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EVP & Chief Marketing Officer , Eagan, Minnesota

CategoryFan Development, Consumer Marketing/Brand Management, and Marketing
CountryUnited States
The Chief Marketing Officer is responsible for collaboratively developing the short and long-term fan engagement strategy through marketing, content creation and the organization's brand. The CMO manages the organization's Marketing, Sponsorship Activation, Events, Premium and Guest Services, Sales Analytics & Engagement (SAE), Vikings Entertainment Network (VEN - content creation, production, in-game entertainment, social and digital media) and True North (creative) departments in alignment with our corporate values.

Responsibilities & Duties:

Marketing and Brand:
  • Responsible for collaborative development and execution of long-term and short-term marketing and brand strategy and vision.
  • Ensure the alignment of integration of the organization's marketing strategy and vision across departments through collaborative execution across the organization.
  • Responsible for supervising the management, planning and directing of all aspects of the organization's brand development and execution.
  • Lead the creation, execution and evaluation of marketing programs and advertising campaigns to engage core fan segments/personas, and develop new fan segments including among diverse fan bases
  • Responsible for the development, implementation and maintaining of consistent brand standards across multiple departments and communication channels with the ability to successfully measure impact and ROI.
  • Responsible for the development of appropriate metrics and conduct research to measure effectiveness of the Vikings brand in advertising and marketing campaigns.
  • Ensure collaborative design and implementation of events and sponsorship activations which meet partner needs and align with Vikings marketing strategy, vision and brand.
  • Assist with the developing processes for prioritizing content, events, and creative projects to effectively utilize resources to meet organizational strategic goals.
  • Oversee the development and execution of the service delivery programs and processes such as SKOL Service Program, Norseman Gold and other programs aimed at delivering best in class service to Vikings fans and clients.
  • Ensure the application of research, data and fan insights into decision-making systems and processes
  • Responsible for the development of annual business plans with strategies and key metrics to drive brand and revenue growth where applicable.
  • Develop and maintain strong, cooperative inter/intra departmental and interpersonal relationships including the following:
    • Collaboratively partner with the Chief Revenue Officer to ensure alignment between the fan engagement and revenue generation strategies for the organization
    • Collaborate with Corporate Partnerships and Premium Sales to ensure design and implementation of content, events and activations which meet partner needs and align with Vikings marketing strategy, vision and brand.
  • Work collaboratively with Ticket Sales, Ticket Operations, SAE and Finance to ensure optimal pricing on all products and ticket offerings.
  • Coordinate with members of the SAE, Finance and Information Technology departments in order to implement accurate ROI and impact measurements, dashboards and other tracking tools.
  • Coordinate with Media Relations and Communications to ensure optimal messaging of marketing programs, events and product offerings.
  • Work with Concessionaire to ensure alignment of optimal products, service and pricing.
  • Manage Merchandise partner relationship including in-stadium and non-stadium team store locations
  • Work in cooperation with U.S. Bank Stadium operator, as necessary, on in-stadium activations, programs, signs and marketing campaigns.

Vikings Entertainment Network (VEN):
  • Lead the development of short and long-term VEN strategy and ensure alignment of VEN strategy with organizational marketing strategy and brand objectives.
  • Oversee management of in-game entertainment, in-stadium experience and end-to-end fan engagement efforts.
  • Responsible for the development and implementation of collaborative systems and processes to prioritize utilization of resources and creation of content to effectively achieve organizational goals.
  • Ensure innovation of social and digital content strategies that adapt to emerging technologies and meet evolving fan needs across segments/personas.

Management of the Marketing Departments: Oversee the day-to-day operations of the Marketing, VEN, True North, Sponsorship Activation, Events, SAE, Guest Services and Premium Services departments:
  • Coordinate with Human Resources department to ensure recruitment, hiring, training and development of a diverse and inclusive team of staff members that that align with organizational values.
  • Evaluate, determine and recommend optimal staffing and structure.
  • Foster a culture that adheres to the organizational values.
  • Develop and implement professional development and succession plans to ensure the consistent success of the department and continued growth of staff members.
  • Develop and maintain measurement tools to monitor initiatives and staff effectiveness
  • Collaborate with Finance Department to develop annual department business plans and budgets to drive achievement of departmental goals.

Organizational Leadership:
  • Participate as a member of the organizational leadership team, providing input into the overall business strategy of the organization.
  • Responsible for assisting the organization in the development and implementation of its strategic plan.
  • Responsible for review, oversight and input into organization's strategic, business planning and budget process.
  • Assist with growth of related entities (e.g. MV Ventures, Viking Lakes, etc) as appropriate
  • Additional duties as assigned by Supervisor.

The ideal candidate will possess the following qualifications:
  • 10+ years of related experience leading content-centric consumer brands, media, digital/social media, advertising, or related field preferably with experience in the sports industry.
  • Transformative leader with track record of hiring, developing, motivating and leading successful diverse and inclusive teams.
  • Proven understanding of the business imperative around inclusivity and belonging
  • Growth mindset, empathy, grit, adaptability and resilience demonstrated through prior experiences.
  • Successful track record of leading development and implementation of organizational culture to align with core values.
  • Experience collaboratively leading development and implementation of strategic planning processes.
  • Demonstrated track record of successful organizational change management.
  • Expertise in current digital and social media trends and media technologies.
  • Experience leading analytics and/or consumer insights departments and utilizing data in decision-making processes
  • Experience with accountability for organizational or departmental P&L, budgeting required.
  • Excellent interpersonal and communication skills required
  • Proficient computer skills in Word, Excel and PowerPoint.
  • Bachelor and/or Graduate Degree in related field or equivalent work experience preferred.
  • Legally able to work in United States.
  • Ability and willingness to work evenings, weekends, holidays and travel as required.

Job Questions:
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EmployerMinnesota Vikings

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