In order to be considered for this role, after clicking "Apply Now" above and being redirected, you must fully complete the application process on the follow-up screen.WHO IS USA LACROSSEUSA Lacrosse, a non-profit organization, is the governing body of men's and women's lacrosse in the United States, leading the U.S. National Teams Program and establishing universal standards. With nearly 400,000 members, we provide national leadership, structure, and resources to fuel and unify the sport's growth and enrich the experience of its players, coaches, officials, parents, and program leaders.
USA Lacrosse believes a diverse team best positions our organization to fulfill its mission. We strive to attract and maintain a team of talented and dedicated professionals who represent the diverse nature of our membership and the national lacrosse community. We are committed to a team culture that ensures everyone feels welcomed, valued, and included.
Core Values - We Influence - Written and Verbal Communication
- We Serve - Customer Focused
- We Create & Innovate - Creativity
- We Collaborate - Peer Relationships
- We are Humble & Honest - Integrity and Trust
- We Embrace Individuality - Diversity
- We Have Fun - Work Hard and Play Hard
If this aligns with who you are and what you are looking for in an organization, keep reading.
POSITION SUMMARYUSA Lacrosse is looking for a VP, Marketing, Media, & Communications to join our team to provide strategic leadership, vision, and management for all marketing, media, and communications for USA Lacrosse. This crucial role will ensure all marketing and communications initiatives align with the long-term plan and strategic vision of the Mission, supporting purpose-based activities of the organization. You will get to work in all areas of marketing, including driving marketing grounded in growth, brand recognition, content development, and digital conversions to promote and grow membership through awareness of our benefits, services, programs, and events offered by USA Lacrosse.
You will get to be part of the Leadership Team (LT), working collaboratively with department leaders throughout the entire organization to move forward our Mission of fueling the growth of the game, enhancing the experience, and fielding the best National Teams.
If you are an experienced, innovative, and results-driven marketing and communications professional who wants to partner with a team of passionate and talented professionals who are dedicated to growing the game of lacrosse, this could be a great opportunity for you. You will get to showcase and highlight the top athletes in the sport for a Mission-based organization dedicated to the game and its members.
A Typical Day Looks Like...- Leads the development and execution of the strategic vision for all marketing, media, communications, and creative areas of the organization, ensuring alignment with "voice," long-range plan, and Mission of USA Lacrosse.
- Creates, plans, and oversees the implementation of all marketing campaigns and strategies to drive brand awareness, member loyalty/awareness, lead generation, and fan engagement across all distribution channels, platforms, and USA Lacrosse events.
- Representing the interests of all areas of the organization, collaborates with all members of the marketing, media, and communications team to design targeted marketing strategies across multiple channels and platforms to support the entire organization delivering messages to engage target audiences of USA Lacrosse's membership driving brand awareness, and educating members on programs, initiatives, and events. This includes establishing key performance indicators (KPIs) to measure performance so adjustments can be made for improved performance.
- Integrating and prioritizing the needs of other departments, leads and oversees the strategic development and rollout of all digital and social marketing initiatives, including, but not limited to, email marketing, social media, website, digital advertising, magazine, and any other media products to support initiatives, products, events, and the overall Mission of USA Lacrosse.
- Leads creative strategies, production, and digital asset management. This includes the ability to translate and implement business to customer (B to C) and business to business (B to B) marketing.
- Develops KPIs to measure success and evaluate the effectiveness of USA Lacrosse's marketing strategies, using data collected to make informed business decisions, and adjusting as necessary to improve results to enhance performance. This includes:
- o Developing and implementing a performance marketing strategy, including paid search, social media advertising, affiliate marketing, and email marketing.
- o Overseeing and measuring digital marketing initiatives, including SEO, SEM, social media, email marketing, and content marketing.
- o Using data analytics to measure marketing performance to optimize campaigns and identify new opportunities.
- o Developing and executing effective member acquisition strategies to drive lead generation and conversion.
- o Understanding the impact of social media followers and their relationship with revenue generation and conversion rates.
- o Managing relevant agency relationships including, but not limited to, media buying, growth marketing, and/or brand activation.
- Reports on financial performance of all marketing channels and platforms to understand how campaigns perform, allocating resources accordingly to enhance revenue opportunities. This includes exploring new opportunities where marketing, media, and communications can serve as a source of revenue.
- Establishes and manages the annual budget for the marketing, media, and communications department, ensuring collaboration with other departments to incorporate financial needs across the organization in a fiscally responsible manner.
- Uses data and insights to enhance the impact of customer segmentation and personalized member/consumer journeys.
- Acts as a thought leader and subject matter expert (SME) for the organization on evolving industry trends and technology to support brand vision and goals, implementing best practices so USA Lacrosse can be a driving force in the growth of lacrosse.
- A leading voice for market research, business intelligence, understands USA Lacrosse's member/customer base, and keeps a pulse on what USA Lacrosse's competitors and other similar organizations are doing to maintain a strategic advantage. This includes identifying trends and working with other departments to develop products to add value to members aimed at driving member loyalty, value, and revenue.
Is This You...- Seven (7) to ten (10) years of progressive career growth and development in marketing, media, and communications leadership experience in overseeing strategy and initiatives for an organization. Media, B to C, and/or sport-based organization experience a plus.
- Demonstrated experience leading a cross-functional marketing and communications team with understanding of growth marketing, digital marketing, brand marketing, and content development (digital and written) with the intention of promoting the organization while generating revenue.
- Proven experience providing strategic leadership and vision for the marketing and communications plans of an organization to support the mission while identifying areas to generate revenue.
- Experience building and managing an annual budget in a fiscally responsible manner. This includes the wherewithal to scrutinize expenses to ensure they align with and support the execution of the Mission, as well as measure, analyze, and report on financial performance.
- A keen understanding of B to C and B to B marketing best practices with the ability to implement and effectively execute.
- Ability to drive demand creation for retail and consumer products.
- Knowledge of content licensing, annual publication, newsletters including but not limited to subscription models and metered wall/member only content strategies.
- Intermediate to advanced computer skills with working knowledge of Microsoft 365 products, including Word, Excel, Outlook, Teams, and PowerPoint.
- Knowledge of Salesforce and marketing related software's such as Hootsuite, Google Analytics, Power BI, Drupal, and Adobe Creative Suite. This includes the ability to evaluate existing software's to ensure they are meeting business needs and make changes as necessary.
- Strong organizational skills with the ability to multi-task and keep data organized for thorough analysis and reporting.
- Able to serve as an advisor with no agenda, providing neutral advice and leadership considering the needs of the entire organization.
- Ability to work both independently and collaboratively as part of a team with a "hands on" mentality. This includes the ability to be self-managed to work in a hybrid (in-office/work from home) environment.
- Demonstrated adherence to the highest ethical standards for self and team with a commitment to continued professional growth and development.
- Discretion to handle sensitive and confidential matters and information.
- Ability to present a professional persona and presence to build relationships and establish credibility.
- Ability to be flexible with work schedule, including availability to work nights and weekends and travel based on event needs. This position will require overnight travel for USA Lacrosse events.
- Willingness to learn about the sport of lacrosse and appreciate the need for developing funds to fuel its development and growth with diversity, equity, and inclusion as a focus.
- Ability to align with USA Lacrosse's Mission, Vision, and Values and Strategic Plan to support our initiatives and organizational goals.
Expected Hours of WorkThis position is generally expected to work Monday through Friday from 8:30am to 5:00pm and occasionally requires longer hours or weekend work as related to events and other business needs. This is a hybrid position and works from the headquarters office in Sparks, MD three (3) days a week with the flexibility to work from home two (2) days a week.
Compensation & Benefits OverviewThe total compensation pay range (inclusive of base salary plus annual incentive pay potential) for this position is $160,000 to $200,000 commensurate with experience.
USA Lacrosse offers a competitive benefits package including, but not limited to,
- Medical, Dental, and Vision insurance, offering multiple options for Medical and Dental (eligible the first of the month following 30 days of employment).
- Company paid life and AD&D at one time an employee's salary up to $50,000 and company paid long term disability (LTD) at one year of employment.
- 403(b) retirement plan (eligible immediately upon hire), including a 4% employer contribution at one year of employment.
- Generous PTO, company paid holidays, bereavement, jury duty, and parental and maternity leave.
- Additional voluntary insurance options, such as supplemental benefits through Colonial and Nationwide pet insurance.
- Discounts on USA Lacrosse merchandise.
- Free onsite gym at HQ office.
- Free parking.
Travel RequirementsTravel may be necessary up to 20% of the time (local, regional). Travel would involve the following mode(s) of travel: car, train, or air. Some out of area and overnight travel may be expected.
EEO StatementUSA Lacrosse is an Equal Opportunity Employer committed to providing an environment of mutual respect. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex (including pregnancy, gender identity, and sexual orientation), parental status, national origin/ancestry, age, disability, genetic information (including family medical history), political affiliation, military status, veteran status, or any other status/characteristic protected under federal, state, or local law. USA Lacrosse believes diversity and inclusion among our team is critical to our success as an organization, and we seek to recruit, develop, and retain the most talented people from a diverse candidate pool.
