Major League Soccer

Director, Event Marketing - Paid Media

US-New York
# of Openings


The Events department oversees the strategic development, planning and execution of numerous MLS & SUM soccer events in the US and Canada each year.  We manage MLS and SUM tent-pole events including All-Star, CONCACAF Gold-Cup, MLS Cup, Mexican National Team Tour, Rivalry Week, Decision Day, March to Soccer, USMNT programming, etc.  We support cross-departmental initiatives including press announcements, department/executive meetings, competition events and strategy projects. 





The Director, Event Marketing is responsible for the marketing and promotions of all MLS/SUM events and activities.


  • Direct overall marketing and ticket sales strategy around all MLS/SUM events including MLS ASG, MLS CUP, Gold Cup, Mexican National Team US Tour and other assigned events
  • Drive internal media buying process across the organization incorporating multiple stakeholders including digital, broadcasting and brand development
  • Plan the advertising strategy and budget, including which media to advertise in - radio, television, print, online, and billboards
  • Align campaign strategies with data acquisition team and build out CRM development opportunities around assigned events
  • Develop and lead promotion and campaign governance across all touch points and stakeholders to ensure efficiency of implementation and ROI assessment
  • Develop campaign strategy decks ready for internal and executive review 
  • Lead and negotiate national and local advertising contracts with multiple partners including local and national affiliates
  • Manage the hiring of agencies in support of marketing initiatives and oversee Sr. Marketing Coordinator growth and development within the organization
  • Initiate market research studies and analyze their findings to create alignment with internal stakeholders
  • Strategically manage the overall sales & promotion plan for all MLS/SUM events by working closely and aggregating information from internal departments (Marketing, Content/Digital, Media, Partners, PR/Communications, Ticketing etc.) to ensure event goals and maximize revenue
  • Develop/coordinate promotional calendar/timeline for MLS/SUM events
  • Lead ideation and execution of marketing initiatives in conjunction with other key internal stakeholders
  • Work with MLS teams, stadiums, and host committees to maximize event relevance and revenue
  • Maintain relationships with key media marketing and ticketing partners and various other venue contacts in North America
  • Create, monitor and adjust brand messaging of all properties. 
  • Oversee the execution of marketing initiatives for SUM/MLS through the placement of paid media and grassroots efforts
  • Support the ticketing, partnership marketing, and PR departments through the execution of in-market campaigns and promotional programs
  • Accomplish team results by communicating job expectations and managing the Performance Management process:
    • Plan, monitor, and review performance;
    • Coach and counsel employees;
    • Develop and implement department procedures and productivity standards and reinforce Company policies
    • Develop personal growth opportunities for employees
  • Additional responsibilities as assigned




Education and Experience

  • 8-10+ years of experience in cross functional management in consumer business
  • Experience developing paid media plans and media buying 
  • Experience developing cross-functional promotion & ticket sales plans for sporting events
  • Bachelor’s Degree

Required Skills

  • Fluency in English and Spanish (both written and oral)
  • Digital marketing Pay-Per-Click campaign management experience
  • Strong understanding of Google AdWords, Google Analytics and Microsoft Excel
  • Proficiency with PowerPoint media, marketing, technology and events
  • Superior organization, project management skills, and attention to detail
  • High level of commitment to quality work product and organizational ethics, integrity and compliance
  • Strong contract negotiation and event management skills
  • Knowledge of US Sports landscape and North American sporting venues
  • High level of commitment to quality work product and organizational ethics, integrity and compliance
  • Strong Executive presence, experience working directly with C-Level Executives
  • Experience working with and managing production and creative agencies
  • Ability to travel and to work non-traditional hours, including evenings, weekends, and holidays 

Desired Skills

  • Knowledge of the sport of soccer


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