Senior Director, Head of Recreational Tennis Communications & Content

Who We Are

We are Tennis! The USTA (United States Tennis Association) is the national governing body for the sport of tennis and the leader in promoting and developing the sport’s growth on every level in the United States, from local communities to the crown jewel of the professional game, the US Open.

We are a passionate team of staff and volunteers focused on growing the sport of tennis and making it accessible to all. We are committed to removing barriers and creating opportunities for ALL to participate. Don’t know tennis? Don't worry, you can still find yourself in the game!

Lead the development and execution of national, audience-driven communications and content strategies that inspire more people to play tennis. This role is responsible for communicating how tennis shows up in consumers’ lives – through compelling storytelling, modern media engagement, and culturally relevant activations that position the sport as accessible, inclusive, and fun. This leader will drive demonstrable success in engaging new audiences across owned, earned, and shared media platforms.

This position plays a critical role in aligning content, communications, and media partnerships with the organization’s broader participation, brand, and growth objectives.

• Serve as a strong business-to-consumer storyteller, translating organizational priorities into compelling narratives that resonate with defined and diverse audiences.
• Guide a team of content and communications storytellers to connect tennis to broader lifestyle and cultural moments, including wellness, entertainment, travel, fashion, and youth culture.
• Develop an integrated plan inclusive of earned, owned, and shared media, ensuring consistent messaging and optimal audience reach.
• Establish clear objectives and success metrics for media and content initiatives, with a strong focus on outcomes, performance, and continuous optimization.
• Partner closely with marketing, digital, partnerships, events, and grassroots teams to ensure communications are integrated, consistent, and activation-ready.
• Plan activations and introduce innovative partnerships with digital media publishers and platforms that deliver scale, reach, and increased visibility for tennis within relevant lifestyle, culture, and passion-based content ecosystems.
• Guide teams responsible for managing relationships with media outlets, digital publishing, creators, and influencers to amplify consumer reach and credibility.
• Monitor media trends, audience insights, and emerging platforms to inform strategy and maintain a modern, forward-looking approach.
• Set team KPIs and measurement of program effectiveness.
• Package and merchandize big wins and campaign outcomes for integrated pro content activations to build internal awareness and highlight impactful outcomes.
• Work directly with other team leaders in social media, editorial, creative, photo, and video services in the formulation of their strategies to support the growth of tennis among recreational players.
• Direct publicity managers in development of customer-specific annual communications plans.
• Manage several agency relationships focused on recreational tennis storytelling.

• Bachelor’s degree in Marketing or Communications.
• 10 - 15 years of related experience in consumer-focused communications and content, ideally within sports, lifestyle, or participation-driven brands.
• Polished oral and written presentation and interpersonal skills.
• Expertise in integrating earned, owned, and shared media to increase awareness and consideration for sports participation.
• Demonstrated success working with media, creators, influencers, and digital publishers to reach and engage priority audiences.
• Proven ability to build and scale communications strategies that influence consumer behavior and drive measurable growth.
• Strong strategic thinking combined with hands‑on leadership and execution capabilities.
• Experience leading cross-functional initiatives and building alignment in complex, matrixed organizations.
• Track record of developing high-impact digital media partnerships that expand audience reach and engagement.
• Passion for sport, culture, and…