Responsibilities

• Audience Strategy & Insights
• Develop a deep understanding of youth and family audiences, including consumer behaviors, media habits, entertainment preferences, and emerging trends.
• Apply research, consumer insights, and data to identify opportunities for audience growth and engagement.
• Conduct competitive analysis and benchmarking across sports, entertainment, gaming, media, and youth-focused brands.
• Translate audience insights into actionable recommendations and strategic opportunities.
• Monitor evolving youth culture and identify new ways for the NHL to remain relevant and engaging.
• New Initiative Development
• Explore, design, and launch innovative initiatives that attract and engage youth and family audiences.
• Support concept development, business case creation, pilot planning, and implementation.
• Identify opportunities to strengthen the connection between young fans and the NHL through new experiences, products, and platforms.

Requirements

• Minimum 3 years of professional experience following graduation.
• Experience in strategy, consulting, brand management, audience development, innovation, consumer insights, marketing, or related fields.
• Strong understanding of youth and family audiences and the factors influencing their engagement and behavior.
• Excellent project management and organizational skills.
• Exceptional written, verbal, and presentation communication abilities.
• Ability to synthesize research and data into actionable recommendations.
• Demonstrated ability to manage multiple priorities in a fast-paced environment.
• Self-starter with strong initiative and ownership mentality.

Preferred

• Experience working with youth and family audiences at a leading consumer brand, sports property, media company, entertainment company, gaming company, or consulting firm.
• Experience developing new products, programs, content initiatives, or audience growth strategies.
• Familiarity with youth media consumption trends, digital platforms, creator ecosystems, gaming, and emerging technologies.
• Passion for sports, entertainment, and youth culture.
• Knowledge of hockey and the broader sports landscape.

Benefits

• Time to Recharge: Utilize our generous Paid Time Off (PTO) to focus on your well-being and ensure a healthy work/life balance. PTO includes paid holidays, vacation, personal and sick days, plus an extra day off for your birthday.
• Ability to Focus on your Health: Along with competitive salaries, the NHL offers comprehensive health benefits to employees and their eligible dependents effective on their first day with us – there is no waiting period. The NHL subsidizes a large portion of the health benefits costs, therefore your cost for medical, dental and vision coverage is minimal.
• We also offer our employees and members of their household access to our Employee Assistance Program (EAP) to support mental, physical, and financial health. In addition, employees have access to a digital wellness resource designed to improve health and happiness through courses in sleep, movement, and focus. These services are confidential and at no-cost to our employees.
• Childcare Leave: Because your family is the NHL family, employees are offered comprehensive Childcare Leave to welcome your new addition. The primary caregiver to the child is entitled to up to 12 weeks of paid Childcare Leave, at full pay, following the birth, adoption, or placement of a child.
• Employees that are not the primary caregiver to the child are entitled to up to 6 weeks of paid Childcare Leave, at full pay, which must be taken within the first 6 months following the birth, adoption, or placement of a child.
• Confidence in your Retirement Goals: Participate in the NHL’s Savings Plan which includes a 401K (pre-tax and Roth options) plus non-elective (employer) contributions to keep your retirement goals on track.
• A Hybrid Work Schedule: The NHL recognizes the value of flexibility in work locations/schedules to help our employees balance work/life priorities. Hybrid work schedules are available for a majority of our roles.
• Our New Headquarters: Our new, state of the art, offices are located at One Manhattan West in Hudson Yards. When you’re in the office, you can conduct meetings in one of our high-tech conference rooms, have lunch with a view or play in the game room. Employees can also enjoy New York’s newest neighborhood that is home to more than 100 shops, culinary experiences, and public artwork.
• A Savings for Commuting: Participate in the NHL’s pre-tax commuter benefit plan which helps offset the financial cost of traveling to and from our office.
• NHL Partner Rates: Unlock exclusive pricing from our Partners that include savings on travel, consumer goods and services, plus the NHL Store.