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Carolina Panthers | Director, Brand & Marketing | Charlotte, NC


Background

In 1993, NFL owners unanimously selected the Carolinas as the 29th NFL franchise and the first expansion team since 1976. Over the last 25 years, the Panthers have been a highly successful team on the field, winning multiple NFC South Division titles and playing in two Super Bowls. 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. The Panthers recently announced plans to open a brand-new, state of the art training facility in Rock Hill, South Carolina. Bank of America Stadium in Charlotte is the current home of the Panthers.

Under 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. In September of 2018, industry veteran Tom Glick joined the Panthers as the team’s new President of Business Operations. Tom Glick, in turn, hired marketing expert Meredith Starkey in February 2019 to lead the Panthers’ marketing team into this new era. With fresh ownership and established business leaders in the building, the Panthers are poised to win both on and off the playing field.

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. On the whole, Charlotte is one of the fastest-growing DMA’s in the United States and has recently been highlighted by Forbes as one of the Best Places for Businesses and Careers.

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

Position Summary

Reporting to the Vice President - Chief Marketing Officer (the “CMO”), the Director, Brand & Marketing (the “Director”) is responsible for the development and implementation of marketing and brand strategies to strengthen the Panthers’ brand throughout the Carolinas, fuel fan growth and engagement, and drive revenue growth. This individual will lead the marketing and creative services teams along with external partners in the planning, development, and execution of marketing platforms and campaigns while also supporting the lines of business. The Director will utilize fan-led, insight-driven marketing to drive growth and profitability and will be responsible for providing strategic thought leadership.

The marketing department will focus on four strategic priorities aimed to fuel the growth of the organization: Redefine the Brand; Win the Carolinas; Digital Transformation; and Create Fan Centric Culture. The Director will shape the identity and positioning of the new era of the Panthers’ brand and how it is extended into the consumer and corporate communities, driving the overall mission to become one of the most loved brands in sports. The Director will fundamentally and measurably improve the brand perception, presence and product offerings in the Carolinas and drive deeper engagement across a multitude of platforms and verticals. Finally, the Director will be laser focused on fan acquisition and the fan lifecycle, and how to maximize the value of consumer engagement efforts over that lifecycle.

Duties and Responsibilities

  • Provide day-to-day leadership of brand marketing staff while ensuring the team is fully integrated into the Panthers Marketing team. Manage oversight and engagement of agency relationships.

  • Direct cross-functional planning, development, and execution of integrated marketing strategies and campaigns at local, regional, national/international levels, with a strong focus on winning the Carolinas.

  • Develop brand strategy, guidelines, and asset management system.

  • Drive creative development and review process for brand and campaign assets.

  • Responsible for the development and execution of media strategies and plans that support campaigns and business/sales initiatives.

  • Plan and execute a go-to-market strategy that works directly towards achieving revenue, attendance and audience targets while maximizing profit margins.

  • Oversee development of fan engagement platforms including loyalty and influencer marketing programs.

  • Leverage corporate partners to mutually benefit the team and the corporation.

  • Partner with the data and analytics team in the development of a fan segmentation and marketing KPI dashboard for the purpose of identifying core targets to ensure marketing efforts are guided by fan insights and interests.

  • Partner with sales and sponsorship in the evaluation, development, and execution of the product portfolio, utilizing assets to drive revenue growth.

  • Plan and collaborate on projects across organizational departments, organizing special events and developing experiential programs from a marketing perspective.

  • Manage all brand marketing operations, including budget planning that reflects the departmental strategy and developing a marketing calendar that implores the marketplace to engage with the Panthers’ franchise.

  • Create and deliver executive presentations to CMO and senior leadership.

Qualifications, Skills and Education Requirements

  • Bachelor’s degree in marketing or related field

  • At least 10 years’ proven marketing experience; sports, entertainment, or lifestyle brand marketing experience preferred

  • Demonstrated experience leading teams and agency partners

  • Strong understanding of marketing principles and tools

  • Excellent strategic thinking capabilities

  • Effective oral and written communication skills

  • Ability to work collaboratively in a matrixed environment

  • A self-starter and team player who exhibits strong work ethic, reliability, and dependability

  • Ability to adapt and adjust to changing needs of the business while maintaining a positive attitude

  • Ability to make sound decisions and exercise independent judgement and discretion with integrity and accountability, while working in a fast-paced, high-demand, and sometimes strenuous environment

  • Must be detail-oriented and must be able to multi-task while managing time successfully.