Director, DTC Growth

Summary

The NFL Media Strategy and Growth Group is a new business segment within NFL Media tasked with building a closer connection between fans and the world's most exciting sports and entertainment experience, the National Football League. We are seeking an experienced Direct-to-Consumer (DTC) Director, Growth with a minimum of 10 years of experience to lead our growth initiatives. In this pivotal role, you'll oversee the optimization of the growth funnel, from acquisition to retention, by deeply understanding user behavior, identifying pain points, and leveraging opportunities. You'll use data-driven strategies and user research to run high-impact experiments and improve core user flows. 

This position requires someone who is highly analytical, deeply curious, an effective team leader, and a master collaborator who can balance strategic thinking with hands-on execution.

Responsibilities

Team Management & Development

• Build and manage a specialized team of experts across acquisition, churn, and retention to leverage and optimize our product platform tools
• Lead, coach, and develop high-performing product managers, fostering a culture of experimentation, customer obsession, data-driven decision-making, and accountability
• Define and target important audience segments to optimize product touchpoints
• Collaborate with product and technology platform leads to define features and feature optimizations

Growth Strategy & Execution

• Develop and execute a comprehensive growth roadmap, balancing quick wins with long-term, compounding investments
• Collaborate across marketing, product, engineering, and analytics teams to deliver measurable impact
• Evaluate opportunities to grow Subscriptions on and off the NFL platform.
• Create and implement upgrading strategies to increase subscriber conversion to premium tiers through new features and content
• Develop a deep understanding of the NFL season calendar, its impact on different customer segments, and their biggest pain points
• Design high-impact product experiences that drive measurable customer value and loyalty
• Report on funnel performance, experiment impact, and product-led growth initiatives

Acquisition Strategy

• Own the end-to-end growth funnel strategy: Platform entry points → purchase → onboarding → retention
• Drive attribution-informed decisions that effectively connect acquisition and monetization efforts
• Develop and implement SEO and organic traffic strategies for sustainable product-led growth
• Enhance conversion rates across platforms through product merchandising, UX optimizations, and A/B testing across all user touchpoints.

Subscriber Lifecycle & Retention  

• Develop and own comprehensive subscriber retention strategies, leveraging existing capabilities and content
• Partner with marketing on lifecycle communications, including onboarding emails, engagement nudges, and re-engagement campaigns
• Work across teams to identify churn risks and implement proactive retention initiatives

Data & Experimentation

• Champion a rigorous experimentation culture by defining clear metrics, evaluating performance, and continually optimizing experiences
• Leverage both quantitative insights and qualitative feedback to drive decision-making

Cross-Functional Collaboration

• Work effectively with engineering, product, design, marketing, QA, and content teams
• Communicate product requirements clearly to technical teams
• Present growth performance data and insights to leadership
• Gather feedback from stakeholders and incorporate it into product roadmaps

Required Qualifications

• Minimum 10 years of work experience in Product Management, E-commerce, Subscription Management, Subscriber Acquisition, and Retention roles
• 5 years of management experience
• Experience with streaming platforms and subscription products
• Strong quantitative and analytical skills…must be comfortable living in the details of the numbers
• Experience working with product, engineering, analytics, and marketing tech stakeholders
• Experience in developing evidence-based strategic frameworks to inform decision-making
• A keen eye for presentation design and the ability to distill complex concepts and analyses into clear, easy-to-understand materials
• Strong organizational skills with the ability to manage multiple simultaneous projects with several deliverables under tight deadlines
• Experience interfacing and presenting to senior executives and management teams
• High level of integrity, strong work ethic, and deep intellectual curio