JOB SUMMARY

As an integral part of MLB’s Digital Marketing & Media team, the Audience Development & Planning function enables strategic planning centered around key MLB Fan segments. The Manager, Audience Development is primarily responsible for leveraging audience data to help build activation strategies, including fan journeys, that drive MLB fan growth and retention. This role will collaborate with cross-functional teams in Marketing, Strategy, Data and Analytics to build customer journeys, help drive strategic marketing plans and glean insights & learnings to inform future planning.  

CANDIDATE PROFILE

Education and Experience

• 7+ years experience in data-driven marketing or related area; OR equivalent relevant experience

•  Hands on experience managing and analyzing audience data; working in Customer Data Platforms (CDP) preferred

•  Experience building strategic customer journeys for both acquisition and retention marketing

•  Experience executing audience-centric marketing strategies and programs

•  Understanding of various media channels and platforms with an emphasis on digital and social media

•  Exceptional project management skills

•  Strong understanding of baseball - MLB, clubs, and players - preferred

ESSENTIAL FUNCTIONS

• Performs analysis on specific League audiences to help construct customer journeys for MLB’s strategic growth segments

• Establishes new ways for MLB to grow and enrich its first-party data, and methods for leveraging second and third-party data in marketing campaigns

• Collaborates with Marketing colleagues to create comprehensive audience-centric marketing plans, across paid and owned channels, reaching key audience segments to achieve business goals

• Acts as Marketing’s CDP “power user”, leveraging frameworks and best practices in order to fuel activation recommendations across MLB and Clubs

• Works with Performance Media team to maximize utilization of audiences and test & learn methodologies to capture new insights

• Partners with Strategy & Analytics teams to understand efficacy of targeting, and to deliver data-driven insights and recommendations on audience performance across campaigns and touch points

• Keeps a pulse on the sports, media, and entertainment marketing best practices and trends

Managing Responsibilities with Stakeholders

• Demonstrates understanding of business priorities

• Develops specific goals and project plans to prioritize, organize, and accomplish work in support of business priorities

• Collaborates with team members, internal/external partners, and stakeholders to execute against project objectives

• Provides ongoing status updates to share progress against established goals, gaps, and support needs to maintain progress against project plans

• Actively solicits stakeholder feedback and responds to concerns in a timely manner

• Communicates in a clear and concise manner that is easy to understand