Senior Director, Marketing

The Footy League | Hybrid (1-2 days/week in office) · Full-time Reports to: CEO and COO

About The Footy League

The Footy League (NYC Footy) is the largest adult recreational soccer organization in the United States, running leagues across markets nationwide. We're scaling from roughly 10 active markets today toward 100+ over the next five years — marketing is one of the primary engines of that growth.

The Role

We're looking for a Senior Director of Marketing to own the strategy, infrastructure, and team behind marketing and growth across every current and future Footy League market. This is not a coordination role — it's ownership of how we acquire, engage, and retain players at scale, and how we prove out what's working with real reporting instead of gut feel.

You'll lead a team spanning content, video, photography, sponsor deliverables, and community engagement; oversee the build out of multi-channel marketing efforts and the paid acquisition and analytics functions that remain a work in progress; and own the marketing budget end to end. You'll report directly to the CEO and COO, and play a key role in making sure marketing scales cleanly as we expand into new markets.

What You'll Own

Inbound & Paid Acquisition

  • Own inbound marketing strategy and results across Google Ads and Meta Ads, which are currently managed by an outside agency — you'll own that agency relationship, set targets and accountability standards, and evaluate whether that arrangement continues to serve us as we scale

  • Build campaign architecture that scales across markets — audience segmentation, geo-targeting, and market-specific promotional timing tied to each market's registration calendar

  • Partner with the Growth Marketing Manager (see below) on day-to-day coordination with the agency, while you retain ownership of strategy and results

Marketing Calendar & Promotions

  • Own the master marketing calendar and cadence across all markets: promotions, discounts, registration-cycle campaigns, and seasonal timing

  • Coordinate with regional/market stakeholders and Ops on field availability and registration windows that drive the calendar

Content Strategy

  • Own overall content marketing strategy — blog cadence, newsletter strategy, and brand voice consistency across all markets

  • Direct the content marketing team (newsletters, blogs) and video production lead on strategy and standards; they retain day-to-day execution ownership

  • Build a scalable, multi-platform social media strategy that moves us beyond our current Instagram-only presence — including evaluating and standing up presence on additional platforms (TikTok, YouTube Shorts, etc.) with a playbook that can replicate cleanly as we add markets

  • Set the overall digital engagement strategy that content, video, and photography all feed into

Analytics & Reporting

  • Design and build out real marketing analytics infrastructure — live, reliable reporting on spend, channel performance, and ROI, replacing ad hoc or manual reporting

  • Be the go-to source for the CEO/COO on where marketing dollars are going and what they're producing

Marketing Technology & Multi-Channel Infrastructure

  • Own the "plumbing" that connects our marketing tools so they pass data cleanly between each other instead of operating as disconnected, manually-bridged systems

  • Build and maintain tracking infrastructure (UTM conventions, pixel/conversion tracking, attribution rules) so any registration or sale can be traced back to the specific channel, campaign, and market that drove it

  • Orchestrate multi-channel campaigns so messaging is consistent and properly sequenced across email, social, paid, and WhatsApp 

  • Evaluate, recommend, and implement new marketing technology as we scale (marketing automation, CRM/segmentation tooling), prioritizing solutions that work the same way across all markets rather than requiring manual setup each time we add one

  • Diagnose and resolve technical breakdowns that quietly cost conversions — broken tracking, misconfigured audiences, form or landing page errors — before they show up as unexplained drops in performance

  • Partner with Ops or outside technical resources as needed to fix or improve the handoff between the registration platform and marketing systems, since a clean connection there directly affects signup conversion

Budget Management

  • Own the marketing budget: planning, allocation across team, contractors, agencies, and tools, and regular reporting on performance against spend

Team Leadership

  • Lead and develop the marketing team, currently 5 direct reports, growing to 6 with this role's first hire:

    • Photography & Sponsor Marketing Deliverables

    • Content Marketing (newsletters, blogs, all markets)

    • Video Production

    • Community/WhatsApp Messaging & Targeted Engagement (30 hrs/week)

    • Growth Marketing Manager / Social Media Coordinator / Contractor — owns day-to-day execution: daily social posting, discount code creation, promotional landing pages, agency liaison for paid media, tool/account administration, intern management, and market expansion social setup

  • Hire and stand up the Growth Marketing Manager / Social Media Coordinator role as this role's first priority, to absorb the execution work the outgoing manager was handling personally

  • Ensure sponsor deliverable timelines are consistently met, working through Kyros as the day-to-day sponsor relationship owner

  • Leverage and manage contract relationships with agencies and independent contractors to execute on your vision.

Market Expansion Playbook

  • Own the marketing playbook for launching a new market — social account setup, initial promotional strategy, and local audience-building guidance — so that adding a market doesn't require reinventing the marketing approach each time

  • Ensure this playbook scales cleanly as we go from roughly 10 markets to 100+ over the next five years

Innovation

  • Continuously evolve how we attract new customers and deepen engagement with existing ones — new channels, new formats, new retention plays — as the network scales well past its current size

What You'll Bring

  • 10+ years overall in marketing, including at least 5+ years in a marketing leadership role, with real experience running a marketing function across multiple locations or markets — not just a single flagship market

  • Direct experience managing paid social and search campaigns (Meta Ads Manager, Google Ads), including managing external agencies against budget and performance targets

  • Experience building or significantly improving marketing analytics/reporting — comfortable defining what to measure and standing up the systems to measure it, not just consuming dashboards someone else built

  • Budget ownership experience — planning, allocating, and reporting against a marketing budget

  • Strong people leadership across a mix of full-time staff and contractors

  • Excellent editorial judgment — able to set and protect brand voice across a growing number of markets and audiences

  • Comfortable operating with autonomy while reporting directly into CEO/COO

Nice to Have

  • Experience or genuine interest in recreational sports, community programming, or events

  • Familiarity with Airtable, LeagueApps, or Mailchimp

  • Experience marketing a multi-location or franchise-style business specifically through a rapid expansion phase

Reports To

CEO and COO

Location

Hybrid — 1-2 days in office per week | NYC

Compensation

$140k-$160k

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