layiq

/la·yiq/adjective

worthy; deserving; fitting; suitable.

A role, opportunity, or path that merits attention, time, and pursuit.

LAYIQ - Director, Marketing | TB Rays at Legends Global

Revenue Marketing & Go-To-Market Strategy
Develop and execute comprehensive go-to-market strategies for new premium seats and season tickets to drive lead generation goals across a multi-year pre-opening sales cycle
Develop integrated digital and traditional lead generation programs that move prospects through the full funnel, from awareness to deposit, and ultimately convert through 1:1 outreach from the sales team
Partner with VP of Sales & Service and Director of Ticket Sales, aligning campaigns with sales priorities and conversion tracking
Establish and manage performance metrics (CPL, MQL, SQL, conversion rates, ROI), measuring marketing’s revenue impact and optimizing budget allocation based on data-driven insights
Leverage the Experience Center as a central engagement and conversion driver within the overall marketing strategy
Digital Marketing & Campaign Execution
Oversee creation and optimization of dynamic omni-channel campaigns: targeting, segmentation, content strategy, performance analysis
Lead digital advertising strategy across paid search, social media, programmatic display, video platforms driving awareness and leads
Collaborate with Analytics team leveraging segmentation insights ensuring messages reach right prospects at right time
Execute A/B testing protocols optimizing subject lines, messaging, creative, calls-to-action
Develop multi-year content strategies telling compelling stories about the venue vision and transformational experience
Manage marketing technology stack: email platforms, CRM integration, analytics tools
Create compelling video, virtual tours, renderings, and interactive experiences bringing vision to life
Execute B2B and B2C marketing for complex, high-consideration purchases
Client Partnership and Collaboration
Partner with Rays marketing team to ensure comprehensive brand and messaging alignment across all channels and platforms
Collaborate with Rays community relations team on community engagements, elevating ways to highlight the new stadium through onsite activations with measurable results
Familiarity with MLB digital rights landscape a plus
Fan Engagement
Craft messaging strategies honoring Tampa Bay baseball heritage while generating excitement for transformational new chapter
Develop fan communication programs celebrating Rays history while building anticipation for 2029 opening
Design cultivation campaigns introducing prospects to premium experience
Create differentiated messaging for audience segments: longtime fans, new residents, corporate partners, social/entertainment buyers
Develop special event marketing for experience center, groundbreaking, construction milestones
Traditional Marketing & Brand Integration
Execute paid media strategy across TV, radio, print, outdoor maximizing reach and frequency with Tampa Bay audiences
Oversee asset management of paid media
Integrate sponsor activations and partner marketing creating win-win opportunities
Performance Measurement
Establish comprehensive monthly, quarterly and annual reporting frameworks tracking lead generation, conversion rates, revenue attribution across channels
Conduct regular campaign post-mortems identifying learnings and applying insights
Stay current on MLB marketing trends, digital innovations, venue marketing best practices
Foster culture of testing, learning, and continuous optimization
Marketing Team Management & Coaching
Lead, coach, and develop team of Marketing Coordinators
Conduct daily team meetings to review priorities, share best practices, draw connection to the sales team and maintain high energy and momentum
Provide hands-on coaching on brand alignment, campaign reporting and optimization; elevating marketing insights and creating recommendations
Hold team accountable content reviews and deadlines
Foster a creative, supportive environment

Experience & Education
Bachelor’s degree in Marketing, Communications, Business, or related field required
7-10 years progressive marketing experience with demonstrated success in revenue-generating roles
MLB, professional sports, or live entertainment experience preferred, particularly with pre-opening or major venue initiatives
Track record developing and executing integrated campaigns achieving measurable business results
Previous involvement with venue transformations, stadium openings, or major launches highly valued
Technical Competencies
Expert proficiency in digital marketing platforms (Salesforce Marketing Cloud, HubSpot, or similar)
Advanced email marketing knowledge: best practices, segmentation, deliverability, automation
Strong capabilities in digital advertising: Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, programmatic
Proficiency in analytics tools (Google Analytics, Adobe Analytics) deriving actionable insights
Working knowledge of CRM systems (preferably Salesforce) and sports ticketing platforms
Competency in creative tools (Adobe Creative Suite) for review and direction
Proficiency in AI tools and platforms to generate content and inform strategy
Advanced Microsoft Office skills (Excel, PowerPoint)
Strategic & Analytical Skills
Data-driven marketing approach with commitment to ROI optimization
Strong executive presence and client presentation skills
Strong business acumen connecting marketing activities to revenue outcomes
Experience developing audience segmentation models and personas for sports contexts
Sophisticated understanding of lead generation metrics, funnel optimization, attribution modeling
Ability balancing brand-building with direct-response tactics in extended sales cycles
Personal Attributes
Passion for MLB with appreciation for fan experience and the Tampa Bay community
Creative problem solver bringing innovative ideas grounded in data
Energized by collaboration and constructive feedback
Adaptable and resilient in fast-paced, high-visibility projects
Ability selling vision and generating excitement for future venue while managing extended timelines
Success Metrics
Within 12-18 months: Generate qualified lead volume enabling sales team to meet/exceed revenue targets for new premium seats
Achieve defined conversion rate benchmarks demonstrating marketing effectiveness
Deliver positive ROI across all paid marketing channels
Build high-performing marketing team capable of scaling to support 2029 opening
Establish Tampa Bay Rays stadium marketing as best-in-class example in MLB
WORK ENVIRONMENT & TRAVEL
Role requires regular on-site presence to support project launch, client partnership, team leadership, and venue-related activity.
Ability to work both traditional and non-traditional hours, including nights, weekends, holidays, and event-based schedules as business needs require.
Travel may be required for meetings, training, client engagement, industry events, and Legends Global business needs.
Legends Global has assembled the most powerful network in sports, live entertainment, and venues — not just the collection of venues and partners, but the people behind them. You’ll work alongside exceptional talent, collaborate with experienced leaders and subject matter experts, and contribute to projects that set the standard for excellence across sports, entertainment, hospitality, and live experiences. Every win here is earned, not assumed — if you’re driven by growth and delivering innovative solutions, you’ll thrive here at Legends Global.

Director, Marketing | TB Rays

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