Director, Consumer Marketing and Intelligence

Director, Consumer Marketing and Intelligence

The Consumer Marketing & Intelligence Director is the division's revenue strategist and single authority on the fan. This role is the division's strategic partner to BI — turning fan data into the division's complete picture of who our fans are, how they behave, and where revenue is being left on the table. This role is responsible for translating intelligence into strategy: the promotions, campaigns, and audience recommendations that tell the division exactly what to activate to close the gap and hit the goal.

The primary day-to-day responsibility is partnering with BI to track pacing toward our single game ticketing budget and other revenue verticals and ensuring the division always knows where it stands and what it needs to do next. Beyond pacing, this role identifies under-monetized segments, unmet product demand, and white space across individual game tickets, memberships, premium, and corporate revenue — and builds the strategic recommendation around each.

For corporate revenue, this role develops a deep understanding of who the HEAT fan is as a consumer, their demographics, spending behavior, brand affinities, and lifestyle characteristics, and translates that into audience intelligence the corporate sales team can use to build compelling, data-backed cases for prospective partners.

Essential Duties and Responsibilities

ESSENTIAL FUNCTIONS:

The following are examples of the various functions required. The job requirements are not limited to the items on this list.

• Own the division's complete understanding of the fan, who they are, how they behave, what they value, and where they are in their relationship with the HEAT brand. This role serves as the division's primary authority on the consumer, ensuring that audience knowledge is current, commercially relevant, and actively informing decisions across all revenue verticals.
• Partner closely with BI to track revenue pacing daily against budget across all verticals - individual game tickets, memberships, premium, and corporate - and translate gaps into concrete strategic recommendations.
• Partner with BI to turn fan data into revenue strategy, defining the questions that need answering, reviewing and interpreting the outputs BI produces, and owning the strategic and revenue implications that come from it.
• Maintain a formal data-sharing relationship with the Performance Marketing team to access behavioral signals sitting in CDP and channel tools — including location data, paid media attribution, and engagement data — that enrich the division's understanding of the fan and sharpen the accuracy of revenue strategy.
• Identify where demand exists in the fan base that the current product lineup is not capturing — under-monetized segments, lapsed buyers, upgrade candidates, and fan cohorts with no clear product home.
• Turn BI's fan personas into revenue strategy, analyzing them for under-served audiences and fans with untapped lifetime value potential, and setting the next steps for moving fans through the pipeline.
• Own marketing measurement, define how marketing activity is tied to revenue performance across all channels and initiatives, so the division always knows what is working, what isn't, and where to reallocate.
• Develop a deep understanding of who the HEAT fan is as a consumer — their demographics, spending behavior, brand affinities, and lifestyle characteristics — and translate that into audience intelligence that supports corporate sales prospecting. This includes articulating how fan profiles differ across specific assets, such as a lounge, a section, or a game night, so the corporate team can match the right partner to the right opportunity.
• Develop and maintain Fan Lifetime Value (FLV) scoring in partnership with BI to help the division prioritize effort — identifying which fans to invest in, which to reactivate, and which segments represent the highest-upside revenue opportunity.
• Define the intelligence inputs that inform CRM-driven marketing, the fan segment, the commercial goal, and the trigger logic, and hand those off clearly to Performance Marketing for execution.
• Interpret campaign and revenue…