Position Title: Director, Brand & Consumer Marketing
Reports To: AVP Brand, Content & Communications

The Hamilton Sports Group, which operates the Hamilton Tiger-Cats Football Club and Forge FC, is an organization with a rich history both on and off the field. The company is committed to creating a world class fan experience at all Tim Hortons Field events. In 2023 the Tiger-Cats and City of Hamilton will host the 110th Grey Cup where the organization will be responsible for the development and execution of an innovative Grey Cup Festival.

Reporting to the AVP, Brand, Content & Communications, this role will be responsible for developing and executing HSG’s marketing strategy to support revenue driving initiatives, acquire and retain marketable fans, and contribute positive brand value. The incumbent will manage a team of marketing coordinators and work alongside the Director of Brand Content and Creative Services to ensure that fan engagement initiatives align with program deliverables against approved strategic goals.

Key Responsibilities:

• Lead the development and execution of a departmental strategic plan, working in close collaboration with related departments to ensure cross functional alignment with larger organizational objectives
• Lead the omni-channel marketing efforts across all first party/3rd party digital channels focused on revenue and fan base growth (traditional, OOH, email/sms + digital advertising)
• Identify & implement marketing technology requirements for the organization based on how those align with the strategic plan including but not limited to CRM systems, automation technologies and other system requirements
• Work with CFL and CPL data/digital team to ensure operational alignment at League-Level with marketing technology requirements for the organization
• Develop digital strategy focused on Acquisition, Conversion, Retention of our fan base
• Work collaboratively with league data teams on internal segmentation strategy to drive personalized and meaningful touchpoints with fans
• Use data available through reporting and analytics to help inform digital marketing decisions
• Lead the development and maintenance of an integrated marketable fan strategy that can be implemented across digital touchpoints to acquire, nurture and retain fans
• Develop and execute innovative and inclusive multi-year strategies encompassing paid and organic marketing.
• Work across relevant HSG departments – partnerships, community, ticket sales, brand marketing – to identify the role digital and consumer marketing can play to drive department goals and priorities as well digital product strategy
• Utilize analytics to design, evaluate and improve the effectiveness and inclusivity of marketing plans and campaigns
• Manage the output of all season seat holder/casual fan/corporate partner communication including developing an e-mail communications strategy, social media engagement strategy on products

(tickets, retail, partnership fulfillment).

• Working closely with ticket sales department leadership, develop and implement digital and consumer marketing strategies to grow season seat holder base, increase casual sales and increase

renewal percentages and with the corporate partnerships team to create unique assets and revenue opportunities.

• Participate in the strategic direction and development of content.
• Manage development of internal pages and overall digital direction of ticats.ca, forgefootball.club,

Ticats All Access App and Forge FC Centre Circle App.

• Work closely with external suppliers and third parties as necessary.
• Monitor and compile analytics for social media, email marketing, digital advertising and web traffic and share with departments as required.

Qualifications:

• 5 years of experience in digital marketing and/or demand side platform
• Experienced working with marketing automation platforms to power automated/complex omni- channel drip campaigns
• Experience in Tag Management (Google Tag Manager)
• Experience working with CRM systems & technology
• Advanced knowledge of the modern marketing technology stack (CDP, Marketing Automation,

Web Tracking etc.)

• Commercial mindset with the ability to monetize initiatives
• Understanding of digital marketing principles and best practices, including audience segmentation, user experience mapping and customer journey
• Experience working within a CDP to identify and segment audiences to action targeted campaigns
• Proven management skills and able to lead, develop and engage a team
• Ability to use data to drive growth across organization KPI’s
• Programming experience is an asset

Other Considerations:

• Candidate must live in the Greater Hamilton Area, within 30-45 minute drive to Tim Hortons

Field, or be willing to relocate

• HSG prioritizes staff coming into the office to work as a key component of our company culture and as a key contributor to our success as a live event business. While remote work can be authorized for limited periods at certain times during the year, this is a job that requires coming to the office daily

Summary and Next Steps
An attractive compensation package will be provided including a competitive salary, benefits and an excellent work environment.

• We thank all applicants however only those selected for an interview will be contacted.

Job Type: Full-time

Schedule:

• Day shift
• Monday to Friday
• Weekend availability

Ability to commute/relocate:

• Hamilton, ON: reliably commute or plan to relocate before starting work (required)

Education:

• Bachelor's Degree (preferred)

Experience:

• Marketing: 1 year (preferred)

Work Location: One location

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