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San Francisco 49ers & Levi Stadium | Chief Marketing Officer | San Francisco, CA


Background

The San Francisco 49ers were the first major league professional sports franchise based in San Francisco. As a charter member of the All-America Football Conference, the team joined the National Football League in 1949 when the leagues merged.  They compete at Levi’s Stadium in sunny Santa Clara, California, 45 miles southeast of San Francisco.  In the heart of Silicon Valley, Santa Clara is home to the headquarters of several high-tech companies, including IBM.  Ranked 18th healthiest city in America, Santa Clara offers residents an urban feel and is home to Santa Clara University, providing a vibrant and youthful atmosphere. 

Boasting five Super Bowl Championships, six Conference Championships and nineteen Division Championships, the San Francisco 49ers are one of the most successful teams in NFL history.  The team has set numerous notable NFL records including most consecutive road games won, most touchdowns in a Super Bowl and most consecutive games scored.  Led by Hall of Famers Joe Montana, Jerry Rice, Ronnie Lott, Steve Young and coach Bill Walsh, the 49ers entered a new era of success in the 1980s.  The 49ers won back to back Super Bowls in 1989 and 1990, with the 1990 championship team being regarded as one of the most dominant teams ever, winning three playoff games by a combined 100 points.  The 49ers became the first team to win a record five Super Bowls after defeating the San Diego Chargers in 1995. 

Denise and John York bring long and distinguished careers in sports and business to their roles as Co-Chairs of the San Francisco 49ers, where they combine their passion for building a championship team with their commitment to being the best possible business partners and community citizens.  Since Denise’s father, Edward J. DeBartolo Sr., purchased the 49ers in 1977, she has been an integral part of four decades of 49ers football, including 44 playoff contests and five Super Bowl victories. Earlier in her career, Denise served as President of the Pittsburgh Penguins hockey team. Under her leadership, the Penguins were revitalized and transformed into a championship team, winning the Stanley Cup. She is one of only 12 women to have her name engraved on hockey’s famed championship trophy.  A successful entrepreneur, John spent years as Senior Vice President/Director of Racing Operations for the DeBartolo Corporation, instituting programs designed to enhance the fan experience and raise the profile of thoroughbred horse racing. John, a noted pathologist, began his business career in 1982 as Founder of DeYor Laboratories in Youngstown, Ohio. From three employees, he molded the company into a 500-person operation with facilities in three states before selling the company to Corning, Inc., in 1993.

Levi’s Stadium is the culmination of their vision to create an unparalleled game day experience for 49ers fans. The venue not only provides fans the ultimate place to enjoy 49ers football, but it also plays host to a number of world-class sports and entertainment events throughout the year. Through the integration of innovative technology, sustainable practices and groundbreaking design elements, Levi’s Stadium accurately reflects the best of the Bay Area while bringing fans closer to the game.  Visitors to Levi’s Stadium immediately notice wider, open concourses that look back into the lower bowl so fans don’t miss a minute of the action while waiting for food. A significant increase in the number of points of sale for concessions and merchandise and in the number of restrooms was done to limit congestion. From their seats, visitors can marvel at more than 19,000 square-feet of video board space, while using the Levi’s Stadium App to order food, beverages and merchandise or to watch replays of the action on the field in real-time. Those who visit the NRG Solar Terrace on the roof of the stadium’s suite tower are treated to unbelievable views, while being shaded by 49 solar panel arrays that helped make the venue the first stadium home to an NFL team to open with LEED Gold certification. Levi’s Stadium is also the first home of a NFL team to earn dual LEED Gold certifications, achieving its second distinction for operations and maintenance of an existing building in 2016.

Levi’s Stadium garnered international recognition by receiving the prestigious honor of Sports Business Journal’s 2015 Sports Facility of the Year and the 2015 Sports Venue of the Year at the Stadium Business Awards in Barcelona, Spain. The venue has also received several recognitions from the sustainability industry - including the 2017 Stadium Business Environmental Award - for its environmentally friendly design and operations plan, both of which were mandated by the York family.

Under the leadership of Denise and John, the 49ers community impact and the 49ers Foundation are recognized among the most impactful in all of professional sports. The 49ers were named the 2017 ESPN Sports Humanitarian Team of the Year and the 2017 Pop Warner Little Scholars Team of the Year. The 49ers and the 49ers Foundation were previously recognized as Beyond Sport’s 2015 Sport Team of the Year for Outstanding Philanthropic Sports Organization and the 2013 winner of the prestigious Robert Wood Johnson Foundation Steve Patterson Award for Sports Philanthropy.

Denise and John’s eldest son, Jed, now carries on the family’s legacy -- begun by his grandfather Edward J. DeBartolo Sr., his Uncle Eddie DeBartolo Jr., and his parents, by serving as CEO of the 49ers. Since 2016, Al Guido has served as the President of the San Francisco 49ers as well as the CEO of Elevate Sports Ventures. Guido originally joined the 49ers in 2014 as COO, after holding the SVP title for Legends as they sold the brand-new Levi Stadium.

Any interested candidates should contact Turnkey Search directly. Contacting the 49ers will only delay consideration of your qualifications.

Position Summary

The Chief Marketing Officer (“CMO”) has responsibility for all areas of marketing including brand marketing, communications, game/event presentation including the totality of the at-event show and driveway-to-driveway experience, creative services/creative content creation, media and new media including broadcasting, digital and social media platforms and community programs & impact.  The CMO will lead all integrated marketing and communication functions to achieve the 49ers’ objectives of growth and the enhancement of the brand reputation to ensure positioning is consistent with the strategic direction.  The CMO will execute brand and “retail” (i.e., sales-focused) marketing strategies that work directly towards achieving revenue, attendance & audience targets and maximize profit margins at the property-level while building collaborative, integrated consumer and brand marketing standards. 

The CMO will efficiently streamline the delivery of innovative, data-driven creative in conjunction with each of the individual properties by creating and delivering an overall vision for the structure of the group.  The CMO 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. 

The CMO holds P&L budget responsibility with core areas of responsibility including:  strategies & systems, account service, employee assessment, hiring (if needed), mentoring and development & management of the group.  The CMO and the marketing department will collaborate with many stakeholders, including marketing partnerships, ticket sales, operations, finance and other core departments.

Duties and Responsibilities

The CMO will direct the overall strategy creation and implementation of the 49ers’ brand message and its full deployment across all business lines, including, but not limited to:

  • Assess the existing marketing approach, ensuring standards, processes and internal resources are in place to serve existing and new potential customers most effectively; develop and institute the strategy for how to best create a fully-integrated and efficient marketing department fully dedicated to the promotion of the 49ers.

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

  • 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.

  • 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.

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

  • 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.

  • Curate the organization’s storytelling engine through creative and engaging content creation, utilizing all forms of production across all digital, social and traditional content platforms.

  • Creatively “feed” the sponsorship activation group, making sure to constantly assist all sponsorship ideation during sales, renewals and throughout account activation windows.

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

  • Provide support to senior executive team by providing talking points and coaching on delivery of key messages; ensure all key stakeholders are proactively informed and engaged; assist in the preparation of responses and/or position statements for various public audiences and ensure media opportunities are managed.

  • Collaborate closely with and leverage the business intelligence group to ensure that all Marketing Services are appropriately (and cost-effectively) strategized and targeted to optimize sales impact.

  • Collaborate with the finance group 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.

Qualifications, Skills and Education 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.

  • 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 49ers.