Vice President of Marketing and Fan Engagement

Position Overview

Birmingham Legion FC, a professional soccer club in the USL, is seeking a dynamic and innovative Vice President of Marketing and Fan Engagement to lead and execute the club’s marketing strategies and fan engagement initiatives. This role will be responsible for developing, implementing, and overseeing creative marketing campaigns, enhancing fan experiences, and increasing fan loyalty. The VP of Marketing and Fan Engagement will play a key role in growing the club's brand, broadening its fan base, and driving long-term relationships with supporters. The role will oversee a team responsible for content, marketing, in-game atmosphere, and community relations efforts.

Key Responsibilities

• Strategic Marketing Leadership: Lead the development and execution of comprehensive marketing strategies and budgets to increase the club’s visibility, strengthen its brand, and drive ticket sales. Align marketing efforts with the club’s overall goals, including revenue growth, fan engagement, and community outreach.
• In-Game Fan Engagement: Oversee and execute the in-game fan experience including all promotions, video board elements and other gameday activations. Oversee Content to drive the overall fan entertainment and promotions to engage fans toward a top tier matchday experience.
• Fan Interactions: Create and implement fan engagement strategies that build a loyal and passionate fan base. Cultivate long-term relationships with current and new fans through events, social media, content creation, and community initiatives.
• Brand Development: Oversee the positioning of the Birmingham Legion FC brand to ensure it resonates with fans, sponsors, and partners. Champion the brand’s voice across all channels, including digital, traditional media, and at the stadium.
• Digital Marketing & Social Media: Manage and optimize the club’s digital presence, including websites, social media platforms, email campaigns, and content creation. Grow the club’s digital reach, enhance fan interaction, and develop innovative digital strategies to foster fan engagement.
• Community & Corporate Partnerships: Strengthen community ties and develop partnerships with local businesses, sponsors, and stakeholders. Collaborate with corporate sponsors to create joint marketing initiatives that drive brand awareness and increase fan participation.
• Promotions & Events: Oversee the creation and execution of marketing campaigns and promotions for match days, fan events, and special initiatives. Develop creative and compelling ways to activate fans and encourage ticket sales for home games.
• Analytics & Reporting: Use data and insights to evaluate the effectiveness of marketing campaigns, fan engagement efforts, and overall brand performance. Provide regular reports on KPIs, fan sentiment, and ROI for marketing initiatives to senior leadership.
• Team Leadership & Development: Lead, mentor, and manage the marketing and fan engagement teams. Foster a collaborative, creative, and results-oriented environment. Provide guidance, coaching, and professional development opportunities to ensure the team’s success.
• Collaboration with Ticketing & Sales: Work closely with the VP of Ticketing and other revenue-focused departments to create integrated campaigns that maximize attendance and enhance the overall fan experience. Support the sales team with targeted marketing strategies to drive season ticket and group sales.
• Budget Management: Develop and manage the marketing budget, ensuring cost-effective allocation of resources across all marketing initiatives. Monitor spending and adjust strategies to optimize results within budget constraints.
  
  

Required Qualifications

• Experience: At least 5+ years of experience in marketing, with a focus on sports, entertainment, or consumer brands. Proven success in developing and executing comprehensive marketing and fan engagement strategies.
• Leadership: Demonstrated ability to lead and inspire teams, develop talent, and drive results in a high-performance environment. Experience managing cross-functional teams and collaborating with senior executives.
• Fan-Centric Approach: Strong understanding of fan behavior, engagement strategies, and fan experience design. Ability to create compelling fan-centric campaigns that resonate with diverse audience segments.
• Digital Expertise: Proficiency in digital marketing strategies, including social media, email marketing, content creation, SEO/SEM, and online advertising. Experience managing and growing digital audiences, including social media channels like Facebook, Instagram, Twitter, TikTok and YouTube.
• Brand Strategy: Experience with brand management and storytelling. Ability to create a consistent, engaging brand presence across multiple platforms and touchpoints.
• Communication Skills: Exceptional verbal and written communication skills. Comfortable representing the club in public forums, speaking with media, and leading presentations for internal and external stakeholders.
• Analytical Mindset: Strong analytical skills with the ability to interpret data and generate insights to inform marketing decisions. Familiarity with marketing analytics tools and CRM systems.
• Bachelor’s Degree: A degree in marketing, communications, sports management, or a related field is preferred.
  
  

Preferred Qualifications

• Experience working within a professional sports organization, particularly soccer or other major or minor league sports.
• Knowledge of the USL and soccer fan culture.
• Familiarity with event planning and stadium activation.
• Experience with sponsorship marketing and partnership activation.
  
  

Physical Requirements

• Ability to work flexible hours, including evenings, weekends, and holidays as needed, especially on game days.
• Occasional travel for promotional events or community outreach activities.
  
  

Birmingham Legion FC is committed to fostering a diverse and inclusive workplace. We encourage individuals of all backgrounds and experiences to apply.

To Apply: Please submit your resume and cover letter, including your experience in marketing and fan engagement, to [[email protected]].

This job description outlines the key responsibilities and qualifications for the Vice President of Marketing and Fan Engagement role. It can be tailored further based on the club's specific needs or adjusted with feedback from leadership.