Associate Director, Integrated Marketing

Sports Careers; El Segundo (CA); On-site; USD 150,000 - 190,000; Full time

Job summary

Sports Careers is seeking an Associate Director of Integrated Marketing to lead the Lakers marketing plans across campaigns and business initiatives, driving end-to-end marketing across paid, earned and owned channels.

This role partners cross-functionally with creative, content production, performance marketing, digital and social teams, game presentation and marketing operations, and collaborates with the NBA to align with league guidelines.

Responsibilities

• Develops and implements marketing strategies to drive business goals year-round for both on-court and off-court initiatives
• Builds, leads and actualizes cross-functional marketing campaigns to serve revenue drivers, celebrate basketball and drive a holistic narrative across the NBA season
• Generates strategic guidance to brief in concepts, develop creative messaging, build assets and ensure comprehensive content to promote individual game nights, key match ups and special NBA and Lakers moments to drive ticket sales and promote Lakers sponsors
• Collaborates seamlessly with creatives and production teams to deliver high-quality campaigns
• Manages agency and freelance support, as needed, to ensure timely delivery
• Ensures internal alignment and partner integration across all marketing campaigns
• Accountable for all marketing campaigns to be built with reasonable and achievable timelines and budgets, right-sized to achieve goals and deliver high-performing and engaging reach and conversion
• Partners with the NBA to maximize reach and opportunity and ensure alignment with league guidelines

Job description

Job Title

Associate Director, Integrated Marketing

Department

Marketing

Reports to

Senior Director, Marketing

Manages

Manager(s), Integrated Marketing

Collaboration

Daily collaboration across the marketing department, including collaboration with creative and content production, performance marketing, digital and social, game presentation and marketing operations; Regular collaboration across the organization including ticketing, corporate partnerships, community, communications and game operations.

Team Overview

Integrated Marketing is the heartbeat of the marketing department, building seamless and connected pathways to fans to drive engagement, promote business campaigns and convert revenue. Considering the full marketing mix with a spotlight on digital, social and performance marketing, the Integrated Marketing team is responsible for developing marketing strategies and executing detailed marketing plans, overseeing and implementing the campaign process end-to-end. As fan and channel experts, Integrated Marketing understands and implements the best ways to connect with fans based to reach business objectives and drive conversion.

Position Summary

The Associate Director of Integrated Marketing is responsible for leading the development and execution of Los Angeles Lakers marketing plans across a range of campaigns and business initiatives. This end-to-end role acts as a center point for the marketing team, spearheading plans to reach fans and drive business goals including ticket sales and sponsorship programming. This role is responsible for working cross-functionally to develop assets and tactics, considering all marketing touchpoints across paid, earned and owned. The ideal candidate is a strategic marketer, proactive planner, successful decision maker and results-driven collaborator who can simultaneously manage long-term and short-term projects across the marketing lifecycle. This role leads marketing campaigns throughout the year, with an emphasis on game-night promotions, tentpole campaigns and brand storytelling.

Essential Functions (Duties & Responsibilities**)

Campaign Planning and Implementation

• Develops and implements marketing strategies to drive business goals year-round for both on-court and off-court initiatives
• Builds, leads and actualizes cross-functional marketing campaigns to serve revenue drivers, celebrate basketball and drive a holistic narrative across the NBA season
• Generates strategic guidance to brief in concepts, develop creative messaging, build assets and ensure comprehensive content to promote individual game nights, key match ups and special NBA and Lakers moments to drive ticket sales and promote Lakers sponsors
• Collaborates seamlessly with creatives and production teams to deliver high-quality campaigns
• Manages agency and freelance support, as needed, to ensure timely delivery
• Ensures internal alignment and partner integration across all marketing campaigns
• Accountable for all marketing campaigns to be built with reasonable and achievable timelines and budgets, right-sized to achieve goals and deliver high-performing and engaging reach and conversion
• Partners with the NBA to maximize reach and opportunity and ensure alignment with league guidelines

Game Day Promotions and Performance Marketing

• Develops best-in-class game night promotions for a premium experience to drive ticketing, sponsorship activations and fan engagement
• Creates and implements a rinse and repeat, layered system for game day promotions, that recognizes storyline potential and considers the match up, while acknowledging the pacing of an 80+ game season with finite resources
• Leverages a range of platforms – email, web, app, social, broadcast – to drive awareness and conversion, working with channel experts to drive best-in-class marketing
• Drives tune in to support broadcast ratings and streaming

Corporate Programming Marketing

• Serves as the primary marketing point of contact for sponsor-related programming, overseeing ideation, development and execution of sponsor marketing assets
• Drives value to sponsors by ensuring marketing best practices are implemented across contracted tactics that balances optimized performance and sponsor needs
• Ensures pitched and final sponsor deli