Director - Growth Marketing

Position: Director, Growth Marketing

Department: Marketing
Reports To: Vice President, Marketing and Brand Strategy
Status: Full-Time (Exempt)
Location: Charlotte, NC

Position Summary

Tepper Sports & Entertainment, the parent company of the NFL's Carolina Panthers, is seeking a dynamic and experienced Director, Growth Marketing to lead the Carolina Panther's multi-channel fan acquisition, engagement, and retention strategy.

This leadership role is responsible for driving measurable business growth through performance marketing, direct marketing (email and SMS), and marketing automation programs. The Director will develop and oversee campaigns that generate revenue, enhance the fan experience, and strengthen the Carolina Panthers brand.

The Director, Growth Marketing will manage a team of four full-time staff, including a Manager, Performance Marketing, a Manager, Direct and Automated Marketing, and two Coordinators, fostering collaboration, innovation, and accountability across all areas of digital and direct marketing.

Primary Responsibilities

Leadership & Strategy

• Develop and lead an integrated growth marketing strategy that drives awareness, ticket sales, merchandise revenue, and fan engagement across digital and direct channels.
• Manage and mentor a high-performing team, establishing clear goals, KPIs, and professional development plans.
• Collaborate with the ticketing, partnerships, creative, data, and digital teams to align marketing initiatives with organizational priorities.
• Oversee budget planning and performance forecasting to ensure efficient and impactful use of marketing resources.

Performance Marketing

• Direct all paid media initiatives including paid social, paid search, programmatic display, OTT, radio, and out-of-home campaigns.
• Drive campaign strategy, creative alignment, and optimization to achieve key business objectives.
• Partner with the Partnerships team to execute co-branded activations and sponsorship deliverables that maximize fan engagement and sponsor value.
• Use fan insights, audience data, and testing to improve reach, efficiency, and ROI across all channels.

Direct Marketing (Email & SMS)

• Oversee the development and execution of targeted email and SMS programs that engage fans throughout their lifecycle-from acquisition to retention.
• Lead audience segmentation and personalization strategies in collaboration with the Data & Analytics team.
• Ensure that all messaging reflects brand voice, creative excellence, and measurable outcomes.
• Partner with ticketing and sales teams to deliver timely, data-informed communications that drive conversions.

Marketing Automation

• Lead innovation in marketing automation, developing workflows and triggers that create personalized fan journeys and drive incremental revenue.
• Oversee automation strategy across CRM, email, and digital platforms to enhance fan experience and campaign effectiveness.
• Collaborate with internal technology and data teams to ensure systems integration, performance tracking, and compliance with privacy standards.

Measurement & Optimization

• Establish a framework for campaign measurement, testing, and continuous improvement across all marketing channels.
• Provide actionable insights and reporting to leadership and stakeholders on performance trends, fan behavior, and revenue outcomes.
• Cultivate a culture of experimentation, learning, and accountability within the marketing organization.

Minimum Qualifications

• Bachelor's degree in Marketing, Business, Communications, or a related field.
• 6-10 years of progressive marketing experience, with at least 3 years in a leadership role managing multi-channel marketing teams.
• Demonstrated success developing and executing paid media, email, and automation campaigns with measurable business results.
• Proficiency in major advertising and marketing automation platforms such as Google Ads, Meta Ads Manager, Salesforce Marketing Cloud, and data visualization tools.
• Deep understanding of digital performance metrics, attribution modeling, and CRM-based audience targeting.
• Excellent analytical, project management, and communication skills.
• Ability to work non-traditional hours including evenings, weekends, and Carolina Panthers home games as required.

Preferred Qualifications

• Experience in professional sports, live entertainment, or high-growth consumer brands.
• Advanced knowledge of Salesforce Marketing Cloud or similar enterprise automation systems.
• Familiarity with NFL fan demographics, behaviors, and the Carolinas regional market.
• Experience managing large budgets and agency/vendor relationships.

Desired Skills & Characteristics

• Ability to balance strategic leadership with hands-on execution.
• Strong collaborator with a results-oriented mindset and the ability to thrive under pressure.
• Proven ability to manage multiple complex projects and meet deadlines.
• Maintain confidentiality and discretion with sensitive information.

Work Environment

This position operates in a professional office setting with periodic responsibilities in stadium and event environments, including nights, weekends, and holidays.