NFL+ has quickly established itself as an important offering for National Football League (NFL) fans and now serves as the cornerstone of the league’s Direct to Consumer Strategy. To further bolster growth, the NFL has created a new, dedicated Marketing leadership role located in its Los Angeles office with the charge of leading all aspects of the marketing plan including brand identity, awareness / product comprehension, subscriber acquisition and retention, conversion funnel optimization, and ultimately efforts resulting in revenue and fan lifetime value growth. Working collaboratively across the organization with an agile mindset, coupled with an urgency to deliver results, is vital to succeeding in today’s fast paced digital environment and critical requirements for this role.
This new role will be an important part of the Global Marketing organization while also serving as an essential voice and influencer on the NFL Media leadership team. The leader will partner with its peers in NFL Media and Marketing, and its high performing team, to architect the long-term brand vision and go-to-market strategy while delivering immediate subscriber and revenue growth for the NFL season. The leader will partner with its cross-functional peers to optimize all aspects of the fan DTC journey using data & insights to continually improve performance at all stages of the marketing and product experience. The leader will manage an in-house DTC marketing team, agency partners, and fully leverage centers of excellence within the broader Global Marketing team such as paid media, 1:1 marketing, optimization, social & influencer marketing, club marketing, and consumer insights.
The ideal candidate will have demonstrated experience leading a mix of branding, demand generation / performance marketing, product marketing, and customer experience in digitally based direct to consumer businesses as well as cross-functional execution in matrixed companies. The candidate must be highly analytical, collaborative, a strong communicator, and be a proven change agent that is comfortable challenging “status-quo” while using data, past experience / best practices, and a test/learn mindset to deliver break-thru marketing that improves performance. The candidate must have experience managing co-located team members while succeeding in broader organizations with peers and cross-functional teams distributed across the country/world.
The ideal candidate will also have a passion for growing subscription businesses, digital marketing, and football – especially the NFL.
This role will report to: Vice President, Fan Engagement & Product Marketing
Responsibilities
- Motivate direct report team and cross-functional partners to meet/exceed short and long-term business goals including subscriber and revenue growth, as well as fan lifetime value and product satisfaction.
- Deliver subscriber and revenue growth while continually optimizing impact of audience behavioral triggers, creative, and channel placements.
- Architect the long-term brand vision and go-to-market strategy by partnering with direct report team and cross-functional peers in NFL Media and Marketing.
- Deliver comprehensive and actionable Fan insights and Competitive Intelligence to guide audience, product, commercial, and marketing strategies in collaboration with Business Strategy, Research, and Data Science teams.
- Lead brand identity and positioning to differentiate and emphasize unique selling points.
- Develop messaging hierarchy, “full-funnel” marketing platform, go-to-market plan across Owned & Operated, Paid, and Earned channels, and channel-specific creative assets to span all stages of the fan journey and NFL calendar.
- Oversee asset production for all associated campaigns and channels (e.g. video, display, social) via agency partners and in-house creative development teams.
- Operationalize high-quality, low-latency data & insights to lead efforts to deliver a seamless fan experience and optimize performance across all stages of the marketing and product touchpoints via cross-functional teams.
- With peers, host recurring cross-functional business reviews and optimization “stand-ups”.
- Manage affiliate marketing network to maximize reach and efficient subscriber growth.
- Lead DTC integrated marketing program while fully leveraging centers of excellence capabilities and channels across the broader Global Marketing team such as paid media, 1:1 marketing, optimization, social & influencer marketing, club marketing, and consumer insights.
- Provide input and align UX direction for NFL+ products across devices to fulfill on fan needs in combination with brand and marketing direction.
- Present marketing strategy and performance updates at Executive forums.
- Manage a team of marketing professionals and agency teams to drive effective execution of above and below-the-line marketing campaigns.
- Contribute as essential leader on both the Fan Engagement Marketing & Global Media leadership teams.
Required Qualifications
- 15+ years leading demand generation/performance marketing, product marketing, and/or customer experience in digitally based business.
- P&L Management and/or experience growing Direct to consumer/subscription businesses.
- Proven experience excelling in cross-functional / matrixed companies.
- Proven experience delivering breakthrough marketing campaigns that deliver material business results.
- Experience in Agile Marketing & Product environments using Daily standups, unified measures, ongoing optimization and live service model to drive business growth.
- 12+ years of experience managing high-performance teams including multiple direct reports and agency partners.
- Experience leading performance marketing and optimizing multi-channel profitability.
- Proficiency with partner distribution and marketing, particularly with Apple, Google and CTV.
- Extensive experience developing audience segmentation and micro-audience definition using behavioral targeting and re-targeting across channels.
- Extensive experience with acquisition, retention, and win-back marketing execution.
- Proficiency with subscription revenue models, churn management, and customer lifetime value generation.
- Proficiency with Marketing and Product analytics and leading A/B testing and continued performance optimization.
- Proven experience leading high-performing teams.
- Superior presentation development and executive communication skills.
- Manage budget, invoicing, and tracking.
- Bachelor’s degree is required, at minimum, from an accredited college or university.
Other Key Attributes / Characteristics
- Driven leader with a competitive spirit to win.
- Cross-functional collaborator coupled with data-driven change agent.
- Uses data over opinion to inform strategies and performance optimization.
- Strong leadership abilities and comfort with motivating large teams to take action.
- Comfort with challenging “status-quo” and environments of healthy debate.
- Entrepreneurial mindset and a creative problem solver.
- Able to clearly communicate vision and complex issues succinctly with a clear narrative.
- Highly detail-oriented and fiscally focused to stay within budget.
- Comfort navigating between analytical, creative, and product experience discussions.
- Strong people manager with ability to elevate team performance and winning as a “we”.
- Transparent and proactive communicator within team and across cross-functional partners.
- Passionate sports fan with a love of NFL football.
Travel
- 25% - 30% domestic travel required with trips to New York and international travel as needed.
Terms / Expected Hours of Work
- NFL employees are required to work 40 hours per week with weekend requirements as needed based on role responsibilities and seasonal demands.
Salary / Pay Range
This job posting contains a pay range, which represents the range of salaries or hourly rates that the NFL believes, in good faith, at the time of this posting that it might be willing to pay for the posted job in the location(s) specified. The NFL expects to hire for this position near the middle of the range. Only in truly rare and exceptional circumstances, where an external candidate has experience, credentials or expertise that far exceed those required or expected for the position, would the NFL consider paying a salary or rate near the higher end of the range.
$200,000 - $240,000 USD
The NFL maintains a Flexible Workplace Policy that provides members of our workforce with opportunities to periodically work from a location of their choice while maintaining a priority on in-person work at an NFL office, which enables us to more effectively collaborate, connect, and build a workplace culture that will drive our continued success.
The NFL is committed to building a diverse, equitable, and inclusive work environment that reflects our incredibly diverse fan base. We provide an environment of mutual respect where equal employment opportunities are available to all employees and applicants without regard to status as protected by applicable federal, state, or local law.
WHO WE ARE:
NFL Core Values:
- Respect: Everyone matters. We celebrate diverse opinions, honor hard work, and value every contribution.
- Integrity: We do what's right, even when it's tough. We hold ourselves accountable and always follow through.
- Team Responsibility: We support each other and our communities. No one is bigger than the game, and every action impacts others.
- Resiliency: We set high standards, overcome adversity, and adapt to challenges, always striving for excellence.
- Build Talent: We develop and nurture potential, empowering individuals to grow and succeed.
- Execute: We take action with precision, delivering results that drive our goals forward.
- Inspire: We motivate others through vision, energy, and a commitment to excellence.
- Live Our Values: We embody our core principles in every decision and action.
- Know the Business: We stay informed, understand our industry, and make decisions that strengthen our position.
- Think Big: We challenge the status quo, envision bold possibilities, and strive for transformative impact.
WHO YOU ARE:
Talent Attributes: What we expect for our employees:
- Embody an enthusiastic, proactive can-do attitude.
- Embrace grit, free from ego or entitlement.
- Excel as a relationship builder, with the ability to influence.
- Eager learner, driven by passion rather than just ambition.
- Encompasses an incredible work ethic with an agile mindset.