Experiential Business Lead

WORK OPTION: The NBA currently provides eligible employees the option of working remotely one day per week.

Role Summary:

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

• 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

Employees currently are eligible to receive an annual discretionary performance bonus, awarded at the sole discretion of the Company and subject to any terms and conditions set by the Company. Employees and/or eligible dependents may be eligible to participate in the following Company-sponsored employee benefit programs: medical; dental; vision; life/AD&D insurance; short- and long-term disability; fertility and family-forming assistance; wellbeing allowance; educational assistance; mental health coaching/therapy; tax advantaged accounts such as HSA and healthcare/dependent care FSAs; a 401(k) retirement plan; and time off benefits that include vacation, sick time, and personal days.

We Consider Applicants For All Positions On The Basis Of Merit, Qualifications And Business Needs, And Without Regard To Race, Color, National Origin, Religion, Sex, Gender Identity, Age, Disability, Alienage Or Citizenship Status, Ancestry, Marital Status, Creed, Genetic Predisposition Or Carrier Status, Sexual Orientation, Veteran Status, Familial Status, Status As A Victim Of Domestic Violence Or Any Other Status Or Characteristic Protected By Applicable Federal, State, Or Local Law.

The NBA is committed to providing a safe and healthy workplace. To safeguard our employees and their families, our visitors, and the broader community from COVID-19, and in consideration of recommendations from health authorities and the NBA's own advisors, any individual working onsite in our New York and New Jersey offices must be fully vaccinated against COVID-19. The NBA will discuss accommodations for individuals who cannot be vaccinated due to a medical reason or sincerely held religious belief, practice, or observance.

About the NBA

The National Basketball Association (NBA) is a global sports and media organization with the mission to inspire and connect people everywhere through the power of basketball. Built around five professional sports leagues: the NBA, WNBA, NBA G League, NBA 2K League and Basketball Africa League, the NBA has established a major international presence with games and programming available in 214 countries and territories in 60 languages, and merchandise for sale in more than 200 countries and territories on all seven continents. NBA rosters at the start of the 2024-25 season featured a record-tying 125 international players from a record-tying 43 countries. NBA Digital's assets include NBA TV, NBA.com, the NBA App and NBA League Pass. The NBA has created one of the largest social media communities in the world, with more than 2.3 billion likes and followers globally across all leagues, team and player platforms. NBA Cares, the NBA's global social responsibility platform, partners with renowned community-based organizations around the world to address important social issues in the areas of education, inclusion, youth and family development, and health and wellness.