Manager, Digital Strategy - University of Miami

ASM Global; Coral Gables (FL); On-site; USD 85,000 - 130,000; Full time

Job summary

Legends Global is seeking a Manager, Digital Strategy to lead the creation and management of highly effective digital campaigns across Miami Athletics, with a strong focus on paid media strategy and revenue growth.

The role encompasses content planning, publishing, and cross-functional collaboration, including content production and analytics. Travel with the team is expected as part of the engagement.

Qualifications

• 2+ years managing and executing both paid and organic social campaigns.
• Bachelor's degree required.
• Experience running paid social via Meta and Google ads.
• Experience managing social for Division I athletics preferred.
• Comfort with analytics platforms to track KPIs and assess success.

Responsibilities

• Develop and oversee the digital strategy for assigned sport(s) and channels, focusing on content creation, curation, engagement and revenue.
• Manage social media channels (X, Instagram, Facebook, YouTube, TikTok) for assigned sport(s), with content creation support.
• Create and maintain content calendars ensuring regular, engaging content (organic and sponsored) is published.
• Direct, plan and implement paid media campaigns for Miami Athletics with focus on lead generation and revenue growth.
• Own paid social performance end-to-end, coordinating with VP/Assistant VP on strategy and budget.
• Develop audience segments using customer data, interests, and job titles.
• Conduct A/B testing on ad copy, visuals to optimize performance.
• Analyze metrics and report on social media effectiveness; adjust strategies as needed.
• Collaborate with internal and external stakeholders to amplify Miami Hurricanes messaging.
• Contribute to upkeep of MiamiHurricanes.com and Miami Hurricanes app.
• Travel with assigned team required.
• Other duties as assigned by Assistant VP, Marketing.

Skills

Social media strategy

Paid and organic social media

Paid social advertising (Meta/Google)

Analytics & KPI tracking

Adobe Photoshop

Adobe Lightroom

Photography & graphic design content

Self-motivated & collaborative

Deadline management

Education

Bachelor's degree

Tools

Adobe Photoshop

Adobe Lightroom

Job description

THE ROLE: MANAGER, DIGITAL STRATEGY

LOCATION: CORAL GABLES, FL

ABOUT LEGENDS GLOBAL

Legends Global is the premier partner to the world's greatest live events, venues, and brands. We deliver a fully integrated suite of premium services through a white-label model that keeps our partners front and center - from feasibility and project development to sales, partnerships, hospitality, merchandise, venue management, and world-class content and booking.

With a global network of more than 450 venues, hosting 20,000 events and welcoming 165 million guests annually, Legends Global brings unmatched scale, expertise, and connectivity to help our partners grow. Legends Global Way guides how we operate: Align, Scale, Connect, Team, Win - shared success, repeatable systems, connected solutions, unstoppable teams, and wins that are earned every day.

About the Role

The Manager, Digital Strategy will lead the creation and management of highly effective digital campaigns with the goal of enhancing brand awareness, increasing engagement and driving revenue. The Manager, Digital Strategy will be critical in developing the department's digital strategy from planning to capturing to publishing all forms of content for assigned sport(s) and channels. They will have a heavy focus on the paid media strategy and execution for Miami Athletics, driving revenue through lead gen campaigns and direct sales initiatives.

About the Project/Venue

UNIVERSITY OF MIAMI

The University of Miami has entered a long-term partnership with Legends to oversee athletics, ticket sales, customer service, annual fund solicitation/engagement, ticket operations, digital marketing, corporate partnerships, and multi-media rights opportunities. In addition, Legends will represent the University in developing campus-wide strategic partnerships. As the exclusive partner for Miami Athletics, Legends will engage Hurricanes fans and donors, local and regional South Florida businesses, and national brands with unique and integrated sponsorship, ticketing, and hospitality options.

WHAT YOU'LL DO (KEY RESPONSIBILITIES & OUTCOMES)

• Develop and oversee the digital strategy for assigned sport(s) and channels within Miami Athletics, focusing on content creation, curation, driving fan engagement and revenue.


• Manage social media channels (X, Instagram, Facebook, YouTube and TikTok) for assigned sport(s), assisting in content creation (photography, vertical videos, etc.)


• Create and upkeep content calendars to ensure regular, consistent and engaging content (both organic and sponsored) is produced and published.


• Direct, plan and implement paid media campaigns for Miami Athletics with focus on lead generation and revenue growth.


• Own paid social performance end-to-end, working with Assistant VP, Marketing on strategy, budget, creative direction, analytics and interdepartmental communication.


• Develop targeted audience segments using customer data, interests and job titles.


• Conduct A/B testing on ad copy, images, and videos to optimize campaign performance.


• Analyze and report on metrics to measure success of social media efforts, providing actionable insights and making data-driven decisions to alter digital strategies as needed.


• Consistently collaborate with internal and external stakeholders to amplify key messaging and the Miami Hurricanes brand.


• Contribute to the upkeep of MiamiHurricanes.com and the Miami Hurricanes app.


• Travel with assigned team required.


• Other duties as assigned by the Assistant VP, Marketing.

WHAT YOU BRING:

EXPERIENCE

• Extensive knowledge of the ever-changing landscape of social media, particularly in sports and entertainment.


• Proven success in driving content and generating revenue through both paid and organic social media channels.


• Experience with running paid social through Meta and Google ads


• Experience in managing social media accounts/platforms for Division I athletic teams is preferred.


• Comfortability working with analytics platforms to track KPIs and assess success of social accounts.


• Proficient in Adobe Creative Suite software, particularly Photoshop and Lightroom


• Experience with content creation in photography and graphic design.


• Self-motivated, independent individual who proactively identifies new opportunities, while also working collaboratively in a team setting.


• Able to operate under tight deadlines and manage multiple projects simultaneously.


• Working knowledge of and adherence to all University, ACC and NCAA rules and regulations.

QUALIFICATIONS

• Minimum 2 years of experience managing and executing both paid and organic social media campaigns.


• Bachelor's degree required

WORK ENVIRONMENT

At Legends Global, our people power every success. You'll work alongside exceptional talent, learn from world-leading experts, and contribute to projects that set the standard across sports, entertainment, hospitality, and live experiences. If you're driven to operate at the highest level, build with purpose, and help par