Director, Athletics Digital Marketing

South Florida Athletics is seeking a strategic, data-driven Director, Athletics Digital Marketing to lead the department’s digital marketing strategy and execution across all sports and major initiatives. This role is responsible for developing and executing integrated digital marketing strategies that support ticket sales, revenue growth, customer engagement, retention, and the overall fan experience.

The Director, Athletics Digital Marketing will provide strategic oversight of the South Florida Athletics website, email marketing, mobile app, CRM-driven marketing initiatives, and the department’s broader digital ecosystem. The role will also support retail and revenue-generating areas with digital marketing strategy and execution, working closely with ticket sales, premium seating, merchandising, development, sponsorship, and other internal stakeholders to help achieve organizational revenue goals.

The Director will directly manage two (2) Coordinators, Digital Marketing, providing strategic direction, prioritization, professional development, and oversight of day-to-day digital marketing execution. This position will serve as a key leader in developing a cohesive, measurable, and high-performing digital ecosystem across South Florida Athletics

Responsibilities

Digital Marketing Strategy & Leadership

· Develop and execute comprehensive digital marketing strategies that support ticket sales, revenue growth, customer engagement, and organizational goals across all sports and major initiatives.

· Lead annual and seasonal digital marketing planning tied to sport calendars, ticketing priorities, departmental initiatives, and organizational objectives.

· Establish digital marketing strategies that effectively move consumers through the customer journey, from awareness and consideration through purchase, engagement, and retention.

· Serve as a strategic partner to ticket sales, communications, creative services, sponsorship, merchandising, development, and other internal stakeholders to align digital marketing efforts with broader business objectives.

· Lead, manage, and develop two (2) Coordinators, Digital Marketing, establishing clear goals, priorities, processes, and performance expectations.

· Provide strategic direction and quality control for digital marketing campaigns and initiatives across the department.

Email Marketing & CRM

· Oversee email marketing strategy, segmentation, automation, personalization, and lifecycle campaigns to drive ticket sales, purchases, engagement, and retention.

· Develop targeted email strategies supporting ticketing, merchandise, premium seating, donations, events, promotions, and other consumer initiatives.

· Ensure best practices in list management, audience segmentation, personalization, deliverability, and compliance.

· Leverage CRM and customer data to inform targeting, messaging, campaign strategy, and optimization.

· Identify opportunities to improve customer lifecycle communications and increase conversion through automated and personalized marketing journeys.

Website & Mobile App

· Provide strategic oversight for the South Florida Athletics website and mobile app, ensuring both platforms are intuitive, engaging, accessible, and optimized to support organizational and revenue goals.

· Guide website and app content strategy, UX, navigation, functionality, and conversion opportunities.

· Identify opportunities to improve digital experiences and increase conversion across ticketing, events, merchandise, donations, content, and other consumer offerings.

· Partner with vendors and internal teams to manage platform updates, integrations, enhancements, and new feature launches.

· Ensure digital platforms effectively support the needs of all South Florida Athletics sports and business units.

Retail Digital Marketing Support

· Support South Florida Athletics’ retail operations by providing digital marketing strategy and execution for merchandise and e-commerce initiatives.

· Partner with the retail and merchandising teams to develop digital marketing plans that support product launches, seasonal campaigns, promotions, special collections, and other merchandise priorities.

· Help leverage email, website, mobile app, CRM, and other owned digital channels to drive awareness and traffic to South Florida Athletics’ online and physical retail offerings.

· Identify opportunities to improve the digital shopping experience, including product discovery, promotional messaging, merchandising, and conversion opportunities.

· Coordinate with creative and retail teams to ensure digital marketing assets and messaging effectively support merchandise campaigns and promotions.

· Provide digital marketing expertise and recommendations to help the retail team maximize the effectiveness of its marketing efforts.

· Monitor and report on the performance of digital retail campaigns, providing insights and recommendations to inform future initiatives.

· Identify opportunities to integrate merchandise and retail messaging into broader South Florida Athletics digital marketing efforts when appropriate.

Analytics, Reporting & Optimization

· Establish KPIs, dashboards, and reporting frameworks to measure performance across website, email, mobile app, CRM, and digital marketing initiatives.

· Analyze customer behavior, campaign performance, conversion rates, and revenue attribution to identify opportunities for improvement.

· Use data and customer insights to continuously optimize campaigns, digital experiences, and marketing strategies.

· Develop regular performance reports and present insights and strategic recommendations to senior leadership.

· Partner with analytics and business intelligence teams to improve measurement, attribution, and understanding of digital marketing performance.

Budget & Vendor Management

· Manage digital marketing budgets, ensuring efficient allocation of resources and strong return on investment.

· Oversee relationships with digital platform, website, CRM, email, mobile app, and technology vendors.

· Evaluate and recommend new tools, technologies, platforms, and partnerships that enhance digital marketing capabilities and business results.

· Manage projects and vendor deliverables to ensure timely execution and alignment with departmental priorities.

Qualifications

Bachelor's degree and five years of related experience. · Bachelor’s degree in marketing, communications, business, or related field and 3+ years of experience in digital marketing, consumer marketing, e-commerce, CRM, or a related field, with increasing leadership responsibility is preferred.

Senate Bill 1310- The Florida Senate (https://www.flsenate.gov/Session/Bill/2023/1310) is conditional upon meeting all employment eligibility requirements in the U.S.

SB 1310: Substitution of Work Experience for Postsecondary Education Requirements

A public employer may include a postsecondary degree as a baseline requirement only as an alternative to the number of years of direct experience required, not to exceed:

(a) Two years of direct experience for an associate degree;

(b) Four years of direct experience for a bachelor’s degree;

(c) Six years of direct experience for a master’s degree;

(d) Seven years of direct experience for a professional degree; or

(e) Nine years of direct experience for a doctoral degree

Related work experience may not substitute for any required licensure, certification, or registration required for the position of employment as established by the public employer and indicated in the advertised description of the position of employment.

Minimum Qualifications that require a high school diploma are exempt from SB 1310.

Working at USF

With approximately 16,000 employees, the University of South Florida is one of the largest employers in the Tampa Bay area. We are dedicated to cultivating a talented, engaged and driven workforce that strives to be bold. Employees excel in USF‘s rich academic environment, which fosters their development and advancement. In 2025, Forbes recognized USF as one of Florida’s best large employers, ranked No. 1 among the state’s 12 public universities. Our first-class benefits package includes medical, dental and life insurance plans, retirement plan options, employee and dependent tuition programs, generous leave, and hundreds of employee perks and discounts.

About USF

The University of South Florida is a top-ranked research university serving approximately 50,000 students from across the globe at campuses in Tampa, St. Petersburg, Sarasota-Manatee and USF Health. USF is recognized by U.S. News & World Report as a top 50 public university and the best value in Florida. U.S. News also ranks the USF Health Morsani College of Medicine as the No. 1 medical school in Florida and in the highest tier nationwide. USF is a member of the Association of American Universities (AAU), a group that includes only the top 3% of universities in the U.S. With an all-time high of $738 million in research funding in 2024 and as a top 20 public university for producing U.S. patents, USF uses innovation to transform lives and shape a better future. The university generates an annual economic impact of more than $6 billion. USF’s Division I athletics teams compete in the American Athletic Conference. Learn more at www.usf.edu.

Compliance and Federal Notices

This position may be subject to a Level 1 or Level 2 criminal background check.

Applicants have rights under Federal Employment Laws:

The University of South Florida is an equal opportunity employer that does not discriminate against any employee or applicant for employment based on any characteristic protected by law. The University maintains programs for protected veterans and individuals with disabilities in accordance with all applicable federal and state laws.

Family and Medical Leave Act (FMLA)

Applicants for USF employment are entitled to request reasonable accommodation(s) in the application process. A request is to be made at least five (5) working days prior to the time the accommodation(s) is needed. Visit the Central Human Resources ADA Accommodations webpage for more information on requesting an accommodation during the application/interview process.

Equal Employment Opportunity

The University of South Florida is an equal opportunity employer that does not discriminate against any employee or applicant for employment based on any characteristic protected by law. The University maintains affirmative action programs for protected veterans and individuals with disabilities in accordance with all applicable federal and state laws. This job description does not constitute an employment contract.