Director of Marketing - Legends at the University of Nebraska

Nebraska Athletics is embarking on one of college sports' most ambitious modernization initiatives—a $600 million renovation of the iconic Memorial Stadium in Lincoln, Nebraska. This multi-generational transformation will redefine the fan experience for one of college football's most passionate fanbases while establishing new revenue benchmarks for collegiate venues. Legends Global has been selected as the strategic partner to maximize this historic investment, and we seek exceptional leaders to drive this transformational moment for Nebraska Athletics.

Position Summary

The Director of Marketing will serve as the strategic architect and revenue catalyst for the Memorial Stadium transformation project, leading comprehensive marketing initiatives that drive premium seating sales, season ticket revenue, and donor engagement. This role demands a unique blend of strategic vision and tactical execution—developing sophisticated go-to-market strategies while simultaneously delivering high-impact digital and traditional marketing campaigns that convert prospects into buyers. Working in close partnership with senior leadership, this leader will create targeted, data-driven marketing programs that resonate with Nebraska's passionate, multi-generational fanbase and deliver measurable revenue results. This role reports directly to the Senior Vice President.

 Core Responsibilities

Revenue Marketing & Go-To-Market Strategy

·       Develop and execute comprehensive go-to-market strategies for premium seating products (Luxury Suites, Loge Boxes, Club Seats) and season ticket packages, with direct accountability for generating qualified leads and driving conversion

·       Lead strategic campaign planning and timeline management to support aggressive revenue targets across all ticketed sports and premium hospitality offerings

·       Design and implement lead generation strategies across digital and traditional channels, creating integrated marketing programs that move prospects through the sales funnel

·       Partner closely with the Sr. Director of Ticketing & Premium to align marketing campaigns with sales priorities, ensuring seamless lead handoff and conversion tracking

·       Establish and monitor key performance metrics (CPL, conversion rates, ROI) that measure marketing's direct impact on revenue generation

·       Optimize marketing spend allocation across channels based on performance data, continuously refining tactics to maximize return on investment

Digital Marketing & Campaign Execution

·       Oversee the creation, implementation, and optimization of dynamic email marketing campaigns, including audience targeting, list segmentation, content strategy, and performance analysis

·       Lead digital advertising strategy across paid search, social media, programmatic display, and video platforms to drive awareness and lead generation

·       Collaborate with cross functional stakeholders to leverage audience segmentation insights, ensuring marketing messages reach the right prospects with the right offers at the right time

·       Execute A/B testing protocols to optimize subject lines, messaging, creative assets, and calls-to-action, using data to continuously improve campaign performance

·       Develop content marketing strategies that tell compelling stories about Nebraska Athletics, the Memorial Stadium transformation, and the premium fan experience

·       Manage marketing technology stack including email platforms (Salesforce Marketing Cloud preferred), CRM integration, analytics tools (Google Analytics), and ticketing system interfaces (Ticketmaster TM1)

Donor Relations & Collegiate Athletics Messaging

·       Craft nuanced messaging strategies that honor Nebraska's rich tradition, multi-generational donor culture, and the unique emotional connection fans have with Husker athletics

·       Develop donor communication programs that recognize giving levels, celebrate loyalty, and create pathways for increased engagement with premium seating and hospitality offerings

·       Design cultivation marketing campaigns that introduce prospects to the premium experience while respecting the values and traditions that define Nebraska's fanbase

·       Create differentiated messaging for various donor segments (legacy donors, young alumni, corporate partners, non-alumni supporters) that speaks to their unique motivations and priorities

·       Partner with Nebraska Athletics advancement team to ensure marketing initiatives complement broader donor relations and fundraising strategies

·       Develop special event marketing and hospitality programs that deepen relationships with high-value donors and C-level prospects

Traditional Marketing & Brand Integration

·       Execute paid media strategy across television, radio, print, outdoor, and other traditional channels to maximize reach and frequency with target audiences

·       Oversee media partner negotiations, trade agreements, and asset management (tickets, suites, hospitality packages) to optimize media value and campaign effectiveness

·       Manage creative direction for all marketing materials, ensuring brand consistency and message precision across campaigns

·       Integrate sponsor activations and partner marketing initiatives into broader campaign strategies, creating win-win opportunities that extend reach and resources

·       Coordinate with venue operations, F&B partners, and game-day experience teams to ensure marketing promises align with on-site delivery

Cross-Functional Leadership & Project Management

·       Serve as primary marketing liaison to Nebraska Athletics leadership, Legends Global senior management, and external stakeholders

·       Lead cross-functional teams including creative, digital, media, and analytics professionals to deliver integrated campaigns on time and on budget

·       Manage agency relationships and vendor partnerships, ensuring quality deliverables and cost-effective execution

·       Develop campaign timelines, budgets, and resource plans that balance strategic impact with operational efficiency

·       Present marketing strategies, campaign results, and ROI analysis to senior leadership with clear recommendations for optimization

Performance Measurement & Continuous Improvement

·       Establish comprehensive weekly and monthly reporting frameworks that track lead generation, lead quality, conversion rates, and revenue attribution across all marketing channels

·       Conduct regular campaign post-mortems to identify learnings and apply insights to future initiatives

·       Stay current on collegiate athletics marketing trends, digital advertising innovations, and best practices from peer institutions and professional sports organizations

·       Foster a culture of testing, learning, and continuous optimization within the marketing function

Required Qualifications

Experience & Education

·       Bachelor's degree in Marketing, Communications, Business, or related field required

·       Minimum 5-7 years of progressive marketing experience with demonstrated success in revenue-generating marketing roles

·       Experience in collegiate athletics, professional sports, or live entertainment preferred

·       Proven track record of developing and executing integrated marketing campaigns that achieve measurable business results

·       Previous involvement with venue transformations, new product launches, or premium seating sales initiatives highly valued

Technical Competencies

·       Expert-level proficiency in digital marketing platforms (Salesforce Marketing Cloud, HubSpot, or similar marketing automation tools)

·       Advanced knowledge of email marketing best practices, segmentation strategies, and deliverability optimization

·       Strong capabilities in digital advertising across Google Ads, Facebook Ads Manager, LinkedIn Campaign Manager, and programmatic platforms

·       Proficiency in analytics tools (Google Analytics, Adobe Analytics) with ability to derive actionable insights from complex datasets

·       Working knowledge of CRM systems, preferably Salesforce, and ticketing platforms (Ticketmaster TM1 preferred)

·       Competency in Adobe Creative Suite for creative review and direction

·       Advanced skills in Microsoft Office (Excel for data analysis, PowerPoint for executive presentations)

Strategic & Analytical Skills

·       Data-driven marketing approach with commitment to continuous performance improvement and optimization

·       Strong business acumen with ability to connect marketing activities directly to revenue outcomes

·       Experience developing audience segmentation models and personas for targeted marketing

·       Sophisticated understanding of lead generation metrics, funnel optimization, and conversion rate optimization

·       Ability to balance brand-building with direct-response marketing tactics

Communication & Leadership

·       Exceptional written and verbal communication skills with ability to influence C-level stakeholders

·       Professional presentation skills for board-level and executive audiences

·       Strong project management capabilities including timeline management, budget oversight, and team coordination

·       Collaborative leadership style with ability to build consensus across diverse stakeholder groups

·       Excellent time management and organizational skills to manage multiple complex projects simultaneously

Personal Attributes

·       Passion for college athletics with genuine appreciation for the fan experience and donor culture

·       Creative problem solver who brings innovative ideas while remaining grounded in data and results

·       Energized by collaboration and constructive feedback, fostering a team-oriented environment

·       Adaptable and resilient in fast-paced, high-visibility projects

·       Strong work ethic and commitment to building a career in collegiate athletics

·       Deep respect for tradition combined with vision for innovation and modernization

Why Join This Project

This role offers a rare opportunity to shape marketing strategy for one of college sports' most ambitious venue transformations. You'll work with passionate fans, honor deep traditions, and introduce innovative marketing approaches—all while driving meaningful revenue impact. Join us in creating the next chapter of excellence for Nebraska Athletics and one of the nation's most iconic college football venues.