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Carolina Panthers | Chief Marketing Officer | Charlotte, NC


Background

The Carolina Panthers are the pride of the Carolinas, enjoying one of the largest geographic footprints in all of sports and are working harder to more fully and consistently engage all of it.  Regionally, the Panthers are supported by 15 million residents in both North and South Carolina.  During the Panthers’ 2016 Super Bowl run, the hashtag #OneCarolina was used by college and professional sports teams in both states to show unified support for Carolinas’ team.

Charlotte is the nation’s 23rd largest DMA and one of the fastest-growing DMAs in the United States.  Charlotte is the most populous in North Carolina and the 17th-most populous in the U.S.  It is known globally as a banking capital – it is the third largest in the world.  Charlotte is the home of the Panthers, the NBA Charlotte Hornets, the SEC Network, FOX Sports Carolinas, three NASCAR races and the NASCAR Hall of Fame.  Recently, Forbes named Charlotte to its list of Best Places for Business and Careers.

Boasting two NFC Championships and six Divisional Championships, the Carolina Panthers have been to the playoffs eight times in 23 seasons. They are the first and only team to win the NFC South back to back and have won the NFC South more times than any other team in the division.  Led by 2013 and 2015 Coach of the Year Ron Rivera, the Panthers have made the playoffs four of the last five seasons.  With 2015 MVP and Offensive Player of the Year Cam Newton and 2013 Defensive Player of the Year Luke Kuechly, the Panthers are set up for continued success for years to come on both sides of the ball.  Bank of America Stadium is the home of the Panthers.

Under a new owner David Tepper, the Carolina Panthers are looking forward to a new era of continued football success, business growth and even deeper engagement with the community, fans, marketing partners and other constituents.  Tepper grew up in Pittsburgh, the son of a public-school teacher, and developed his passion for football cheering for the legendary Pittsburgh Steeler clubs led by Chuck Knoll. Tepper then attended and graduated from the University of Pittsburgh during the years when the Pitt Panthers were coached by the great Johnny Majors, including the iconic 1976 undefeated national Championship team led by Heisman Trophy winner Tony Dorsett. Tepper earned his MBA in 1982 from Carnegie Mellon University. Tepper first got involved in sports ownership in 2009 when he purchased a limited interest in the Pittsburgh Steelers.

A major philanthropist, Tepper champions education and meeting people’s basic needs across the U.S. with a focus on communities in New Jersey, Florida, the Carolinas and the greater Pittsburgh area. He is also a significant supporter of major charities worldwide, including Feeding America, American Cancer Society and UNICEF. Tepper is passionate about ensuring that quality education is accessible to all children. To that end, he works closely with Teach for America, Better Education Institute and other national organizations. Additionally, Tepper has played an integral role in providing natural disaster relief nationwide and in Puerto Rico. He serves on the Boards of Blue Meridien, a partnership of impact-driven philanthropists seeking to change the odds for America’s children and youth living in poverty, and the Robin Hood Foundation, New York’s largest poverty-fighting organization.

David Tepper is a successful investor. His hedge fund, Appaloosa Management L.P., has consistently outperformed industry peers and the broader global markets since inception. Tepper began his career in Pittsburgh at Equibank. Following graduate school, he worked at Republic Steel. In 1985, he joined Goldman Sachs eventually becoming head trader of the firm’s high yield department. A 1982 graduate of Carnegie Mellon University’s business school, he serves on the Board of Trustees of Carnegie Mellon University and the Business Board of Advisors for the Tepper School of Business. He received his BA in economics in 1978 from the University of Pittsburgh.

On September 16, 2018 Tom Glick joined the Panthers as the teams new President of Business Operations. Glick has 25+ years of experience in sports management, having worked in baseball, basketball, hockey and soccer in North America, the United Kingdom and beyond. For the past six years, Glick has been instrumental in the development of City Football Group (CFG), a global soccer organization that includes six clubs in all corners of the globe. CFG’s original and flagship club is three-time and current English Premier League champion Manchester City FC. The group also owns NYCFC of Major League Soccer, as well as clubs in the top divisions in Australia, Spain, Japan and Uruguay). From 2004-2007 Glick worked in the NBA, first as Vice President of Marketing & Team Business Development, and later as Chief Marketing Officer for the New Jersey Nets, which included work on the club’s relocation to their current home in Brooklyn.Previously, Glick spent the first 14 years in baseball.

Any interested candidates should contact Turnkey Search directly. Contacting the Carolina Panthers will only delay consideration of your qualifications.

Position Summary

This position is the senior brand and marketing executive in the company, serving as the brand builder and steward for the Panthers, helping shape and tell the Panthers authentic story and giving the organization the insights and tools to understand, engage, drive revenue, value and long term relationships with the fans, prospective fans and other stakeholders (corporate partners, media partners, community and government). 

The VP & CMO will enable the Panthers to establish an even stronger presence as a premium and the leading sports team for the Carolinas through the refinement of an authentic position and tone of voice; and by rolling it out on a year-round basis, through the traditional football moments and new tent-pole initiatives – to energize, entertain and mobilize the fans and the marketplace.   In addition to ‘owning and operating’ certain core marketing functions, initiatives and events, the VP & CMO and their department will also serve as an in-house agency for the Panthers organization – helping department managers in core revenue generation areas (including tickets, premium seating, partnerships, merchandise and events) achieve their targets, and those in other areas bring their initiatives to life and stay on brand.

It is essential that the VP & CMO builds and maintains strong working alliances with leaders in Ticketing, Partnerships, Digital & Broadcast Media, Facility Operations, Community Relations, Communications, Football Operations and maintains a strong operational efficiency and bottom-line financial focus.

Vision.  The Position oversees all aspects of Panthers (i) marketing and brand development; (ii) fan growth and engagement; (iii) direct marketing, (iv) sales team support, (v) game/event presentation including the totality of the at-event show and driveway-to-driveway experience; (vi) creative services/creative content creation; and (vii) research and insight (hereinafter collectively referred to as the “Marketing Services”).

Mission. This Position is responsible for leading all integrated marketing and communication functions including brand development, marketing and regional market penetration to achieve the Panthers’ objectives of growth and the enhancement of the brand reputation to ensure positioning consistent with the strategic direction and grow the fan base as well as engage existing fans.  This Position will execute “retail” (i.e., sales-focused) marketing strategies that work directly towards achieving revenue, attendance & audience targets and maximize profit margins while building collaborative, integrated consumer and brand marketing standards. 

Approach.  The Position will assess the current organizational structure and current staff, together with vendor deals, policies & procedures and work closely with the President to recommend (and ultimately implement & manage) the optimal structure, staffing and strategies for all Marketing Services.  This Position holds P&L budget responsibility with core areas of responsibility including:  strategies & systems; account service, employee assessment; hiring, mentoring, development & management of the group.  This Position and this department will collaborate with many stakeholders, including marketing partnerships, ticket sales, communications, operations, finance, football and other core departments.  This Position will provide sales support for PSL’s, premium seating, single game tickets, partnerships, merchandise, events and other areas as needed.

Duties and Responsibilities

  • Develop and protect the brand standards, ensuring the brand is used consistently and stay respectfully within established guidelines across all content, advertising, corporate partner programming and usage, and consumer-facing experiences and communications.  Create a brand book and tool kit for all team activities.

  • Develop an in-house business intelligence and analytics team to grow the Panthers fan base.  Understand the fans and the Carolina marketplace through qualitative and quantitative learning.  Ensure that all Marketing Services are appropriately (and cost-effectively) strategized and targeted to optimize the sales impact. 

  • Collaborate closely with and leverage the finance team to develop budgets, reporting and forecasting projections with consistent, accurate and relevant business metrics.  Work closely with finance to ensure highly accurate and reliable monthly and annual reporting.

  • Collaborate closely with and leverage the marketing partnerships team to ensure the Panthers can fully leverage marketing programs being implemented by marketing partners while also creating new assets and programs to be sold to and leveraged by partners.

  • Develop and create materials specifically for the sales team that exemplifies the new positioning and tells the new story.

  • As a key team member of the senior executive leadership team, identify challenges/emerging issues faced by the organization and help develop strategic solutions for corrective action and/or resolution.

  • Develop, implement and lead multi-faceted marketing strategic plans for achieving annual and long-term revenue and profitability growth targets; maintain focus on maximizing profitability, creating new revenue streams, reducing operating expenses, identifying efficiencies, synergies and economies of scale that lead to tangible economic value creation.

  • Update and modernize the Panthers look, feel and tone or voice. Establish new positioning and stories to tell for the next phase of the Panthers Journey, in the David Tepper ownership era.

  • Increase the reach and engagement through the Panthers and their partners’ resources.  Build a premium and local presence by developing relevant relationships to grow the fan base.

  • Manage agency relationships and oversee advertising planning, placement, and evaluation; ensure relationships with all strategic partners are effectively built and maintained.

  • Promote a culture of high performance and continuous improvement that values learning and quality.

  • Add key members to enhance the marketing department.

  • Mentor and develop staff using a supportive and collaborative approach on a consistent basis.  Demonstrate a leadership approach/style that promotes the values of the organization; provide effective leadership and management oversight to all marketing leaders and their teams; take active role to ensure leadership development and succession planning goals and objectives are achieved. 

  • Establish and monitor staff performance and development goals, assign accountabilities, set objectives, establish priorities, conduct annual performance appraisals; hire, develop, evaluate, mentor and manage team; ensure appropriate organization structure(s), level of staffing and build sufficient bench strength.

Requirements

  • Bachelor’s degree, preferably with an emphasis on marketing, communications, public relations or related field.

  • Minimum 10+ years of progressive experience and oversight in marketing, communications or related field.

  • Proven marketing leader with a demonstrated track record of performance and business achievements.

  • Exceptional track record of developing and implementing marketing strategies that have consistently met or exceeded planned revenue and strategic objectives.

  • Experience using marketing as a tool for driving sales by motivating consumers to act.

  • Evidence of being a strategic thinker with the ability to develop and implement processes and plans.

  • Evidence of planning acumen, analytical expertise and long-term strategic outlook with proven results.

  • Evidence of a successful leadership track record with high ethical standards.

  • Evidence of highly developed collaboration, persuasion, relationship building and interpersonal skills that results in the trust from peers, public and private stakeholders and company ownership/leadership. 

  • Evidence of building an effective and collaborative staff.

  • Strong leadership, planning, management and organizer, directing the outcome of multiple, complex projects.

  • Demonstrated communication effectiveness in all forms and the ability to educate and inform broad audiences with evidence of well-developed influencing, persuasion and negotiation skills.

  • Proficient at Microsoft applications. Internet, professional databases.  Evidence of knowledge of current technologies and remain up to date with processes and best practices emerging in the industry.

  • No employment or contractual restrictions due to existing confidentiality and/or non-competition agreement and ability and willingness to sign a confidentiality and non-competition agreement with the Panthers.

Preferred Qualifications

  • Master’s Degree in marketing, sports, business management, communications, public relations or related field.

  • Knowledge of the Carolinas, including key media contacts and an understanding of city and state government.

  • Hands-on experience in sports & entertainment, property-side, media-side, brand-side and/or agency-side.

Preferred Traits

Leadership, Work Ethic, and Culture

  • Exceptionally strong leadership skills and business acumen.

  • Hard charging, high energy leader with a strong work ethic and a desire to enhance the culture of the organization

  • Demonstrates commitment to the Company’s core values.

  • Projects a positive image as well as inspiring trust and credibility with stakeholders.

  • Aligns actions & words; follows through on commitments; takes ownership, responsibility and accountability.

  • Mature, hands-on executive with “roll-up your sleeves” mentality; digging into details is the default.

  • Low ego; approachable; adheres to processes but is non-political and non-bureaucratic.

Judgment, Decision-Making and Sense of Urgency

  • Demonstrates exceptional judgment in carrying out duties.

  • Able to clearly define complex issues; identifies and discusses potential solutions with key stakeholders; shapes opinions and works to build consensus as appropriate; uses broad knowledge and common sense.

  • Acts with purpose and urgency in making timely recommendations and decisions.

Communication

  • Communicates clearly and effectively; possesses excellent interpersonal skills.

  • Keeps the President fully and completely informed of important issues/aspects of the marketing performance.

  • Over-communicates key messages as appropriate to internal stakeholders.

  • Uses right communication tone, manner and channel in all circumstances.

  • Actively listens and acknowledges conflicting points of view; treats all points of view with respect.

Executive Presence

  • Able to achieve immediate credibility with stakeholders by possessing appropriate composure, confidence, knowledge, clarity, and professionalism.

  • Exhibits a team-oriented approach, always prioritizing team ahead of self.