Vice President, Global Fan Engagement & Product Marketing

Vice President, Global Fan Engagement & Product Marketing

The Vice President, Global Fan Engagement & Product Marketing is a senior enterprise leader within the NFL's Marketing Global Center of Excellence, responsible for how the League engages fans at scale and how products are positioned, launched, and grown globally.

This role sits at the intersection of brand, product, data, technology, and growth, owning the strategy and operating model that unifies 1:1 fan engagement, journey orchestration, product marketing, and go-to-market execution across the League, Clubs, and partners.

The ideal candidate is neither a traditional CRM leader nor a standalone product marketer. Instead, they bring a systems-level view of fan experience and commercial growth, translating audience insight, product strategy, and emerging technology into cohesive, high-impact engagement and GTM programs that drive relevance, adoption, lifetime value, and revenue across a diverse global fan base.

This role also leads two critical enterprise growth engines: the GenAI Content Ecosystem, which scales personalized and market-relevant content across the fan journey, and International Club Managed Services, which operationalize world-class fan engagement and product marketing capabilities across global markets.

Responsibilities:

• Global Fan Engagement & Personalization Strategy
• Lead the NFL's global 1:1 fan engagement strategy, defining how personalized experiences are designed, activated, and scaled across on-channel and off-channel touchpoints.
• Own journey orchestration and lifecycle strategy, ensuring fans receive the right message, value, and experience across moments, markets, and products.
• Establish enterprise standards for fan experience design, contact strategy, and personalization governance across League, Clubs, and partners.
• Drive consistency and quality while enabling flexibility for regional and market-specific execution.

Product Marketing & Go-to-Market Leadership

• Own product marketing strategy for priority NFL products and platforms, spanning positioning, messaging, GTM planning, and lifecycle optimization.
• Partner closely with Product, Strategy, Media, Content, and Commercial teams to define clear value propositions, growth narratives, and GTM frameworks.
• Ensure product storytelling and fan engagement strategies are fully integrated, creating a seamless experience from awareness through adoption, engagement, and retention.
• Balance brand building with performance rigor, ensuring GTM efforts drive both fan impact and commercial outcomes.

Growth, Lifetime Value & Commercial Impact

• Serve as a senior owner of fan database growth, monetization, and lifetime value, connecting engagement and product strategies to measurable business results.
• Lead strategies that improve activation, retention, upsell, re-engagement, and churn mitigation across products and regions.
• Translate fan engagement into revenue growth across direct-to-consumer products and partner ecosystems.
• Establish clear success metrics and performance frameworks tied to both fan and business outcomes.

Data, Technology & AI Enablement

• Lead the strategic activation of the NFL's MarTech ecosystem in close partnership with Technology and Data teams.
• Lead the development and enterprise adoption of the NFL's GenAI Content Ecosystem, defining the strategy, operating model, and governance that enable scalable, personalized, and market-relevant content.
• Partner with IT, Content Marketing, Clubs, International Marketing, and external partners to operationalize AI-powered content creation, localization, versioning, and activation, increasing speed to market, relevance, and efficiency.
• Ensure AI-enabled content and decisioning capabilities are fully integrated into fan journeys, product launches, and always-on engagement.
• Translate complex data and technology capabilities into clear marketing strategies and executional direction.

Operating Model, Global Enablement & Managed Services

• Operate Fan Engagement & Product Marketing as a Global Center of Excellence, establishing frameworks, playbooks, and best practices used across markets.
• Own the strategic design and evolution of International Club Managed Services, providing Clubs with centralized capabilities that accelerate global fan growth.
• Operationalize managed services across 1:1 fan engagement, journey activation, GTM execution, and performance optimization, enabling Clubs to scale sophisticated marketing without duplication.
• Balance global standards with local market needs—ensuring Clubs receive high-impact, market-relevant execution within a consistent enterprise governance and measurement framework.
• Act as a senior connector across Marketing, Product, Technology, Media, and Commercial teams to align priorities and execution.

Team Leadership & Culture

• Lead and develop a high-performing, multidisciplinary team spanning fan engagement, product marketing, strategy, and enablement.
• Foster a culture of clarity, accountability, experimentation, and continuous improvement.
• Set expectations at both strategic altitude and operational excellence, empowering teams to deliver consistently at scale.
• Design and implement A/B and multivariate testing across creative, messaging, cadence, and channels to drive continuous improvement.
• Partner cross-functionally with internal teams, Clubs, agencies, and vendors to deliver integrated, on-brand campaigns at scale.
• Ensure compliance with data privacy, consent, and regional regulations across global markets.

Required Qualifications:

• 15+ years of experience leading fan engagement, product marketing, growth, or digital marketing in a large-scale, consumer-facing organization.
• Demonstrated success operating at the intersection of brand, product, data, and technology.
• Proven experience owning journey-based engagement strategies and GTM frameworks that drive measurable business outcomes.
• Deep fluency in audience strategy, segmentation, personalization, and lifecycle marketing, without being limited to CRM execution.
• Strong understanding of MarTech ecosystems, analytics, and AI-enabled marketing capabilities.
• Experience leading large, matrixed teams and influencing senior executives across disciplines.
• Bachelor's degree required; MBA or advanced degree preferred.

Other Key Attributes / Characteristics:

• Systems thinker who connects strategy, experience, and performance.
• Commercially minded leader with a strong bias toward outcomes.
• Clear, confident communicator who translates complexity into direction and action.
• Collaborative executive who thrives in fast-moving, cross-functional environments.
• Curious, forward-looking leader energized by innovation, technology, and global scale.
• Deep appreciation for sports, fandom, and the cultural power of the NFL.

Physical Demands: None

Travel:

• Up to 20% domestic travel with occasional international travel.

Terms / Expected Hours of Work:

• NFL employees are expected to work 40 hours per week, recognizing the global, always-on nature of fan engagement, product launches, and international markets.

Salary / Pay Range:

This job posting contains a pay range, which represents the range of salaries or hourly rates that the NFL believes, in good faith, at the time of this posting that it might be willing to pay for the posted job in the location(s) specified. The NFL expects to hire for this position near the middle of the range. Only in truly rare and exceptional circumstances, where an external candidate has experience, credentials or expertise that far exceed those required or expected for the position, would the NFL consider paying a salary or rate near the higher end of the range.

$230,000 - $315,000 USD