Director, Digital Engagement

The Role

The Director of Digital Engagement serves as the strategic, operational center, and performance owner. As the USTA shifts to a data-driven 2026 operating model, this role is responsible for the rigorous execution and optimization of multi-channel journeys that serve the entire tennis ecosystem, including players, coaches, providers, and volunteers. This position requires a dual focus on strategic planning and hands‑on execution.

You will translate high-level objectives into structured, scalable digital programs. The Director leads the orchestration of communication across the Enterprise CRM, web, and automation platforms, ensuring precise audience targeting and channel alignment. Furthermore, this role is accountable for comprehensive performance analysis, synthesizing data into evidence‑based narratives that demonstrate business value to stakeholders.

• Team Mentorship:
  Lead, mentor, and strategically develop a high-performing team of digital specialists, establishing clear performance expectations and fostering a culture of continuous professional growth and accountability.
• Cross-Functional Orchestration:
  Serve as the definitive lead in aligning execution across cross-functional partners (e.g., Enterprise CRM, Engineering, Marketing) to ensure cohesive and unified audience engagement.

• Budget Ownership:
  Rigorously manage project budgets as assigned, driving financial planning, forecasting, and resource allocation to maximize efficiency and digital growth.
• ROI Accountability:
  Establish definitive metrics for Return on Investment (ROI) and Cost Per Acquisition (CPA) for all major digital initiatives, utilizing performance data to inform strategic optimization.
• Operational Governance:
  Establish world‑class governance standards for the digital intake process, prioritizing requests, managing timelines, and ensuring efficient activation across the organization.

• Lifecycle Architecture:
  Define and govern complex lifecycle journeys (acquisition, retention, win‑back), directing the operational workflows that guide users through the USTA ecosystem.
• Channel Orchestrations:
  Direct digital distribution, defining the optimal channel mix (Email, SMS, Web, Push Notifications) to achieve high‑level business goals.
• Ecosystem Strategy:
  Oversee the strategic integration and long‑term roadmap for the Enterprise CRM and marketing automation stack, including the application of Large Language Models (LLMs) and agentic workflows to automate personalization and drive operational scale.

• Executive Narrative:
  Direct the synthesis of complex performance metrics into clear, strategic presentations, ensuring all reporting provides actionable insights to business leads.
• Testing Framework:
  Own and enforce a disciplined testing framework for digital engagement, utilizing data to validate decisions and drive scalable optimization efforts.
• Search Authority:
  Govern strategies for Generative Engine Optimization (GEO) and search protocols to maintain USTA’s authority and discoverability in the evolving digital landscape.

• Education:
  
  A bachelor’s degree in Marketing, Business, Communications, Technology, or a related field is required. A Master’s degree (e.g., MBA or relevant analytical/management certification) is strongly preferred.
• Experience:
  
  Minimum of 8+ years of progressive experience in digital engagement, CRM management, or digital operations, including a proven track record of direct people management and budget oversight for multi‑million dollar initiatives.
• Financial Acumen:
  Proven ability to manage substantial project budgets, conduct financial forecasting, and use performance data (ROI/CPA) to optimize marketing and technology spend.
• AI and Automation Expertise:
  Demonstrated strategic knowledge of Large Language Models (LLMs), agentic workflows, and their application to personalization and operational scale.
• Technical Acumen:
  Extensive experience with Enterprise CRM (e.g., Salesforce, Microsoft Dynamics) and Marketing Automation platforms. Deep understanding of stack…