Senior Account Director, Golf, Digital

Who We Are:

IMG’s digital team provides Consultancy and Agency services to accelerate the digital performance of the biggest names in sport. We create and execute strategy, produce engaging content, improve the use of social media and can help you deliver against your wider business objectives. We build teams and select the best technology partners to improve the way digital is used to engage and inspire fans, build brand profile and generate revenue.

We are seeking a dynamic and experienced Marketing & Activation Director to drive the promotion and consumer engagement for The Open Championship — golf's original major — across the US.

This role will focus on ensuring that US audiences are not only aware of but actively tuned into The Open each year, taking place in July.

You will also be responsible for executing strategic marketing and activation initiatives to maximize the exposure of brand partners associated with The Open. This is a high-impact, results-oriented role with a focus on elevating The Open's presence and engagement with US golf fans and players.

As part of a strategic partnership between IMG and The R&A, this role will be embedded within The R&A’s management structure. 

Employed by IMG, your primary client will be the R&A and you will be a core member of The R&A’s commercial team. You will also be a part of IMG’s wider team, growing your expertise in the sports industry.

The R&A is a leading body within the world of golf and engages and supports activities to ensure it is a thriving sport for all on a global scale.

Its responsibilities include governing the Rules of Golf, staging The Open, golf’s original championship, and developing the sport. Each year, The R&A also stages the AIG Women’s Open and works with the DP World Tour to stage the Senior Open presented by Rolex.

Key Responsibilities and Accountabilities:
 

1. Promotion of The Open Championship to US Audiences:

• Develop and execute US-focused marketing campaigns: Lead integrated marketing strategies to increase viewership and engagement for The Open Championship in the US. Prioritize digital, TV, radio, social media, and on-the-ground activations to maximize awareness.
• Audience Engagement: Collaborate with media partners, golf influencers, and content creators to develop compelling content (videos, articles, interviews) that generates buzz before and during the tournament, ensuring strong US fan engagement.
• Campaign Management: Manage campaign timelines, budgets, and creative direction for US-focused marketing initiatives, ensuring alignment with overall goals and timely execution.
• Cross-functional Collaboration: Work closely with The R&A HQ teams, global marketing teams, event organizers, broadcasters, and PR teams to ensure a unified US marketing approach, while tailoring content and messaging to local tastes and interests.
   

2. Maximizing Brand Partner Exposure:

• Brand Activation & Partnership Management: Collaborate with commercial teams to plan, execute, and optimize activation opportunities for US-based sponsors and brand partners of The Open. Ensure that partners achieve maximum visibility and ROI from their association with the event.
• Creative Execution: Lead the execution of partner activations, including but not limited to events, content campaigns, retail activations, sweepstakes, and experiential marketing efforts that resonate with US golf audiences.
• Partner Engagement: Work directly with brand partners to create tailored marketing opportunities, ensuring the unique goals of each partner are met, while maintaining the integrity of The Open’s brand values.
• Monitor & Report on KPIs: Analyze and report on the effectiveness of partner campaigns and activations, adjusting strategies based on data and feedback to ensure maximum exposure and engagement.
   

3. Community Engagement & Grassroots Initiatives:

• Fan Experience: Develop campaigns that enhance the fan experience, such as contests, giveaways, viewing parties, and more, all focused on increasing US engagement with the event.
• Engagement with US Golf Community: Foster relationships with US-based golf associations, players, and influencers. Create initiatives to engage fans and players leading up to and during The Open.
• Grassroots & Regional Activations: Implement region-specific activations to increase visibility, including golf clinics, fan events, VIP experiences, and digital activations aimed at increasing interest and engagement at the local level.
   

4. Event Support & Execution:

• On-Site Support