Partnership Activation & Strategy Manager

About the role

The Partnership Strategy & Activation Manager leads and maximizes Busey’s strategic collegiate partnerships, with a primary focus on athletics and additional support across other key relationships. This role drives brand visibility, business development, and client engagement by leveraging sponsorship assets, NIL (Name, Image, Likeness) opportunities, and integrated marketing activations. The individual serves as the primary point of contact for Busey’s collegiate athletic partnerships, ensuring all elements are strategically aligned and fully activated to deliver measurable business impact. The role collaborates cross-functionally with marketing, commercial banking, wealth management, and retail teams to translate partnership investments into brand growth, client acquisition, and community engagement.

Responsibilities

• Partnership Strategy & Management
  • Own and execute the strategy for collegiate athletic partnerships and additional strategic partnerships.
  • Serve as primary liaison with collegiate athletics partnerships, media rights partners, and other key external stakeholders.
  • Identify and develop new partnership opportunities, including NIL initiatives, athlete collaborations, and experiential activations.
  • Ensure all sponsorship assets are fully leveraged and aligned to Busey’s business objectives.
• Activation & Marketing Execution
  • Plan and execute integrated marketing activations across in-venue, digital, social, and event channels.
  • Partner with internal marketing teams to develop campaigns that enhance brand awareness and fan engagement.
  • Coordinate game-day presence, hospitality programs, and experiential marketing efforts.
  • Maintain consistent and impactful brand representation across all partnership touchpoints.
• Business Development & Relationship Growth
  • Leverage the partnership to support new business generation and deepen existing client relationships.
  • Partner with commercial, wealth, and retail teams to activate opportunities tied to athletics events and networks.
  • Build relationships with university stakeholders, alumni, donors, and business leaders within Busey’s footprint.
  • Support client entertainment and engagement strategies tied to athletics programming.
• NIL Strategy & Execution
  • Monitor the evolving NIL landscape and identify potential opportunities aligned with Busey’s brand and marketing priorities.
  • Provide guidance on athlete partnerships that may enhance visibility and community impact.
  • Maintain knowledge of NIL regulations to ensure any future activity remains compliant.
• Performance Tracking & Optimization
  • Establish and monitor KPIs related to partnership performance, including brand awareness, engagement, and business impact.
  • Provide regular reporting and insights to leadership on ROI and effectiveness.
  • Continuously refine activation strategies based on performance data and feedback.
• Cross-Functional Collaboration
  • Act as the internal connector across teams to ensure alignment and maximize partnership value.
  • Educate internal stakeholders on how to leverage partnership assets effectively.
  • Collaborate with senior leadership to align partnership efforts with broader strategic goals.

Requirements

• Knowledge Of:
  • Sponsorship structures, asset utilization, and partnership lifecycle management.
  • Integrated marketing strategies, brand activation, and experiential/event-based engagement.
• Ability To:
  • Connect marketing investments to business outcomes, pipeline development, and client growth.
  • Develop and execute plans aligned with organizational and market objectives.
  • Build, maintain, and influence relationships with internal leaders and external partners.
  • Partner with sales teams and cross-functional stakeholders.
  • Operate in a dynamic environment with evolving partnership opportunities, including emerging NIL considerations.
  • Work effectively across cross-functional teams and drive alignment.

Qualifications

• Bachelor’s degree in Marketing, Business Administration, Sports Management, or a related field required.
• 5+ years of experience in sponsorships, partnerships, sports marketing, or brand activation.
• Proven experience managing and activating high-value partnerships.
• Experience working within collegiate athletics, media rights organizations, or NIL environments strongly preferred.
• Familiarity with the collegiate athletic ecosystems is a plus.

Pay

Base pay range: $80,000 - $115,000/year. The role may be eligible for bonus or incentives based on company and individual performance.

Benefits

• Competitive benefits package including:
  • 401(k) match and profit sharing.
  • Employee stock purchase plan.
  • Paid time off.
  • Medical, dental, and vision insurance.
  • Company-paid life insurance and long-term disability.
  • Supplemental voluntary life insurance.
  • Short-term and long-term disability.
  • Wellness incentives.
  • Employee assistance program.
• Pre-tax health savings accounts and flexible spending accounts available for eligible associates.