Senior Director, Global Fan Engagement Marketing

The National Football League is seeking a strategic, data-driven marketing leader to advance our 1:1 fan engagement strategy, journey orchestration, and personalization at scale. This high-impact role requires deep experience in audience strategy, MarTech innovation, and performance-oriented engagement. 

 You will lead the design and activation of personalized fan journey - leveraging automation, real-time decisioning, and the full power of our customer data platform (CDP) to deliver the right message, at the right time, through the right channels. Your efforts will deepen relationships, increase fan avidity, and drive both lead generation and revenue growth across NFL’s product and partner ecosystem. 

 The Fan Engagement Marketing team operates as a Global Center of Excellence within the broader Marketing organization, focused on using technology, data, and creativity to unlock growth and drive personalization across a diverse and global fan base. 

Responsibilities

• Lead Strategy & Execution: Own and evolve our journey orchestration and 1:1 fan engagement strategy across email, SMS, push, in-app, web, and paid media—powered by data, automation, and a modern MarTech stack. 

• Drive Lifetime Value: Serve as the enterprise lead for maximizing LTV—enhancing activation, retention, upsell, and re-engagement strategies, while mitigating churn across all fan segments and product lines. 

• Architect Fan Journeys: Design and implement dynamic, signal-based journeys tailored to audience segments, behavioral data, and product interactions—delivering contextual, personalized, and localized experiences at scale. 

• Establish Channel Governance: Define and manage a comprehensive, enterprise-wide contact strategy across League, Clubs, and Partners—ensuring consistency, compliance, and fan-centric messaging. 

• Advance Personalization at Scale: Champion the adoption of generative AI, real-time decisioning, and automation tools to deliver individualized fan experiences across all relevant touchpoints. 

• Activate the MarTech Ecosystem: Ensure full utilization of the NFL’s technology stack—including CDPs, journey orchestration platforms (e.g., Adobe Experience Platform), and content automation—to drive efficient and relevant fan engagement. 

• Drive Fan Growth and Revenue Generation: Lead strategies that convert fan engagement into measurable business impact—integrating personalized messaging, conversion tactics, and optimized journeys to drive lead generation, product adoption, and monetization across direct-to-consumer and partner channels. 

• Test, Learn, Optimize: Implement agile experimentation frameworks and continuous testing to refine journeys, messaging, and channel strategies—improving performance and business outcomes. 

• Partner Across the Enterprise: Collaborate with Data & Analytics, Technology, Product, and Media teams – as well as regional markets – to align fan engagement efforts with platform capabilities, measurement strategy, and organizational goals. 

• Spearhead NextGen Marketing Capabilities: Identify, evaluate, and operationalize emerging technologies—including AI, journey orchestration, and automation—to enhance personalization, accelerate innovation, and position the NFL at the forefront of marketing transformation. 

Required Qualifications

• 12+ years leading 1:1 engagement, journey orchestration, or personalized marketing in a ma