Position SummaryThe DTC Growth Lead for NBA Africa will be responsible for developing and executing the growth strategy for the league's direct-to-consumer platforms, including NBA League Pass, digital products, eCommerce, and fan engagement channels. This role will focus on expanding NBA Africa's digital footprint, growing revenue, and enhancing fan experiences across the continent. The ideal candidate has a strong background in digital marketing, eCommerce, and media, with a proven track record of scaling digital consumer businesses.Major ResponsibilitiesWork with key internal departments and external research and marketing agencies to grow and engage our subscriber base through various DTC platforms and channels.Lead opportunities for key licensing partnerships to achieve subscriber and revenue targets.Manage external agency partners to deliver a cross-functional plan and execute performance marketing campaigns to drive subscriber growth and engagement across digital marketing channels including Paid Social, Paid Search, and Programmatic content.Generate a detailed strategic plan based on relevant market research for the initial growth phase of Africa's digital business, collaborating with appropriate functional leads across key disciplines within the NBA.Advocate for a fan-centric, data-driven approach to strategy development, execution, and evolution across digital products and partnerships.Develop a deep understanding of overall Africa distribution by market; partner with DTC and international media distribution teams in NY to establish a multi-year, direct-to-consumer distribution and partnership strategy.Collaborate with Africa HQ in Johannesburg and Global HQ in NY to develop pitches for monetizing content and customers with existing and prospective partners.Instill an analytical mindset in the team to maximize KPIs on return of ad spend, focusing on driving high quality Universal + subscribers as determined by lifetime value.Become fluent in all areas of NBA League Pass (LP) including Product, Pricing, Packaging, Marketing, Acquisition, Retention, and Financials across Africa.Contribute to meeting and surpassing financial and subscription goals for NBA direct-to-consumer products in Africa.Help develop financial budgets and projections for our digital business in Africa. Track performance and optimize for all KPIs, providing insights for continuous product improvement.Determine packaging and pricing of subscriptions and services offered within Africa.Review offerings to ensure best practices and learnings are applied (e.g., retention tactics).Assist in the marketing plans for League Pass within Africa (institutional, social, and paid).Understand marketplace trends, competitive offerings, new products/technologies, and consumer behavior to identify revenue and fan-engagement opportunities.Make recommendations for additional offerings and adjustments based on learnings.Develop and execute programs that engage existing users and address user churn along with the data and technology that power CRM, SEO, and Marketing Technology programs.Work closely with PR/Comms and partner marketing teams to ensure alignment of campaigns for NBA Africa.Collaborate with product, development, design, and content to articulate product positioning, features, and benefits of DTC products.Define and execute a comprehensive DTC growth strategy for NBA Africa, focusing on fan engagement, revenue generation, and brand expansion across digital platforms (e.g., NBA League Pass, mobile apps, social media, eCommerce).Oversee DTC P&L for Africa, setting financial targets and ensuring profitability while driving revenue growth. Lead budgeting, forecasting, and financial performance analysis for all DTC initiatives.Spearhead fan acquisition strategies across digital channels, including paid media, influencer marketing, and partnerships. Drive retention through personalized experiences, loyalty programs, and content that resonates with African basketball fans.Utilize data analytics to optimize fan engagement, improve user experience, and increase customer lifetime value. Develop insights on fan behavior to inform strategic decisions.Collaborate with NBA Africa's content, media, and partnerships teams, as well as global NBA teams, to deliver cohesive and compelling fan experiences.Stay ahead of digital and eCommerce trends, particularly in the African market, and incorporate innovative technologies into the NBA Africa ecosystem.Identify and establish strategic partnerships that will enhance NBA Africa's DTC growth.Required Skills / KnowledgeStrong critical thinking and analytical capabilities, particularly in customer segmentation and modeling.Strong project management and interpersonal skills, with the ability to take initiative in a fast-paced environment with multiple priorities.Ability to work cross-functionally in a global, matrix organization.Strong analytical skills with acute attention to detail.Proficiency in Excel, PowerPoint, and MS Word applications.Comfortable navigating complex, matrix-shaped organizations and be persuasive and empathetic to various departments.Ability to cultivate effective partnerships with external companies, representing the NBA while acknowledging partners' goals.Ability to develop and concisely articulate effective strategies grounded in data and audience insights.Willingness and ability to engage with stakeholders, including senior executives, communicating insights and problem-solving flexibly and professionally.Outstanding quantitative, financial, research, and modeling skills.Exceptional verbal, written, presentation, and interpersonal skills.Fluency in English required; French or Portuguese is a plus but not required.Experience NeededMinimum of 10 years of digital media/direct-response marketing experience required.Track record for successfully driving digital audience/customer/fan growth and revenue through paid media across platforms for a direct-to-consumer brand; subscription experience strongly preferred.Prior expertise working for a sports organization and supporting celebrity/athlete events preferred but not required.Entertainment, advertising, or e-commerce industry experience with a track record of developing and driving strategic marketing plans for large, complex organizations.Experience working with and managing relationships with outside agencies strongly preferred.Deep understanding of African markets, with experience tailoring strategies to diverse regions and consumer behaviors.Educational Background RequiredBachelor's degree required; Master's degree preferred but not required.
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