Senior Director, Growth Marketing & Commercial Revenue

The Professional Women's Hockey League delivers world-class competition and fosters meaningful connections with fans and communities through operational excellence, purposeful partnerships, and a focus on long-term sustainability. We are dedicated to cultivating a workplace and league culture rooted in integrity, innovation, and inclusion — on and off the ice.

About the role

We are seeking a data-driven, execution-oriented Senior Director, Growth Marketing & Commercial Revenue to lead and scale fan acquisition, digital advertising, broadcast, and merchandise e-commerce across the league and its teams. This is a blended leadership and hands-on role where you will shape the growth marketing strategy while remaining deeply involved in campaign execution. Reporting to the EVP, Business Operations, you will hold direct accountability for driving ticket sales, scaling global merchandise and e-commerce revenue, and serving as the marketing lead for PWHL grassroots initiatives including camps and clinics.

Responsibilities

• Develop and execute the fan acquisition, retention, and monetization strategy to achieve revenue goals across ticket sales, merchandise, camps, clinics, and grassroots programming.
• Manage the growth marketing budget and allocate resources based on real-time ROAS and customer LTV.
• Build, launch, and optimize paid campaigns across social platforms, digital networks, broadcast, and OOH.
• Architect and continuously optimize the fan journey across ticketing and e-commerce purchase funnels (Shopify).
• Collaborate with the VP, Merchandising on product launch campaigns, flash sales, bundling strategies, and retargeting.
• Work across all verticals to understand business goals and create dynamic plans to hit and surpass revenue targets.
• Lead the email marketing team in deploying automated flows, database segmentation, and targeted cross-sell campaigns.
• Conduct A/B testing across promotions, ad creatives, landing pages, and website copy.
• Champion a lifecycle marketing approach that converts ticket buyers into merchandise customers and vice versa.
• Serve as the marketing lead for PWHL camps and clinics, developing and executing campaigns that drive participation and deepen community connection across league markets.
• Leverage digital, email, social, broadcast, paid, and OOH channels to promote grassroots programming.
• Partner with the Business Operations Team on program timelines and goals to ensure marketing plans are aligned.
• Work collaboratively with the Sr. Director, Business Analytics to build dashboards for performance reporting and to maximize data-driven revenue growth.
• Report on ROI, ticket velocity, e-commerce metrics, and grassroots marketing performance to the EVP, Business Operations and cross-functional stakeholders.
• Collaborate cross-functionally with Partnerships, Ticketing, Merchandising, and Communications to align growth initiatives with league priorities.
• Partner with the Sr. Director, Brand Marketing to ensure growth campaigns are brand-consistent and fan experience-forward.
• Lead two Senior Managers, Marketing and a team of approximately 10 across email marketing, digital products, and marketing operations — this is a people leader role, not just a subject matter expert role.
• Develop and inspire a team that executes at a high level across multiple markets and functions simultaneously, with a focus on accountability, growth, and collaboration.

Requirements

• 6-8 years of experience in performance marketing, growth marketing, or demand generation, including at least 2 years managing marketing specialists.
• Deep expertise with Meta Ads Manager, Google Ads, Google Analytics 4, and Shopify.
• Strong proficiency in email and lifecycle marketing platforms, particularly Klaviyo.
• Familiarity with ticketing and CRM ecosystems (e.g., Kore, Ticketmaster, HubSpot, Salesforce Marketing Cloud, or SeatGeek).
• Experience with broadcast and OOH advertising channels.
• A unique ability to operate at both the macro (strategic) and micro (executional) level.
• Flexibility to work evenings, weekends, and travel as required.
• This position may be based anywhere in the United States or in Canada. Applicants must be legally authorized to work in their country of residence on a full-time basis. The PWHL does not provide visa or work permit sponsorship for this role.

Preferred Qualifications

• Prior experience in sports marketing, live entertainment, or a combined ticketing and DTC e-commerce environment.
• Experience marketing grassroots, community, or youth programming within a sports or athletic organization.
• Experience with SMS marketing platforms.
• Working knowledge of HTML coding.
• Bilingual (English/French) a plus.

Schedule

Candidate must be able to work remotely and is expected to flex availability for evenings, weekends, and travel aligned with league events, operational needs, and grassroots programming across PWHL markets.

Pay

The pay range for this position is $155,000 to $175,000 USD/CAD annually.