Senior Director – Brand Marketing

The Senior Director – Brand Marketing will oversee, develop, and deploy marketing initiatives and branding efforts across the conference, working closely with the VP of Brand & Marketing Strategy to elevate the Big 12 brand, captivate new and diverse audiences, deliver best-in-class experiences, and drive revenue.

This role combines high-level strategy with hands-on execution, ensuring that campaigns, partnerships, licensing, merchandise, and tentpole events work together to maximize impact.

Key Responsibilities:

• Responsible for collaborative development and execution of marketing and brand strategy for the Big 12 to further marketing goals, drive organizational priorities, and maximize revenue.

• Manage internal processes associated with the development of briefs, workflow oversight, innovation, and measuring ROI to drive success.

• Strategically plan and execute cross-organizational initiatives and marketing campaigns that drive revenue across ticketing, retail, events, corporate partnerships, merchandising, and licensing.

• Lead the development and presentation of marquee events across internal departments to communicate key milestones, storylines, and activation plans.

• Develop executive-level reporting and lead post-event recaps, including performance insights on brand campaigns, partnerships, merchandising, and licensing initiatives.

• Cultivate deep relationships within all event markets to drive visibility, awareness, profitability, and partner value.

• Collaborate with the content team on branding and visual communication to deliver a cohesive look and feel for all brand initiatives across channels.

• Develop campaigns in support of the Big 12’s ticket sales and promotional strategy for Championships and other tentpole events, integrating merchandising and licensing strategies where relevant.

• Create influencer strategies and collaboration opportunities for content, music, merchandise, hospitality, and appearances.

• Assist with the execution of department-specific strategy pillars that tie back to the overarching brand narrative.

• Coordinate the year-round brand initiative calendar within the brand strategy group, working closely with CSR, Corporate Partnerships, Revenue, Sales, licensing, and merchandise teams.

• Collaborate closely with the Sales and Partnership teams to align brand initiatives with partner objectives, creating activations that maximize sponsor value and ROI.

• Oversee all merchandise and licensing initiatives, ensuring alignment with brand campaigns, tentpole events, and revenue-driving activities, while managing cross-functional collaboration with ticketing, premium experiences, retail, and sales teams.

• Assist with planning and execution of all major brand initiatives to roll out to the entire organization, including monthly initiatives, theme nights, and special collaborations.

• Provide holistic support for all brand initiatives from start to finish, including creative orders, landing page creation, and monthly recap summaries.

• Participate in team meetings, creative brainstorming, and research around internal processes, client trends, or deliverables to identify opportunities for brand growth and development.

• Complete additional tasks as assigned.

Skills & Experience:

• Bachelor’s degree from an accredited university; advanced degree preferred.

• 6+ years of Brand & Marketing experience (sports marketing experience preferred).

• Minimum 4 years managing teams with the ability to coach and develop direct reports.

• Proven experience with lifestyle brands, partnerships, licensing, merchandising, and fan engagement.

• Strong project management skills and the ability to lead multiple campaigns at various stages of development.

• Exceptional communication, prioritization, and time management skills.

• Breakthrough thinker with a strong pulse on culture, trends, and emerging opportunities.

• Ability to work in a fast-paced, hands-on environment while balancing multiple projects, including travel, evenings, weekends, and gamedays.

• Demonstrated ability to build strong relationships with key partners and influence at all levels.

WORKING CONDITIONS:

Office environment. Frequent sitting, standing, walking bending, listening, speaking, and use of office equipment. Some requirements for lifting, pushing, or pulling items less than 30 pounds.  Ability to work long non-standard hours, including holidays, nights, weekends, game days or other event dates.