The Senior Director, Fan Development is responsible for growing the Carolina Hurricanes fanbase and converting that growth into sustained engagement and revenue. This role leads an integrated fan development strategy across digital content, CRM (email, SMS, app), paid media, and grassroots marketing, ensuring the organization operates as a connected engine to attract, engage, and convert fans. This role is ideal for a high-performing marketing leader ready to take the next step into broader, full-funnel ownership and strategic responsibility.
This position oversees the full fan lifecycle-from awareness to engagement to conversion-and is accountable for expanding reach, deepening fan relationships, and driving measurable business outcomes across ticketing, retail, and broader fan monetization efforts. Reporting to the CMO, the Senior Director will partner closely with departments across the organization to align storytelling, campaigns, and experiences with clear growth objectives.
Revenue Conversion & CRM- Own lifecycle marketing strategy across email, SMS, and app, including segmentation, automation, and fan development journey
- Collaborate with the Sr. Marketing Manager, who leads day-to-day execution, to set channel strategy, campaign priorities, and performance goals across email, SMS, app, and paid media
- Partner on campaign planning and optimization to drive ticket sales, retail revenue, and overall fan monetization
- Provide strategic direction on paid media in partnership with the Sr. Marketing Manager, including budget allocation, targeting, creative testing, and performance optimization
- Work closely with the corporate partnership team on ideating and developing branded opportunities for new and potential clients across email, SMS, and app
Fan Growth, Lead Generation, and Audience Development- Develop and execute a comprehensive strategy to grow the Hurricanes fanbase across digital, community, and grassroots channels
- Own lead generation strategy across all touchpoints, including digital, in-person activations, partnerships, and events, with a focus on building and enriching the database
- Identify and activate new audience segments, including multicultural and emerging fan groups
- Oversee grassroots marketing efforts, including community events, festivals, partnerships, and local activations designed to generate awareness, capture leads, and introduce new fans to the brand
- Partner closely with the Community Outreach team and Carolina Hurricanes Foundation to align outreach efforts with broader fan development goals
Full-Funnel Strategy & Performance- Define and track key performance indicators across the fan lifecycle, including audience growth, lead generation, engagement, conversion, and retention
- Ensure alignment across digital, CRM, paid media, and grassroots efforts so all fan touchpoints work together to drive measurable growth
- Build reporting frameworks that connect top-of-funnel activity to revenue outcomes
- Use data and performance insights to continuously refine strategy and improve results
Digital Content- Oversee digital content distribution strategy across social media, website, and podcast platforms, ensuring alignment with brand voice, engagement goals, and business objectives
- Partner closely with the Director of Digital Content as a key strategic lead for digital engagement, collaborating on platform strategy, content performance, and fan engagement initiatives
- Establish clear roles for each platform (engagement vs. Conversion vs. growth) and ensure consistency in execution
- Work closely with the corporate partnership team on ideating and developing branded opportunities for new and potential clients across social media, website, and podcast platforms
Qualifications- 5-7 years of experience in marketing, growth, or digital-focused roles, preferably within sports, entertainment, media, or a consumer-facing brand
- 3+ years of experience managing a team
- Demonstrated success contributing to audience growth and revenue through integrated marketing efforts
- Strong experience building customer journeys
- Experience leading cross-functional teams and managing complex campaigns across multiple stakeholders
- Demonstrated ability to balance brand-building with performance-driven marketing
- Experience with grassroots/community-based marketing
- Must pass a criminal background check
Hurricanes Holding, LLC reserves the right to change or modify the employee's job description whether orally or in writing, at any time during the employment relationship. Hurricanes Holdings, LLC may require an employee to perform duties outside his/her normal description. This document in no way states or implies that these are the only duties to be performed by the employee occupying this position.
Job Questions:- Have you ever been convicted or pled gulity to a crime excluding minor traffic offenses? If yes, fully explain. A conviction does not necessarily exclude you from employment.
