Director, Marketing | TB Rays
ASM Global · Tampa
ABOUT LEGENDS GLOBAL
Legends Global is the premier partner to the world’s greatest live events, venues, and brands. We deliver a fully integrated suite of premium services through a white-label model that keeps our partners front and center — from feasibility and project development to sales, partnerships, hospitality, merchandise, venue management, and world-class content and booking.
With a global network of more than 450 venues, hosting 20,000 events and welcoming 165 million guests annually, Legends Global brings unmatched scale, expertise, and connectivity to help our partners grow. The Legends Global Way guides how we operate: Align, Scale, Connect, Team, Win — shared success, repeatable systems, connected solutions, unstoppable teams, and wins that are earned every day.
About the Role
The Director of Marketing serves as the strategic architect and revenue catalyst for the Tampa Bay Rays stadium project, leading comprehensive marketing initiatives that drive premium seating sales, ticket revenue, and fan engagement throughout the multi-year construction phase and 2029 opening. This role demands strategic vision and tactical execution—developing go-to-market strategies for premium seats while delivering high-impact campaigns that convert prospects. Reports directly to Senior Vice President.
About the Project/Venue
The Tampa Bay Rays are developing a state-of-the-art ballpark at Hillsborough College in Tampa’s Westshore district, targeting a 2029 opening. This public-private partnership anchors the Champions Quarter mixed-use district. With 11,500 premium seats designed to set new MLB benchmarks, Legends Global seeks exceptional leaders to drive this transformational project.
WHAT YOU’LL DO (KEY RESPONSIBILITIES & OUTCOMES)
Revenue Marketing & Go-To-Market Strategy
- Develop and execute comprehensive go-to-market strategies for new premium seats and season tickets to drive lead generation goals across a multi-year pre-opening sales cycle
- Develop integrated digital and traditional lead generation programs that move prospects through the full funnel, from awareness to deposit, and ultimately convert through 1:1 outreach from the sales team
- Partner with VP of Sales & Service and Director of Ticket Sales, aligning campaigns with sales priorities and conversion tracking
- Establish and manage performance metrics (CPL, MQL, SQL, conversion rates, ROI), measuring marketing’s revenue impact and optimizing budget allocation based on data-driven insights
- Leverage the Experience Center as a central engagement and conversion driver within the overall marketing strategy
Digital Marketing & Campaign Execution
- Oversee creation and optimization of dynamic omni-channel campaigns: targeting, segmentation, content strategy, performance analysis
- Lead digital advertising strategy across paid search, social media, programmatic display, video platforms driving awareness and leads
- Collaborate with Analytics team leveraging segmentation insights ensuring messages reach right prospects at right time
- Execute A/B testing protocols optimizing subject lines, messaging, creative, calls-to-action
- Develop multi-year content strategies telling compelling stories about the venue vision and transformational experience
- Manage marketing technology stack: email platforms, CRM integration, analytics tools
- Create compelling video, virtual tours, renderings, and interactive experiences bringing vision to life
- Execute B2B and B2C marketing for complex, high-consideration purchases
Client Partnership and Collaboration
- Partner with Rays marketing team to ensure comprehensive brand and messaging alignment across all channels and platforms
- Collaborate with Rays community relations team on community engagements, elevating ways to highlight the new stadium through onsite activations with measurable results
- Familiarity with MLB digital rights landscape a plus
Fan Engagement
- Craft messaging strategies honoring Tampa Bay baseball heritage while generating excitement for transformational new chapter
- Develop fan communication programs celebrating Rays history while building anticipation for 2029 opening
- Design cultivation campaigns introducing prospects to premium experience
- Create differentiated messaging for audience segments: longtime fans, new residents, corporate partners, social/entertainment buyers
- Develop special event marketing for experience center, groundbreaking, construction milestones
Traditional Marketing & Brand Integration
- Execute paid media strategy across TV, radio, print, outdoor maximizing reach and frequency with Tampa Bay audiences
- Oversee asset management of paid media
- Integrate sponsor activations and partner marketing creating win-win opportunities
Performance Measurement
- Establish comprehensive monthly, quarterly and annual reporting frameworks tracking lead generation, conversion rates, revenue attribution across channels
- Conduct regular campaign post-mortems identifying learnings and applying insights
- Stay current on MLB marketing trends, digital innovations, venue marketing best practices
- Foster culture of testing, learning, and continuous optimization
Marketing Team Management & Coaching
- Lead, coach, and develop team of Marketing Coordinators
- Conduct daily team meetings to review priorities, share best practices, draw connection to the sales team and maintain high energy and momentum
- Provide hands-on coaching on brand alignment, campaign reporting and optimization; elevating marketing insights and creating recommendations
- Hold team accountable content reviews and deadlines
- Foster a creative, supportive environment
WHAT YOU BRING (QUALIFICATIONS & EXPERIENCE)
Experience & Education
- Bachelor’s degree in Marketing, Communications, Business, or related field required
- 7-10 years progressive marketing experience with demonstrated success in revenue-generating roles
- MLB, professional sports, or live entertainment experience preferred, particularly with pre-opening or major venue initiatives
- Track record developing and executing integrated campaigns achieving measurable business results
- Previous involvement with venue transformations, stadium openings, or major launches highly valued
Technical Competencies
- Expert proficiency in digital marketing platforms (Salesforce Marketing Cloud, HubSpot, or similar)
- Advanced email marketing knowledge: best practices, segmentation, deliverability, automation
- Strong capabilities in digital advertising: Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, programmatic
- Proficiency in analytics tools (Google Analytics, Adobe Analytics) deriving actionable insights
- Working knowledge of CRM systems (preferably Salesforce) and sports ticketing platforms
- Competency in creative tools (Adobe Creative Suite) for review and direction
- Proficiency in AI tools and platforms to generate content and inform strategy
- Advanced Microsoft Office skills (Excel, PowerPoint)
Strategic & Analytical Skills
- Data-driven marketing approach with commitment to ROI optimization
- Strong executive presence and client presentation skills
- Strong business acumen connecting marketing activities to revenue outcomes
- Experience developing audience segmentation models and personas for sports contexts
- Sophisticated understanding of lead generation metrics, funnel optimization, attribution modeling
- Ability balancing brand-building with direct-response tactics in extended sales cycles
Personal Attributes
- Passion for MLB with appreciation for fan experience and the Tampa Bay community
- Creative problem solver bringing innovative ideas grounded in data
- Energized by collaboration and constructive feedback
- Adaptable and resilient in fast-paced, high-visibility projects
- Ability selling vision and generating excitement for future venue while managing extended timelines
Success Metrics
Within 12-18 months:
- Generate qualified lead volume enabling sales team to meet/exceed revenue targets for new premium seats
- Achieve defined conversion rate benchmarks demonstrating marketing effectiveness
- Deliver positive ROI across all paid marketing channels
- Build high-performing marketing team capable of scaling to support 2029 opening
- Establish Tampa Bay Rays stadium marketing as best-in-class example in MLB
WORK ENVIRONMENT & TRAVEL
- Role requires regular on-site presence to support project launch, client partnership, team leadership, and venue-related activity.
- Ability to work both traditional and non-traditional hours, including nights, weekends, holidays, and event-based schedules as business needs require.
- Travel may be required for meetings, training, client engagement, industry events, and Legends Global business needs.
Legends Global has assembled the most powerful network in sports, live entertainment, and venues — not just the collection of venues and partners, but the people behind them. You’ll work alongside exceptional talent, collaborate with experienced leaders and subject matter experts, and contribute to projects that set the standard for excellence across sports, entertainment, hospitality, and live experiences. Every win here is earned, not assumed — if you’re driven by growth and delivering innovative solutions, you’ll thrive here at Legends Global.
COMPENSATION
Competitive pay, commensurate with experience, skills, and qualifications. This role may also be eligible for an incentive. Legends Global offers a competitive total rewards package, including medical, dental, vision, life and disability insurance, paid vacation, and 401k plan.
DEPARTMENT
Legends Global Sales
REPORTS TO
SVP, Project Lead