Director, Digital Growth and Content

Company Description

The New York Red Bulls are one of 30 Major League Soccer (MLS) teams. RBNY, one of the ten charter clubs of MLS, has competed in the league since its founding in 1996. The Red Bulls play home matches at Sports Illustrated Stadium (SIS) in Harrison, New Jersey. The three-time MLS Supporters' Shield Winners are owned by the Austrian beverage company Red Bull, for which the team is named. The New York Red Bulls offer one of the nation's premier youth soccer development programs, from local soccer partnerships across New York and New Jersey to Regional Development Schools and the Red Bulls Academy teams.

Position Summary

The Director of Growth & Content is a full-stack performance marketer and strategic storyteller. This role leads paid media, creative strategy, and performance content marketing—responsible for driving fan acquisition, engagement, and retention through full-funnel campaigns. You will own our digital growth strategy across Meta, Google, TikTok, and emerging channels, while partnering closely with creative, ticketing, and CRM teams to ensure cohesive messaging and seamless execution. This is a high-impact, hands-on role for someone who thrives on both building and optimizing.

Job Description

• Develop and execute the club’s cross-channel paid media strategy (Meta, PMAX, TikTok, LinkedIn, etc.) to support performance goals across ticket sales, lead gen, and brand building.
• Lead campaign development from end to end: audience segmentation, offer strategy, creative briefing, ad buildout, landing page flow, and performance optimization.
• Build messaging frameworks that translate business objectives into channel-specific hooks, value props, and CTAs tailored by audience and funnel stage.
• Collaborate with content and creative teams to ensure assets are aligned with testing goals and performance insights.
• Own marketing attribution strategy—maximize visibility into performance by managing pixels, tags, UTMs, and conversion events across platforms.
• Monitor dashboards (GA4, Ads Manager, salesforce etc.) and deliver unified reporting across paid, owned (email, app), and web platforms, connecting the fan journey from first touch through purchase and retention.
• Oversee the development and execution of email and SMS campaigns, lifecycle and fan journey automation- from segmentation and personalization to creative briefing and performance optimization.
• Own website content strategy and performance, partnering with tech/product to ensure pages are optimized for conversion, SEO, and fan experience. Define digital campaigns’ landing page flows and testing roadmaps.
• Elevate the fan experience in our app through thoughtful UX, push campaigns and integrations with ticketing and membership programs. Partner with comms to generate compelling content and storytelling.
• Manage and mentor the Digital Coordinator, providing strategic direction and day-to-day support to ensure flawless execution across digital channels.
• Partner with ticketing to ensure campaigns are integrated into sales flows and remarketing efforts.
• Scale infrastructure: build playbooks, testing roadmaps, reporting templates, and campaign cadences that can be repeated and improved over time.
• Identify and test into emerging platforms and technologies  (e.g.,gamification, YouTube Shorts, personalization tools,) that align with target audience behavior and enhance fan experience.

Qualifications

Experience:

• 8-10+ years of progressive experience in marketing, digital content, and/or growth strategy, ideally within sports, entertainment, media, or lifestyle brands.
• Proven track record leading high-performing teams across content creation, social media, paid/organic growth, and audience development.

Education:

• Bachelor’s degree in Marketing, Communications, Journalism, Business, or a related field (Master’s degree a plus).

Skills & Expertise:

• Deep understanding of content strategy, audience segmentation, and performance marketing.
• Strong grasp of emerging platforms, analytics tools, and growth levers (SEO/SEM, social, influencer, lifecycle, CRM, paid media).
• Exceptional storytelling skills with the ability to align creative and commercial goals.
• Experience managing creative agencies, freelancers, and in-house teams.

Leadership & Collaboration:

• Demonstrated ability to set vision, inspire talent, and drive cross-functional initiatives.
• Skilled at budget management, resource allocation, and vendor negotiation.

Communication:

• Excellent verbal and written communication skills in English (additional languages a plus).
• Ability to present id