Major League Soccer

Senior Director, Fan & Market Insights

Job Locations US-NY-New York
# of Openings
Strategy and Business Intelligence


Major League Soccer’s Strategy and Business Intelligence group is tasked with supporting strategic decision making and resource allocation across the League – with a focus on driving fan growth, revenue capture, and operating efficiencies – by providing impactful data driven insights, analysis, and recommendations.


The group is seeking a Senior Director, Fan & Market Insight (Strategy & Business Intelligence) who will lead and manage the League’s Fan and Market Insights team. This vertical serves as the “voice of the fan”, producing actionable research that underpins key fan development and engagement strategies. The ideal candidate has a deep interest and curiosity in consumer behaviors, strong analytical and presentation skills, and a hunger to build and innovate.


Primary Responsibilities

  • Lead the Fan and Market Insights team, within the broader Strategy & Business Intelligence group, to deliver actionable consumer insights across the MLS enterprise.
  • Manage the production of Club brand health tracking and reporting, including fan base sizing and perception scores, utilizing both custom and syndicated sources.
  • Oversee the development and management of full cycle primary research projects to aid strategy and planning – including identifying methodology/scope, discussion guides/questionnaire development, data analysis, presentation/storytelling, and vendor management.
  • Identify, track and present attitudinal and behavioral trends of our fan base and broader industry landscape to key business leaders.
  • Develop and maintain an engaging online fan community to ensure League stakeholders have real-time access to evolving fan insights.
  • Work closely with business leaders to proactively develop research studies that will enhance strategy development across the League and Club ecosystem.
  • Develop the League’s strategic roadmap for next gen consumer insights with a focus on enhancing fan development and brand health.
  • Build a robust suite of consumer insight tools and vendor relationships to support a wide spectrum of business requirements.
  • Help foster a data-driven, fan-first culture.


Manager Responsibilities

  • Manage hiring and onboarding process by interviewing, selecting, orienting, and training employees
  • 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

  • Assist in additional Strategy & Business Intelligence department initiatives or special projects.
  • Additional responsibilities as assigned.



Education and Experience

  • Bachelor’s Degree
  • 10+ years of experience in market research/consumer insights and strategy development.
  • 5+ years people management experience preferred


Required Skills

  • Sophisticated understanding of the sports landscape, with specific insight into U.S. and Canadian markets and professional sports team operations.
  • Strong managerial experience, with the ability to lead, build and inspire a team, while collaborating cross-functionally.
  • Expertise in qualitative and quantitative consumer- based research methodologies and managing end-to-end projects (i.e., identifying methodology and approach, designing research instruments (questionnaire, discussion guides, etc.), conducting data analysis, and building deliverables that translate findings into actionable insights).
  • Experience developing and overseeing brand or audience tracking initiatives
  • Ability to extract key insights from a variety of custom and syndicated measurement tools (e.g., Scarborough, YouGov, Simmons, etc.).
  • Visionary leadership with a strong desire to build and innovate, and a high degree of intellectual curiosity for creative insights.
  • Significant command of data-driven decision-making and use of progressive analytics to assess and identify consumer behavior.
  • Strong presentation skills and comfortability with presenting to senior leadership.
  • Superior organization, project management skills and attention to detail.
  • Strong interpersonal skills and the ability to effectively communicate, both written and verbally
  • A tireless work ethic and commitment to excellence.
  • Ability to work effectively in a fast paced, team environment, multitask and meet deadlines with minimal supervision.
  • Expert in PowerPoint, Excel and Word.


Desired Skills:

  • Knowledge of the Spanish Language (business proficiency)
  • Knowledge of the sport of soccer




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