Assistant General Manager-Durham Bulls

Capitol Broadcasting Company; Durham (NC); On-site; USD 120,000 - 160,000; Full time

Benefits offered by this job

Competitive salary based on experience

Professional development opportunities

Dynamic, inclusive work environment

Access to local events and experiences

Job summary

Capitol Broadcasting Company seeks an Assistant General Manager, Sales & Marketing to drive ticket sales, revenue growth, and brand development for the Durham Bulls. This leader partners with senior management to elevate fan experiences and oversee ticketing and marketing functions.

The role requires building high-performing teams, crafting innovative promotions, and aligning with community initiatives to strengthen the Bulls’ market presence in Durham and the Triangle region.

Qualifications

• 7+ years of progressive leadership experience in professional sports, entertainment, live events or related revenue-driven industry.
• Experience leading ticket sales, marketing, or revenue-generating departments.
• Experience partnering with marketing, brand, digital, social, and fan experience teams.
• Strong understanding of ticket sales strategy, customer retention, brand management, and fan engagement.
• Proven ability to analyze business performance and develop data-driven strategies.
• Outstanding communication, leadership, and interpersonal skills.

Responsibilities

• Provide strategic leadership for ticketing functions including season tickets, group sales, hospitality, premium seating, and single game sales.
• Develop and execute annual revenue and attendance strategies to maximize sales and fan loyalty.
• Establish goals, metrics, and initiatives; hold leaders accountable for objectives.
• Analyze sales trends and market conditions to identify opportunities for growth.
• Oversee marketing campaigns and brand management across multiple fan touchpoints.
• Lead teams to deliver best-in-class fan experiences and branded executions.

Skills

Ticketing leadership

Marketing leadership

Data-driven strategy

Fan engagement

Cross-functional leadership

Communication excellence

Organization & prioritization

Education

Bachelor's degree in business, marketing, or related field

Tools

Ticketmaster or similar system

CRM platforms

Marketing automation

Digital advertising platforms

Analytics tools

Job description

Overview

The Durham Bulls are one of the most recognized and respected brands in professional sports. As the Triple-A affiliate of the Tampa Bay Rays, the Bulls have built a reputation for delivering exceptional fan experiences, innovative marketing, outstanding customer service, and a championship culture.

Overview

The Durham Bulls are one of the most recognized and respected brands in professional sports. As the Triple-A affiliate of the Tampa Bay Rays, the Bulls have built a reputation for delivering exceptional fan experiences, innovative marketing, outstanding customer service, and a championship culture.

Key Areas of Responsibility

The Assistant General Manager, Sales & Marketing is a key member of the organization’s senior leadership team and serves as a strategic partner to the General Manager to drive ticket sales, revenue growth, brand development, and organizational excellence. This position provides strategic leadership for all ticketing and marketing functions while ensuring the Durham Bulls continue to deliver one of the premier fan experiences in Minor League Baseball. The Assistant General Manager is responsible for leading and developing high-performing teams, creating a culture of accountability and innovation and ensuring every interaction with the Durham Bulls brand strengthens fan loyalty and drives business results.

Ticketing Strategy & Revenue Growth

• Provide strategic and operational leadership for all ticketing functions including Season Tickets, Mini Plans, Group Sales, Hospitality, Premium Seating, Single Game Ticket sales, Ticket Service and Ticket Operations.
• Develop and execute annual revenue and attendance strategies that maximize ticket sales while growing long-term fan loyalty.
• Establish department short-term and long-term goals, performance metrics, and sales initiatives while holding leaders accountable for achieving organizational objectives.
• Analyze sales trends, attendance data, customer behavior, pricing strategies, and market conditions to identify opportunities for continued growth.
• Partner with department leaders to develop innovative products, promotions, and packages that expand new business while increasing retention.
• Oversee ticket service and retention strategies designed to provide an industry-leading customer experience.

Marketing, Brand & Fan Experience

• Lead the organization’s overall marketing strategy with a clear focus on attendance, revenue, brand relevance, and fan loyalty.
• Ensure the Durham Bulls brand is consistently executed across all fan touchpoints including advertising, digital media, social media, email, website, ballpark presentation, promotions, community initiatives, and creative assets.
• Oversee integrated marketing campaigns utilizing traditional media, digital advertising, social media, email marketing, public relations, and promotional partnerships.
• Collaborate with the Director of Marketing & Fan Experience to develop annual promotional calendars and creative campaigns that drive ticket demand.
• Strengthen the Durham Bulls’ presence throughout the Triangle region by supporting meaningful community partnerships and engagement initiatives.
• Provide executive oversight for game entertainment and production to ensure a best-in-class experience for every fan visiting Durham Bulls Athletic Park.
• Champion innovation by continually evaluating new technologies, marketing trends, fan engagement opportunities, and emerging platforms.
• Support initiatives that reinforce the Bulls’ position as one of the premier brands in Minor League Baseball while growing new audiences and strengthening relationships with existing fans.

Organizational Leadership

• Coach, mentor, and develop department leaders while fostering a collaborative, high-performance culture built on accountability, communication, and continuous improvement.
• Provide executive oversight for all staff within the Ticket Sales, Ticket Service, Ticket Operations, Marketing, Brand Management, Social Media, Advertising, Game Entertainment & Production, Community Relations, and Mascot teams.
• Encourage cross-department collaboration to ensure the organization operates as one team with shared ownership of success.
• Lead organizational ticketing and marketing planning around major events, promotional initiatives, and attendance-driving campaigns.
• Assist with annual budgeting, forecasting, staffing plans, and organizational resource allocation.
• Utilize data and business intelligence to inform decision-making and evaluate organizational performance.

Required Qualifications

• 7+ years of progressive leadership experience in professional sports, entertainment, live events or a related revenue-driven industry.
• Demonstrated success directly leading ticket sales, marketing, or revenue-generating departments.
• Experience leading or closely partnering with marketing, brand, digital, social, advertising, fan experience and developing high-performing teams.
• Strong understanding of ticket sales strategy, customer retention, integrated marketing, buyer segmentation, brand management, and fan engagement.
• Proven ability to analyze business performance and develop data-driven strategies.
• Outstanding communication, leadership, and interpersonal skills.
• Highly organized with the ability to manage multiple priorities in a fast-paced environment.
• Passion for creating exceptional fan experiences and building organizational culture.
• Ability to work evenings, weekends, and holidays as required by the baseball season and special events.

Preferred Skills

• Experience within Minor League Baseball, Major League Baseball, or professional sports.
• Experience overseeing or closely partnering with both ticketing and marketing departments.
• Knowledge of Ticketmaster or similar ticketing system, CRM platforms, marketing automation systems, and digital advertising platforms.
• Strong working knowledge of marketing platforms and tools, including email, web CMS, analytics tools, and paid digital media.
• Experience developing integrated sales and marketing strategies that drive measurable business growth.
• Experience with fan data platforms like Stellar Algo or FanCompass a plus.
• Understanding baseball or sports culture and the fan experience, including MLB/MiLB integration.
• Demonstrate success in building organizational culture, developing future leaders, and leading through collaboration.

Work Conditions

• Ability to work flexible hours as needed, including evenings, weekends, and holidays.
• Ability to remain focused and perform work in noisy and crowded environments with multiple distractions.
• This position may occasionally require working outdoors in unpredictable weather conditions, including extreme heat, cold, rain, snow, and wind, necessating the ability to adapt to changing environmental factors and wear appropriate protective gear as needed.

Benefits

• Competitive salary based on experience.
• Opportunities for professional development and career growth.
• Dynamic and inclusive work environment with a supportive team culture.
• Exciting projects and growth opportunities within a leading organization.
• Opportunities to attend free local events, such as sporting events, concerts, shows, and more.

Pre-Employment Information

• A pre-employment drug screening is required.
• Capitol Broadcasting Company participates in E-Verify.

EEO Statement

Capitol Broadcasting Company is an equal opportunity employer. We are committed to creating an inclusive environment for all employees and applicants. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status.

CBC Statement

Capitol Broadcasting Company, Inc. is a diversified communications leader which owns and/or operates WRAL-TV , WRAZ-TV , WRAL News+ ( WNGT-CD ), WRAL-FM , WRAL-HD2 , WCMC-FM , WCMC-HD1 , WDNC-AM , WCMC-HD2 , WCMC-HD3 , WCMC-HD4 , Microspace Communications, and Capitol B Creative in Raleigh, NC; WILM-TV , WILT-LD and Sunrise Broadcasting in Wilmington, NC; The Durham Bulls Baseball Club , Bull City Hospitality , and the Coastal Plain League in Durham, NC; The Holly Springs Salamanders in Holly Springs, NC; the Zebulon Devil Dogz in Zebulon, NC; the American Underground startup hub and workspace in Durham, NC; and real estate interests including the American Tobacco Historic District in Durham, NC, and Rocky Mount Mills in Rocky Mount, NC.