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.