Reporting to the Director, Marketing & Fan Engagement, this role plays a key part in developing and delivering marketing and brand initiatives to Rider Nation and external stakeholders. The Manager, Marketing & Fan Engagement, will lead a team focused on marketing strategy, digital engagement, data-driven lifecycle marketing, and fan conversion.
Key Responsibilities
Marketing Strategy & Execution
- Develop and implement marketing strategies to grow the Rider brand, drive ticket sales, and enhance fan engagement.
- Oversee the brand's presence across all marketing channels, ensuring cohesive messaging and alignment with organizational objectives.
- Collaborate with internal and external creative teams to develop digital and traditional marketing assets.
- Lead advertising efforts by working closely with the Club’s ad agency on campaign ideation, media planning, and execution.
- Optimize advertising strategies to ensure maximum reach, engagement, and ROI across digital, broadcast, print, and out-of-home channels.
- Proactively developing creative programs to drive revenue streams, digital traffic, fan engagement, fan rewards, data acquisition and sales conversion.
Lifecycle Marketing & Fan Engagement
- Lead lifecycle marketing initiatives that utilize data-driven insights to drive fan conversion and retention.
- Develop and execute creative strategies to acquire fan data through channels, including digital campaigns, ticketing initiatives, contests, activations, and in-game experiences.
- Ensure every marketing initiative incorporates a data acquisition component, strengthening the club’s marketable fan base.
- Partner with the Manager, Game Entertainment & Community to strategically integrate community events into the broader fan engagement strategy, ensuring data capture and digital engagement follow-up.
- Utilize CRM and digital marketing tools to build fan segments, create personalized engagement strategies, and analyze campaign effectiveness.
- Lead the development and execution of email marketing campaigns that drive fan engagement, ticket sales, and sponsor activations.
- Lead the Lifecycle Marketing Specialist to optimize email journeys, automations, and segmentation strategies.
- Work with Lifecycle Marketing Specialist on maximizing opportunities through all digital mediums, including but not limited to Riderville, the Rider App, and SMS.
Partnerships & Sponsorship Activation
- Collaborate with the Partnerships Department to support marketing-related sponsor activations and initiatives.
- Work closely with the Manager, Content & Creative to develop and deliver partner-related social media content.
- Partner with the Manager, Game Entertainment & Community to integrate sponsor assets into in-game experiences and community activations.
Digital & Social Media Strategy
- Oversee the social media strategy, ensuring alignment with the club’s brand and objectives.
- Oversee the Social Media Coordinator to develop content strategies that enhance digital engagement.
- Leverage analytics to refine social media engagement strategies and increase fan interaction.
Data & Insights-Driven Marketing
- Oversee the Business Intelligence Specialist to analyze fan data, evaluate marketing program effectiveness, and develop audience insights to inform strategy.
- Ensure all marketing initiatives are aligned with data-driven decision-making and measurable ROI.
- Work with the Business Intelligence Specialist to manage the Rider Huddle and work with Departments internally to use it to its fullest capacity.
- Work with Insightrix on delivering Roughrider Brand Survey throughout the season.
What's needed to be successful in this role?
- Progressive marketing experience, including experience in a leadership or management capacity.
- Post-secondary education in Marketing, Business, Communications, or a related field.
- Strong understanding of digital marketing, content marketing, social media, email marketing, and campaign execution.
- Proven ability to develop and execute marketing strategies that support business objectives and drive audience engagement.
- Forward-thinking approach with the ability to identify trends, opportunities, and innovative ways to strengthen the brand.
- Strong communication and brand management skills, with the ability to maintain a consistent voice across all external channels.
- Exceptional organizational skills and attention to detail, with the ability to manage multiple projects and shifting priorities.
- Ability to work with speed, urgency, and accuracy in a fast-paced environment.
- Strong problem-solving skills with a proactive, solution-oriented mindset.
- Experience leading, mentoring, or managing people while fostering a collaborative and accountable team environment.
- Creative thinker who is willing to challenge conventional approaches and continually evolve the brand.
- Demonstrated professionalism, integrity, and commitment to building strong working relationships.
- Flexibility to work evenings, weekends, game days, and other peak periods as required.
- Experience in sports, entertainment, or event-based organizations is considered an asset but is not required.
- Flexibility to work irregular hours when needed, such as game days or outside of core hours during peak periods.
We acknowledge the time and effort that is required to apply and thank all applicants for their interest, however only those chosen for an interview will be contacted.
What do we commit to you?
- Opportunity to contribute to the success of one of Canada’s largest brands and an organization that is a cornerstone of our province and Rider Nation.
- Opportunity to support both the Club and the Saskatchewan Roughrider Foundation which provide countless community initiatives and programs that support the children and residents of Saskatchewan.
- The passion of being part of something much bigger than all of us. The Saskatchewan Roughriders have a dedicated and passionate fan base, and at the Riders, we strive to work hard to support and grow the team and organization.
- Gain of demonstrated immersive experience in a fast-paced organization and team.
- Unbeatable work location. You will be set up directly out of Mosaic Stadium and be fully immersed in the Rider experience.
Wondering what to expect when working for the Riders?
Our employees are empowered to make a difference not only in the community, but in our business operations as well. It is our “secret” to a happy workplace. To do that, the Riders foster a culture that values respect, teamwork, hustle, hard work and fun (it is football after all!).
The Saskatchewan Roughriders are advocates for equity and inclusion and want our workforce to reflect the diversity that makes our province strong. YOU are Rider Nation, and we want the growth of our team to reflect all the amazing talents Saskatchewan has to offer.
We acknowledge the time and effort that is required to apply and thank all applicants for their interest, however only those chosen for an interview will be contacted.
Please note- this role is located in Regina and the successful candidate must either reside locally or be willing to relocate for this role.
