Director, Innovation & Growth Strategy

About the Role

The National Hockey League is seeking a Director, Innovation & Growth Strategy to lead research, strategic planning, and ecosystem development initiatives that strengthen the future of hockey participation globally. This role will identify, evaluate, and advance opportunities that improve access to the game, increase participant retention, and strengthen the connection between hockey participants and the NHL business. Working across internal departments and external stakeholders, the Director will develop evidence-based strategies and actionable recommendations addressing key areas impacting rink infrastructure, equipment manufacturing/retail, player development pathways, tournaments/events, technology, policy and alternative forms of the game. The ideal candidate combines deep credibility within the hockey ecosystem with a strategic, analytical, and entrepreneurial mindset. They are equally comfortable reviewing research, leading complex projects, facilitating stakeholder discussions, and presenting recommendations to senior executives.

Essential Duties and Responsibilities

• Strategic Research & Insights
  • Lead research initiatives focused on understanding the current state and future opportunities of youth and amateur hockey participation.
  • Analyze participation trends, retention data, demographic shifts, consumer behavior, and industry developments.
  • Develop evidence-based recommendations that support long-term participation growth.
  • Conduct benchmarking across sports, youth development organizations, and recreation industries to identify best practices and emerging trends.
  • Translate complex research and data into clear insights and actionable strategic recommendations.
• Ecosystem Development
  • Evaluate challenges and opportunities across the hockey ecosystem, including:
    • Rink infrastructure (structures, components and business models).
    • Equipment affordability and innovation.
    • Youth development programming.
    • Alternative and entry-level forms of hockey.
    • Technology solutions.
    • Policy and governance considerations.
    • Events and community engagement.
  • Identify barriers to participation and retention and recommend scalable solutions.
  • Assess how NHL initiatives can better support participant growth and strengthen pathways into lifelong fandom.
• Stakeholder Engagement
  • Build and maintain productive relationships across the hockey landscape, including:
    • National and regional governing bodies.
    • Rink operators and facility owners.
    • Equipment manufacturers and retailers.
    • Technology providers.
    • Youth hockey organizations.
    • Community and grassroots leaders.
    • Professional, collegiate, and amateur hockey stakeholders.
  • Facilitate collaboration among diverse stakeholder groups to align around common growth objectives.
  • Represent the NHL at industry meetings, conferences, workshops, and stakeholder forums.
• Business Case Development and Investment Analysis
  • Develop business cases and economic models to evaluate growth opportunities.
  • Assess the financial feasibility, scalability and long-term impact of initiatives related to infrastructure, programming, technology and equipment.
  • Evaluate potential partnership, sponsorship, funding and investment opportunities that support growth objectives.
  • Analyze public, private and non-profit funding models across youth sports and recreation industries.
  • Support the development of recommendations regarding resource allocation, investment prioritization and ecosystem development strategies.
• Strategic Project Leadership
  • Lead cross-functional projects from ideation through implementation planning.
  • Develop business cases, strategic frameworks, and recommendations for senior leadership.
  • Bring forward new business models and deal structures.
  • Manage multiple workstreams simultaneously while maintaining strong organization and attention to detail.
  • Establish KPIs and measurement frameworks to evaluate initiative effectiveness and participation outcomes.

Qualifications

• Minimum 5 years of professional experience in strategy, consulting, sports business, research, analytics, participation development, or a related field.
• Demonstrated knowledge of the hockey ecosystem, including youth participation, development pathways, and stakeholder landscape.
• Bachelor’s degree in Business, Sports Management, Public Policy, Economics, Research, Analytics, or a related field.

Skills

• Strong analytical and problem-solving skills with the ability to synthesize quantitative and qualitative data.
• Exceptional written, verbal, and presentation skills.
• Proven ability to build relationships and influence diverse stakeholders.
• Highly organized with strong project management capabilities.
• Self-starter with the ability to work independently and proactively identify opportunities.
• Curious, open-minded, and committed to evidence-based decision making.

Desired Characteristics

• Intellectually curious.
• A strategic thinker with a commercial mindset.
• Able to balance mission-driven objectives with economic and political realities.
• Credible within the hockey community.
• Data/insights driven.
• Entrepreneurial and proactive.
• Comfortable navigating ambiguity and emerging opportunities.
• Creative and innovative in generating new ideas and solutions.
• Passionate about increasing access to hockey and strengthening the future of the sport.

Impact

This position will play a critical role in shaping the future of hockey participation by helping the NHL better understand, support, and strengthen the youth and amateur hockey ecosystem. Success will be measured by the quality of strategic insights generated, the effectiveness of stakeholder engagement, and the development of initiatives that create meaningful improvements in access, retention, and participant connection to the game.

Core Competencies

• Accountability
• Adaptability
• Communication
• Critical Thinking
• Inclusion
• Professionalism
• Teamwork & Collaboration

Benefits

• Time to Recharge: Generous Paid Time Off (PTO) to focus on well-being and a healthy work/life balance, including paid holidays, vacation, personal and sick days, plus an extra day off for your birthday.
• Health: Comprehensive health benefits for employees and eligible dependents effective on the first day, with no waiting period. The NHL subsidizes a large portion of health benefits costs, minimizing costs for medical, dental, and vision coverage. Employees and household members also have access to an Employee Assistance Program (EAP) supporting mental, physical, and financial health, plus a digital wellness resource for sleep, movement, and focus. These services are confidential and at no cost.
• Childcare Leave: Up to 12 weeks of paid Childcare Leave at full pay for the primary caregiver following birth, adoption, or placement of a child. Non-primary caregivers are entitled to up to 6 weeks of paid Childcare Leave at full pay, to be taken within the first 6 months.
• Retirement: Participate in the NHL’s Savings Plan, which includes a 401K (pre-tax and Roth options) plus non-elective (employer) contributions.
• Hybrid Work Schedule: Hybrid work schedules are available for a majority of roles.
• New Headquarters: State-of-the-art offices at One Manhattan West in Hudson Yards, with high-tech conference rooms, a game room, and access to New York’s newest neighborhood with more than 100 shops, culinary experiences, and public artwork.
• Commuting Savings: Pre-tax commuter benefit plan to help offset the financial cost of traveling to and from the office.
• NHL Partner Rates: Exclusive pricing from partners, including savings on travel, consumer goods and services, plus the NHL Store.
• Life at the NHL: New hires meet with teammates and the HR Team during their first few days and have the opportunity to learn more about the NHL and its workplace culture. Employees are invited to play hockey during Tuesday Night Skate at Chelsea Piers, join Employee Resource Groups, and more.

Pay

$140–160k. Actual base pay for a successful candidate will be determined based on a variety of job-related factors, including but not limited to experience/training, market demands, and geographic location.