Senior Manager, Creator Marketing

National Hockey League (NHL); New York (NY); Hybrid; USD 110,000 - 125,000; Full time

Job summary

The National Hockey League (NHL) in New York is seeking a Senior Manager, Creator Marketing to shape how the brand engages creators and influencers, driving relevance and audience growth.

You will recruit talent for commissioned content and experiential campaigns, build lasting creator partnerships across sports, entertainment, fashion, and culture, and partner with legal and analytics to measure impact.

Qualifications

• 5-8 years of marketing, influencer and/or social experience.
• Deep understanding of social media culture and creator ecosystems.
• Experience developing and managing creator/influencer partnerships with measurable results.
• Ability to identify opportunities across sports, entertainment, fashion, music, gaming and lifestyle.
• Passion for sports, culture, entertainment, fashion and emerging trends.
• Willingness to travel and work nights/weekends for events.

Responsibilities

• Lead creator campaigns from concept to execution, including planning, identification, content development, briefing, fee negotiation, contracting, timelines and evaluation.
• Build and maintain authentic, long-term relationships with creators and influencers, expanding a diverse network.
• Identify and activate creators across sports, entertainment, lifestyle, gaming, and culture to extend NHL’s reach.
• Stay ahead of emerging social platforms and content trends to keep activations innovative and platform-native.
• Partner with Legal to manage creator agreements and ensure FTC compliance.
• Measure campaign performance with Analytics and deliver insights to optimize future activations.
• Collaborate with internal teams, agencies, platform partners and external stakeholders to plan and execute initiatives.
• Serve as a creator marketing resource for NHL and Club social teams.

Skills

Marketing experience

Creator ecosystems

Partnership programs

Cultural relevance

Sports & entertainment

Flexible hours travel

Creator relations

Video content knowledge

Job description

About The National Hockey League

Founded in 1917, the National Hockey League (NHL®) is the premier professional ice hockey league in the world and is one of the major professional sports leagues in the United States and Canada.

About The National Hockey League

Founded in 1917, the National Hockey League (NHL®) is the premier professional ice hockey league in the world and is one of the major professional sports leagues in the United States and Canada. With more than 1500 employees across the US and Canada, the NHL is a global sports and entertainment organization committed to building healthy and vibrant communities using the sport of hockey. At the NHL, we are looking for dynamic, energetic and impactful individuals who are committed to doing the same by sharing in our philosophy that Hockey is for Everyone.

Summary

WHAT WE EXPECT OF YOU

The Senior Manager, Creator Marketing drives how the NHL shows up in culture through creators and influencers, developing and executing the NHL’s creator marketing strategy to drive brand relevance, audience growth, and business objectives. Working closely with the Director and agency partner, this role is responsible for identifying, recruiting, and managing creators for both commissioned content and experiential campaigns that support NHL events and initiatives.

This person will cultivate relationships with creators across sports, entertainment, lifestyle, and emerging cultural spaces, ensuring the NHL reaches new and diverse audiences. They will champion inclusive representation among creators, proactively identifying talent both within and beyond the hockey ecosystem to expand the League’s reach and strengthen the NHL brand among current and future fans.

Essential Duties And Responsibilities

• Lead creator campaigns from concept to execution, including strategic planning, creator identification, content development, creative briefing, fee negotiation, contracting, timeline management, and performance evaluation.
• Build and maintain authentic, long-term relationships with creators and influencers, prioritizing sustained partnerships while continuously identifying emerging talent and expanding a diverse creator network.
• Identify and activate creators across sports, entertainment, lifestyle, gaming, and culture to extend the NHL’s reach beyond core hockey audiences.
• Stay ahead of emerging social platforms, content trends, creator ecosystems, and cultural conversations to ensure activations remain innovative, platform-native, and culturally relevant.
• Partner with Legal to manage creator agreements and ensure all creator content complies with FTC guidelines and applicable policies.
• Measure and analyze creator campaign performance, partnering with Analytics to deliver actionable insights, optimize future activations, and demonstrate business impact.
• Collaborate with internal teams, agencies, platform partners, and external stakeholders to successfully plan and execute creator marketing initiatives.
• Serve as a creator marketing resource for the NHL and Club social teams, fostering collaboration, sharing best practices, and supporting creator activations across the League.

Qualifications

Knowledge Areas/Experience

Required

• 5-8 years of relevant marketing, influencer and/or social experience.
• Deep understanding of social media culture, creator ecosystems, and platform-native content across emerging and established platforms.
• Proven experience developing and managing creator, influencer, or similar partnership programs that drive measurable results.
• Demonstrated ability to identify and activate culturally relevant opportunities across sports, entertainment, fashion, music, gaming, and lifestyle communities.
• Passion for sports, culture, entertainment, fashion, and emerging consumer trends.
• Ability to travel and work non-traditional hours, including nights and weekends, in support of League events and activations.

Preferred

• Existing relationships with creators/influencers or agents a plus.
• Strong knowledge of short-form video content and platform best practices across TikTok, Instagram Reels, YouTube Shorts, and other social channels, experience creating, capturing, and editing a plus.

Required Skills

• Excellent communication and relationship-building skills, with the ability to effectively engage creators, negotiate partnerships, and manage stakeholders.
• Highly organized self-starter with strong project management skills and the ability to manage multiple initiatives simultaneously.
• Proven ability to build trust and maintain strong relationships with internal teams, creators, agencies, and external partners.

CORE COMPETENCIES

These core competencies reflect the underlying values that are necessary to represent the National Hockey League:

• Accountability
• Adaptability
• Communication
• Critical Thinking
• Inclusion
• Professionalism
• Teamwork & Collaboration

The NHL offers U.S. regular, full-time employees:

Time to Recharge:

Utilize our generous Paid Time Off (PTO) to focus on your well-being and ensure a healthy work/life balance. PTO includes paid holidays, vacation, personal and sick days, plus an extra day off for your birthday.

Ability to Focus on your Health:

Along with competitive salaries, the NHL offers comprehensive health benefits to employees and their eligible dependents effective on their first day with us – there is no waiting period. The NHL subsidizes a large portion of the health benefits costs, therefore your cost for medical, dental and vision coverage is minimal.

We also offer our employees and members of their household access to our Employee Assistance Program (EAP) to support mental, physical, and financial health. In addition, employees have access to a digital wellness resource designed to improve health and happiness through courses in sleep, movement, and focus. These services are confidential and at no-cost to our employees.

Childcare Leave:

Because your family is the NHL family, employees are offered comprehensive Childcare Leave to welcome your new addition. The primary caregiver to the child is entitled to up to 12 weeks of paid Childcare Leave, at full pay, following the birth, adoption, or placement of a child.

Employees that are not the primary caregiver to the child are entitled to up to 6 weeks of paid Childcare Leave, at full pay, which must be taken within the first 6 months following the birth, adoption, or placement of a child.

Confidence in your Retirement Goals:

Participate in the NHL’s Savings Plan which includes a 401K (pre-tax and Roth options) plus non-elective (employer) contributions to keep your retirement goals on track.

A Hybrid Work Schedule:

The NHL recognizes the value of flexibility in work locations/schedules to help our employees balance work/life priorities. Hybrid work schedules are available for a majority of our roles.

Our New Headquarters:

Our new, state of the art, offices are located at One Manhattan West in Hudson Yards. When you’re in the office, you can conduct meetings in one of our high-tech conference rooms, have lunch with a view or play in the game room. Employees can also enjoy New York’s newest neighborhood that is home to more than 100 shops, culinary experiences, and public artwork.

A Savings for Commuting:

Participate in the NHL’s pre-tax commuter benefit plan which helps offset the financial cost of traveling to and from our office.

NHL Partner Rates:

Unlock exclusive pricing from our Partners that include savings on travel, consumer goods and services, plus the NHL Store.

Life at the NHL:

In your first few days, you meet with your new teammates and the HR Team. You have the opportunity to learn more about the NHL and our workplace culture. Employees are invited to play hockey during our Tuesday Night Skate at Chelsea Piers, join our Employee Resource Groups and more. You are a part of our team and we encourage you to be your authentic self, adding to our dynamic workplace culture.

SALARY RANGE:

$110-125k

Actual base pay for a successful candidate will be determined based on a variety of job-related factors, including but not limited to: experience/training, market demands, and geographic location.

We are an equal opportunity employer, and all qualified applicants will receive consideration for employment without regard to race, color, religion, national origin, sex, sexual orientation, age, disability, gender identity, marital or veteran status, or any other protected class.