Responsibilities
Lead weekly and monthly digital performance reporting across paid media, web, app, email, and SMS
Deliver clear, executive‑ready insights connecting channel performance directly to ticket sales, revenue, and fan engagement
Identify performance gaps and develop clear, prioritized optimization recommendations to drive improved results across all digital platforms
Proactively identify trends, opportunities, and risks to inform decision‑making and marketing resource allocation
Build fan segmentation strategies, automated journeys, and personalization frameworks in Salesforce Marketing Cloud. To ensure best fan experiences that are timely, relevant and person
Improve audience targeting, deliverability, and customer lifetime value through smarter messaging and frequency governance.
Partner with email/SMS team to plan, test, and optimize lifecycle campaign
Turn business goals into clear digital marketing plans across paid media, website/app, and lifecycle messaging
Define KPIs and measurement frameworks for key campaigns and tentpole moments.
Connect the full fan journey - from ad impression to website/app behavior to purchase and retention
Work closely with web/app team to develop and recommend strategies to grow web/app traffic, engagement, and conversion rates
Audit the web/app user experience and partner on landing-page tests, navigation improvements, SEO, and in app messaging
Support experimentation across forms, modules, personalization, and ticketing flows to keep up with system changes and user demands of our digital assets
Maintain a testing plan across channels (creative, offers, timing, audiences, and landing pages)
Set up clear test goals, ensure tests are done correctly, and document results following NHL League and Partners guidelines
Share learnings and make sure successful tests are used across the team
Work closely with Ticketing, Partnerships, Brand/Creative, BI, and external agencies to ensure accurate execution and continuous optimization of digital marketing channels
Support specific campaigns and post-game recaps with fast, clear insights and recommended next steps on a game-by-game basis
Provides direct supervision, guidance, and performance oversight to the Coordinator, ensuring clear priorities, consistent workflow, and alignment with departmental goals.