ABOUT THE COMPANY:
The Richmond Flying Squirrels, Double-A Eastern League affiliate of the San Francisco Giants, have established themselves as one of the most recognizable brands in Minor League Baseball since their inaugural season in 2010. Guided by three pillars -be different, be impactful and have FUNN - the organization has ingrained itself in Central Virginia. The Flying Squirrels often rank among the top-drawing teams in Minor League Baseball, having led all 30 Double-A teams in total and average attendance.
Building on that foundation, the organization has expanded beyond baseball with the opening of CarMax Park, its new home and a multi-use entertainment venue hosting events year-round. Through 804Live, the organization produces a diverse lineup of public and private events, extending its reach beyond baseball and establishing CarMax Park as a destination for sports, entertainment and community gatherings throughout the year.
JOB SUMMARY:
The Richmond Flying Squirrels are seeking a Vice President of Marketing & Communications to lead the creative and strategic vision that increases our brand awareness, engages fans, strengthens community connections, and elevates CarMax Park’s profile as a premier events and entertainment destination. This role ensures a consistent and compelling brand presence across all platforms while managing content development, digital growth, media buying, and fan outreach initiatives. The Vice President must be a dynamic leader and effective communicator with a demonstrated ability to collaborate closely with internal teams and external partners to deliver innovative campaigns, optimize results through data analytics, and support key organizational goals.
RESPONSIBILITIES/ESSENTIAL FUNCTIONS:
o Lead and execute the annual marketing strategy across all platforms company-wide, ensuring alignment with overarching business objectives and priorities.
o Develop integrated marketing campaigns to support ticket sales (season, group, individual as well as events, concerts, private events, festivals, etc.), partnerships, merchandise, and community initiatives.
o Ensure consistency in voice, style, and messaging across all marketing channels, including company-affiliated websites, to maintain a cohesive brand presence.
o Effectively manage budgets to ensure the effective allocation of resources in support of organizational objectives and priorities.
o Seek synergies, economics of scale and other efficiencies within the overall business to optimize performance and maximize ROI.
o Oversee public relations and media strategy, identifying opportunities to leverage media stories to heighten awareness and drive ticket sales for games and events as well as elevating CarMax Park’s profile as an event and entertainment destination.
o Oversee content strategy, including storytelling, digital marketing, video production, and design assets.
o Work closely with internal departments and external agencies to create compelling promotional materials.
o Supervise the production of company-wide marketing and communication materials, including, but not limited to, media guides, posters, social campaigns, and signage.
o Manage and grow digital presence across website, email, and all major social media platforms.
o Leverage analytics to optimize campaigns and guest engagement.
o Plan, negotiate, and execute media buys across TV, radio, outdoor, print, and digital platforms.
o Collaborate with internal partners to market theme nights, giveaways, and community events along with entertainment and other non-baseball programming.
o Partner with internal stakeholders to develop and manage the ‘marketing funnel’ for all baseball and non-baseball events at CarMax Park, creating a seamless customer acquisition strategy from awareness and consideration to conversion, retention, and advocacy.
o Coordinate with guest outreach and in-game entertainment promotions to fully leverage the in-park experience and assets contained therein to amplify marketing efforts for upcoming games and events.
o Work with Corporate Partnerships team to deliver branded content, activation support, and sponsor integration into marketing efforts.
o Manage and mentor marketing, digital media and communications staffs, interns, and contractors.
o Coordinate with internal departments (Sales, Operations, Community Engagement, etc.) to align marketing with organizational initiatives and establish KPI’s and other benchmarks to track effectiveness.
QUALIFICATIONS:
o Bachelor’s degree in Marketing, Communications, Sports Management, or related field.
o Minimum 7-10 years of related experience, ideally in sports, entertainment, or live events.
o Proven success in managing marketing campaigns, messaging, brand strategy, and digital media.
o Strong understanding of marketing analytics, fan engagement metrics, and ROI reporting.
o Proficient in using creative design software, email marketing platforms, and customer relationship management (CRM) systems to support and execute comprehensive marketing strategies.
o Excellent written and verbal communication and project management skills.
o Proven ability to lead, mentor, and inspire a high-performing marketing team to achieve strategic goals and drive collaborative success.
o Solution oriented creative thinker who thrives in a collaborative, fast-paced, and dynamic environment.
o Highly organized and process-driven, with the ability to manage multiple initiatives, competing timelines, and shifting priorities simultaneously.
o Willingness to work evenings, weekends, and holidays as required.
PHYSICAL DEMANDS AND WORK ENVIRONMENT
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this position. Reasonable accommodation may be made to enable individuals with disabilities to perform the functions.
While performing the duties of this position, the employee is constantly required to stand, walk, climb stairs, speak, and hear/listen. The employee is frequently required to sit. They are occasionally required to lift, carry, push, pull, handle, grasp, and employ eye/hand/foot coordination. The position requires constant light or moderate work and occasionally work that requires heavy physical effort. The position is occasionally exposed to extreme heat and humidity and frequent elevated noise levels.
We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, national origin, sex, sexual orientation, age, disability, gender identity, marital or veteran status, or any other protected class.