The National Women’s Soccer League

The National Women’s Soccer League

Director, Brand Marketing


Role Type



Posting Date

Nov 23, 2022

Role description

TheNational Women's Soccer League (NWSL)is the top professional women's soccer league in the USA, with 12 teams and 300+ of the best soccer players globally.In just its 10th season, the league continues to grow exponentially: In 2022, the NWSL shattered all-time fan attendance records, more than two dozen markets expressed demand for expansion teams, valuations of teams multiplied by double digits, several new C-suite executives were hired, and the league continues to receive unprecedented interest from sponsors and media partners alike. The future of the NWSL has never looked brighter.
TheNWSLMarketing organization develops and activates the programs that power the NWSL brand to grow its fan base and amplify business impact. The Director of Brand Marketing, reporting to the CMO, plays a crucial role in the NWSL's success to scale and strengthen fan engagement and support revenue growth through tapping into events, partnerships and dynamic storytelling around the league, community, fans, players and culture.
The successful candidate in this highly visible and collaborative role will amplify and activate the NWSL across all touchpoints. With a sharp eye for creativity and a bias for action, this leader will consistently communicate NWSL brand values while building and leading integrated marketing programs around core "Always On" fan programs such as Championship Weekend, Draft, Free Agency, Kickoff and more!
This entrepreneurial role is core to building the foundation of the new Marketing department. With fans of NWSL teams growing at an unprecedented rate the Head of Brand Marketing is a unique opportunity for a dynamic leader to bring their skills to the NWSL and help shape the future of the sport.
Primary Responsibilities:

Define and lead integrated marketing planning to amplify and build the NWSL brand across every touchpoint: web, email, digital, sponsorships, as well as experiences inside and outside the games - ensuring growth and fan engagement goals are met.
Own the "always on" brand and editorial cross-functional planning for growing the NWSL brand story across all owned and earned channels with a strong personality and identity; create and communicate the messaging framework that can be adopted across marketing and communications.
Collaborate closely with clubs, players, sponsors and partners to execute and extend tentpole programs and campaigns to deepen the fan base and deliver revenue goals.
Create the required brand and creative documentation and processes to support consistent execution across agencies, sponsors and clubs ensuring a strong League identity.
Engage and manage creative agencies, vendors for the development of brand marketing initiatives meeting budget and timelines.
Define, track and measure brand KPIs; continuously gather and analyze necessary data to optimize impact.
Work on developing new areas of future fan growth around CSR and Youth Participation.
Maintain awareness of modern and emerging channels, stay current on brand marketing trends to identify new ideas, tactics, programs, and initiatives.


Bachelor's degree required, MBA preferred, or further business/analytical education.
6-8 years of demonstrated hands on experience developing compelling brand campaigns integrating messaging across multiple touchpoints, preferably in sports or entertainment.
Incredibly customer-centric, tuned in to what makes them tick with a demonstrated ability to bring brands to life across web, social, and IRL.
Demonstrated experience working cross functionally on planning and execution of complex campaigns and programs.
Tapped into trending content, people, and conversations for an "always on" approach for social conversations and content/storytelling opportunities.
Experience with developing brand briefs that inspire creative teams to deliver their best work.
Insatiable curiosity and have a "learn it all" approach.
Forward-thinking and boundary pushing and most comfortable asking "why not?" vs just saying "no".
Genuinely excited about the sport of soccer and feel energized at the thought of bringing the NWSL brand to life.
Has a deep bench of agencies and vendors you would love to work with again (and who are also dying to work with you).
Experience with strong POV in the area of broadcast advertising creative, digital creative, earned media.

Annual Salary Range: $90,000 - $100,000
NWSL salaries are contingent upon candidates' qualifications, functional business needs, and market financials.
NWSLis proud to be an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. All employment decisions, including the recruiting, hiring, placement, training availability, promotion, compensation, evaluation, disciplinary actions, and termination of employment (if necessary) are made without regard to the employee's race, color, creed, religion, sex, pregnancy or childbirth, personal appearance, family responsibilities, sexual orientation or preference, gender identity, political affiliation, source of income, place of residence, national or ethnic origin, ancestry, age, marital status, military veteran status, unfavorable discharge from military service, physical or mental disability, or on any other basis prohibited by applicable law.

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