Director, Integrated Marketing

About the Role

The Director of Integrated Marketing leads the development and execution of Los Angeles Lakers marketing plans year-round, driving fan engagement, revenue growth, and cohesive storytelling across all touchpoints. This role manages the Integrated Marketing and Performance Marketing teams, collaborating daily with internal departments such as Marketing Operations, Game Presentation, Creative Design, Communications, Game Operations, Global Partnerships, Ticketing, and Community. The ideal candidate is a strategic, proactive, and results-driven leader who can manage both long-term and short-term projects while delivering an integrated fan experience in Los Angeles and globally.

Responsibilities

• Campaign Planning and Implementation
  • Builds the season-long marketing plan aligned with business goals, basketball celebrations, commercial initiatives, and a holistic narrative.
  • Develops on-court and off-court marketing plans for tentpole moments, promotional nights, new products, league milestones, player campaigns, and cultural moments.
  • Identifies, develops, and briefs creative deliverables, content needs, and asset production within achievable timelines and budgets, collaborating with Creative and Content teams.
  • Collaborates with channel experts (in-arena, social, digital, email, app) to implement best-in-class campaign tactics.
  • Works with the Corporate Partnerships team to ideate and fulfill sponsorship integrations across campaigns.
  • Collaborates with the growth and ticketing team to promote new Lakers products and experiences, including ticket packages, hospitality, and events.
  • Leads international marketing strategy to ensure cohesive executions across target markets.
  • Identifies talent opportunities and incorporates integrations to grow and engage audiences within and beyond basketball.
• Game Day Promotions and Performance Marketing
  • Leads the development and execution of best-in-class game night promotions to enhance ticketing, sponsorship activations, and fan engagement.
  • Executes a layered system for game day fan engagement, balancing milestone moments, storyline potential, and the pacing of an 82-game season.
  • Collaborates with Global Partnerships to ensure proper execution of sponsorship commitments during game day.
• Fan Growth and Engagement
  • Leads consumer marketing planning and activations to drive awareness and engagement.
  • Implements integrated marketing tactics with a focus on holistic storytelling for an omnichannel experience.
  • Considers a wide range of touchpoints across paid, earned, and owned channels, including TV, video, radio, print, digital, social, OOH, influencers, experiential, events, giveaways, community programming, retail, e-commerce, in-arena, in-game, and in-broadcast.
  • Uses channel expertise, industry best practices, and KPIs to architect engagement blueprints and optimize resources.
  • Builds awareness, engagement, positive sentiment, and favorability to drive value for commercial partners.
  • Drives fanbase engagement and product conversion in key international markets, partnering with regional NBA offices.
  • Leads fan data initiatives to create a holistic view of the ecosystem and fan experience.
• Team Leadership
  • Sets expectations for high-quality work aligned with organizational goals.
  • Supports team development through consistent and effective feedback to improve quality and efficiency.
  • Performs other duties as assigned by executive management.

Requirements

• Education: Bachelor’s degree in marketing, advertising, or a related field; advanced and continuing education preferred.
• Experience:
  • Minimum 10-12 years in marketing, with at least 5 years in brand or integrated marketing building 360 campaigns for high-profile global brands.
  • Agency experience is a plus.
  • Minimum 5 years of management experience with a track record of developing high-performing teams.
  • Proven marketing success at the leadership level, preferably with sports brands.
  • Agency management experience is beneficial.
• Technology Capabilities:
  • Adobe Creative Suite.
  • Understanding of asset design and production requirements across platforms.
  • Project Management Software (Jira, Trello, Wrike).
  • Microsoft Office (including Excel, Word, Outlook, PowerPoint, SharePoint).

Skills

• Demonstrated leadership in marketing with a deep understanding of marketing principles, analytics, service management, stakeholder alignment, and fan engagement.
• Ability to translate business objectives and brand strategy into tactical fan engagement.
• Expert planner and collaborator who thrives in a fast-paced, reactive environment.
• Innovative and creative thinker who works within league rules, short timelines, and limited budgets.
• Proficient in briefing creative needs with clear direction on fan takeaways and production requirements.
• Balances tactical innovation with relevance while embracing a legacy organization.
• Manages multiple programs with varying deadlines simultaneously.
• Expertise in content planning and integration to maximize channels and production while evaluating best practices.
• Works at both strategic and operational levels.
• Comfortable in high-energy, dynamic environments, making instant, quality decisions.
• Scrappy, nimble, and adaptable to changing information without getting stuck.
• Detail-oriented with a logical approach to problem-solving.
• Passion for basketball and sports business.

Schedule

This role requires continual attention due to the perpetual nature of the NBA season. After-hours, evenings, weekends, and holidays are mandatory. Travel is up to 10% of the time. The position is based in El Segundo (offices M-F), downtown Los Angeles (Crypto.com Arena for home games), and other occasional off-site events.

Pay

The pay range for this role is $130,000 - $150,000 annually. Actual compensation is based on factors unique to each candidate, including skill set, depth of experience, and certifications.