Responsibilities

• Leads and is responsible for the paid media strategy and execution for matchday ticket sales campaigns across Senior National team matches including USWNT and USMNT, marquee events including Gold Cup and Copa América qualifiers and ancillary Commercial events including Summits.
• Work closely with the Matchday Marketing and Events teams to develop holistic, omni-channel paid media campaigns across the full matchday cycle and including but not limited to OOH/DOOH, CTV, radio and digital media.
• Build geo-targeted, local market-specific audience strategies that move fans through the funnel from awareness to purchase, with a focus on ROAS, revenue contribution, and CPA under a CAC framework.
• Monitor and optimize based on inventory levels and dynamic pricing signals to adjust campaign pacing, budget allocation, and creative messaging in real time to maximize sales velocity.
• Working closely with Loyalty Marketing, responsible for paid acquisition and retention strategies for driving Insiders sign-ups and retention through digital paid media including paid social, search, and content amplification.
• Employ Insiders member data and behavioral signals to build lookalike and suppression audiences that improve targeting efficiency across paid channels.
• Track and report on program KPIs including enrollment growth, engagement rate, and lifetime value contribution, connecting loyalty performance to broader revenue outcomes.
• Lead planning, buying, and optimization across all paid media channels including OOH/DOOH, CTV and radio, and a strong focus on digital media including video, social and search.
• Partner with the Integrated Marketing team to ensure paid media campaigns are aligned with broader campaign strategy, brand messaging, and content calendars.
• For brand & ATL creative, work with the Brand & Integrated Marketing team to manage logistics, deferring to them for final creative execution. Provide an account service for the VP, Brand & Integrated Marketing ensuring billing and measurement is part of the wider campaign as stated in the brief.
• Lead with a content-first approach: brief internal creative and brand teams on paid creative requirements, critique and creative output, and run a rigorous testing program to identify winning formats / messages.
• Manage budgets with discipline, maintaining efficient cost-per-acquisition targets across ticketing, ecommerce, and loyalty acquisition while scaling against high-performing inventory.
• Drive adoption of emerging channels and technologies including AI and dynamic creative optimization (DCO).
• Manage U.S. Soccer’s multi-touch attribution (MTA) strategy in partnership with Data & Analytics: define the attribution model in conjunction with the MarComms Leads & CMO, oversee implementation across ad platforms, and ensure consistent application across all revenue campaigns.
• Support the development and ongoing maintenance of Marketing Mix Modeling (MMM) capability with Data & Analytics, using model outputs to optimize budget allocation across channels, geographies, and campaign types.
• Establish and govern an incrementality testing framework (holdout groups, geo-based experiments) to validate attribution findings and continuously improve measurement accuracy.
• Implement privacy-preserving measurement solutions including Conversion API (CAPI), enhanced conversions, and clean room integrations to address signal loss from iOS privacy changes and cookie deprecation.
• Develop and maintain performance dashboards covering the full funnel – paid media efficiency, ticketing revenue contribution, ecommerce conversion, and Insiders enrollment – and deliver regular reports with clear, actionable recommendations.
• Serve as the primary day-to-day contact for all paid media agency partners, setting clear briefs, timelines, and performance expectations to ensure campaigns are delivered to the highest standard
• Support, VP, Audience Growth, Experiences and Value on agency check-ins and performance reviews, holding partners accountable to KPIs and ensuring U.S. Soccer receives best-in-class strategic thinking, not just execution.

Requirements

• Bachelor's degree in marketing, business, or related field.
• 5+ years of hands-on experience planning, executing, and optimizing paid media campaigns, ideally within a ticketing, ecommerce, subscription, or sports/entertainment environment.
• Deep expertise across paid media with a strong focus on digital media including paid social, paid search and programmatic platforms.
• Demonstrated experience contributing to marketing measurement programs, including Multi-Touch Attribution (MTA) and/or Marketing Mix Modeling (MMM).
• Strong commercial acumen with a track record of connecting paid media investment to measurable revenue outcomes such as tickets sold, ecommerce revenue, ROAS, and customer lifetime value.
• Experience with first-party data strategies, CRM integration with paid media (custom audiences, suppression lists), and privacy-preserving measurement tools including CAPI, enhanced conversions, and clean rooms.
• Proven experience managing external agency relationships, either from a client-side marketing role or from within an agency environment with a clear understanding of how to get the best from both sides of the relationship.
• Track record of holding agency partners to measurable performance standards.
• Excellent analytical skills and comfortable working with performance data, interpreting statistical outputs, and translating complex findings into clear business recommendations.
• Proven ability to manage significant campaign budgets with efficiency and accountability.
• General knowledge of soccer
• Capable of working in fast-paced and demanding environments

Preferred

• Experience working in the sports industry, particularly in live events, ticketing, or fan engagement.
• Passion for soccer and a deep knowledge of the soccer landscape in the United States.
• Spanish or bilingual language skills a plus.

Benefits

• U.S. Soccer offers a comprehensive compensation package, casual work environment, an inclusive culture, and an atmosphere for professional development.
• U.S. Soccer is an equal opportunity employer that is committed to diversity, equity, and inclusion, and prohibits discrimination and harassment of any kind on the basis of race, color, sex, religion, national origin, citizenship, pregnancy, sexual orientation, gender identity, age, disability, genetic information, military status, political belief, or any other characteristic protected under the law. This policy applies to all our employment practices within our organization. We strongly encourage women, people of color, LGBTQIA, veterans, parents, and persons with disabilities to apply.
• On-site