Director of Digital Marketing

Position Overview

The Charlotte Hornets are seeking a Director of Digital Marketing to lead the strategy, execution, and optimization of the organization's owned digital ecosystem—including email, SMS, website, and mobile app—to deliver personalized fan experiences that increase engagement and drive ticketing, membership, retail, food & beverage, and other revenue initiatives.

The Charlotte Hornets are seeking a Director of Digital Marketing to lead the strategy, execution, and optimization of the organization's owned digital ecosystem—including email, SMS, website, and mobile app—to deliver personalized fan experiences that increase engagement and drive ticketing, membership, retail, food & beverage, and other revenue initiatives. Reporting to the Vice President of Integrated & Performance Marketing, this role sets digital strategy, oversees day-to-day execution, leads a high-performing team, and partners across the organization to align digital channels with business objectives and fan experience.

• We operate with the highest level of integrity, driven by moral standards that guide us in everything we do.
• We communicate with full candor; openly, honestly, and respectfully with clarity.
• We work in the spirit of one team, committed to one vision, shared values, and an inclusive culture that ensures every person feels valued and respected.
• We hold ourselves accountable, and responsible to raise high levels of expectations of ourselves and our team.
• We compete at the highest levels and strive to be the best at everything we do
• We act with resilience and thrive in the face of challenges bringing others along with us.

• Develop and execute the digital marketing strategy across email, SMS, website, and mobile app.
• Set annual channel roadmaps, campaign priorities, KPIs, and performance goals.
• Drive strategies that increase fan acquisition, engagement, retention, and lifetime value.
• Evaluate emerging technologies and best practices to improve digital capabilities.
• Provide executive reporting and recommendations using campaign and audience insights.

• Lead, coach, and develop a team of four digital marketing professionals.
• Foster a culture of collaboration, accountability, and continuous improvement.
• Set team goals, performance expectations, and development plans.
• Manage priorities, resources, workflows, and project execution.
• Manage budgets, timelines, and vendor relationships.

• Lead strategy, execution, and optimization across the organization's owned digital channels including: email marketing, SMS marketing, website and mobile app.
• Manage the owned-channel marketing calendar and coordinated campaign execution.
• Own website and mobile app promotional strategy and customer experience.
• Partner cross-functionally to improve functionality, accessibility, UX, and engagement.
• Support digital merchandising for ticketing, retail, food & beverage, and key initiatives.

• Lead audience growth, database health, and lifecycle marketing strategies across all owned channels.
• Develop and optimize automated customer journeys through CRM and marketing automation platforms.
• Establish audience segmentation, personalization, and communication strategies that improve engagement and conversion.
• Increase fan registration, retention, and customer lifetime value.
• Leverage CRM and business intelligence insights to inform strategy.

• Lead integrated campaigns supporting ticket sales, memberships, retail, food & beverage, brand, community, events, and NBA initiatives.
• Partner across departments to deliver consistent customer messaging.
• Align digital initiatives with organizational priorities and measurable outcomes.

• Own marketing technology platforms, including CRM, automation, CMS, and mobile engagement tools.
• Manage agency and technology vendor relationships.
• Evaluate automation and AI solutions that improve effectiveness and efficiency.
• Develop the long-term roadmap for owned digital channels.

• Define channel KPIs and success metrics.
• Monitor performance and optimize campaigns.
• Lead testing for segmentation, personalization, messaging, journeys, and conversion.
• Analyze performance to improve engagement, conversion, and revenue.
• Optimize customer journeys and conversion funnels across key revenue streams.

• Establish governance and best practices across owned channels.
• Maintain standards for segmentation, personalization, accessibility, brand consistency, and customer experience.
• Ensure compliance with privacy and data governance standards.
• Maintain quality across all digital communications.

• Partner across business functions to develop integrated marketing strategies.
• Provide digital marketing expertise across…