Senior Manager, Acquisition Marketing

BSN SPORTS, A VARSITY BRANDS COMPANY - THE RECOGNIZED LEADER IN TEAM ATHLETIC GEAR

For over 50 years, BSN SPORTS has been the largest team sporting goods equipment and apparel distributor of choice in the United States.  Our 3,000 BSN SPORTS employees strive to support the Heart of the Game by putting valuable time back into the day of coaches and administrators through excellent service platforms. Our company mission is simple: Save coaches and administrators time with everything they do off the field so they have more time to impact young lives on it.

WORK TYPE: Onsite

LOCATION DETAILS: 14460 Varsity Brands Way, Farmers Branch, TX 75244; Monday - Thursday, Friday is a flex remote day.

WORK HOURS: Full time exempt

TRAVEL REQUIREMENT: ~10%

HOW YOU WILL MAKE AN IMPACT

The Senior Manager of Acquisition Marketing will lead the strategy and execution of marketing initiatives designed to generate marketing-driven leads and drive incremental revenue acquiring new sports teams, High School and Collegiate athletic programs, as well as Club/Select athletic programs. This role is instrumental in identifying customer insights, conducting customer research, and mapping the customer journey to align with impactful marketing touchpoints. This role will lead the acquisition strategic marketing plan development by understanding each target customer’s needs to drive brand awareness, customer engagement, lead generation and conversion, and create tools that make it easier for Sale’s Pros to sell BSN SPORTS to these growth-opportunity segments. If you are passionate about leveraging data-driven marketing strategies to drive customer acquisition and have a deep understanding of the team sports landscape, we want you on our team.

WHAT YOU WILL DO:

• Develop Acquisition Marketing Strategies: Build acquisition marketing plans to grow the business via acquiring new customers for top growth business initiatives, target customer segments and emerging sports. Embrace a deep understanding of the target customers’ needs, challenges and customer journey.
  • Lead strategic planning and oversight of sport specific marketing campaigns, serving as a key facilitator of integrated planning processes, collaboration and alignment across the marketing team and cross functional partners
  • Develop 12-month acquisition marketing approach for each target growth segment considering customer needs, appropriate marketing channels, relevant products and brands, promos/pricing, order deadlines, seasonality, and customer messaging to acquire new customers and grow the business.
  • Develop positioning and customer facing messaging for each target customer to be consistent, compelling to the target acquisition customer, and ownable to BSN SPORTS.

• Acquisition Marketing Campaign Management: Develop and oversee successful execution of digital-first, omnichannel acquisition marketing campaigns. Optimize acquisition marketing approach across customer segments by analyzing and reporting on wins and losses.
  • Develop compelling and insightful communication briefs and lead creative team through creative development and execution to produce high-impact marketing assets.
  • Own reporting of acquisition marketing metrics to optimize campaigns for future.
  • Develop best-in-class acquisition marketing campaign approaches for each key customer segment.

• Customer Insights & Market Research: Become well versed in acquisition customer targets, understanding the differentiated customer needs, challenges and the sports and business category to test and learn, and ultimately build acquisition marketing best-in-class methods.
  • Leverage consumer insights, market and business data, and trends to translate into actionable consumer driven marketing plans and communications 
  • Utilize CRM systems, marketing automation tools, and analytics platforms to track and enhance campaign effectiveness.
  • Identify ways to improve the customer experience and innovate with key acquisition customer segments by staying informed about industry trends and emerging technologies to keep BSN SPORTS at the forefront of acquisition marketing.

• Acquisition Marketing Thought-Leadership: Collaborate and influence across cross-functional business segments and sports category leaders and teams to effectively build and execute an aligned acquisition approach to win new business for each key target customer.
  • Drive collaboration and alignment, and most importantly build trust, across multiple cross-functional partners (Marketing, Collegiate, Club/Select, Category Management, Sales, Merchandising, Digital, Innovation) needed to develop the marketing acquisition strategy and supporting campaign asset, including customer segmentation and positioning, initiative prioritization, digital, creative, finance, legal and merchandising teams.
  • Help guide leadership and cross-functional partner decisions to optimize marketing planning, campaign development, the use of marketing resources and explore new areas to drive growth.

QUALIFICATIONS

Knowledge/Skills/Abilities

• Customer & Market Research – Proven expertise in customer insights, research methodologies, and customer journey mapping.
• Acquisition marketing planning – this role involves strong strategic direction to develop and successfully implement acquisition marketing tests, techniques and approaches.
• Presentation skills – excellent communication and presentation skills to business leaders and partners
• Creative – demonstrated ability to gather consumer insights through quantitative and qualitative research and translate into creative marketing communications, initiatives or solutions
• Analytical – strong analytical skills with ability to translate data into actionable strategies; knowledge of conducting A/B testing and assessing customer engagement and measuring marketing program success
• Project Management – effectively manage workflows and deliverables for marketing campaigns, so a background in project management is essential
• Cross-functional management – as evidenced by the ability to work with support functions such as Sales, Marketing, Creative, Merchandising and Finance
• Strong problem-solving capabilities – as evidenced by a track record of finding feasible solutions to complex problems, especially in an environment with incomplete information and tight timelines
• Excellent verbal and written communication skills – develop marketing and branding language and copy, and communicate between teams

Education/Experience

• 7+ years in a result-oriented marketing, sales-marketing with a focus on customer acquisition and lead generation.
• Bachelor’s degree in Business, Marketing, Communications or equivalent work experience
• Success with collaborating across large cross-functional teams, project coordination and relentless execution & follow up
• Proficiency in project management and marketing automation platforms, CRM systems and analytics tools (e.g., Asana, Tableau, etc.)

PHYSICAL REQUIREMENTS

This job operates in a professional office environment. Largely a sedentary role with some filing requiring the ability to lift files, open filing cabinets and bending or standing on a stool as necessary. The ability to sit or stand for long periods through meetings and while operating office equipment, PC’s, laptop, telephone will be required.  

#LI-GT1

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities required of the employee for this job.

JOIN THE BEST TEAM IN SPORT & SPIRIT

At Varsity Brands, we believe every student deserves the opportunity to succeed and every educator wants to make a difference. It takes a team to make a real impact, and through our two divisions – BSN SPORTS and Varsity Spirit – and our network of 6,000+ employees and independent representatives, we are proud to partner with a wide range of educational institutions and club and professional sports to transform the student journey in SPORT and SPIRIT.

OUR VALUES

Service - We lead with heart. We champion community.

Passion - We love what we do. It fuels our purpose.

Integrity - We do what we promise. We own our actions and decisions.

Respect - We earn it by giving it. Because everyone deserves it.

Innovation - We never stop striving to be better. For ourselves and our community.

Transparency - We are committed to openness and honesty in everything we do.

OUR BENEFITS

We are committed to putting you and your families first. For benefits eligible roles, we offer a variety of choices and costs as well as program enhancements that align with our responsibility to elevate the employee experience. Some of our offerings include:

• Comprehensive Health Care Benefits
• HSA Employer Contribution/ FSA Opportunities
• Wellbeing Program
• 401(k) plan with company matching
• Company paid Life, AD&D, and Short-Term Disability
• Generous My Time Off & Paid Holidays
• Varsity Brands Ownership Program
• Employee Resource Groups
• St. Jude Partnership & Volunteer Opportunities
• Employee Perks including discounts on personal apparel and equipment!

Varsity Brands companies are equal opportunity employers. Qualified applicants will receive consideration for employment without regard to race, religion, color, national origin, citizenship, gender, sexual orientation, gender identity, veteran’s status, age or disability.