Director, Marketing & Communications

TITLE: Director, Marketing & Communications

POSITION TYPE: Full Time, Exempt

COMPANY: Sharks Sports and Entertainment, LLC

LOCATION: San Jose, CA

REPORTS TO: Vice President, Barracuda Business Operations

POSTING DATED: May 14, 2024

PAY RANGE: The pay range for this role is $100,000 - $115,000 per year.

Actual base pay will be determined based on permissible factors such as transferable skills, work experience, market demands and primary work location. The base pay range provided is subject to change and may be modified in the future.

Position Overview

The Director, Marketing & Communications is part of our vision to pioneer the future of sports and entertainment and will lead the paid marketing efforts to support ticket sales for the San Jose Barracuda. This position will be instrumental in meeting ticket sales revenue goals and will work closely with Integrated Marketing, Digital Engagement and Partnership Marketing to align paid marketing initiatives with organic campaigns and activations.

The manager will collaborate with Ticket Sales to understand sales strategy, event objectives, and trends, then translating that into highly effective, ROI-driven marketing campaigns. They will also collaborate with Creative and Production staff on the creation of advertisement and promotional materials.

Essential Duties and Responsibilities:

Manages staff responsible for marketing, digital platforms, creative & content production, game presentation, broadcast, and PR/media relations.

Develop the Barracuda functional marketing and promotional strategy designed to primarily sell tickets and maximize brand exposure for the San Jose Barracuda and Tech CU Arena.

Oversee the fan experience for Barracuda and Tech CU Arena, collaborating with internal stakeholders to be sure we exceed fan and guest expectations.

Develop and execute media strategy including digital, TV, radio, outdoor and grassroots while managing all associated tasks including media buying, segmentation, placement, trafficking, script writing, production, etc.

Lead the development and execution of the annual promotional calendar including arena giveaways, themed ticket packages, and theme nights.

Lead in the development and execution of innovative brand activations.

Oversee the development of Barracuda content strategy, ensuring alignment of paid and organic social media campaigns to promote the brand, drive traffic and engagement and increase sales.

Guide demand generation strategy to attract new fans to the purchase funnel, with a framework encompassing lead generation, nurturing, conversion, and retention. Lead generation prioritizations include full and partial season tickets, individual game tickets and group sales.

Monitor and gather analytics/research and compile statistics pertinent to planning and execution of marketing campaigns. Leverage analytics to establish benchmarks.

Oversee all community outreach, donation processes, and beneficiary needs via the Operations Specialist

Lead and support staff responsible for promoting and managing the image of the San Jose Barracuda athletes and organization through various media channels, partnership fulfillment opportunities, and community outreach.

Create and maintain positive relationships between the organization and media outlets.

Lead staff that trains and guides incoming players in utilizing social media tools and best practices for media interviews.

Lead Barracuda brand strategy and enforce standards for all elements related to the brand.

Maintain a strong relationship with AHL personnel.

Work closely with Aramark to create new opportunities for merchandise and food and beverage online and in person at Tech CU Arena.

Create conversations and resolutions based on feedback from monthly surveys with a variety of cross-functional teams.

Minimum Qualifications

Bachelor’s degree or equivalent professional experience required

2-3 years professional experience managing Creative and/or Marketing Staff

6-8 years professional experience working in performance marketing, digital marketing, media buying, or marketing agency; experience in a high-performing marketing organization is a plus

Experience in sports and entertainment is a plus

Aligned with our Pioneering Principles and in particular:

A master collaborator with a team-first mentality who can work in a consultative manner

Willing and able to think big and take risks

A believer in creating exceptional experiences

Someone that appreciates diversity of thought and seek different perspectives to solve problems

Experience in optimizing paid digital marketing programs, while driving efficiency and meeting ROI targets

Strong working knowledge of paid social management tools and programmatic management tools

Knowledge of traditional media buying processes

Experience with advanced measurement and analytics and tag management tools a plus

Proficiency in Microsoft Office applications; Knowledge of Photoshop, InDesign and/or Illustrator a plus

Strong analytical skills

Proactive thinker who is looking for ways to evolve and elevate our brands

A strong advocate for process and project management

An excellent written and verbal communicator that is comfortable sharing ideas across functions, and to different levels of the organization

Multi-tasker that is comfortable in an environment of ambiguity, where decisions need to be made quickly.

Self-starter that can work independently and show initiative to solve problems in new ways.

Attention to detail is a must.

Be results-oriented and demonstrate strategic instincts.

Physical Requirements

Ability to sit, stand and utilize a computer for extended periods of time

Communicate via phone and email with a variety of individuals

Ability to bend at the waist, reach overhead and lift up to 15 lbs with or without accommodation

Physically navigate stairs and catwalks at SSE facilities during normal work hours and events with or without accommodation

Ability to work occasional extended hours including nights, weekends, holidays (all with advance notice)

May be required to attend conference, events, and training sessions within Bay Area or in- or out-of-state locations.

What We Offer

Competitive compensation (base salary and variable incentive plan)

Medical/Dental/Vision/Flexible Spending Accounts (all LGBTQ+ friendly)

Pretax Transportation Benefit

401K (pre-tax and Roth options)

Generous Paid Time Off

Minimum of 10 Paid Holidays and Wellness Days per year

Complimentary or discounted sports and event tickets

Other League & partner discounts

Potential for flexible scheduling and telework opportunities.

This position is not eligible for U.S. work authorization sponsorship.

Summary:

Born in 1991, Sharks Sports and Entertainment (“SSE”) has grown into a multi-faceted organization that includes the SAP Center, the NHL San Jose Sharks, the AHL San Jose Barracuda, the Tech CU Arena, three Sharks Ice facilities, and the non-profit Sharks Foundation. Additionally, we are growing our organization through expansion in the Bay Area and surrounding communities in Northern California.

We work and play in the Bay Area, and are deeply influenced by the technology, innovation, diversity, and commitment to excellence that surrounds us. Our culture is transforming to reflect those values, with an eye towards a pioneering, forward-thinking, and inclusive environment in sports and entertainment.

We live, work, and innovate by a set of Pioneering Principles:

T – Team success is more important than individual success

E – Exceptional experience is non-negotiable in everything we do

A – Appreciate others for their diversity and opinions

M – More risk leads to more rewards and expands our comfort zones

T – Trust that all teammates have the best intentions

E – Empower all teammates to make informed decisions

A – Always say what you really mean and do what you say

L – Lead by showing the respect to others you expect from them

We strive to unite people through a shared love of ice sports, entertainment, and our hometown. We are #TealTogether.

Our Commitment to Diversity, Inclusion & Belonging

Here at Team Teal, we recognize and celebrate that individuals come with a wealth of experience and talent well beyond any list of required skills and qualifications – in fact, we believe diversity of backgrounds and skills, combined with passion, are the most important keys to meaningful innovation and excellence. Therefore, we encourage people from all backgrounds to apply to our positions. Please let us know if you require accommodations during the interview process.

Equal Opportunity Employer

Sharks Sports and Entertainment is an equal opportunity employer. We accept our responsibility to make employment decisions without regard to race, religious creed, color, age, sex, sexual orientation, gender identity, gender expression, national origin, marital status, medical condition as defined by state law (genetic characteristics or cancer), physical or mental disability, military service or veterans’ status, pregnancy, childbirth and related medical conditions, genetic information, or any other classification protected by applicable federal, state, and local laws and ordinances.