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Senior Manager, Partnership Marketing - Naming Rights

Detroit, MI 48226

The Senior Manager, Partnership Marketing – Naming Rights will be the centerpiece for naming rights digital and social communications and be charged with driving insights through digital  aptitude and analytics, ultimately resulting in growing presence, impressions and traffic across digital and social platforms. 

This position will be the internal point of contact for all cross programming related to Lions channels and interacting with Lions channels (digital, social, etc.) and have oversight of the applicable customer journey, along with aiding in development of and activating the ensuing umbrella digital strategies. 

This position must also have a deep digital and analytics understanding, as this position will be charged with leading the analytics delivery and digital performance processes for naming rights.   This includes (but is not limited to) website performance and optimizations, social performance and optimizations, digital and social marketing and executing/capturing case studies, recaps and best in class examples.

ESSENTIAL FUNCTIONS (including, but not limited to):

The Senior Manager Partnership Marketing – Naming Rights will have daily responsibilities including, without limitation, the following:

Partnership Marketing

  • Lead the focused growth of the naming rights social channels and strategy, using social media to engage fans, build brand affinity and drive traffic throughout the year
  • Participate in integrated meetings to enhance digital and social asset ideation, collaboration and performance across applicable assets
  • Collaborate with teammates to work with agency resources and collaborate with internal departments and team members in order to complete contract deliverables and implement best practices*
  • Maintain & deepen day to day relationships between naming rights partner and internal departments
  • Work with naming rights partner to identify measurable business objectives specific to their social & digital goals
  • Co-develop and execute a specific digital/social marketing plan (alongside hired digital agency) that most effectively leverages our assets and capabilities, supports our partners’ business and delivers on objectives*
  • Manage expenses (as applicable) related to partner events/engagement activity                                                                             
  • Attend client meetings and be an integral part of how partner, partner agencies and managed agency resources curate a unique plan for activation of naming rights partnership
  • Collaborate with Partnership Marketing, Solutions & Analytics staff on the end of season recap process, which includes the preparation of recaps, leveraging market research and analytics
  • Game-day responsibilities include activation setup, entertaining clients and fulfilling sponsorship contract obligations
  • Event planning, production, and execution for partner-sponsored events and/or meetings
  • Work with NFL sponsorship colleagues sharing ideas and industry best practices

Digital/Analytics

  • Become familiar with the internal analytics resources available in order to enhance, optimize and/or develop the digital assets within the naming rights agreement
  • Develop strong working relationships with the broader marketing & analytics team
  • Be a strong link between departments with a clear focus on corporate partnerships, digital and analytics
  • Oversee analytics output and put insights to work to drive business results
  • Collaborate with 3rd party vendors to maximize data and insight capture and opportunity for utilization
  • Work with 3rd party vendors and internal departments to assist in development of key data-driven initiatives
  • Work alongside Lions digital team to understand areas of opportunity, collaboration, etc.
  • Monitor external market analysis trends and apply best practices to assets
  • Develop clear and actionable research to yield insights
  • Assist with daily and long-term re-orientation and revitalization of fordfield.com, to include:
  • Coordinate with internal staff on day-to-day maintenance of website
  • Coordinate with digital staff on monetization of fordfield.com through social media, content creation and site layout
  • Work with relevant department head(s) regarding business and marketing content for Ford Field assets to drive business objectives for naming rights partner
  • Work with partnerships team to manage and maintain web ads throughout all digital channels
  • Collaborate with internal departments to support web design needs and objectives
  • Work with internal departments as appropriate to create and maintain basic web graphics for website and social media channels
  • Present digital concepts to team members and executives (both internal and naming rights partner)

NONESSENTIAL FUNCTIONS:

  • Natural ability to develop a strong rapport and establish long-term relationships with both clients and co-workers
  • Will accept other responsibilities and duties required by the supervisor consistent with the objectives and essential functions of this position. Such responsibilities shall be incorporated into the position description if they are ongoing.

QUALIFICATIONS/REQUIREMENTS:

  • Bachelor’s degree required; preferred areas of study include digital, mathematics or analytics
  • Experience working within multiple CMS platforms
  • Maintain an appropriate level of knowledge of Adobe Creative Suite and Microsoft Office
  • Minimum 5 or more years of successful digital and analytics experience with a major league
  • professional sports team, high-profile sports and entertainment entity or automotive focused agency
  • Experience formulating digital marketing plans and promotions from development to execution
  • Successful history developing dashboards to track data and report out to assist in day to day tracking of business
  • Minimum computer aptitude required: Microsoft Word, PowerPoint, Outlook; strong proficiency in Excel including experience with vlookups, pivot tables and general data manipulation while providing insight and solutions-based recommendations of the data
  • Ability to understand and articulate analytical services and metrics
  • High level of comfort creating clean and informative visualizations with multi-channel data
  • Experience with building intelligent processes around handling partner data and navigating agency relationships
  • Astute understanding of core digital metrics (CPL, ROAS, clicks, impressions, etc.) and how they are calculated
  • Excellent writing and verbal communication skills
  • Strong organizational and time management skills
  • Able to work extended hours including games and events in the evening and on weekends
  • Demonstrates an ability to work independently and to be self-motivated to make things better
  • Exceptional problem solving and multi-tasking skills
  • Attention to detail and ability to thrive in a deadline driven environment
  • Strong desire to always “make things better”
  • A valid Driver’s License and a good driving record

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