Senior Manager, Creator Marketing

About the role

The Senior Manager, Creator Marketing drives how the NHL shows up in culture through creators and influencers, developing and executing the NHL’s creator marketing strategy to drive brand relevance, audience growth, and business objectives. Working closely with the Director and agency partner, this role is responsible for identifying, recruiting, and managing creators for both commissioned content and experiential campaigns that support NHL events and initiatives. This person will cultivate relationships with creators across sports, entertainment, lifestyle, and emerging cultural spaces, ensuring the NHL reaches new and diverse audiences. They will champion inclusive representation among creators, proactively identifying talent both within and beyond the hockey ecosystem to expand the League’s reach and strengthen the NHL brand among current and future fans.

Responsibilities

• Lead creator campaigns from concept to execution, including strategic planning, creator identification, content development, creative briefing, fee negotiation, contracting, timeline management, and performance evaluation.
• Build and maintain authentic, long-term relationships with creators and influencers, prioritizing sustained partnerships while continuously identifying emerging talent and expanding a diverse creator network.
• Identify and activate creators across sports, entertainment, lifestyle, gaming, and culture to extend the NHL’s reach beyond core hockey audiences.
• Stay ahead of emerging social platforms, content trends, creator ecosystems, and cultural conversations to ensure activations remain innovative, platform-native, and culturally relevant.
• Partner with Legal to manage creator agreements and ensure all creator content complies with FTC guidelines and applicable policies.
• Measure and analyze creator campaign performance, partnering with Analytics to deliver actionable insights, optimize future activations, and demonstrate business impact.
• Collaborate with internal teams, agencies, platform partners, and external stakeholders to successfully plan and execute creator marketing initiatives.
• Serve as a creator marketing resource for the NHL and Club social teams, fostering collaboration, sharing best practices, and supporting creator activations across the League.

Requirements

• 5-8 years of relevant marketing, influencer and/or social experience.
• Deep understanding of social media culture, creator ecosystems, and platform-native content across emerging and established platforms.
• Proven experience developing and managing creator, influencer, or similar partnership programs that drive measurable results.
• Demonstrated ability to identify and activate culturally relevant opportunities across sports, entertainment, fashion, music, gaming, and lifestyle communities.
• Passion for sports, culture, entertainment, fashion, and emerging consumer trends.
• Ability to travel and work non-traditional hours, including nights and weekends, in support of League events and activations.

Preferred Qualifications

• Existing relationships with creators/influencers or agents.
• Strong knowledge of short-form video content and platform best practices across TikTok, Instagram Reels, YouTube Shorts, and other social channels; experience creating, capturing, and editing a plus.

Skills

• Excellent communication and relationship-building skills, with the ability to effectively engage creators, negotiate partnerships, and manage stakeholders.
• Highly organized self-starter with strong project management skills and the ability to manage multiple initiatives simultaneously.
• Proven ability to build trust and maintain strong relationships with internal teams, creators, agencies, and external partners.

Core Competencies

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

Benefits

• Time to Recharge: Generous Paid Time Off (PTO) including paid holidays, vacation, personal and sick days, plus an extra day off for your birthday.
• Health Benefits: Comprehensive health benefits (medical, dental, vision) for employees and eligible dependents, effective on the first day, with minimal employee cost. Access to Employee Assistance Program (EAP) for mental, physical, and financial health, plus a digital wellness resource.
• Childcare Leave: Up to 12 weeks of paid leave for primary caregivers and up to 6 weeks for non-primary caregivers following the birth, adoption, or placement of a child.
• Retirement: 401K plan with pre-tax and Roth options, plus non-elective (employer) contributions.
• Hybrid Work Schedule: Flexibility in work locations/schedules for most roles.
• Office Perks: State-of-the-art headquarters at One Manhattan West in Hudson Yards, featuring high-tech conference rooms, game rooms, and access to shops, dining, and public artwork.
• Commuter Benefits: Pre-tax commuter benefit plan to offset travel costs.
• NHL Partner Rates: Exclusive pricing from NHL partners on travel, consumer goods, services, and the NHL Store.
• Life at the NHL: Onboarding with team introductions, hockey at Tuesday Night Skate (Chelsea Piers), Employee Resource Groups, and a dynamic workplace culture.

Pay

Salary range: $110,000–$125,000. Actual base pay will be determined based on experience, training, market demands, and geographic location.