Vice President, Marketing

About the role

The Vice President of Marketing will serve as the senior marketing leader for a new HSH MLS NEXT Pro club launching in Middlesex County, New Jersey as the affiliate of New York City FC. Reporting to the Club President, this role will shape the club’s brand from a blank page, overseeing brand creation, digital and content strategy, game presentation, promotions, and communications. The VP will work closely with HSH central office, enterprise counterparts, and NYCFC to adapt brand standards locally while building the club’s identity and commercial engine from the ground up.

Responsibilities

• Co-lead the end-to-end creation of the club's brand with HSH, including positioning, narrative, naming, visual identity, crest, kit direction, tone of voice, and brand guidelines, grounded in community research and local cultural insight.
• Manage the transition from the temporary NJMLSNP identity to the permanent brand, and coordinate brand and campaign approvals across HSH, NYCFC, MLS, and MLS NEXT Pro.
• Develop and execute the public announcement, brand reveal, and inaugural-season launch campaign in coordination with HSH and NYCFC.
• Own club communications and media, including press strategy, media relationships and credentialing, club and player storytelling, spokesperson preparation, and issues and crisis communications, coordinated with HSH and NYCFC.
• Own game day atmosphere and game presentation, including run of show, entertainment, music, in-venue content and video board, supporter engagement, and the overall matchday fan experience, executed in partnership with Operations.
• Build the annual promotional calendar, including theme nights, giveaways, and special events designed to drive ticket sales, group revenue, and repeat attendance in partnership with Ticket Sales.
• Build the fan acquisition strategy that seeds the market, including founding member and season ticket deposit campaigns, grassroots activation, and the player pathway narrative connecting the club to NYCFC.
• Own club performance marketing execution across paid media, SEO/SEM, social advertising, email, and CRM marketing, aligned to the enterprise performance marketing framework.
• Establish the club's digital presence, including website, social channels, content strategy, and email program, carrying the audience from the NJMLSNP identity through to the permanent brand.
• Stand up the club's marketing technology stack in partnership with HSH, and build the attribution, analytics, and ROI reporting that measure marketing effectiveness from the first dollar spent.
• Leverage AI-enabled marketing platforms and audience