DOLPHIN STADIUM/MIAMI DOLPHINS JOB DESCRIPTION POSITION: Sr. Director, Marketing and Brand Development DEPARTMENT: Sales & Marketing REPORTS TO: Senior Vice President of Sales & Marketing STATUS: Exempt Summary: The Senior Director (SD) is responsible for all marketing, brand and fan development functions on behalf of the Miami Dolphin, Dolphin Stadium and Dolphins Enterprises. The SD will work in conjunction with Senior Management to refine and implement the brand strategy, the brand strategy execution and the on-going brand management for the three entities. The SD will be accountable for maximizing strategic brand awareness on an external basis with a focus on creating brand consistency across all internal departments and leveraging and integrating the resources throughout the organizations. The SD will work closely with all sales departments to assist in developing programs and materials to support organizational sales and revenue goals. The SD will drive the conceptual and strategic thinking and planning behind the approach of the team’s off-field marketing efforts. The SD will work with corporate communications on the development and implementation of all communications designed to increase the market identity of the team and support organizational initiatives. This includes all sales, “brand” related activities, promotional functions, and community events. The SD is responsible for creating value/content and will work with other departments, including marketing partnerships, to drive revenues by monetizing the content, creating awareness, loyalty, partnerships, merchandising and will assist in developing other new revenue streams. The SD will further the Team and Stadium as year-round, international brands and ensure dominant position across multiple demographic segments (age, geography, ethnicity, gender, etc.). The SD will research and develop additional fan and brand development initiatives to grow the Dolphins business, including Hispanic, Outer Market, Female, Youth, etc. targeted programs. The SD is responsible for establishing baseline measures and developing a tracking system by which to best measure results. ESSENTIAL FUNCTIONS: The SD will work in conjunction with the team, stadium and enterprises members, as well as any company appointed consultants/agencies (i.e. advertising, market research, etc.), to oversee the development of all printed and electronic marketing materials to ensure brand consistency and that position the team and its products for high visibility with customers, partners and media audiences. The SD will maintain and set benchmarks for the look and consistency of all internal and external materials. This will include development and management of Visual Identity Manuals for internal and partner use that will ensure brand consistency. Oversee all advertising and collateral materials in support of brand development, ticket sales, sponsorships, community relations, etc. SD will liaison with advertising agency and evaluate agency performance on an annual basis. Work with sponsors, media and broadcast partners to leverage and activate those relationships in support of team marketing initiatives. Also seek and develop additional strategic alliances. Act as the primary contact for all strategic marketing and creative content and will require cross-functional department work to insure maximum integration in particular with football operations, community relations, sponsorship sales, in- game entertainment, special events, cheerleaders, media relations, merchandise, publications, broadcast and internet areas. Responsible for development and placement of unique club assets (cheerleaders, mascot, etc.) with an emphasis on consistency with brand objectives and revenue generation. Consider and develop programs oriented toward driving popularity and value of both the brand itself and marquee players. Work in conjunction with SVP, Sales & Marketing on the development of the annual sales and marketing plan. Develop annual marketing and promotional calendar, in conjunction with Consumer Marketing Group, that focuses on key periods and develops valuable sub-brands for the team (i.e. Kickoff Week, Draft, etc.). Responsible for market research and monitor competitive trends in consumer marketing across the sports and entertainment industry; to initiate and implement marketing strategies that capitalize on market opportunities. Develop a regular trend-reporting tool for the organization to understand and benefit from insights. Advise and counsel on how these trends can be interpreted into action plans for the team. Identify and monitor relevant consumer segments for increased marketing and brand outreach programs. Work with the NFL to localize any league initiatives and use league research that would help strengthen the position of the Dolphins brand locally, regionally and nationally. Work with the Sales Department and IT to further develop the customer relationship management (CRM) program that optimizes the current database, increases the registered fan base, garners new registered fans, and explore programs and offerings that increase their Dolphins involvement year-round. Consideration should be given to other NFL franchise websites and use of relationship programs, developing online panels for fan feedback, input on new concepts, and ongoing dialog. Work with the stadium staff on formulating all new stadium marketing efforts pertaining to club seats, suites, corporate partners as well as new business development programs. Responsible for directing and managing a staff of (XXX) and developing and overseeing the Departmental budget. ESSENTIAL REQUIREMENTS: Established record of success at an advertising agency, marketing, or an entertainment based marketing company; strong marketing, branding and analytical skills; able to work with, and manage people to get projects completed; understanding of consumer and market research. Strong organizational and administrative skill Advanced strategic planning skills Excellent verbal, written and communications skills Bachelors or Masters Degree with business or sports management emphasis Other related duties as assigned Reasonable accommodations may be provided to enable individuals with disabilities to perform the essential functions of the job.
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