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18 Apr 2024

Senior Manager, Youth Strategy and Hockey Culture

🇺🇸 New York City, NY, USA
Full Time
3+ years exp.
US$100,000 – US$115,000 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 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 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.


The NHL is seeking a dynamic Sr. Manager of Youth Strategy and Hockey Culture. This position will play a crucial role in shaping the future of hockey and growth of the NHL by developing and implementing strategies to attract and engage young audiences and their families, while fostering a positive culture across all levels of the sport.


  • Program Auditing and Tracking: Conduct regular audits and track the progress of internal programs and activities across the League designed to engage youth and families;
  • Research and Insights: Identify research needs to gain insights into the interests and behaviors of young fans and potential fans, utilizing these findings to inform strategies and initiatives.
  • Content, Technology, Event and Experiential Exploration: Explore, execute and evaluate relevant content, technology, experiential, and interactive possibilities to enhance youth engagement.
  • Project Execution and Management: Lead and manage projects across League business units, Clubs, and with Corporate and Community partners.
  • Support Strategy Development: Support a comprehensive strategy by assembling research, building case studies, facilitating conversations, designing presentations, etc.
  • Culture Improvement Programs: Launch and operate programs aimed at improving the hockey culture among stakeholders, including employees, players, and fans, with a focus on reducing and addressing bullying, abuse, harassment, and discrimination.

Knowledge Areas/Experience


  • Proven experience in strategy development, project management, and program execution, preferably in sports, entertainment, or related fields
  • A talented writer and presenter, capable of crafting compelling narratives and presenting ideas clearly and persuasively to a variety of audiences


  • Previous experience in youth-based strategy, marketing or engagement


  • Bachelor's degree in Business Administration, Legal Studies, Social Sciences, Sociology, Anthropology, or a related field
  • Advanced degrees or certifications are a plus

Required Skills

  • Strong relationship-building skills, with the ability to work collaboratively across business units, with Clubs and external partners
  • Excellent listening skills, with a willingness to take feedback and adapt strategies accordingly
  • Excellent interpersonal and communication skills
  • Ability to manage multiple projects simultaneously and meet tight deadlines
  • Positive attitude when dealing with ambiguity and shifting conditions
  • Innovative thinker with a creative mindset
  • Strong leadership and decision-making skills
  • Commitment to fostering an inclusive and respectful environment in hockey
  • This position will require travel to Clubs, events, partners, conferences and meetings
  • Requires a minimum of three in-office days per NHL policy. May require some evenings and weekends

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 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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