Job Title: Director, Performance Marketing
Reports to: VP, Marketing
About the United Football League
The United Football League (UFL) is the premier spring football platform, formed by the merging of the XFL and USFL in 2024 under the combined ownership of RedBird Capital Partners, FOX, Dany Garcia and Dwayne Johnson. The UFL has eight teams in Arlington (TX), Birmingham (AL), Detroit (MI), Houston (TX), San Antonio (TX), Memphis (TN), St. Louis (MO), and Washington D.C.
About the Position
The UFL is seeking a Director, Performance Marketing to join our Marketing team. This role will report to the VP Marketing and lead all performance marketing efforts for the League and its eight (8) teams.
The Director is responsible for the business’s day-to-day tactical and strategic marketing operations and will oversee all aspects of league and team media campaigns, across mediums and platforms, from strategy to execution. This role will focus on implementing strategies that drive awareness, maximize purchase conversions and ultimately drive revenue. This position will also oversee the database marketing efforts.
What you will do
Build and manage all paid media campaigns to support advertising needs of the entire league with a focus on driving ticket sales for all eight (8) teams.
Work closely with marketing and other internal departments to manage and optimize advertising campaigns on paid and owned digital channels including, but not limited to television, radio, web, mobile and in-venue.
Implement and manage both online and offline marketing programs that will enable the business to meet customer acquisition targets, sales, margin and overall goals.
Develop and execute plans to optimize ROI on strategic digital and traditional investments.
Work closely with each team's VP, Business Operations and Director of Marketing to identify and evaluate local market opportunities.
Build strategies to move fans along their consumer journey, from general awareness to end-purchase executions.
Oversee optimization and measurement of consumer acquisition, cross-sell initiatives and retargeting in order to deliver incremental sales and drive customer loyalty.
Work with various departments to maximize synergies across the organization to support business objectives for marketing and fan experience purposes.
Collaborate with Ticket Sales and Business Intelligence on a daily basis to ensure proper alignment on all strategies, benchmarking and reporting.
Manage analytics reporting across digital advertising, website, email marketing, and promotional events; tracking ROAS, click rates, attributable revenue, came-from codes and other relevant KPIs to evaluate campaign success.
Provide detailed dashboards and/or reports identifying paid mediums per team/market and tracking systems for awareness.
Work with the Business Intelligence department to drive insights on fan characteristics and consumption; collaborate with ticket sales to understand needs and allocate resources accordingly.
Responsible for the relationship management of media agencies.
Collaborate with Ticketmaster on media plans.
Evaluate new partners and growth opportunities as needed/they arise.
Directly oversee the paid media budget.
Other Duties
Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.
What you will bring:
10+ years of experience of acquisition marketing and performance/growth marketing
Experience leading an in-house performance marketing team or managing multiple media buying agencies to support transactional marketing.
Ability to be flexible and pivot quickly while making decisions across the league and all markets in real-time.
Experience providing hands-on analysis and recommendations in the areas of SEO/SEM, programmatic, display, paid social, affiliate marketing, marketplace management and other e-commerce fundamentals.
Background in using performance analytics to guide building and targeting various audiences.
Experience in delivering successful end-to-end digital programs or campaigns, from concept to execution to reporting and optimization
Professional experience and real knowledge with traditional advertising platforms like television, radio, print, billboards, etc.
Strong analytical skills with consultative approach. Capability to transform online KPI data into actionable insights and execute upon them; demonstrated experience using KPIs/web analytics to impact digital business
Basic knowledge of operations, including working with multiple CRMs, DMP, DSP and other systems.
Experience working with TM1 is a plus.
Willingness to be deep in the details while also being able to create and communicate higher level strategy.
Ability to personally deliver large scale initiatives in a fast-paced environment with high levels of complexity and ambiguity.
Drive to take ownership of projects, including personal development/skills required to excel in the role.
Direct personality with excellent organizational and multitasking skills, proven success in copywriting.
Excellent communication skills to clearly articulate marketing strategies to both internal and external stakeholders, technical and non-technical team members as well as executive leadership and ownership. This includes the ability to create compelling presentations and reports that clearly convey complex information.
Bachelor's degree in marketing, business or other related field or relevant experience required
Additional Details
Please note, the location of this role is flexible.
Primarily works in a remote office and/or an office environment but may include attending select games and events in UFL team markets.
Prolonged periods of sitting at a desk and working on a computer.
Minimal Travel (<10% travel): May be required to travel.
Ability to work a flexible schedule inclusive of weekends, nights and holidays required.
Must be able to lift 15 pounds at times.
Salary:
Pursuant to state and local pay disclosure requirements, the pay range for this role, with final offer amount dependent on education, skills, experience location is $120,000 - $140,000. This role is also eligible for various benefits, including medical/dental/vision/life insurance, a 401 (k) plan, paid time off and other benefits.
Equal Employment Opportunity Statement
The UFL maintains a strong policy of equal opportunity in employment. It is our objective to recruit, hire, and retain the most qualified individuals without regard to race, color, religion, sex, sexual orientation or identity, national origin, age, disability, veteran status, or any other characteristic or status protected by applicable federal, state, or local law. Our equal employment philosophy applies to all aspects of employment, including recruitment, compensation, benefits, training, promotions, transfers, job benefits, and terminations.
