Summary:

The Senior Director, Marketing, is a critical role on the marketing leadership team, responsible for multi-channel and integrated marketing strategies to drive brand growth and achieve revenue goals. This leader will be a thought partner to the CMO and other leaders on the Revenue and Marketing team, to fully optimize our paid and owned media channels, while also bringing to life the broader brand strategy for the Nationals. The Senior Director, Marketing, will devise the optimal channel mix and strategy across owned and paid channels to help grow ticket revenue in core fan and growth audiences. Testing and optimization across channels, audiences, and creative assets will be a key focus area. This individual will devise scalable evergreen marketing programs as well as lead campaigns to drive maximum impact for the company.  This leader must possess strong strategic and operational skills, attention to detail, ability to prioritize projects and deliverables, and have results-oriented leadership style.

The Nationals are a military-friendly organization actively recruiting veterans and spouses.

Essential Duties and Responsibilities:

Optimize and lead integrated and performance marketing

• Drive optimized messaging, calls to action, and conversion rates for all channels of distribution, including, but not limited to: Nationals.com, Nationals’ social handles, app, in-game assets, paid social, paid digital, email and more
• Develop and implement a comprehensive integrated marketing strategy that aligns with the company's goals and objectives, improving revenue generation via ticket sales
• Devise test and learn strategy to fully optimize our performance channels, iterating on creative assets, timing, and audiences that are best suited to deliver against campaign goals
• Work cross-functionally with Creative Services, Content and Broadcasting, Promotions and Events, Business Strategy and Analytics, and Communications teams, to drive integrated strategy and execution for evergreen programs and marketing campaigns

Drive efficient paid media performance and lifecycle strategy

• Oversee a multi-channel acquisition strategy and execution plan (paid media, display, new channels, etc.) that creates known customers and leads, drives conversion to ticket sales, and retains loyal customers
• Drive strategy and execution of lifecycle marketing to onboard, retain, and build loyalty to increase the lifetime value of fans and improve their customer experience

Drive excellence through proactivity and measurement

• Establish goals and KPIs and work with the Business Strategy and Analytics (BSA) team to determine a measurement plan to optimize campaigns
• Provide performance analysis, A/B testing, ROI and insights for all channels/tactics
• Work closely with BSA team to analyze campaign effectiveness, track budget and provide accurate forecasts

Lead effectively and boldly

• Directly manage a team of 4, including integrated marketing, paid media, social media, and digital operations (web and app)
• Be a thought leader for the organization to push the envelope in an evolving entertainment and digital content consumption landscape
• Have a strong pulse on relevant trends, consumer insights, and technologies that impact our industry and the way sports teams engage their fans and grow their presence in local regions and beyond
• Build a strong culture for the team, and drive individual and team development
• Create and maintain an inclusive and accountable work environment

Requirements:

Minimum Education and Experience Requirements

• Bachelor’s degree.  Concentration in Marketing is preferred.
• A minimum of ten years’ experience directly relevant to above tasks and responsibilities with demonstrated record of accomplishment and progressively increasing levels of responsibility
• Solid experience in sports/entertainment or a fast-paced Direct to Consumer brand; ad agency experience is also relevant

• Have a passion for and deep understanding of integrated marketing and how world-class brands drive engagement
• Experience in cultivating development of a team and managing a team a must

Knowledge, Skills, and Abilities necessary to perform essential functions

• 10+ years of relevant work experience in brand management or integrated or product marketing; digital and performance marketing experience is a must

• Consistently demonstrated the ability to build strong, collaborative relationships internally
• Proven ability to integrate marketing plans into overall marketing and brand strategies
• Ability to influence others and drive accountability and build high performance teams
• Deep knowledge or first-hand experience with all or most of the following: social media marketing, paid media marketing, email marketing, growth marketing, and digital marketing
• Must possess a growth mindset with a proven track record of creative thinking, finding innovative solutions, and operating with a test and learn framework

• Experienced in working with creative teams to drive optimal creative assets by channel and platform

• Must possess a proven track record of growing, engaging and managing a digital audience
• Contribute to developing the talents of team members and direct reports
• Possess strong communications skill (written and presentation) 

• Uphold Core Values: Excellence, Performance, and Accountability. These core values set the tone in everything we do, help us succeed on and off the field, make a difference in the community and provide the best guest experience in sports.  It is important that the person in the position commits themselves to these core values so that we can constantly move forward in the same direction – Together.

Physical/Environmental Requirements

• Office: Working conditions are normal for an office environment. Work may require occasional weekend and/or evening work.
• Gameday Seasonal: Job requires employee to function in a high activity and heavily crowded outdoor professional sports venue. May work at heights.  Employee will be exposed to inclement weather of varying degrees.  While performing the duties of this job, the employee is regularly required to stand for long periods of time, walk long distances, and climb up/down stairs. The employee is required to stoop, kneel, crouch, or sit and must lift and/or move up to 45 pounds.