Sr. Director, Owned Channels & CRM

Overview

The Sr. Director of Owned Channels and CRM is a functional leader who serves as the marketing channel lead for web, app, email, push, SMS and CRM activation at Major League Soccer.

This includes: the ideation, development and deployment of marketing campaigns across owned channels to engage and retain MLS fans, the coordination of the League’s owned channel calendar, deployment of email, push and SMS, and the reporting and analytics of campaign and channel performance. This leader in the Marketing organization will be a key relationship owner with the League’s email agency partner and serve as a resource to internal League organizations and MLS’ Clubs.

This individual will also lead the marketing partnership with Business Intelligence, Data Management, Technology and Legal teams to define audience cohorts and other CRM initiatives to enable the activation of digital marketing. This role will be crucial in demonstrating the value of putting our Fans at the heart of organizational marketing and business activations, leading with data-first marketing activations.

Responsibilities

• Lead the strategy, campaign calendar, deployment and optimization of owned channels, push, sms and email at MLS, ensuring timely delivery of flawless campaigns. Support establishing the role of MLS owned digital platforms when moving fans through points of initial acquisition, engagement and conversion, with focus on activation.
• Champion the League’s CRM strategy, continually seeking opportunities for optimization, alignment and new areas of growth, focused on fan consumption and revenue-driving activity.
• Implement data-first strategies to optimize customer engagement and satisfaction with MLS.
• Manage targeting strategies and eligibility triggers for dynamic content display, ensuring personalized and relevant marketing communications are activated through the right segmentation strategies.
• Manage reporting dashboards, monitor trends and performance across owned channels, and proactively share actionable insights and implement optimizations based on campaign results.
• Monitor daily data program automations and processes; troubleshooting when necessary.
• Prepare variations for A/B testing and execute test plans applying Fan data to drive deeper engagement and fandom for Major League Soccer.
• Partner with Digital Marketing team to create and implement data-driven, segmented, dynamic campaigns delivered to the right people at the right time, including successfully executing multi-channel fan journeys across addressable ecosystem.
• Promote and support enterprise business goals across MLS Season Pass, League sponsorships consumer products, ticketing/events and retail goals. Partner with internal teams on their business goals to integrate and activate email campaigns aligned to League strategy.
• Oversee strategy, flow, and execution of owned channel partner marketing campaigns.​ Monitor and analyze the performance of partner marketing campaigns and develop comprehensive reports on results to inform future decisions.​
• Outline processes for efficient review and approval of marketing plan parameters, creative, and copy across channels. ​
• Manage, coach and develop Owned Channel Marketing direct report

Qualifications

• Bachelor’s Degree required
• 10+ years of hands-on experience, including management in CRM, owned channel, email marketing or similar.
• Experience working in sports, at a premium brand and/or creative agency with a comfortability in a matrixed environment.

Qualifications

• Superior organization, project management skills and attention to detail.
• Hands-on experience leading web, app, push, SMS and email channel marketing with the ability to create long-term strategy while managing the day-to-day calendar and deployment of the channel.
• Solid CRM experience with a track record of delivering data-driven campaigns, audience segmentation strategy, A/B testing and the acquisition, engagement and retention of fans/customers across multiple touchpoints.
• Experience managing budgets, vendor and agency relationships.
• Ability to work effectively in a fast-paced, team environment.
• Strong interpersonal skills and proven ability to effectively communicate, both verbally and written to varying levels of leadership.
• High-level of commitment to a quality work product and organizational ethics, integrity and compliance
• Ability to maintain a positive and proactive approach when working on projects and overcoming challenges.
• Demonstrated decision making and problem-solving skills
• Proficiency in Word, Excel, PowerPoint, Outlook and Salesforce Marketing Cloud preferred

Total Rewards

Major League Soccer offers a competitive starting base salary of $145,000 - $185,000, based on individual qualifications, market financials, and operational business needs. We are committed to providing a Total Rewards package that attracts, supports, engages, and retains talent. Our benefits package includes comprehensive medical, dental, and vision coverage, a $500 wellness reimbursement, generous PTO, and a hybrid office/remote work schedule to promote work-life balance. We also prioritize career and professional development, offering on-the-job training, feedback, and ongoing educational opportunities.

At Major League Soccer, we are proud to be an equal opportunity employer. We value diversity and inclusion and believe that a diverse workforce enhances our ability to compete in the marketplace. We are committed to providing equal employment opportunities to all individuals regardless of race, color, religion, sex, sexual orientation, gender identity or expression, pregnancy, age, national origin, disability status, genetic information, protected veteran status, or any other characteristic protected by law.

We are dedicated to ensuring that individuals with disabilities are provided reasonable accommodation throughout the job application or interview process, essential job functions, and other benefits and privileges of employment. If you require accommodation, please contact us to request it.

Join our team and be part of the Major League Soccer family, where we elevate the game and inspire greatness!