Senior Marketing Director

Location: Minneapolis

The Role

We're hiring a Senior Marketing Leader to own and lead the entire marketing function, from strategy through execution, across our direct-to-consumer hockey training services, tournaments, teams, and partnerships.

This is not a "campaign manager" role. This is a strategist + builder + operator + leader role.

You will define how we go to market, deliver our messaging, lead our digital ecosystem, and build a high-performing marketing team. You'll partner closely with leadership to connect marketing directly to revenue, brand growth, and customer experience.

What You'll Own

Strategy & Leadership

• Develop and lead the overall brand and marketing strategy
• Apply and operationalize the defined go-to-market focus, target audiences, and positioning
• Translate business goals into a marketing roadmap with clear marketing priorities, plans, and measurable outcomes
• Bring structure and prioritization to marketing efforts
• Establish marketing as a core growth driver, not a support function
• Identify and prioritize highest-impact initiatives; eliminate low-value or distracting activities

Brand, Messaging & Content

• Own and evolve the brand voice, story, and positioning
• Develop clear, differentiated messaging in a competitive landscape
• Lead content strategy across all channels, including digital, social, email, and campaigns
• Ensure consistency and quality across all brand touchpoints
• Build and scale a repeatable content engine aligned to brand and growth goals

Digital, Tech & Performance

• Oversee all digital channels (website, social, email, paid media, etc.)
• Optimize the full buyer/customer journey (awareness → conversion → retention → advocacy)
• Leverage marketing technology (CRM, analytics, automation tools) to drive performance
• Build dashboards and reporting to track KPIs and ROI

Creative Direction & Design Leadership

• Provide clear direction, feedback, and prioritization to internal and external resources
• Ensure all visual output aligns with brand standards, messaging, and performance goals
• Collaborate on campaigns, content, and digital experiences to elevate brand quality
• Maintain a high bar for design, content, and overall brand presentation

Team Leadership & Execution

• Lead, mentor, and develop the internal marketing team
• Manage external partners (agencies, freelancers, partners, creators)
• Build structure, processes, and consistent marketing cadence (planning, execution, and reporting rhythms) to drive accountability and results
• Balance high-level strategy with hands-on execution

Growth & Revenue Impact

• Drive measurable growth in brand awareness, customer acquisition, engagement, and retention
• Align closely with sales, operations, and leadership on growth goals
• Continuously evaluate and optimize marketing spend and ROI

What We're Looking For

Core Experience

• 8-15+ years in marketing, with senior leadership experience
• Proven ability to build and scale (not just manage) direct-to-consumer brand marketing functions
• Strong background in digital marketing, brand strategy, and performance marketing
• Experience in sports, fitness, or athletics brands (required)

Skill Set

• Strong strategic thinking + execution ability
• Excellent writing and messaging skills (non-negotiable)
• Deep experience across digital marketing channels, with comfort using marketing technology, digital tools, data, and analytics
• Experience building integrated, multi-channel campaigns
• Data-driven mindset and comfortable with metrics, dashboards, and ROI analysis

Platforms & Systems (Must Have Experience)

• Hub Spot (CRM, email, automation)
• Google Analytics (GA4) and reporting tools
• Word Press
• Marketing automation, workflows, and campaign orchestration
• Google Workspace (Docs, Sheets, Drive)
• Experience leveraging AI platforms for content, analysis, and workflow acceleration

Leadership & Operating Style

• Experience managing, mentoring, and developing high-performing teams
• High ownership, accountability, and bias toward action
• Comfortable operating in a fast-moving, growth-stage, entrepreneurial environment
• Ability to bring focus and clarity to teams that may be doing too many things

Bonus Points

• Experience in an EOS (Entrepreneurial Operating System) company
• Experience with design tools (Photoshop, Illustrator, Figma)
• Basic web development or coding knowledge (HTML/CSS, SEO)
• Experience in DTC eCommerce platforms (i.e., Shopify)

What Success Looks Like:

• Clear, differentiated brand and message in the market
• Focused, high-impact, executable marketing roadmap and plan
• Improved performance across acquisition and retention channels
• A structured, accountable, and effective marketing team
• Strong alignment between marketing and revenue goals
• Clear reporting on results/performance tied to outcomes
• A disciplined, scalable marketing function