Director, Marketing | TB Rays

About Legends Global
Legends Global is the premier partner to the world's greatest live events, venues, and brands. We deliver a fully integrated suite of premium services through a white-label model that keeps our partners front and center - from feasibility and project development to sales, partnerships, hospitality, merchandise, venue management, and world-class content and booking.

Legends Global is the premier partner to the world's greatest live events, venues, and brands. We deliver a fully integrated suite of premium services through a white-label model that keeps our partners front and center - from feasibility and project development to sales, partnerships, hospitality, merchandise, venue management, and world-class content and booking. With a global network of more than 450 venues, hosting 20,000 events and welcoming 165 million guests annually, Legends Global brings unmatched scale, expertise, and connectivity to help our partners grow. The Legends Global Way guides how we operate: Align, Scale, Connect, Team, Win - shared success, repeatable systems, connected solutions, unstoppable teams, and wins that are earned every day.

About The Role
The Director of Marketing serves as the strategic architect and revenue catalyst for the Tampa Bay Rays stadium project, leading comprehensive marketing initiatives that drive premium seating sales, ticket revenue, and fan engagement throughout the multi-year construction phase and 2029 opening. This role demands strategic vision and tactical execution - developing go-to-market strategies for premium seats while delivering high-impact campaigns that convert prospects. Reports directly to Senior Vice President.

About The Project/Venue
The Tampa Bay Rays are developing a state-of-the-art ballpark at Hillsborough College in Tampa's Westshore district, targeting a 2029 opening. This public-private partnership anchors the Champions Quarter mixed-use district. With 11,500 premium seats designed to set new MLB benchmarks, Legends Global seeks exceptional leaders to drive this transformational project.

What You'll Do (key Responsibilities & Outcomes)
Revenue Marketing & Go-To-Market Strategy

Develop and execute comprehensive go-to-market strategies for new premium seats and season tickets to drive lead generation goals across a multi-year pre-opening sales cycle

Develop integrated digital and traditional lead generation programs that move prospects through the full funnel, from awareness to deposit, and ultimately convert through 1:1 outreach from the sales team

Partner with VP of Sales & Service and Director of Ticket Sales, aligning campaigns with sales priorities and conversion tracking

Establish and manage performance metrics (CPL, MQL, SQL, conversion rates, ROI), measuring marketing’s revenue impact and optimizing budget allocation based on data-driven insights

Leverage the Experience Center as a central engagement and conversion driver within the overall marketing strategy

Digital Marketing & Campaign Execution

Oversee creation and optimization of dynamic omni-channel campaigns: targeting, segmentation, content strategy, performance analysis

Lead digital advertising strategy across paid search, social media, programmatic display, video platforms driving awareness and leads

Collaborate with Analytics team leveraging segmentation insights ensuring messages reach right prospects at right time

Execute A/B testing protocols optimizing subject lines, messaging, creative, calls-to-action

Develop multi-year content strategies telling compelling stories about the venue vision and transformational experience

Manage marketing technology stack: email platforms, CRM integration, analytics tools

Create compelling video, virtual tours, renderings, and interactive experiences bringing vision to life

Execute B2B and B2C marketing for complex, high-consideration purchases

Client Partnership and Collaboration

Partner with Rays marketing team to ensure comprehensive brand and messaging alignment across all channels and platforms

Collaborate with Rays community relations team on community engagements, elevating ways to highlight the new stadium through onsite activations with measurable results

Familiarity with MLB digital rights landscape a plus

Fan Engagement

Craft messaging strategies honoring Tampa Bay baseball heritage while generating excitement for transformational new chapter

Develop fan communication programs celebrating Rays history while building anticipation for 2029 opening

Design cultivation campaigns introducing prospects to premium experience

Create differentiated messaging for audience segments: longtime fans, new residents, corporate partners, social/entertainment buyers

Develop special event marketing for experience center, groundbreaking, construction milestones

Traditional Marketing & Brand Integration

Execute paid media strategy across TV, radio, print, outdoor maximizing reach and frequency with Tampa Bay audiences

Oversee asset management of paid media

Integrate sponsor activations and partner marketing creating win-win opportunities

Performance Measurement

Establish comprehensive monthly, quarterly and annual reporting frameworks tracking lead generation, conversion rates, revenue attribution across channels

Conduct regular campaign post-mortems identifying learnings and applying insightsStay current on MLB marketing trends, digital innovations, venue marketing best practices

Foster culture of testing, learning, and continuous optimization

Marketing Team Management & Coaching

Lead, coach, and develop team of Marketing Coordinators

Conduct daily team meetings to review priorities, share best practices, draw connection to the sales team and maintain high energy and momentum

Provide hands‑on coaching on brand alignment, campaign reporting and optimization; elevating marketing insights and creating recommendations

Hold team accountable content reviews and deadlines

Foster a creative, supportive environment

WHAT YOU BRING (QUALIFICATIONS & EXPERIENCE)

Bachelor’s degree in Marketing, Communications, Business, or related field required

7-10 years progressive marketing experience with demonstrated success in revenue-generating roles

MLB, professional sports, or live entertainment experience preferred, particularly with pre-opening or major venue initiatives

Track record developing and executing integrated campaigns achieving measurable business results

Previous involvement with venue transformations, stadium openings, or major launches highly valued

Technical Competencies

Expert proficiency in digital marketing platforms (Salesforce Marketing Cloud, HubSpot, or similar)

Advanced email marketing knowledge: best practices, segmentation, deliverability, automation

Strong capabilities in digital advertising: Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, programmatic

Proficiency in analytics tools (Google Analytics, Adobe Analytics) deriving actionable insights

Working knowledge of CRM systems (preferably Salesforce) and sports ticketing platforms

Competency in creative tools (Adobe Creative Suite) for review and direction

Proficiency in AI tools and platforms to generate content and inform strategy

Advanced Microsoft Office skills (Excel, PowerPoint)

Strategic & Analytical Skills

Data-driven marketing approach with commitment to ROI optimization

Strong executive presence and client presentation skills

Strong business acumen connecting marketing activities to revenue outcomes

Experience developing audience segmentation models and personas for sports contexts

Sophisticated understanding lead generation metrics, funnel optimization, attribution modeling

Ability balancing brand-building with direct-response tactics in extended sales cycles

Personal Attributes

Passion for MLB with appreciation for fan experience and the Tampa Bay community

Creative problem solver bringing innovative ideas grounded in data

Energized by collaboration and constructive feedback

Adaptable and resilient in fast-paced, high-visibility projects

Ability selling vision and generating excitement for future venue while managing extended timelines

Success Metrics
Within 12-18 months:

Generate qualified lead volume enabling sales team to meet/exceed revenue targets for new premium seats

Achieve defined conversion rate benchmarks demonstrating marketing effectiveness

Deliver positive ROI across all paid marketing channels

Build high-performing marketing team capable of scaling to support 2029 opening

Establish Tampa Bay Rays stadium marketing as best-in-class example in MLB

WORK ENVIRONMENT & TRAVEL

Role requires regular on-site presence to support project launch, client partnership, team leadership, and venue-related activity.

Ability to work both traditional and non-traditional hours, including nights, weekends, holidays, and event-based schedules as business needs require.

Travel may be required for meetings, training, client engagement, industry events, and Legends Global business needs.

Legends Global has assembled the most powerful network in sports, live entertainment, and venues — not just the collection of venues and partners, but the people behind them. You’ll work alongside exceptional talent, collaborate with experienced leaders and subject matter experts, and contribute to projects that set the standard for excellence across sports, entertainment, hospitality, and live experiences. Every win here is earned, not assumed — if you’re driven by growth and delivering innovative solutions, you’ll thrive here at Legends Global.

Compensation
Competitive pay, commensurate with experience, skills, and qualifications. This role may also be eligible for an incentive. Legends Global offers a competitive total rewards package, including medical, dental, vision, life and disability insurance, paid vacation, and 401k plan.

DEPARTMENT
Legends Global Sales

REPORTS TO
SVP, Project Lead

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