Director, Brand Marketing

About the Role

Sharks Sports & Entertainment (SSE, home of the Sharks, Barracuda, SAP Center, Sharks Foundation, Sharks Ice locations and Tech CU Arena) is seeking a strategic and creative Director of Brand Marketing to define, elevate, and activate the SSE family of brands across the Bay Area and beyond. This leader will ensure the SSE brands show up powerfully, consistently, and authentically at every touchpoint. The role focuses on brand strategy and outreach activation while leading programs that bring the brand to life in the market, including Sharks Around the Bay, the Sharks Ambassador Program, Street Team activations, Youth marketing platforms, and outreach-based marketing programs designed to grow awareness, engagement, and fandom among Key Growth Audiences.

Working cross-functionally with Performance Marketing, Platform Marketing, Content & Creative, Ticket Sales & Services, Partnerships, Communications, Government Affairs, Community & Foundation, and Hockey Operations, this leader will ensure the SSE brands are not just a place for fans to watch, but a brand they experience throughout the region year-round.

Responsibilities

• Brand Strategy & Stewardship
  • Oversee and evolve the SSE brand positioning, voice, and narrative across fan-facing platforms.
  • Ensure brand consistency across activations, programs, partnerships, and outreach.
  • Activate brand playbooks, frameworks, and guardrails to guide external initiatives and grow fan affinity.
  • Identify opportunities to expand authentic engagement and brand relevance among Key Growth Audiences (Youth, Millennial Moms, Hispanic, Vietnamese, South Asian communities, and other emerging Bay Area audiences).
  • Ensure the Sharks brand reflects the organization’s energy, innovation, and connection to the Bay Area community.
• Ambassador & Street Team Leadership
  • Oversee the Ambassador Coordinator, including strategy and day-to-day management of the Sharks Ambassador Program.
  • Oversee the Marketing Coordinator managing the Sharks and San Jose Barracuda Street Team, including recruitment, training, and scheduling.
  • Ensure ambassadors and street team members authentically represent the Sharks brand with energy and professionalism.
  • Manage coordination of appearances, grassroots activations, fan interactions, and promotional efforts throughout the Bay Area.
  • Partner with Performance Marketing and Digital teams to leverage ambassador content across social channels.
• Sharks Around the Bay & Brand Activation
  • Oversee the Brand Coordinator and lead the evolution of Sharks Around the Bay as the franchise’s flagship outreach platform.
  • Develop relationships across the Bay Area community to ensure SSE brands are included in decision-making.
  • Identify high-impact cultural events, grassroots opportunities, and community moments for brand presence.
  • Ensure activations are premium, energetic, and uniquely Sharks.
  • Drive consistent year-round visibility beyond SAP Center.
  • Partner with the Manager of Event Presentation to share resources for brand activation at SAP Center and external non-game day events.
• Marketing Programs & Fan Development
  • Develop and execute experiential marketing programs to increase brand awareness and fan engagement.
  • Oversee the Marketing Coordinator managing youth marketing platforms, including:
    • Sharks Crib Club presented by Kaiser Permanente
    • FINatical Kids Club
    • NHL Youth Initiatives
    • SSE Youth activations (Youth / Next Gen / IP games)
  • Lead theme/promotion/celebration game brand activation and outreach marketing initiatives to drive fan connection and attendance.
  • Serve as the liaison with IP leads to ensure legal guidelines are fulfilled for branded games.
  • Oversee execution of game brand elements to meet brand standards and create memorable fan experiences, including defining KPIs, ROIs, and ROOs.
  • Integrate programs with ticketing and fan development strategies to build the next generation of Sharks fans.
• Budget Management & Performance Tracking
  • Lead budgeting for brand activations, marketing programs, ambassador programs, and street team initiatives.
  • Ensure cost-effective execution and responsible allocation of program resources.
  • Track program performance through recap reports, including:
    • Fan engagement
    • Participation levels
    • Social media reach
    • Community impact
  • Provide regular insights and recommendations to senior marketing leadership.
• Community & Government Affairs Integration
  • Support Government Affairs initiatives by aligning brand presence with civic priorities and community programs.
  • Build relationships with local organizations, city leaders, schools, and community stakeholders.
  • Position the SSE brands as active stewards of San Jose and the greater Bay Area.
• Cross-Functional Leadership
  • Partner with Marketing, Sales, Partnerships, Community Relations, and Digital Media to integrate brand programs into broader campaigns.
  • Collaborate with Communications to amplify earned media around community impact and brand moments.
  • Manage and mentor staff responsible for ambassador programs, street team operations, and marketing activations.
  • Support the capture of content (photo/video) from brand activations for use across social and digital platforms.
• Industry Growth Funds Activation
  • Strategically deploy Industry Growth Funds to drive awareness, participation, and long-term fan pipeline development.
  • Develop scalable outreach and marketing programs that convert engagement into sustained brand affinity.
  • Establish and track KPIs tied to participation, reach, brand awareness, and fan conversion.

Requirements

• Bachelor’s degree in Marketing, Communications, or a related field.
• 10+ years of experience in brand management, experiential marketing, or community marketing (sports or entertainment preferred).
• Proven ability to build and scale brand platforms and experiential programs.
• Ability to build, motivate, and retain high-performing staff while fostering a collaborative, accountable, and inclusive work environment.
• Strong cross-functional leadership and stakeholder management skills.
• Experience developing, managing, and optimizing marketing budgets, including forecasting, tracking expenditures, and maximizing ROI.
• Deep understanding of audience segmentation, fan development, and growth strategy.
• Experience leveraging marketing technology platforms for campaign execution, customer engagement, performance measurement, and data-driven decision-making.
• Experience engaging multicultural audiences, youth sports communities, and emerging fan segments.
• Strong analytical mindset with the ability to measure ROI on brand initiatives.
• Ability to manage multiple initiatives in a fast-paced sports and entertainment environment.
• Passion for sports, entertainment, and creating memorable fan experiences.
• Willingness to work nights, weekends, and holidays as required for games and events.

What Success Looks Like

• The Sharks brand is visible, vibrant, and consistent across the Bay Area year-round.
• Outreach activations and programs drive measurable increases in fan engagement and brand affinity.
• Industry Growth Funds translate into participation growth and new fan pipeline development.
• The Ambassador and Street Team programs become a recognizable extension of the Sharks brand in the community.
• Sharks Around the Bay is recognized as a flagship engagement platform.
• Youth programs meaningfully connect the next generation of Bay Area fans to Sharks hockey.
• The franchise is viewed as a trusted community steward beyond the ice.

Physical Requirements

• Ability to sit, stand, and utilize a computer for extended periods.
• Communicate via phone and email with a variety of individuals.
• Bend at the waist, reach overhead, and lift up to 15 lbs with or without accommodation.
• Navigate stairs and catwalks at SSE facilities during normal work hours and events with or without accommodation.
• Work occasional extended hours, including nights, weekends, and holidays (all with advance notice).
• Travel to other company locations, conferences, events, and training sessions within the Bay Area or in- or out-of-state locations as required.

Benefits

• Competitive compensation (base salary and variable incentive plan).
• Medical, dental, vision, and flexible spending accounts (all LGBTQ+ friendly).
• Pretax transportation benefit.
• 401K (pre-tax and Roth options).
• Minimum of 10 paid holidays and wellness days per year.
• Complimentary or discounted sports and event tickets.
• Other league and partner discounts.
• Central office location in downtown San Jose with convenient access to Caltrain, VTA, major freeways, and free parking.
• An inclusive culture valuing diversity of background and a passion for community impact.
• Potential for flexible scheduling and telework opportunities.
• Access to on-site EV charging stations on non-event days.

This position is not eligible for U.S. work authorization sponsorship.