Vice President, Global Fan Engagement & Product Marketing

📋 Description

• • Lead the National Football League's vision and execution for global fan engagement and product marketing, operating as a senior enterprise leader within the Marketing Global Center of Excellence.
• • Define and drive the League's strategy for engaging fans at scale, ensuring cohesive and impactful experiences across all touchpoints, markets, and products.
• • This role is pivotal at the intersection of brand, product, data, technology, and growth, orchestrating a unified approach to 1:1 fan engagement, journey management, product positioning, and global go-to-market execution.
• • You will translate deep audience insights, robust product strategies, and cutting-edge technology into high-impact programs that foster fan relevance, drive product adoption, maximize lifetime value, and generate revenue across a diverse global fan base.
• • Spearhead International Club Managed Services, building and operationalizing world-class fan engagement and product marketing capabilities for global markets.
• • Collaborate to co-develop the enterprise Generative AI (GenAI) Content Ecosystem, enabling the scaling of personalized and market-relevant content throughout the fan journey.
• • Develop and own the global 1:1 fan engagement strategy, meticulously designing, activating, and scaling personalized experiences across both on-channel and off-channel touchpoints.
• • Own the end-to-end fan journey orchestration and lifecycle strategy, ensuring fans receive the right message, value, and experience at the opportune moments, in the right markets, and for the right products, in close partnership with the MarTech team within Technology.
• • Establish enterprise-wide standards for fan experience design, contact strategy, and personalization governance, ensuring consistency and quality while allowing for market-specific flexibility.
• • Drive the product marketing strategy for key NFL products and digital experiences, encompassing positioning, messaging, go-to-market (GTM) planning, and lifecycle optimization.
• • Collaborate closely with Product, Strategy, Media, Content, and Commercial teams to articulate clear value propositions, compelling growth narratives, and effective GTM frameworks.
• • Ensure seamless integration between product storytelling and fan engagement strategies, creating a unified experience from initial awareness through to adoption, sustained engagement, and long-term retention.
• • Balance the imperatives of brand building with rigorous performance measurement, ensuring GTM efforts yield both significant fan impact and measurable commercial outcomes.
• • Serve as a senior owner for fan database growth, monetization strategies, and maximizing fan lifetime value, directly linking engagement and product strategies to tangible business results.
• • Lead initiatives focused on improving fan activation, retention, upsell opportunities, re-engagement campaigns, and churn mitigation across all products and regions.
• • Translate sophisticated fan engagement strategies into direct revenue growth across direct-to-consumer products and partner ecosystems.
• • Define and implement clear success metrics and performance frameworks that align fan engagement with critical business objectives.
• • Lead marketing campaign and journey activation through the NFL’s enterprise MarTech ecosystem, ensuring efficient and effective execution.
• • Partner with MarTech to co-develop and scale the enterprise GenAI Content Ecosystem, defining strategic use cases, adoption priorities, content standards, and success measures.
• • Collaborate with Technology, Content Marketing, Clubs, International Marketing, and external partners to scale AI-powered content creation, localization, versioning, and activation, thereby increasing speed to market, enhancing relevance, and improving operational efficiency.
• • Ensure AI-enabled content strategies and decisioning use cases are deeply integrated into fan journeys, product launches, and always-on engagement programs.
• • Translate fan engagement and product marketing priorities into clear activation requirements that leverage enterprise data and technology capabilities.
• • Operate the Fan Engagement & Product Marketing function as a Global Center of Excellence, developing frameworks, playbooks, and best practices for global adoption.
• • Strategically design and evolve International Club Managed Services to provide Clubs with centralized capabilities that accelerate global fan growth.
• • Operationalize managed services encompassing 1:1 fan engagement, journey activation, GTM execution, and performance optimization, empowering Clubs to implement sophisticated marketing strategies without redundant efforts.
• • Ensure a balance between global standards and local market needs, delivering high-impact, market-relevant execution within a consistent enterprise governance and measurement framework.
• • Act as a key connector across Marketing, Product, Technology, Media, and Commercial teams to ensure alignment of priorities and execution.
• • Lead and develop a high-performing, multidisciplinary team comprising experts in fan engagement, product marketing, strategy, and enablement.
• • Foster a team culture characterized by clarity, accountability, experimentation, and a commitment to continuous improvement.
• • Set clear expectations for both strategic vision and operational excellence, empowering teams to deliver consistently at scale.
• • Design and implement robust A/B and multivariate testing programs across creative, messaging, cadence, and channels to drive ongoing optimization.
• • Collaborate cross-functionally with internal teams, Clubs, agencies, and vendors to deliver integrated, on-brand campaigns at scale.
• • Ensure strict compliance with data privacy, consent management, and regional regulations across all global markets.