Director, Consumer Marketing and Intelligence

The Consumer Marketing & Intelligence Director is the division’s analytics engine, revenue strategist, and single authority on the fan. This role lives in the data — working directly in the BI warehouse, owning the division’s complete picture of who our fans are, how they behave, and where revenue is being left on the table. This role is responsible for translating intelligence into strategy: the promotions, campaigns, and audience recommendations that tell the division exactly what to activate to close the gap and hit the goal. The primary day-to-day responsibility is tracking pacing toward budget across all revenue verticals and ensuring the division always knows where it stands and what it needs to do next.

Essential Duties And Responsibilities

ESSENTIAL FUNCTIONS: The following are examples of the various functions required. The job requirements are not limited to the items on this list.

• Own the division's complete understanding of the fan — who they are, how they behave, what they value, and where they are in their relationship with the HEAT brand. This role serves as the division's primary authority on the consumer, ensuring that audience knowledge is current, commercially relevant, and actively informing decisions across all revenue verticals.
• Track revenue pacing daily against budget across all verticals — individual game tickets, memberships, premium, and corporate — and translate gaps into concrete strategic recommendations. When pacing is short on a game, this role identifies the audience opportunity and recommends the promotion, offer, or campaign needed to close it.
• Work directly in the BI data warehouse — not just alongside it. Pull, analyze, and interpret fan data independently, partnering with BI to build the right infrastructure and ask the right strategic questions, but owning the analytical output and the revenue implications that come from it. Maintain a formal data-sharing relationship with the Performance team to access behavioral signals sitting in CDP and channel tools — including location data, paid media attribution, and engagement data — that enrich the division’s understanding of the fan and sharpen the accuracy of revenue strategy.
• Identify where demand exists in the fan base that the current product lineup is not capturing — under-monetized segments, lapsed buyers, upgrade candidates, and fan cohorts with no clear product home. Go beyond surfacing the gap: recommend the product, offer, or campaign that should exist to capture it.
• Build and maintain fan personas across key segments as a living revenue map — identifying under-served audiences, fans with untapped lifetime value potential, and the consumer characteristics of the fan base that inform how the division prices, packages, and promotes its products.
• Own marketing measurement — define how marketing activity is tied to revenue performance across all channels and initiatives, so the division always knows what is working, what isn’t, and where to reallocate.
• Develop a deep understanding of who the HEAT fan is as a consumer — their demographics, spending behavior, brand affinities, and lifestyle characteristics — and translate that into audience intelligence packages that support corporate sales prospecting. This includes articulating how fan profiles differ across specific assets, such as a lounge, a section, or a game night, so the corporate team can match the right partner to the right opportunity.
• Develop and maintain Fan Lifetime Value (FLV) scoring in partnership with BI to help the division prioritize effort — identifying which fans to invest in, which to reactivate, and which segments represent the highest-upside revenue opportunity.
• Own the seasonal and game-level revenue strategy output — synthesizing fan intelligence, pacing data, and product demand into a clear plan that tells the division what promotions, campaigns, and audience priorities will get it to goal.
• Define the intelligence inputs that inform CRM-driven marketing — the fan segment, the commercial goal, and the trigger logic — and hand those off clearly to Performance Marketing for execution.
• Interpret campaign and revenue performance data in partnership with the Marketing Intelligence Manager, who owns division reporting, and translate those results into strategic recommendations that inform the next campaign, audience priority, or promotional decision.
• Manage and develop the Marketing Intelligence Manager, providing clear analytical priorities, development support, and direction on how to structure and deliver intelligence outputs across the division.
• Represent the fan intelligence and revenue analytics function in division planning, budget reviews, and commercial strategy sessions — bringing the data perspective to every conversation where revenue decisions are made.
  
  

Desired Qualifications

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.

• 8+ years of experience in marketing analytics, business intelligence, consumer insights, or data-driven revenue strategy, preferably in sports, entertainment, or a consumer-facing industry where pacing and budget attainment are active, ongoing responsibilities.
• Hands-on experience working directly in data warehouses and BI tools
• Experience working with CRM platforms (Salesforce, Microsoft Dynamics, etc.) and BI and marketing analytics systems. Familiarity with customer engagement platforms such as Braze is a plus.
• Proven ability to identify revenue gaps and product opportunities from data — not just describe what the data shows, but diagnose what it means for the business and recommend what to do about it.
• Familiarity with live sports or entertainment revenue dynamics, including how ticketing, membership, premium, and corporate revenue operate on different sales cycles and require different audience strategies.
• Demonstrated ability to present revenue analytics and consumer data to senior leadership in a clear, commercially framed way — focused on decisions and implications, not methodology.
• Strong cross-functional communicator who can translate analytical findings into plain-language recommendations for marketing, sales, and executive stakeholders who don’t live in the data.
• Familiarity with AI tools and their applications in data analysis, audience segmentation, and predictive modeling.
• Experience managing direct reports and leading a function.
  
  

Education And/or Experience

Bachelor's degree (B. A.) from four-year college or university; or 8+ years of experience in consumer insights, business or marketing intelligence, audience strategy, or data-driven marketing, preferably in sports, entertainment, or a consumer-facing industry; or equivalent combination of education and experience. Deep expertise in audience segmentation, persona development, and consumer research methodologies. Experience working with CRM platforms (Salesforce, HubSpot, etc), BI tools, and marketing analytics systems. Familiarity with live sports ticketing dynamics, including single game, membership, and premium sales cycles, and how consumer behavior differs across each. Experience managing direct reports and leading a function