The Director, Sports Marketing is responsible to develop and direct New Era’s sports marketing strategy for key categories (including but not limited to MLB, NFL, NBA, Action Sports, Golf) through vertically integrated programs and platforms that drive brand equity, consumer engagement, content. This role also oversees Team Equipment and is responsible for the execution of business objectives in alignment with the strategic plan for the purpose of short and long term growth for the category.
KEY RESPONSIBILITIES
Develop and implement a comprehensive Sales and Marketing strategy, plan and program (short & long range) that builds a competitive advantage for New Era’s key sports investments while supporting revenue and profit objectives of the organization.
Expand both New Era direct to dealer, OEM and any other direct team business.
Execute athlete marketing strategies and tactics, manage athlete relationships
Work cross-functionally with Global Brand Marketing and regional marketing groups to draft relevant and vertically targeted marketing programs for both professional and youth elite sport.
Identify future opportunities for brand extensions and incremental growth within the sports categories and determine future product assortment for the elite youth team sports category.
Partner with Brand Marketing and Agencies to develop and execute vertically integrated programs
Collaborate with Global and Regional Product/SBU teams to develop product strategies that support and reflect marketing and positioning strategy
Evaluate and recommend distribution channel development programs
Collaborate with Global/Regional Product/SBU teams to recommend product positioning, packaging, and pricing strategy to produce the highest possible long-term market share
Ensure that the brand’s sponsorship rights and assets are fully leveraged against the creation and execution of programming that drives maximum return on investment
Develop, implement and successfully execute against a sports marketing budget and team sports category reflective of categorical objectives and licensing agreements
Work with Brand Marketing and New Era sales organization in the development of promotional programs to leverage marketing rights with retail customers in the vertical channels
Evaluate and expand the New Era youth team sport distribution channels as future products and growth increase.
Hire and train support staff while utilizing and leveraging cross-functional internal relationships (Retail, Interactive, Event, Sponsorship etc)
Research, analyze and monitor financial, technological and demographic factors to capitalize on market opportunities and minimize effects of competitive activity
Oversee and evaluate market research and adjusts marketing strategy to meet changing market and competitive conditions
Monitor competitive products and marketing activities
Establish, build and maintain relationships with the NFL (League) its Clubs (Teams), industry influencers, key community and strategic partners
Manage partnerships with players associations across all categories
Guides preparation of marketing activity reports and presents to executive management
KNOWLEDGE, SKILLS AND ABILITIES
Specialized knowledge of sports marketing to ensure maximum impact across multiple leagues, markets segments and products
Ability to prioritize activities across several channels
High comfort level in dealing with high level executives, media and athletes
A strong understanding of integrated Marketing programs and sponsorships
Strong ability to develop collaborative relationships and advance mutual goals with partners
Entrepreneurial with strong project management skills and the ability to multitask
Creativity with the ability to generate new and original ideas within the parameters of stated objectives
Demonstrated ability to manage people and projects with a commitment to excellence
Interpersonal skills with the ability to build and foster relationships internally and externally
Self-direction, confidence and ability to juggle several projects at once
Organizational skills with a keen eye for detail
Contributing individual capabilities effectively in a team setting for the development of awe-inspiring ideas and concepts
EDUCATION AND EXPERIENCE
Bachelor’s degree in Business Administration, Marketing or related field required
Minimum of ten years of related Marketing / Sports Marketing or Sponsorship experience
TRAVEL
Up to 50% travel