Director, Revenue Marketing | Univ. of Florida

ASM Global · Gainesville

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THE ROLE:       Director, Revenue Marketing

LOCATION:      Gainesville, FL

ABOUT LEGENDS GLOBAL

Legends Global is the premier partner to the world’s greatest live events, venues, and brands. We power unforgettable experiences through a fully integrated suite of premium services—delivered seamlessly through our white-label model to keep our partners front and center.

With a global network of more than 450 venues, hosting 20,000 events and welcoming 165 million guests annually, Legends Global brings unmatched scale and expertise across every touchpoint—from feasibility and consulting to sales, partnerships, hospitality, merchandise, venue management, and world-class content and booking.

At Legends Global, you’ll help shape the future of sports and live entertainment, working on projects that leave a lasting legacy alongside people who play to win. Our core values—Align, Scale, Connect, Team, Win—guide how we show up every day and at every level. We surround our people with experts to learn from, build a culture rooted in collaboration, and recognize real impact. If you’re driven to work on the biggest stages in sports and entertainment and want to be part of the unstoppable team behind the world’s greatest live events, venues, and brands—this is where you belong.

About the Role

The Director of Revenue Marketing will lead the marketing strategy and execution supporting the commercial success of the stadium renovation, with a focus on driving premium seating sales, engaging existing donors and season ticket holders, and generating new revenue opportunities.

This role demands a unique blend of strategic vision and tactical execution—developing sophisticated go-to-market strategies while simultaneously delivering high-impact digital and traditional marketing campaigns that convert prospects into buyers.

Working in close partnership with Florida Athletics, Legends Global leadership, and the project sales team, this individual will ensure marketing efforts align with project milestones, sales priorities, revenue goals, and the broader stadium renovation strategy.   

About the Project

The University of Florida is undertaking a transformational renovation of Ben Hill Griffin Stadium from 2027 through 2030, with Legends Global engaged to lead sales execution tied to premium seating, hospitality experiences, and long-term revenue strategy. This role partners closely with Florida Athletics and internal Legends stakeholders to align project milestones, product strategy, and commercial outcomes in a high-visibility collegiate environment.

WHAT YOU’LL DO (KEY RESPONSIBILITIES)

Revenue Marketing & Go-To-Market Strategy

• Develop and execute comprehensive go-to-market strategies for premium seating products, including Founders Suites, Luxury Suites, Loge Boxes, Club Seats, and relevant season ticket offerings
• Support the stadium renovation marketing calendar and campaign timelines, aligning with product launches, project milestones, and sales priorities
• Develop integrated lead generation and audience growth strategies to reach qualified prospects and move them toward conversations with the sales tea
• Partner closely with the Sr. Director of Ticket Sales & Service to align marketing campaigns with sales priorities, ensuring seamless lead handoff and conversion tracking
• Establish and monitor key performance metrics (CPL, conversion rates, ROI) that measure marketing's direct impact on revenue generation
• Optimize marketing spend allocation across channels based on performance data, continuously refining tactics to maximize return on investment

Digital Marketing & Campaign Execution

• Lead renovation-specific email campaigns, including audience targeting, list segmentation, messaging, content calendars, and performance analysis
• Support the project’s digital advertising strategy across paid search, social media, programmatic display, and video platforms to drive education and lead generation
• Collaborate with cross functional stakeholders to develop audience segmentation insights, tailoring messaging by interest, eligibility, and stage in the sales process
• Test and optimize project campaign creative, messaging, landing pages, and call to actions to improve engagement and lead conversion
• Develop content and campaign messaging that make the Ben Hill Griffin Stadium renovation, premium products, and future fan experience feel tangible to prospective buyers
• Utilize internal marketing technology stack including email platforms, CRM integration, analytics tools, and ticketing system interfaces

Donor Relations & Collegiate Athletics Messaging

• Craft project messaging strategies that honor Florida's rich tradition, multi-generational donor culture, and the unique emotional connection fans have with Gator athletics
• Develop donor communication programs that recognize giving levels, celebrate loyalty, and create pathways for increased engagement with premium seating and hospitality offerings
• Lead targeting cultivation campaigns that introduce eligible audiences and new prospects to the renovated stadium’s premium experience
• Tailor renovation sales messaging for priority audiences, including established donors, season ticket holders, alumni, corporate prospects, and new buyers
• Partner with Florida Athletics advancement team to ensure marketing initiatives complement broader donor relations and fundraising strategies
• Develop special event marketing for project-specific prospect events, premium previews, and sales experiences in support of the renovation

Traditional Marketing & Brand Integration

• Support strategy across television, radio, print, outdoor, and other traditional channels to maximize reach and frequency with target audiences
• Guide and review all project marketing materials for consistency with Florida Athletics’ brand standards and renovation sales narrative
• Coordinate with venue and hospitality stakeholders to ensure renovation marketing accurately reflects planned products, amenities, and timeline

Cross-Functional Leadership & Project Management

• Serve as primary marketing liaison for the stadium renovation, providing visibility and recommendations to Florida Athletics leadership, Legends Global senior management, and external stakeholders
• Coordinate creative, digital, media, and analytics professionals to deliver integrated campaigns supporting the project
• Manage project-specific agency relationships and vendor partnerships, in partnership with existing vendor relationship owners
• Develop campaign timelines, budgets, and resource plans that balance strategic impact with operational efficiency
• Present marketing strategies, campaign results, and ROI analysis to senior leadership with clear recommendations for optimization

Performance Measurement & Continuous Improvement

• Establish comprehensive weekly and monthly reporting frameworks that track lead generation, lead quality, conversion rates, and revenue attribution across all marketing channels
• Conduct regular campaign post-mortems to identify learnings and apply insights to future initiatives
• Stay current on collegiate athletics marketing trends, digital advertising innovations, and best practices from peer institutions and professional sports organizations
• Foster a culture of testing, learning, and continuous optimization within the marketing function

WHAT YOU BRING (QUALIFICATIONS & EXPERIENCE)

• Bachelor's degree in Marketing, Communications, Business, or related field required
• Minimum 7-8 years of progressive marketing experience with demonstrated success in revenue-generating marketing roles
• Experience in collegiate athletics, professional sports, or live entertainment preferred
• Proven track record of developing and executing integrated marketing campaigns that achieve measurable business results
• Previous involvement with venue transformations, new product launches, or premium seating sales initiatives highly valued
• Expert-level proficiency in digital marketing platforms (Salesforce Marketing Cloud, HubSpot, or similar marketing automation tools)
• Advanced knowledge of email marketing best practices, segmentation strategies, and deliverability optimization
• Strong capabilities in digital advertising across Google Ads, Facebook Ads Manager, LinkedIn Campaign Manager, and programmatic platforms
• Proficiency in analytics tools (Google Analytics, Adobe Analytics) with ability to derive actionable insights from complex datasets
• Working knowledge of CRM systems, preferably Salesforce, and ticketing platforms (Ticketmaster TM1 preferred)
• Competency in Adobe Creative Suite for creative review and direction
• Advanced skills in Microsoft Office (Excel for data analysis, PowerPoint for executive presentations)
• Data-driven marketing approach with commitment to continuous performance improvement and optimization
• Strong business acumen with ability to connect marketing activities directly to revenue outcomes
• Experience developing audience segmentation models and personas for targeted marketing
• Sophisticated understanding of lead generation metrics, funnel optimization, and conversion rate optimization
• Ability to balance brand-building with direct-response marketing tactics
• Exceptional written and verbal communication skills with ability to influence C-level stakeholders
• Professional presentation skills for board-level and executive audience
• Strong project management capabilities including timeline management, budget oversight, and team coordination
• Collaborative leadership style with ability to build consensus across diverse stakeholder groups
• Excellent time management and organizational skills to manage multiple complex projects simultaneously

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.

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

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