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Philadelphia Flyers | Wells Fargo Center | SVP, Head of Marketing | Philadelphia, PA


Background

The Philadelphia Flyers are a Philadelphia institution, an iconic and truly authentic brand, and one of the most successful NHL franchises of all time. The Flyers were established in 1967 in the NHL’s very first expansion from its “Original Six” franchises. The club burst onto the scene with a streak of 18 consecutive playoff appearances, while building one of the strongest and most passionate fan bases in all of sports. The Flyers teams of the early ’70s earned the nickname “The Broad Street Bullies” behind the play of goaltender Bernie Parent, three-time league Most Valuable Player Bobby Clarke, winger Bill Barber, and Dave (“the Hammer”) Schultz, winning two Stanley Cups during this period (1974 and 1975). As the game has evolved, so too has the team’s style of play and identity. Behind established star players in Claude Giroux and Sean Couturier, and budding top talent in Ivan Provorov, Carter Hart and 2nd overall pick Nolan Patrick, the team showcases the incredible skill, speed and excitement of modern hockey. Led by new General Manager Chuck Fletcher and Head Coach Alain Vigneault, the Flyers are poised to become perennial Stanley Cup contenders in the near future.

The Wells Fargo Center is one of the busiest arenas in the world, home of the NHL Philadelphia Flyers, the NBA Philadelphia 76ers, Villanova University basketball, the Philadelphia Soul of the Arena Football League and the Philadelphia Wings of the National Lacrosse League. Additionally, the Wells Fargo Center has hosted every major arena event over the years, including NHL and NBA All Star Games, NCAA Regionals and Final Four basketball tournaments, NCAA Frozen Fours, ESPN X-Games, the Democratic National Convention, etc. The Wells Fargo Center is also a top-five venue for music, concerts, family shows and more.

Wells Fargo Center is undergoing an ambitious, $250 million transformation that is completely reimagining the look and feel of the venue. In 2016, 20 years after it first opened, the Wells Fargo Center began with a $155 million enhancement of the arena’s suites. Many of the luxury skyboxes were replaced by premium seating closer to the action, representative of cutting-edge arena trends around the globe. Designed to increase fan experience and crowd flow, concourse hallways were widened, and new floors installed. Keeping up with the digital age, flat screens, touchpads, and charging stations have been strategically placed throughout the arena. In Summer 2018, the Wells Fargo Center completed a $30 million overhaul to the mezzanine that transformed “void spaces” into two new lounges and more room for fans to congregate. The summer of 2019 will see a complete redesign of the main concourse and lower bowl. In the summer of 2020, the Wells Fargo Center will see the largest investment, including introducing top of the line courtside luxury suites (building will be dark through this construction period). The transformation will be complete by the end of 2021.

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

Position Summary

The Philadelphia Flyers & Wells Fargo Center Senior Vice President, Head of Marketing (SVP) will be responsible for overseeing all marketing functions for the Philadelphia Flyers, Wells Fargo Center and Philadelphia Wings of the National Lacrosse League. The organization seeks a dynamic, innovative, hands-on marketing executive to lead a data-driven, strategic and consistent approach in the development of consumer marketing and promotional programs aimed to drive revenue. This individual will also shape the overall approach to the utilization of paid and trade media across the three properties. Additionally, the SVP will oversee broadcast and game presentation, creative content, manage the brand identity, direct creative (in-house and agency support), manage new/social media channels, and drive communications and community relations efforts, ensuring consistency across the portfolio. Reporting directly to the Chief Business Officer, the SVP will be responsible for producing and executing a creative marketing strategy, ideating content to meet the needs of the entire organization and determining the most effective way to spend advertising budgets that maximize ticket sales.

Currently, the marketing initiatives for each property are decentralized; the SVP will create a new centralized team to develop and implement an integrated, cohesive and consistent approach in support of all organizational assets. This position will be retail-marketing focused and will execute strategies that work towards achieving revenue and attendance goals and maximizing profit margins. The ability to shape and evaluate analytics to determine advertising and marketing effectiveness is central to the role. Ultimately, this role’s primary mission is to compel the market to buy tickets to Flyers games, events at the Wells Fargo Center and Wings games, driving revenue for the company. The SVP will be a collaborative executive, able to work seamlessly and positively with the many other department heads that rely upon the work of the Marketing department. Specifically, the successful candidate will demonstrate a capacity to drive ticket sales and the brand in partnership with Flyers and Wells Fargo Center Ticket Sales and Service and Corporate Partnerships groups.

The SVP will be an analytical, creative, and ambitious executive with notable experience holistically managing a brand through all facets of development. Through market research, creative storytelling and data-based decision making, the SVP will shape, refine, and drive measurable growth of Flyers, Wells Fargo Center and Wings revenue lines. The successful candidate will be experienced in content creation and be able to outline and direct a plan for content to drive sales and brand across the organization. The SVP must provide strategic direction for the Department, helping set the visions for the individual properties as well as the overall organizational vision, while also being a hands-on leader who is experienced at transforming a team. The SVP and the Department will collaborate with other organizational stakeholders including sponsorships, ticket sales, operations, finance, business analytics and other core services to help create a modern, first-class organization.

Duties and Responsibilities

  • Develop and lead a multi-faced marketing strategy for the Philadelphia Flyers, Wells Fargo Center and Philadelphia Wings as well as for the entire organization, encompassing Broadcast, Game Presentation, Creative Content, Advertising, Communication and Community Relations.

  • Develop an engaging content plan to support sales, sponsorship, retail, community, communications and the entire organization.

  • Drive the overall consistency of the look and feel for each property across all marketing channels including print, video, social and game presentation.

  • Manage agency relationships.

  • Optimize marketing budgets to efficiently and effectively deliver on revenue targets.

  • Demonstrate great attention to detail: the successful candidate will be hands-on with execution, not solely a strategic thought-leader.

  • Communicate effectively with the Chief Business Officer on all planning and executional details.

  • Develop the annual marketing campaign, including directing concepts that will resonate with the target audience, and the visuals and messages that will drive brand and promotional sales.

  • Lead in-house creative activities, including the brand-level content, but even more importantly the frequent cadence of promotional materials to support sales. Be responsible for ensuring a highly stylized and professional look and feel to all creative materials, while ensuring that copy and content “sells” by driving urgency and highlighting reasons fans buy.

  • Oversee social and other new media channels to drive engagement and sales. Be sure that content is planned out carefully and strategically to tell stories that build fan engagement and passion.

  • Develop, monitor, and evaluate marketing decisions using analytics that measure outcomes and assess quantifiable metrics.

Qualifications, Skills and Education Requirements

  • Bachelor’s degree in sports management, marketing, business administration or related field from a four-year college or university, or equivalent work experience.

  • Ten (10) years of relevant marketing experience in a complex consumer-facing organization focused on sales and promotion of an expiring-inventory product or service.

  • Proven track record of driving sales through the design and implementation of innovative marketing, advertising and promotional strategies.

  • Direct experience ideating and creating content for a broad set of organizational needs.

  • Experience designing and evaluating analytics to measure advertising effectiveness.

  • Detail-oriented planner, who maps out a complex and broad set of roles and responsibilities against a trackable and shareable calendar.

  • Proactive communicator who keeps leadership informed of plans and progress.

  • Hard-charging executive that seeks excellence in everything they do and wants to go above and beyond the basic job requirements.

  • A collaborative, culture-enhancing leader that works well with peers and makes the organization a fun place to work.

  • Experience partnering with sales, management, and creative leaders to drive distinction in a competitive consumer marketplace.

  • Demonstrated background in developing various creative marketing collateral and campaigns to drive sales by leveraging multiple marketing channels (digital, TV, in-arena, social, print, experiential).

  • Ability to thrive in a fast-paced, demanding environment.

Leadership Characteristics

Superior Marketing Acumen

  • Build and drive the execution of measurable, well-conceived, and strategic marketing plans that focus on driving sales metrics.

  • Articulate and refine a compelling brand message that attracts and retains generations of fans.

  • Compete effectively in the Philadelphia, national, and global markets for fan and customer loyalty by devising rewarding and enriching sports and entertainment experiences.

  • Strengthen the value proposition for all internal and external stakeholders, including corporate sponsors, ticket purchasers, fans and community partners.

  • Serve as the primary champion for the brand, driving internal communication and buy-in to the way in which the brand is articulated across all business lines in partnership with senior leadership and internal stakeholders.

  • Collaborate with the corporate partnership team to develop innovative programs and activation campaigns that enhance value and provide a return on investment to partners.

  • Drive fans and stakeholders to the brand and games through meaningful digital/social interaction, loyalty programs, and compelling events in order to build ongoing connectivity.

Adaptability and Collaboration

  • Serve as a highly collaborative, nimble executive across the organization, driving consensus through an appreciation and understanding of different points of perspective.

  • Create solutions that incorporate points of view from across the organization.

  • Lead without ego, prioritizing collective progress and success over individual interests.

Inspirational Leadership and Relationship Building

  • Build, mentor, and retain a high performing and enthusiastic department.

  • Garner organizational support for the integral role of marketing through results and progress.

  • Build strong relationships with fans, ticket holders, sponsors, community partners and other stakeholders.

  • Earn confidence from all Flyers, Wells Fargo Center and Wings stakeholders.