VP, Direct-To-Consumer Product Marketing and Programming

This is a Full Time Job

The VP of Direct-To-Consumer (DTC) Marketing and Programming will oversee the combined editorial and marketing operations of Tennis Channel's direct-to-consumer business. The best candidate will combine deep knowledge of professional tennis with expert digital content and marketing skills to attract and retain new generations of tennis fans, and they will partner with Product, Digital, and Production teams as we endeavor to create the world's best tennis viewing experience.

Programming
• Oversee programming decisions and implementation for DTC apps.

• Own the programming calendar and in-app merchandising strategy and day-to-day operations.

• Utilize user data to optimize app layout strategies with product team.

• Develop merchandising strategy and operational processes with programming producers including uses of hero images, swim lanes, landing pages, and naming conventions.

• Set DTC editorial strategy in alignment with overall company priorities.

• Create cohesive narratives about tournaments, players, surface changes, feature upgrades, match ups, rivalries, etc. and relay them cross-functionally to ensure alignment across linear and digital TC touchpoints.

• Partner with key stakeholders across the org (social, content, partnerships, creative services, TIR, product, marketing, Sinclair, agencies) to help ensure a connected experience for users throughout the entire TC ecosystem.

• Steer development of DTC original content strategy, collaborations, acquisitions, and licensing. Establish decision-making framework, KPI's, editorial calendar, and marketing strategies.

Product Marketing
• Build a growth marketing function / team that is quantitatively focused, leveraging 1st party data and analytics to drive decision-making, optimize campaigns, and achieve measurable results across business priorities: user acquisition, retention, and revenue growth.

• Utilize analytical tools to gather and interpret subscriber data, identifying trends, patterns, and insights related to user behavior, acquisition channels, and conversion rates.

• Define, track, and report key performance indicators (KPIs) to measure the success of marketing, promotional, and engagement initiatives. This includes metrics like customer acquisition cost (CAC), lifetime value (LTV), and conversion rates.

• Conduct A/B tests to optimize various elements of marketing campaigns.

• Manage and optimize SEO strategies to drive organic and paid traffic, with a strong emphasis on data-driven decision-making.

• Utilize analytics tools and platforms to extract meaningful insights and inform marketing strategies.

• Develop and implement targeted marketing strategies by analyzing and segmenting the customer base to tailor campaigns based on different user profiles.

• Manage external performance marketing agency to devise and lead marketing campaigns for both DTC TC International. Identify and build out long-term and short-term strategies across paid, owned, and earned channels.

• Orchestrate execution of marketing activities across internal and external teams to ensure acquisition, retention, and engagement KPIs are met.

• Manage internal communication about agency efforts and impact on wider org.

• Lead stakeholder in the relationship with branding agency on establishing voice, look, feel, imagery, and design to shape an impactful and cohesive digital brand identity.

• Partner with Social teams to develop and execute strategy that drives customer acquisition and engagement on DTC platforms.

• Manage DTC partner / sponsor activations from ideation through execution partnering with sales, partnership marketing, agencies, and digital content teams.

• Collaborate with Product Team on development roadmap that prioritizes user experience and business outcomes.

• Oversee all editorial aspects of Customer Relationship Management, including email, push and notification strategy and operations.

Required Qualifications:

• Minimum 10 years' experience in digital content strategy and marketing.

• Bachelor's degree required.

• Minimum 3 years' experience managing multiple direct reports and agency partners.

• Well-versed in developing audience segmentation to optimize acquisition, engagement, and win-back strategies.

• Proficient in performance marketing, lead generation, conversion, and online customer acquisition, including quantitative concepts (e.g., CPA, LTV, ARPU, churn rates, etc.)

Preferred Qualifications:

• Entrepreneurial mindset and a creative problem solver.

• Able to convey complex issues succinctly with a clear narrative and action agenda.

• Meticulously organized and detail oriented.

• A collaborator at heart who thrives working on a team and places ''we'' over ''me''.

• A clear, kind, and proactive communicator in and outside of your own department.

• A naturally curious person who is comfortable leveraging diverse and unexpected points of view to drive outsized business outcomes.

• A passion for professional tennis and a demonstrated knowledge of men's and women's tournaments across the full calendar year

Tennis Channel is proud to be an Equal Opportunity Employer and Drug Free Workplace!

About Tennis Channel

Tennis Channel is the media home to two twenty-four-hour television networks, a subscription streaming service, online magazine and podcasts dedicated to the sport and its unique lifestyle. The tennis-media hub is home to every aspect of the wide-ranging, worldwide tennis community. Tennis Channel is carried nationwide by every one of the top ten pay-TV service providers.


About the Team

The life-blood of our organization is our people. We have a compelling story, a goal-oriented culture, and we take really good care of people. How good? Here is a glimpse: great benefits, open-door policy, upward mobility and a strong desire to see you succeed. Ready to be part of a winning team? Let's talk.

The base salary compensation range for this role is $166,500 to $185,000. Final compensation for this role will be determined by various factors such as a candidates' relevant work experience, skills, certifications, and geographic location. Full time positions are eligible for benefits that include participation in a retirement plan, life and disability insurance, health, dental and vision plans, flexible spending accounts, sick leave, vacation time, personal time, parental leave and employee stock purchase plan.

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