Marketing Manager

In this article, we continue our comprehensive series of job descriptions that align with high-performing youth sports clubs. These roles form the backbone of a successful youth sports organization, featuring insights and contributions from accomplished individuals who manage these responsibilities daily.

A Marketing Manager is a pivotal role, enhancing a club’s visibility, engagement, overall brand presence and grow the club. Responsible for developing and implementing comprehensive strategies that align with the club’s goals and mission and collaborate with all club departments to execute successful campaigns. Performs a range of activities including market research, digital marketing, social media management, event promotion, and community outreach. A strong communicator conveying the club’s values and achievements to various stakeholders, including parents, players, sponsors, and the broader community. Tasked with creating engaging content, managing the club’s online presence, and utilizing analytics to measure the success of marketing campaigns.

Articles in the series

• Introduction: 19 Key Roles
• Role #1: Executive Director
• Role #2: Marketing Manager
• Role #3: Operations Director

Key Responsibilities of a Marketing Manager:

1. Marketing Strategy: Develop and execute the club’s overall marketing strategy to boost membership and community engagement.
2. Brand Management: Develop and maintain the organization’s brand guidelines. Elevate the club’s brand image through consistent messaging and visual identity, and ensure club wide adherence to the brand.
3. Content Development: Collaborate with graphic designers and content creators to produce promotional materials for the club’s website, social media platforms, newsletters, events, and other communication channels.
4. Website Content: Collaborate with web developer.
5. Social Media Champion: Oversee the club’s social media accounts ensuring consistent posting, timely responses, audience engagement, building a loyal community, and attracting new followers.
6. Market Research: Identify new opportunities and target markets through comprehensive market research and competitor analysis.
7. Campaign Development: Plan and execute marketing campaigns across various channels (social media, email, print, etc.). Analyze and monitor marketing campaign performance, making data-driven adjustments as needed.
8. Digital Strategy: Manage digital marketing initiatives, including Search Engine Optimization (SEO), Pay-Per-Click (PPC), paid social advertising and email marketing.
9. Member Engagement: Develop initiatives to improve member engagement and retention through targeted marketing efforts. Collect and analyze member and stakeholder feedback to refine and improve marketing strategies.
10. Media Relations: Establish and maintain relationships with local media outlets and community organizations.
11. Event Coordination & Promotion: Promote club events, tournaments, and activities to maximize attendance and participation.
12. Budget Management: Develop and oversee the marketing budget, ensuring efficient allocation of resources, reporting on marketing expenditures and return on investment (ROI).
13. Sponsorships and Partnerships: Attract sponsors and leverage relationships to promote both the sponsor and the club.

Marketing Managers in Action

Learn from 4 top leaders as they each share an anecdote from their Marketing Manager experiences related to the roles and responsibilities listed above.

Kristen Strain | Chief Administration Officer | North Carolina Fusion

Website | Connect with Kristen on LinkedIn

Kristen shares an example that highlights the role of a Marketing Manager in addressing declining participation in youth sports. Recognizing a national trend of decreasing numbers of girls in team sports, their organization experienced a similar decline in girls’ soccer programming over recent years. To address this, they developed a three-year strategic plan with a goal to boost the number of girls participating in their programs by 10%. The focus was on parents of girls in the 7U-10U age groups. As part of the marketing planning process, they gathered feedback from these parents to better understand their values, expectations, and interests. This information guided their campaign, aimed at engaging parents and encouraging them to register their daughters for the recreational soccer program.

Laura Osvald | Regional Director of Marketing | CBIZ

Website | Connect with Laura on LinkedIn

Laura Osvald shared a valuable example a Marketing Manager’s role in forming strategic partnerships. Phoenix Rising Desert Foothills, a multiple sports organization in Phoenix Arizona, developed a strategic partnership with a local non-profit, Kiwanis Club of Carefree, starting with player volunteerism at their events. By promoting these volunteer opportunities across social media, the club highlighted its community engagement, which helped strengthen the partnership. In return, the non-profit provided grants that were crucial for purchasing equipment and core value pins to recognize player achievements. This collaboration showcases the power of strategic partnerships in creating mutual benefits, enhancing both the club’s resources and its positive impact on the community.

Shawn Byrne | CEO | Biz Niche | Full-service digital agency

Website | Connect with Shawn on LinkedIn

Shawn Byrne (Biz Niche) emphasizes the importance of thorough planning. Taking the time to organize, prepare, and refine each campaign is key to a successful launch that maximizes impact. Shawn recommends running four themed campaigns annually, each with a specific focus—like attracting new members in Q1, promoting skill development in Q2, showcasing community involvement in Q3, and celebrating achievements while focusing on retention in Q4. By planning these campaigns six months in advance and preparing media assets at least six weeks before launch, clubs can ensure their messaging remains consistent and engaging throughout the year. The emphasis should always be on the quality of the content, not the quantity, to keep the audience interested and aligned with the club’s core message and goals.

Jason Braga | Vice President | NEFC

Website | Connect with Jason on LinkedIn

Jason recognized the need to build a brand that resonated with families seeking more than recreational soccer for their children. While organizing a new clinic, he noticed that parents weren’t just looking for a fun experience—they wanted a program that could help their kids reach their full potential, whether in high school, college, or even professional soccer. To address this, Jason crafted a clear message that NEFC was the place where serious players could develop the skills and mindset needed for top-level competition. He emphasized that NEFC wasn’t just about refining technical abilities; it was about preparing young athletes for the challenges of competitive soccer, providing them with the resources, coaching, and support necessary to achieve their goals. By aligning the club’s brand with the ambitions of its players, Jason positioned NEFC as a program where families knew their children could thrive, making NEFC synonymous with opportunity and success on the field.