Director of Digital Marketing

The Manager of Digital Marketing leads the Athletics Department’s email marketing strategy, serving as the primary point of contact for all email communications with Texas A&M Athletics fans to drive additional revenue and engagement. The role develops, executes, and optimizes email campaigns through audience segmentation, automation, personalization, and performance analysis to grow attendance, ticket sales, membership solicitation & retention, and merchandise sales. The position also supports mobile app content, digital engagement, and SMS messaging strategy; oversees customer database management & campaign analytics; and implements digital advertising media buys. This position reports to the Assistant AD for Marketing & Fan Experience and partners with the Marketing & Fan Experience, Communications, 12th Man Foundation, Aggie Sports Enterprises, Aggie NIL, and 12th Man Creative units to deliver cohesive, on-brand messaging to the 12th Man fan base.

Qualifications

Required Education & Experience:

• Bachelor’s degree in applicable field or equivalent combination of education and experience. 

• Five years of related experience in marketing and/or advertising.

Preferred Qualifications:

• Experience working in intercollegiate athletics or professional sports.

• Experience with email marketing campaigns

• Experience managing mobile app content and/or digital engagement platforms.

• Goal and task oriented with strong customer relations, problem solving and communication skills.

• Ability to multitask and work cooperatively with others.

• Creative and self-motivated to accomplish assigned tasks.

• Master’s degree in an applicable field.

Knowledge, Skills, and Abilities:

• Strong project management skills.

• Exceptional attention to detail.

• Highly organized with the ability to work in a fast-paced and dynamic work environment.

• Strong written communication.

Responsibilities 

DATABASE MARKETING

• Develop, execute and optimize email and SMS campaigns through audience segmentation, automation, personalization, A/B testing, and performance analysis to drive attendance, ticket sales, membership solicitation & retention (NIL Clubs, Kids’ Club, Rewards Program), merchandise sales, and fan engagement. Collaborate with the Marketing & Fan Experience, 12th Man Foundation, Playfly, Aggie NIL, and 12th Man Creative units daily to coordinate campaigns. Appropriately manage time to meet project goals and maximize resources to create efficiencies, increase revenue, and enhance the fan experience. Be current on email marketing best practices & privacy limitations related to automation, nurturing campaigns, data capture & utilization, and reporting. Proactively manage and develop the department’s year-round email marketing calendar.

MOBILE APP & DIGITAL ENGAGEMENT

• Assist with managing content and push notification strategy for the 12th Man app, including working with third-party vendors on engagement opportunities and ways to increase app usage and downloads. Coordinate engagement efforts across the mobile app, website, and other digital touchpoints to ensure a cohesive fan experience beyond email. Identify and implement opportunities to grow app adoption and usage among the 12th Man fan base.

DATABASE MANAGEMENT & ANALYTICS

• Oversee the Texas A&M Athletics database marketing tools, inclusive of the database itself in addition to all third-party data sources where data is captured. Use Google Analytics and platform-specific reporting tools to evaluate digital performance. Develop regular reports highlighting digital marketing effectiveness, sales and membership growth, engagement trends, and campaign outcomes. Share data insights & survey results with internal and external team members to guide content strategy and marketing decisions.

ADVERTISING

• Implement digital advertising media buys as needed and collaborate on social media advertising to increase ticket sales, membership growth (NIL Clubs, Kids’ Club, Rewards Program), and licensing/merchandising revenue.