Director of Marketing
Minnesota Twins Baseball Club
Minneapolis, MN
Full-time
Advertising / Marketing / Public Relations
Posted on January 24, 2022
Position Summary:
One of the Twins' greatest assets is the strength of the brand. The Director of Marketing will leverage that brand strength into compelling campaigns that will drive revenue/attendance and engagement. This individual is responsible for driving the club's advertising and media mix strategy across TV, radio, print, digital, and social mediums. This role partners with all departments in the organization to curate and share content driving revenue and engagement. The individual in this role will also provide centralized planning and support for all marketing and advertising for Spring Training, Regular Season and other special events. The ideal candidate will be creative, curious, analytic, strategic and possess excellent problem-solving skills.
Essential Duties and Responsibilities:
- Identify overall club marketing priorities with Vice President, and plan advertising resources accordingly to drive top initiatives.
- Lead execution of advertising and media plans, collaborating across the organization to drive to completion.
- Coordinate and align the efforts of general market advertising, social media and market development activities to the overall goals of the marketing department and organization.
- Create targeted advertising campaigns to relevant fan audience.
- Evaluate current marketing programs and make recommendations for improvements and optimizations.
- Manage an in-house marketing team as well as outside agencies and vendors.
- Provide overall leadership to the marketing team through coaching and performance feedback.
- Motivate team members and create an environment that fosters collaboration, creativity, and excellence in execution.
Advertising & Media Planning
- In partnership, this position will create strategic Media Plans for all promotions, events, sponsor initiatives, community initiatives, etc. and facilitate execution. Plans should be holistic and cohesive across all mediums.
- Oversee and approve all advertising creative ensuring that each message fits the Twins brands and connects with the target audience.
- Partner with the Digital Experience team on advertising, digital and mobile marketing efforts for both English and Spanish language on the Twins website, emails, app, digital, TV, print, radio, and mobile.
- Collaborate with the Brand Partnerships team to develop ways to activate the Twins brand with partners and sponsors.
- Responsible for managing key advertising assets and marketing projects with broadcast rightsholders.
- Collaborate with MLB to create and maintain innovative website and optimize user experiences via web, mobile, app and social.
- Assist in idea creation and execution of gameday promotional calendar to integrate into overall sales/marketing campaigns.
Social Media
- Assist with designing and overseeing social media presence/strategy for all Twins social handles aligning that strategy to advertising efforts and club and marketing goals.
- Proactively research trends, best practices and emerging technologies to stay on the forefront of new media and establish the Twins as a leader in social media.
- Partner with all stakeholders to create a social media strategy and calendar for all marketing priorities.
Reporting and Analytics
- Develop ways to measure campaign effectiveness across all mediums including engagement, ticket conversion and ROI.
- Work with Business Strategy and Analytics and insights to develop fan priorities and utilize those profiles to target messaging and ensure that communications are relevant.
- Utilize other third-party research and other available databases to research and recommend methods to reach targeted fans most effectively.
- Proactively utilize social media analytics to determine the most successful posts, campaigns and improve interaction and ROI.
Required Experience and Education:
- Bachelor's in Marketing, Communications, Business or related field.
- 8+ years of experience in Advertising and Digital Marketing
- Must be proficient in Microsoft Office, Excel and PowerPoint.
Preferred Experience and Education:
- Sports or entertainment experience is preferred.
- Bilingual in Spanish is a plus.
Essential Knowledge, Skills, and Abilities:
- Detail-oriented with excellent organizational skills (oral and written) and the ability to excel at multi-tasking and working under pressure to meet deadlines.
- Ability to work a flexible schedule which includes weekends and special events.
- Ability to work constructively in a fast-paced team environment.
- Creativity, curiosity, flexibility and adaptability are required.
- Strong communication (both written and verbal) is a must.
- Can interact well with all levels internally and externally.
- Strong peer and direct leadership skills - ability to develop and manage talent.
Physical Requirements:
- Ability to lift items weighing as much as 25 pounds.
- Must be able to work in a seated position for majority of workday.
- Must be able to be productive utilizing a computer, keyboard and telephone.
- Must be able to be productive in a work environment where the noise level can be high at times.
- Specific vision abilities include close vision and ability to adjust focus.
- Must be able to walk steps to visit fans during games.
- Must be able to navigate the facility to access the office, dining room, etc.
- Must be able to work extended hours and/or weekends as required by deadlines and event scheduling.
All applicants for employment with the Minnesota Twins are required to be fully vaccinated against COVID-19 prior to commencing employment. Applicants who receive a conditional offer of employment will be required to produce proof of fully-vaccinated status prior to their first day of employment. If you have any questions regarding this requirement, your vaccination status or reasonable accommodation requests, please contact HR.