Experiential Business Lead

Experiential Business Lead

As part of the NBA Events Department—specifically the Event Management team—the Experiential Business Lead is responsible for building fan demand, shaping compelling event narratives, and driving ticket revenue across the NBA's marquee events and scalable experiences.

This role serves as a critical bridge between the Events group and the broader Marketing organization, partnering with Data Strategy & Analytics, Creative Services, Brand, Content, Fan Engagement, and Digital to ensure event-specific strategies align with enterprise-wide marketing priorities and creative direction. The individual will translate overarching campaign and tentpole positioning into cohesive, event-driven marketing plans that maximize reach, fan engagement, and revenue impact.

Sitting at the intersection of insights, experiential strategy, and revenue-driven go-to-market execution, this role uses fan data to turn event concepts into fan-first platforms that perform at scale.

In a fast-paced environment where creative ambition meets commercial outcomes, this leader partners closely with Event General Managers (GMs) to ensure each marquee event launches with a clear go-to-market strategy, defined target audiences, and tactics designed to attract, convert, and retain fans against measurable engagement and revenue goals.

While Event GMs lead production, logistics, operations, and stakeholder management, this role focuses on who the event is for, why it matters, and how fan demand translates into ticket sales, revenue growth, and long-term fan equity. The role owns the tactical roadmap and marketing strategy for each marquee experience and works closely with Event Strategy, the team responsible for long-term event vision, partnership development, and new event creation.

Key Responsibilities

Experience Planning & Go-to-Market Leadership

• Develop comprehensive, insight-driven go-to-market plans for the NBA's marquee events.
• Define event positioning and messaging architecture to support ticket sales, fan engagement, and business growth.
• Partner with Event GMs early in the planning process to embed audience, marketing, and revenue considerations from the outset.
• Collaborate across the NBA Events Department and League Office—including Event Strategy, Ticketing Operations, Data Strategy & Analytics, Brand/Marketing, Fan Engagement, Creative Services, Social/Digital, Broadcasting, and Communications—to build event roadmaps and fan journeys.

Demand Generation & Full-Funnel Fan Growth

• Build fan interest across owned event properties through tactical marketing programs that drive engagement, ticket sales, and revenue.
• Lead a full-funnel marketing approach across brand, media, and experiential touchpoints—from awareness through post-purchase advocacy.
• Coordinate GTM execution, including messaging hierarchies, creative development, media alignment, and sequencing strategies that guide fans from Awareness → Consideration → Preference → Purchase → Retention & Advocacy.
• Apply innovative, creative, and technology-forward approaches throughout the funnel to improve conversion, loyalty, and NPS.
• Support the development and execution of event marketing creative across channels, partnering with internal teams and external agencies to deliver campaigns that align with NBA brand standards while meeting event-specific objectives.
• Provide clear, thoughtful creative direction and feedback.

Media, Targeting & Partner Collaboration

• Oversee targeting, segmentation, and audience list-building strategies to fuel fan growth and ticket demand.
• Manage agencies, third-party vendors, and internal NBA stakeholders to develop targeted, insight-driven programs.
• Maintain a strong working knowledge of paid, owned, and earned media strategies designed to drive ticket sales.

Experience Strategy & Scalable Platforms

• Contribute thought leadership that helps evolve NBA and affiliate league brands across key experiential touchpoints.
• Support the development of scalable event platforms and audience frameworks that can be replicated across markets and seasons.

Performance, Measurement & Optimization

• Use research, data, and fan insights—in close partnership with Event Strategy—to optimize performance throughout the event lifecycle.
• Define success metrics with internal stakeholders and ensure all strategies ladder to agreed-upon goals and KPIs.
• Capture and apply learnings across the portfolio to strengthen audience growth, demand efficiency, and revenue outcomes over time.

Role Positioning Within the Team

• Serves alongside Event GMs as a tactical advisor, not an operational lead, and as a key liaison between Event Management and Event Strategy.
• Owns fan growth and demand performance across the marquee events portfolio in partnership with Marketing, Event Strategy, and Ticketing Operations.
• Establishes the foundational audience and revenue strategy for each event, then re-engages at key moments as execution progresses.
• Partners closely with Event Management leadership, Event Strategy, Ticketing Operations, Data Strategy & Analytics, Marketing, and Operations.
• While GMs oversee production logistics and day-to-day event operations, this role remains focused on storytelling, audience strategy, performance, and long-term growth platforms.

Qualifications & Experience

• 10+ years of progressive experience in event marketing, experiential strategy, or live entertainment, with significant experience in large-scale, ticketed events.
• Proven ability to connect brands and fans through experiences, with a demonstrated track record of driving audience growth and revenue impact.
• Strong background using consumer, sports, entertainment, and fan insights to shape compelling, high-performing event narratives.
• Analytical, data-driven mindset with experience measuring performance in for-profit, ticketed environments.
• Deep understanding of full-funnel marketing and customer journey design.
• Experience managing both B2C and B2B event portfolios.
• Strong financial acumen, including experience managing significant budgets and driving ROI.
• Exceptional communication and presentation skills, with the ability to influence senior leadership.
• Highly organized, adaptable, and effective in complex, fast-paced environments, with the ability to manage multiple priorities simultaneously.
• Bachelor's degree required; advanced degree a plus.
• Willingness to travel domestically and internationally as needed.

Salary Range: $170,000 - $190,000

Job Posting Title: Senior Director