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Vice President, Integrated Marketing & Fan Engagement - Atlanta United F.C.

About Atlanta United

Atlanta United joined Major League Soccer in 2017 and won the 2018 MLS Cup in just its second season, the earliest an expansion team has won the title since 1998. The club has set multiple league records including season tickets sales (36,000-plus), single-season average (53,002) and total home attendance (901,033). Owned by Arthur M. Blank, Atlanta United plays its home matches at Mercedes-Benz Stadium. For more information about Atlanta United, including how to purchase season tickets, visit: www.atlutd.com, and follow @ATLUTD.

About AMB Sports and Entertainment
AMB Sports & Entertainment is part of the Blank Family of Businesses comprised of the National Football League’s Atlanta Falcons, Major League Soccer’s Atlanta United FC, Mercedes-Benz Stadium, Atlanta Drive GC, and PGA TOUR Superstore.

ABOUT THE ROLE

The Vice President (VP) of Integrated Marketing and Fan Engagement for Atlanta United is responsible for overseeing the development and execution of comprehensive marketing strategies across all platforms to drive brand visibility and interest, fan engagement, and revenue growth. This role requires a seasoned marketing leader who can integrate traditional, performance, digital, content, and experiential marketing efforts to support the club's commercial objectives, grow its fan base, and build its global presence.

Reporting to the SVP, Chief Business Officer, this position will lead and develop one of the most sophisticated and forward-thinking marketing and digital teams (consisting of three direct reports and a team of 12+) in professional sports and will be tasked with harnessing the power of data and technology to drive results across the business.

What we are looking for:

- Lead the Squad: Manage and mentor a team of integrated marketers, helping them to drive business results and grow professionally.
- Fan Engagement: Create innovative campaigns that make existing fans cheer louder and unleash the voice inside new fans.
- Data-Driven Decisions: Analyze performance metrics to constantly tweak and optimize campaigns.
- Brand Building: Ensure our club’s brand is recognizable – with consistency across all channels.
- Cross-Functional MVP: Work closely with ticketing, service, sponsorship, partnerships, communications, production, and community teams to create seamless experiences for fans.
- Content Creation Maestro: Oversee content that makes fans want to share, comment, and wear their pride.
- Community Builder: Develop partnerships that grow our fanbase – locally and globally.

KEY RESPONSIBILITIES

Strategic Leadership:

- Develop and lead the overall integrated marketing + fan engagement strategy, ensuring alignment with the club’s brand vision, mission, and business goals.
- Oversee and harmonize marketing strategies/efforts across all channels, including marketing, digital, social media, content, events, PR, partnerships, and community outreach.
- Collaborate with executive leaders to create synergized campaigns that drive ticket sales, merchandise, partnerships, and media rights.
- Identify new market opportunities and fan engagement trends to expand the club's reach and drive interest + engagement.

Brand Management & Creative Direction:

- Ensure consistent brand messaging and visual identity across all touchpoints, from digital platforms to in-stadium experiences.
- Lead the development of compelling narratives that resonate with diverse fan segments, both locally and internationally.
- Partner with creative teams to develop and execute innovative campaigns that drive fan excitement and loyalty.

Digital & Social Media:

- Lead the club’s digital presence across websites, social media platforms, mobile apps, and other digital outlets to grow audience engagement.
- Develop data-driven strategies to optimize performance and fan interactions across digital channels.
- Lead CRM initiatives, email marketing campaigns, and digital advertising to support business objectives and enhance fan relationships.

Fan Engagement & Experience:

- Develop and drive strategies that enhance fan experience both in and outside the stadium, through activations, events, and digital engagements.
- Oversee programs and community driven initiatives to deepen the club’s relationship with its fan base.
- Utilize data analytics and fan insights to continuously improve fan satisfaction and lifetime value.

Partnerships & Sponsorships:

- Collaborate with the commercial and sponsorship teams to develop integrated campaigns that maximize partner value and visibility.
- Leverage partnerships to create innovative marketing activations that generate buzz and fan engagement.

Team Leadership & Development:

- Lead and mentor a high-performing integrated marketing and digital team, fostering creativity, collaboration and professional growth.
- Cultivate a results-driven and growth-oriented culture within the marketing department.
- Manage/oversee the marketing and digital department budget, ensuring cost-effective strategies and clear ROI on all marketing investments.

Tech, Performance & Analytics:

- Utilize data-driven insights to monitor the effectiveness of marketing initiatives, track KPIs, and make real-time adjustments to campaigns.
- Prepare regular performance reports for the executive team, outlining successes, areas for improvement, and future strategies.
- Stay ahead of industry trends, technology advancements, and best practices to continuously innovate and improve marketing efforts.
- Develop and prioritize team technology marketing goals, including e-marketing initiatives.

QUALIFICATIONS

- Bachelor’s degree or equivalent years of relative experience.
- 10+ years of marketing experience, with at least 5 years in a leadership role, ideally within sports and entertainment.
- Demonstrated success in developing and executing integrated marketing strategies that drive fan engagement, brand growth, and revenue.
- Deep knowledge of integrated marketing strategy and a track record of success building audiences/communities and brands.
- Experience managing P&L of seven figures minimum ideally.
- Strong knowledge and reliable track record of building performance marketing, digital marketing, social media, CRM and analytics tools within an organization to drive decision-making.
- Excellent relationship builder with the ability to guide cross-functional teams and collaborate with internal stakeholders and external partners.
- Has established connections and is familiar with various third-party marketing agencies and entities.
- Exceptional communication and presentation skills, with the ability to influence at all levels of the organization.

KEY SKILLS

- Strategic thinker with a hands-on approach to execution; comfortable in complex and multi-layered environments.
- Excellent leadership and team management skills; ability to conduct meetings with senior leadership and foster collaboration.
- Strong project management, organizational, problem solving and decision-making skills.
- Proficiency in performance marketing, digital, content strategy, and data analysis.
- Creative mindset with the ability to develop unique fan engagement initiatives.
- Ability to work under demanding deadlines and within a fast-paced environment.
- Proficient in market segmentation.
- Firm understanding of data behavior and branding.
- Displays skills in advocacy, inclusivity, and innovation for continued growth of the organization.
- Possesses strong adaptability and change management skills.

PREFERENCES

- MBA or advanced degree preferred.
- Passion for soccer and a deep understanding of fan culture is a strong plus.

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