Manager, Marketing Strategy & Brand

Marketing Manager Strategy And Brand

VSG is looking for a Marketing Manager Strategy and Brand to establish, manage, and execute the overall marketing and media strategy for the Tampa Bay Lightning business under the guidance of the Director, Marketing & Fan Experience. The successful candidate will take a lead role in managing the day-to-day marketing duties while working collaboratively across multiple touchpoints both internal and externally.

In addition to developing and executing marketing strategies, this role will serve as the creative project management lead, ensuring marketing and creative initiatives are effectively planned, prioritized, and delivered on time and on brand. The position will manage workflows within the organization's project management platform, partnering closely with the Creative Director to prioritize requests, organize projects, coordinate resources, and maintain visibility into timelines and deliverables for the design team.

The primary areas of focus for this position will include setting campaign strategies and execution, management of advertising buying and trafficking, establishing and managing marketing calendar, gameday program oversight, retail marketing, hockey development marketing strategy and execution, cross-functional liaison with all internal teams, and management of direct reports.

Essential Duties & Responsibilities

• Execute end-to-end integrated campaigns for strategic omnichannel partnerships to meet defined KPIs including increased awareness, engagement, audience growth, and revenue including, all retail initiatives, ticketing initiatives, special events/experiential/grassroots marketing, Lightning Foundation, Hockey Development, and NHL league initiatives
• Serve as a key project management liaison between internal departments including Marketing, Digital, Social, Community Hockey, Community Relations, Corporate Communications, People Operations, Hockey Operations, Facilities, Game Presentation, Ticketing, Partnership, Premium, MS&S, Retail, and Event Marketing.
• Assist the Director of Marketing & Fan Experience with the planning of advertising/media buying and promotional plans
• Oversee the strategy and trafficking of print ads, radio spots, TV spots, etc. according to the above-mentioned plans
• Manage and oversee the intake, tracking, and assignment of all creative requests; manage resource allocation, schedule timelines, and facilitate asset delivery for internal stakeholder review and approval.
• Work in tandem with Digital Marketing to execute full funnel advertising campaigns across radio, TV, and out of home (billboard ads) including, media planning, trafficking, and optimization for key campaign touchpoints via paid, earned, and owned channels.
• Track and evaluate the impact of campaigns, recap results and optimize future campaigns by analyzing marketing-generated pipelines and implementing action plans to address gaps.
• Responsible for the coordination of various promotional programs and initiatives including Tampa Bay Lightning's Kids Club and Student Rush programs
• Assist in the negotiation, closing, implementation and evaluation of media and promotional deals
• Participate in strategic planning of general market sales activity and develop programs to maximize sales
• Participate in the brainstorming sessions while providing leadership and guidance
• Provide leadership, guidance, coaching and support of direct report(s)
• Other duties and responsibilities as assigned

Supervisory & Management Responsibilities

• Directly oversee Marketing Coordinator and University of South Florida Fellow

Game/Event Responsibilities

• Game/Event Night Responsibilities: Yes
• Approximate number of events worked per year: 50 - 60
• Ability to work min. 50% of all home games at minimum for special theme nights and promotions
• Ability to work Tampa Bay Lightning branded events and initiatives as needed such as season kick-off event, hockey development activations, playoff events, etc.

Qualifications

• 4-6 years of related work experience in marketing, media, or related fields
• A minimum of 2 years of direct employee supervisor experience, developing career progression and review programs
• Minimum education level of BA/BS degree (4-year) specializing in marketing, communications, business management or sports marketing
• Direct experience buying and executing paid media deals (Radio, TV, OOH)
• Strong communication skills both written and verbal, with the ability to create relationships and work independently
• Ability to translate results from data into clear, concise summaries/presentations
• Ability to copyright across multiple touchpoints (campaign taglines, broadcast, radio, etc.)
• Team player who enjoys working in a high-achieving and innovative environment, with a commitment to be top of class
• Structured, goal-oriented, with strong attention to detail
• Proactive and a problem solver, with strong critical thinking skills
• Ability to prioritize, be flexible with changing priorities and multiple projects

Working Conditions

• Ability to work efficiently and effectively in office and arena environment that can be exciting, loud and distracting
• This is an onsite role; flexibility to work a minority of time remotely
• Ability to work extended hours including late nights, holidays, and weekends as needed
• Ability to work prolonged periods sitting at a desk and working on a computer.
• Ability to lift/carry/move up to 10lbs
• Ability to work in cold/hot indoor and outdoor temperatures
• Ability to travel within the US and Canada for up to one-week at a time, multiple times per year

We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, or any other characteristic protected by law.