Senior Manager, Earned Marketing Activation Lead, The Athletic

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About the Role, Mission or Department Overview

As the Senior Manager, Earned Marketing Activations for The New York Times' Athletic product, your primary responsibility will be to tell brand and product stories to potential users in compelling, relevant ways. You will invite curious people to learn more about The Athletic and identify opportunities to extend marketing messaging across press, influencers and organic social alongside other marketing extensions including paid and owned media. Working at the intersection of editorial, product, marketing, partnerships, events and communications, you will collaborate with a variety of teams to grow awareness and affinity for The Athletic. You will also oversee our agency partners workflow, partner alongside our in-house creative team and manage always-on and campaign brainstorming with product and marketing teams.

This is a hybrid role based in our New York City headquarters, reporting to the Director, Brand Earned Activation. You can typically expect to come into the office 3 days per week.

Responsibilities:

• Develop below the line campaign strategies and consumer activation ideas for The Athletic product including briefing in and producing marketing activations for major sports moments and Athletic priorities. You will be directly accountable for bringing in new activation ideas that drive coverage from press outlets and external social channels, and executing them to launch.

• Determine cultural and consumer-facing moments and “hooks”, allowing us to reach new audiences in authentic ways.

• Create compelling comms strategies and develop press and social-worthy pitch ideas alongside the social and comms team.

• Maintain relationships with journalists and navigate spokespeople opportunities to ensure messaging and preparedness for our internal team.

• Collaborate with the media strategy team to build cohesive integrated plans across paid, owned and earned media.

• Connect and build integrated plans with our Communications, The New York Times Store and Events teams to create earned programming with PR, events and tangible (merch, collaborations) expressions of our brands and products.

• Design activation ideas with commercial value in partnership with The Athletic commercial team.

• Work with other brand marketers across brand marketing campaigns.

• Bring expertise for sports activation and influencer market to other marketing teams and The New York Times at large

• Demonstrate support and understanding of our value of journalistic independence and a commitment to our mission to seek the truth and help people understand the world.

Basic Qualifications:

• 6+ years of marketing or communications experience. You have experience directly ideating and implementing activation concepts that drive press and social results.

• 2+ years in-house activations and external comms, including writing earned-media strategies, and building earned-first activities, ideas and real-time campaigns including:

• Leadership experience managing projects across creative, production, comms and measurement.

• Inspirational creative briefing and strategy with an eye for details across execution.

• Editorial judgment, understanding the landscape, ability to navigate risks and have an interest and eye on the news cycle.

• Experience in sport brands and products; Clear understanding and POV of how to market a sports product within the sport PR, marketing and commercial landscape

• Experience with the cross-section of social and earned

• Understanding of always-on product comms+influencer strategies with contacts and understanding of the media landscape.

Additional Skills:

• Talent and creator expertise including contracting and organizing creator strategies for brands

• Experience with consumer subscription business or digital products in the past.

• Experience promoting events, creators/talent or partnerships for brand messaging

#LI-Hybrid

REQ-019549

The annual base pay range for this role is between:
$130,000—$145,000 USD

For roles in the U.S., dependent on your role, you may be eligible for variable pay, such as an annual bonus and restricted stock. Benefits may include medical, dental and vision benefits, Flexible Spending Accounts (F.S.A.s), a company-matching 401(k) plan, paid vacation, paid sick days, paid parental leave, tuition reimbursement and professional development programs.

For roles outside of the U.S., information on benefits will be provided during the interview process.

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