executing marketing strategies and execution efforts specific to key audience cohorts including Youth and Hispanics.
Strong Marketing Operational Acumen, with experience in implementing new technology and processes to improve operational effectiveness.
Strong problem solving/analytical skills with a solution-oriented attitude.
Great leadership skills with experience leading cross-functional teams.
Excellent oral and written presentation/"storytelling" skills.
Fan of the game and values of football!