Associate Director, Digital Marketing

Summary

The Associate Director, Digital Marketing will lead in the creation, execution, and evaluation of email communication and multi-channel marketing campaigns on behalf of Army West Point Athletic Association Inc. (“AWPAA”) under the oversight of the Assistant Athletics Director, Revenue Strategy. This position will execute cross-functional work by managing digital-based marketing campaigns, creating visual assets with an emphasis on graphic design, building relationships with internal and external stakeholders, and delivering results inclusive of revenue generation, fan engagement and customer and donor retention.

Scope of Impact

The scope of impact is medium, as the employee directly affects fans and must work with multiple departments, including Ticket, A Club, Marketing, and External Operations Leaders. This position will interact daily with West Point stakeholders and serve both AWPAA External Operations and the broader Army fanbase. Their role is crucial in ensuring successful initiatives and enhancing fan engagement.

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Summary

The Associate Director, Digital Marketing will lead in the creation, execution, and evaluation of email communication and multi-channel marketing campaigns on behalf of Army West Point Athletic Association Inc. (“AWPAA”) under the oversight of the Assistant Athletics Director, Revenue Strategy. This position will execute cross-functional work by managing digital-based marketing campaigns, creating visual assets with an emphasis on graphic design, building relationships with internal and external stakeholders, and delivering results inclusive of revenue generation, fan engagement and customer and donor retention.

Scope of Impact

The scope of impact is medium, as the employee directly affects fans and must work with multiple departments, including Ticket, A Club, Marketing, and External Operations Leaders. This position will interact daily with West Point stakeholders and serve both AWPAA External Operations and the broader Army fanbase. Their role is crucial in ensuring successful initiatives and enhancing fan engagement.

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Level of Decision-Making

This position is charged with making both specified and implied decisions in an ever-changing environment. All decisions will be made based on mission requirements, will align with both the AWPAA and United States Military Academy (“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 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 Assistant Athletics 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

30% Develop and Execute Comprehensive Marketing Strategies

• Oversight of multiple ticketed sports for initiatives that correspond with the digital marketing area’s roles. Serve as the secondary with all applicable items with Football and Army A Club (annual fund) items.
• Spearhead the creation and implementation of year-round marketing plans aimed at driving revenue generation, enhancing fan engagement, and fostering customer and donor retention.
• Email Marketing Communications: Lead content calendar creation, segmentation, copywriting, deliverability, and KPI tracking.
• Paid Social & Digital Advertising: Direct campaign planning, segmentation, copywriting, deliverability, and KPI tracking.
• Website & Mobile: Oversee campaign planning, segmentation, copywriting, deliverability, and KPI tracking.
• External Agency Collaboration: Coordinate with third-party entities such as Paciolan, Legends, and Learfield where necessary.
• Internal Communication Management: Establish and maintain regular communication protocols with departments including the Ticket Office, Fan Experience, Army A Club, Social Strategies, Creative Video, Live Events, Athletic Communications, and coaches as needed.

40% Design and Develop Visual Assets

• Lead the creation of graphic and visual creative assets to meet the demands of external stakeholders, as directed by the Assistant Athletics Director, Revenue Strategy.
• Ensure all visual assets align with the established brand standards of Army West Point.

10% Monitor Industry Trends

• Conduct ongoing research into digital marketing 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.

10% Manage Organizational Websites

• Manage ongoing development of GoArmyWestPoint.com and departmental microsites (e.g., ArmyGameday.com, Army-Navy Uniforms, etc.) to support revenue generation, fan engagement, and customer and donor retention initiatives.

10% Other Duties as Assigned

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, United States Military Academy (“USMA”) staff and vendors.
• Occasionally works in outdoor weather conditions.
• Must be able to work nights, weekends, and holidays as needed.

Required Qualifications

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

Preferred Qualifications

• 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.
• Initiative and independent thinking, planning, and decision-making.
• Excellent Organizational and communication Skills
• 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.

Black, Indigenous, and People of Color (“BIPOC”), women, and members of the LGBTQIA+ communities are encouraged to apply. 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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