This individual is responsible for driving the club’s advertising and media mix strategy across TV, radio, print, digital and social mediums. The role partners with stakeholders across the organization to curate and share content driving revenue and engagement - planning, execution and measurement. It also works with the broadcasting team to drive activation and advertising promotion with broadcast rights holders and with the content department to develop brand and revenue‑driving content. The individual provides centralized planning and support for all marketing and advertising for Spring Training, the Astros Foundation, the Houston Open and other special events.
Responsibilities
- Media Planning
- Create strategic media plans for promotions, events, sponsor initiatives, community initiatives, etc., and facilitate execution.
- Identify overall club marketing priorities with other marketing leaders and plan advertising resources accordingly to drive top initiatives.
- Lead execution and measurement of advertising and media plans, collaborating across the organization to drive completion.
- Work with Business Analytics to create and identify fan segments and profiles and deliver targeted advertising campaigns to a relevant audience.
- Coordinate and align general market advertising, social media, and market development activities to the overall goals of the marketing department.
- Evaluate current marketing programs and support the marketing strategy for the Houston Open, Spring Training and other events.
- Advertising
- Responsible for the effectiveness of advertising, measured by ticket conversion and ROI.
- Collaborate with analytics to track campaign results and develop hypotheses for optimization.
- Develop ways to measure campaign effectiveness including engagement and ROI.
- Oversee and approve all advertising creative ensuring that each message fits the Astros and/or minor league brands and connects with the target audience.
- Design and oversee social media presence/strategy for all Astros social handles and provide social support for other affiliated properties.
- Lead the advertising, digital and mobile marketing efforts for both English and Spanish language Astros.com, emails, digital, TV, print, radio and mobile.
- Collaborate with Corporate Partnerships and the Astros Foundation to activate the Astros brand with partners and sponsors.
- Manage key advertising assets and marketing projects with broadcast rights holders.
- Collaborate with MLB to create and maintain innovative website and optimize user experiences via web, mobile, and social.
- Assist in idea creation and execution of gameday promotional calendar to integrate into overall sales and marketing campaign.
- Reporting and Analytics
- Provide reports on the effectiveness of all advertising campaigns including email, social, digital and mobile.
- Develop methods to better track the effectiveness and results of digital, print, radio and TV advertising.
- Work with analytics and insights to develop fan profiles and use them to target messaging and ensure communications are relevant.
- Utilize Scarborough research and other available databases to recommend methods to reach targeted fans most effectively.
- Develop post‑mortems and regular dashboard reporting for key initiatives.
- Social Media
- Responsible for the overall social media strategy of the club and aligning that strategy to advertising efforts and club and marketing goals.
- Research trends, best practices and emerging technologies to stay on the forefront of new media and establish the Astros as a leader in social media.
- Partner with stakeholders to create a social media strategy and calendar for all marketing priorities.
- Use social media analytics to determine the most successful posts, campaigns and improve interaction and ROI.
- Lead strategy for social planning and content across all Astros and affiliated channels.
- Oversee the development and growth of the social media team.
- Perform other duties as assigned.
Qualifications
- Bachelor’s in marketing, communications, business or related field.
- 8+ years’ experience in advertising and digital marketing; sports or entertainment experience preferred.
- Excellent verbal and written communication skills.
- Detail‑oriented, organized and able to multi‑task.
- Strong peer and direct leadership skills; ability to develop and manage talent.
- Proficiency in Microsoft Word, Excel and PowerPoint.
- Fluency in Spanish is a plus.
Work Environment
This job operates in an office and stadium setting, using standard office equipment such as computers, phones and photocopiers. The noise level is moderate but can be loud in the stadium. The role requires ability to work in all types of outdoor weather conditions and within a stadium environment.
Physical Demands
Stand for long periods, walk long distances, climb up/down stairs; stoop, kneel, crouch, sit and move/lift up to 25 lbs of equipment or supplies; use hands to handle objects. Close and focused vision required.
Position Type and Expected Hours of Work
Flexible schedule including extended hours, evenings, weekends and holidays.
Travel
Some travel may be expected.
Other Duties
This job description is not a comprehensive listing of all duties; responsibilities may change at any time with or without notice.
We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, or any other characteristic protected by law.
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