Overview / Objective 

NFL International is one of the League's fastest-growing business areas and a key strategic priority, as the NFL seeks to drive global fandom with strong support and commitments from ownership. NFL International's mission is to grow the fan base and deepen engagement to increase value for the League and 32 Clubs. NFL International engages in partnerships around the world, with local offices in six territories (Canada, China, UK, Germany, Mexico, and Australia) and significant in-market activities in Brazil, Spain, Africa, and France. The local market teams are responsible for operations outside of the United States, including consumer insights, marketing, sponsorship acquisition and activations, football development, events, consumer products, stakeholder engagement, and on occasion government relations.  Cross-functional support from Central Management, Growth Strategy, and Media is driven out of the League headquarters in New York, with local support provided as required.

Overview of NFL Canada Market 

NFL Canada is the most developed and valuable of all international territories, as measured by both fandom (% of population) and operating income.   NFL fans in Canada have very high football comprehension and passion, and the business has experienced sustained growth over the past number of seasons.  The fanbase is large, growing and highly engaged across an array of connections points including broadcast and streaming media, social media platforms, player marketing initiatives, local events, corporate sponsor activations and CSR campaigns.  NFL Canada is supported by one of the best roster of media and corporate partners in professional sports and has experienced commensurate growth as well over the last number of years.    

Role Summary 

This leadership role is fundamentally accountable for establishing the strategic priorities for the business and leading a team of highly skilled colleagues locally and across the matrixed organization, to deliver on the territory P&L each year, to create aggressive yet achievable 3-5yr plans, to help drive sustained fan growth, engagement and retention.   This role also works closely with the local corporate partnership team, to help drive net new partnerships, partner retention and enable them to succeed in the market via their partnership with the NFL.  This role is also the public face of the league across all key stakeholders in Canada. 

Responsibilities 

• Set the strategic priorities for Canada, across fan development, corporate partnerships, media, grass roots football, brand equity. 

• Work closely with the Head of International, Gerrit Meier, to align on those strategic priorities and to ensure that the appropriate resources are available to the market to meet those goals. 

• Ensure there is both alignment and commitment, with all teammates locally and across the matrix organization, to those priorities ensuring there is a high degree of strategic coherence in the work being developed and executed, as well as fostering strong employee engagement. 

• Deliver on both the annual P&L and long range plan commitments for NFL Canada.  

• Accountable for building out and supporting the personal and professional development of the team in Canada, with aim to have the most engaged and highest performing group in NFLI.  

• Work closely with the local team to support the fan development and marketing of the league in Canada, to help drive the commercial aspects of the business and be the top liason with all of our partners in the market. 

• Build industry leading strategic relationships with current (Bell Media and DAZN) media partners in Canada, to fuel our live and on-demand game viewership.   Work closely with International media team as it relates to media deal elements, renewals and overall LT media vision for Canada. 

• Collaborate with each of Canada’s Global Marketing Program clubs – Seattle, Minnesota and Detroit – to help them drive their strategies and plans for their individual goals in the territory.  
• Support the marketing team locally, to continuously uncover fan opportunities through bespoke insights evaluations and custom/syndicated research tools. 

Qualifications:

• Strong strategic approach to business, with particular emphasis on being able to translate data into insights, insights into strategies and strategies into measurable tactics.  

• 10+ years of progressively senior roles, successfully leading diverse and high performing teams in the sports, media or marketing sectors. 

• Proven track record in building and delivering on annual and long term business plans. 

• Bachelors degree or equivalent preferred.   

• Solid ability to collaboratively work across varied functions in a range of office locations are critical. 
• Proven track record in assembling, coaching and developing a diverse team 

Travel - 15%  

Terms / Expected Hours of Work 

• NFL employees are required to work 40 hours per week. Indicate whether or not the role will require overtime (time worked in excess of 40 hours) and/or weekends.