Assoc. Director, Digital Mktg & Rev Strategy

Summary

The Associate Director, Digital Marketing & Revenue Strategy will lead in the creation, execution, and evaluation of multi-channel marketing campaigns focused on revenue generation (emphasis on ticket sales) on behalf of Army West Point Athletic Association Inc. (“AWPAA”) under the oversight of the Associate Athletic Director, Revenue Strategy. Reporting to the Associate Athletic Director, Revenue Strategy, this position will execute cross-functional work by managing digital-based marketing campaigns (including digital advertising and email/marketing automation), creating visual assets with an emphasis on graphic design, building relationships with internal and external stakeholders, and delivering results inclusive of revenue generation and donor retention. The position exercises discretion and independent judgment in the development of original visual and digital marketing content.

Scope of Impact

The employee must work effectively with the Ticket Office, Army A Club (Development), and External Operations leaders. The employee has daily interaction with a variety of United States Military Academy (“USMA”) stakeholders and serves AWPAA External Operations and the wider Army fanbase and community.

Level of Decision Making

This position is charged with making both specified and implied decisions using independent judgment in an ever-changing environment. All decisions will be made based on mission requirements, will align with both the AWPAA and USMA missions, will be in the best interest of the athletic department, and will adhere to all applicable rules and regulations. The Associate Director, Digital Marketing & Revenue Strategy position will play an integral role in the success of the AWPAA, and the External Operations area(s) in conjunction with the close collaboration of the Associate Athletic Director, Revenue Strategy.  

Success Factors

Success in this position will be evaluated by the Supervisor on the employee’s performance in a variety of areas, including but not limited to: Commitment to AWPAA Mission, Vision and Values; and supporting the AWPAA Strategic Plan and Priority Results.

Essential Duties and Responsibilities 

Summary

The Associate Director, Digital Marketing & Revenue Strategy will lead in the creation, execution, and evaluation of multi-channel marketing campaigns focused on revenue generation (emphasis on ticket sales) on behalf of Army West Point Athletic Association Inc. (“AWPAA”) under the oversight of the Associate Athletic Director, Revenue Strategy. Reporting to the Associate Athletic Director, Revenue Strategy, this position will execute cross-functional work by managing digital-based marketing campaigns (including digital advertising and email/marketing automation), creating visual assets with an emphasis on graphic design, building relationships with internal and external stakeholders, and delivering results inclusive of revenue generation and donor retention. The position exercises discretion and independent judgment in the development of original visual and digital marketing content.

Scope of Impact

The employee must work effectively with the Ticket Office, Army A Club (Development), and External Operations leaders. The employee has daily interaction with a variety of United States Military Academy (“USMA”) stakeholders and serves AWPAA External Operations and the wider Army fanbase and community.

Level of Decision Making

This position is charged with making both specified and implied decisions using independent judgment in an ever-changing environment. All decisions will be made based on mission requirements, will align with both the AWPAA and USMA missions, will be in the best interest of the athletic department, and will adhere to all applicable rules and regulations. The Associate Director, Digital Marketing & Revenue Strategy position will play an integral role in the success of the AWPAA, and the External Operations area(s) in conjunction with the close collaboration of the Associate Athletic Director, Revenue Strategy.  

Success Factors

Success in this position will be evaluated by the Supervisor on the employee’s performance in a variety of areas, including but not limited to: Commitment to AWPAA Mission, Vision and Values; and supporting the AWPAA Strategic Plan and Priority Results.

Essential Duties and Responsibilities 

40% Design and Develop Visual Assets

• Lead the creation of graphic and visual creative assets to meet the demands of the unit, exercising professional judgment and under the general direction of the Associate Athletic Director, Revenue Strategy.
• Ensure all visual assets align with the established brand standards of Army West Point while applying appropriate creative judgment

30% Develop and Execute Comprehensive Marketing Strategies Focused on Revenue Generation

• Oversight of multiple ticketed sports for initiatives that correspond with the digital marketing area’s roles, requiring coordination and judgment across priorities.
• Play a key role in the creation and implementation of year-round marketing plans and recaps aimed at driving revenue generation, including contributing to creative approach and messaging, and fostering customer and donor retention in collaboration with the ticket office.
• Email Marketing Communications: Take part in content calendar creation, segmentation, copywriting, deliverability, and KPI tracking, with discretion over content and messaging
• Paid Social & Digital Advertising: Direct campaign planning, segmentation, copywriting, deliverability, and KPI tracking.
• Website & Mobile: Oversee campaign planning, segmentation, copywriting, deliverability, and KPI tracking specific to revenue attributed opportunities.
• External Agency Collaboration: Coordinate with third-party entities such as Paciolan, Legends, and Learfield where necessary, providing input on marketing and creative needs.
• Internal Communication Management: Establish and maintain regular communication protocols with departments including the Ticket Office, Army A Club, Fan Experience, Social Strategies, Creative Video, Athletic Communications, Internal Operations, and coaches as needed.

10% Monitor Industry Trends

• Maintain awareness of digital marketing & revenue strategy best practices to optimize resource utilization and scale operations to the level of collegiate Power 4 programs.
• Explore and implement workflow efficiencies for creative asset development aligned with departmental requirements.
• Assist in implementing artificial intelligence opportunities to streamline and expand workflows. 
• Assist in business intelligence efforts through data visualization which includes but not limited to fan surveys and ticketed sport KPI trackers/dashboards. 

10% Manage Organizational Websites

• Assist in managing ongoing development of features on GoArmyWestPoint.com and departmental microsites (e.g., ArmyGameday.com, Army-Navy Uniforms, etc.) to initiatives directly tied to revenue generation and customer retention efforts. 

Supervisory Responsibilities

N/A

Work Conditions & Physical Requirements

Perform duties in a fast-paced, ever-changing work environment.

• Must be able to remain in a stationary position for 50% of the time.
• Occasionally moves boxes weighing up to up to 30 lbs. 
• The person in this position needs to occasionally move about inside the office to access file cabinets, office machinery, etc. 
• Constantly operates a computer, printer, and phone. 
• The person in this position frequently communicates with team members, USMA staff and vendors. 
• Must be able to work nights, weekends, and holidays as needed.

Travel 

N/A

Required Qualifications

• Bachelor’s degree in business, marketing, communications, or related field, a combination of education and experience may suffice.
• Experience in a digital marketing and/or graphic design role within a collegiate sports property, professional sports property, or agency setting.

Preferred Qualifications

• Exceptional attention to detail.
• Demonstrated graphic design skills through Adobe Photoshop. 
• Experience creating marketing and/or communications plans inclusive of revenue generation, fan engagement, and customer/donor retention in a sports setting.
• Experience with Oracle Eloqua email marketing automation platform.
• Familiarity with Paciolan. 
• Demonstrated good judgment and the ability to respond quickly in a fast-paced work environment. 
• Demonstrated knowledge of NCAA rules and regulations.
• Excellent organizational and communication skills.
• Initiative and independent thinking, planning, and decision-making.
• A valid Driver’s License is required.

Additional Eligibility Requirements

• Must be eligible to work in the United States of America, without sponsorship.
• Must be eligible to work on a military installation, including a willingness to submit to a background screen.
• Must possess a valid driver’s license.

Pay Range

$50,000 - $60,000

This job posting contains a pay range, which represents the range of salaries that AWPAA believes, in good faith, at the time of this posting that it might be willing to pay for the posted position. AWPAA expects to hire for this position near the middle of the range. Only in truly rare and exceptional circumstances, where an external candidate has experience, credentials or expertise that far exceed those required or expected for the position, would AWPAA consider paying a salary or rate near the higher end of the range.

About Us

USMA is renowned as the world’s preeminent leadership development institution. Located on the banks of the Hudson River in West Point, NY, it is approximately one hour from New York City. The mission of USMA is "to build, educate, train, and inspire the Corps of Cadets to be commissioned leaders of character committed to the Army Values and ready for a lifetime of service to the Army and Nation." This position will be housed within the AWPAA, which is a non-profit corporation organized to manage and support the 30 intercollegiate athletic programs at the Academy. The AWPAA mission is to recruit, educate, train and inspire leaders of character who are committed to the Army Values through an extraordinary NCAA Division I athletic experience.

Equal Opportunity Employer

AWPAA is an equal opportunity employer and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, genetic information, sexual orientation, gender identity or expression, or any other basis protected by law.

Applicant qualifications are considered without regard to race, color, religion, age, sex, national origin, disability status, protected veteran status, genetic information, sexual orientation, gender identity or expression, or any other basis protected by law. 

Disclaimer Statement

This position description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee. Duties, responsibilities, and activities may change, or new ones may be assigned at any time with or without notice.

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