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19 Jan 2024

Director, Multicultural Content & Audience Development

🇺🇸 New York City, NY, USA
Full Time
8+ years exp.
US$115,000 – US$140,000 per year

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 600 employees across offices in New York, Toronto and Montreal, the NHL is a global sports and entertainment organization committed to building healthy and vibrant communities using the sport of hockey to celebrate fans of every race, color, religion, national origin, gender identity, age, sexual orientation, and socio-economic status. 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 – and inclusion belongs on the ice, in the locker rooms, boardrooms and stands.


Reporting to the VP of Multicultural Content and Audience Development, you will be responsible for the management and execution of multicultural marketing and content across SGL business units.


  • Partner with VP on the development of various content ideas and publishing partnerships to attract multicultural hockey fans
  • Strategize and glean insights from data to make recommendations that inform future marketing initiatives to drive year over year growth of the multicultural fanbase
  • Develop and project manage NHL’s Cultural celebration campaigns through stewardship of creative/digital assets including digital banners, home page takeover, slot virtual, video boards, monthly initiative emails, video assets (TV spots, pre-roll, billboards), program copy (PA/radio scripts, native ad copy, ticker copy), as well as updating initiative websites as needed
  • Collaborate with Manager along with NHL Studios, Social team, Creative studio, and outside departments to gather creative asset specs for amplification and syndication of multicultural marketing campaigns
  • Build and enhance relationships with national broadcasters in US (ESPN & Turner) and Canada (Sportsnet) with an eye towards collaborating on and extending SGL programs through our national broadcast partners
  • Support VP in selection and management of creative agency and external SGL collaborators
  • Track and manage invoices and content development costs of key cultural SGL campaigns


  • Minimum of 8+ years’ experience in account or project management for an in-house creative team or agency, sports league or entertainment company
  • Versed in providing marketing solutions and content development ideas that reach multicultural audiences
  • Proven track record for developing and executing program plans, managing timelines, and keeping key stakeholders informed on milestones and key deliverables
  • Deep knowledge of digital analytics and development of consumer insights
  • Executive presence and presentation skills are important, and the successful candidate must be an effective communicator at all levels of organizations
  • Deep interest in culture and a pulse on worldwide events and trends
  • Bachelor’s degree or equivalent


  • Communicates Effectively
  • Optimizes Work Processes and Detail Oriented
  • Financial Acumen
  • Problem Solving and Manages Complexity
  • Drives Quality Results
  • Effective Collaborator
  • Responsiveness

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 whichhelps 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.



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.

When applying, please be sure to include a cover letter with your salary expectations for this role. We thank all applicants for their interest in this opportunity, however only qualified candidates selected for an interview will be contacted. NO EMAILS OR PHONE CALLS PLEASE.

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.

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