Sr. Mgr - Strategy, Analytics & Marketing - Atlanta, Georgia, United States, 30301

Job Title: Senior Manager, Strategy, Analytics and Marketing

Location: Atlanta

Reports To: CEO

Who We Are & What We Are About:

Recognized by Forbes as one of the Top 10 Best Places to Work in Sports, The Aspire Group is a global sport and entertainment marketing firm that created the outsourced Ticket Marketing, Sales and Service niche, revolutionizing the world of sport and in particular United States Intercollegiate Athletics. As industry leaders, we strive to create the best practices of tomorrow that we call "Next-Practices" within our strategic consulting and research; ticketing, marketing and revenue enhancement; and sports investment optimization capabilities. Headquartered in the vibrant Buckhead/Midtown area of Atlanta, Aspire has partnered with over 255 sport and entertainment properties in our eleven year + history, many of whom are global iconic brands, with a particular focus on collegiate athletics and professional team sports. For more information regarding our growth-oriented company, please visit our website at .

Position Overview:

The Senior Manager of Strategy, Analytics and Marketing ("SAM") will play a critical role within The Aspire Group's headquarters in bringing together what are currently three distinct functions - Strategic Consulting & Research; Analytics; and Marketing (both internal and external).

Within the newly formed SAM department, the Strategic Consulting and Research arm is responsible for conducting Aspire's research and consulting projects for clients including but not limited to market research, fan research, and pricing and packaging studies. The Analytics arm is responsible for internally tracking critical revenue and efficiency analytics, particularly sales performance statistics and lead/conversion effectiveness. Finally, the Marketing arm is responsible for all internal and external marketing for Aspire including Aspire's website, social media content, internal newsletter, and external publications such as white papers, press releases, presentations for appropriate conferences, etc. to continue to grow Aspire's brand strength in all areas.

While the role is primarily research based, the Senior Manager of SAM is responsible for overseeing and guiding the strategy and ensuring effective execution for all three departments. The ideal candidate must be a talented leader, eager to create and spearhead projects, and willing to mentor staff across all three areas. The Senior Manager's role is to lead the department in utilizing insights uncovered through research and analytics to create effective marketing strategies for Aspire and clients.

The ideal candidate does not have to be an expert, nor fully skilled in all the three functional areas outlined within the job description. However, the selected candidate must be eager to learn and grow in all areas.

Essential Duties and Responsibilities:

The Senior Manager of SAM will develop a synergistic department and be responsible for successful execution across the following functions:

Strategic Consulting and Research

  • Assume project leadership for both quantitative and qualitative research projects for Aspire's sport property client partners. This includes everything from the initial assessment of the client's needs and goals for the research project to the presentation of the results and recommendations to client partners.
  • Conduct thorough analysis along with the Research Coordinator to uncover key strategic insights using sophisticated statistical tools to provide rigor and high degree of accuracy. Utilize results to create strategic and tactical recommendations for client partners.
  • Lead the development of reports and presentation decks that tell a compelling story and that achieve maximum client buy-in and implementation of the recommendations.
  • Stay on top of industry/category trends and develop cutting-edge industry studies that position Aspire as the market leader. Present at industry conferences and publish research in relevant industry publications and journals.
  • Collaborate with senior management in the development of consumer insights and new offerings where appropriate.
  • Facilitate internal ideation sessions as appropriate.

    Performance Analytics

  • Ensure department provides the most appropriate "Performance Analytics Reports" (PAR) to support data-driven decision making by Aspire's Executive Committee, especially in terms of strategic and financial initiatives across the entire business.
  • Provide oversight of the Performance Analytics Coordinator across all processes for collecting data, reporting, and creating dashboards to inform decision-making on a variety of subjects including ticketing, sales, client contracts, profitability, customer segmentation, prospect lead management and marketing strategies.
  • Manage the process of researching and preparing statistical reports and consolidating information into cohesive, logical deliverables for decision-making.
  • Review analytical and trend reports to be presented to stakeholders and C-Suite Leadership.
  • Provide leadership and guide strategy to ensure tools necessary for the job are available.

    Marketing and Social Media

  • Ensure department is developing and driving digital content to meet internal and external marketing and sales objectives for Aspire and our client partners.
  • Oversee and provide leadership to Marketing Coordinator who:
    o Prepares, publishes and maintains content on the Aspire website.
    o Coordinates the creation and publication of social media content for Facebook, Twitter, Instagram, and LinkedIn and others.
    o Prepares email newsletters and company announcements.
    o Assembles assets for the website, writes and/or edits content and copy for the website; coordinating images for the website(s) including media requests in conjunction with other departments or Aspire partners.
    o Monitors the performance of Aspire's website and digital marketing and recommends optimization and enhancement opportunities.
    o Develops press releases.
    o Handles all logistics in regard to Aspire's sponsorship and presentations at major industry conferences.
    Knowledge and Skills Required:
  • A master's degree is preferred. Bachelor's degree is required in Market Research, Statistics, Marketing, Psychology, Economics or related field.
  • 3-5 years of experience in directing, motivating, leading and mentoring others.
  • 3-5 years of experience in the Sports Industry.
  • 3-5 years of experience as a market researcher or related position - ideally client-facing with extensive client partner interaction and presentation experience.
  • Knowledge of market research processes with an ability to design research methodologies to solve complex business problems.
  • Experience with questionnaire-building software.
  • Strong knowledge of and experience with statistical analysis including both quantitative and qualitative data and experience with statistical tools such as SPSS, SAS, R, Python or similar capabilities.
  • Knowledge of Relational Databases, SQL experience is a plus.
  • Experience with Data Visualization tools, Tableau experience is a plus.
  • Excellent analytical and problem-solving capabilities.
  • Expertise regarding data models, data mining, and segmentation techniques.
  • Knowledge of effective marketing and social media practices.
  • Exceptional communication and presentation skills.
  • Excellent organizational skills with a meticulous attention to detail.
  • Ability to learn quickly and work both independently and in teams.
  • Ability to travel within the U.S. up to 25% of time.
  • Microsoft Office (Word, Excel, PowerPoint, etc.) proficiency is critical.