JOB TITLE: VP, Fan Experience
DEPARTMENT: Marketing
LOCATION: New York, NY (through June 2027), Queens, NY (June 2027 on)
COMP: $175,000+
POSITION OVERVIEW:
The VP, Fan Experience will lead the club’s fan experience vertical at Etihad Park, integrating fan journeys across the club’s physical and digital touchpoints to deliver the best possible experiences for fans. By seamlessly leveraging match presentation, live event production, supporter group ecosystems, retail experience and data analytics, the VP will play a key role in building an electrifying, inclusive, and top-tier stadium atmosphere. The VP, Fan Experience will primarily drive fan retention and stadium utilization, ultimately leveraging New York City FC’s fan experience to further grow the fanbase and revenue for the organization.
WHAT YOU’LL DO :
Integrated Fan Experience:
- Oversee end-to-end fan journeys for both matchday and major events, segmenting journeys by key fan groups such as season ticket holders, premium buyers, supporters, families, and fans with special needs
- Work cross functionally within Marketing and across the club to provide a relevant, frictionless and fun experience that sets the standard for New York sports venues
- Leverage data and insights to constantly iterate and improve the stadium experience based on fan feedback
- Use fan experience to generate retention, referral and incremental revenue for the company
- Lead the club’s seasonal theme night plan & execution, identifying themes and tactics that resonate with the brand, current fans, and serve as tools to recruit new fans (ie gate giveaways)
Supporter Experience:
- Act as the senior club liaison with officially recognized NYCFC supporter groups, serving as their primary advocate within the club
- Champion and protect supporter culture and traditions, and help to advocate for new ones at Etihad Park
- Oversee matchday atmosphere and rituals, working hand in hand with supporter groups to create an unparalleled fan experience in NY sports
- Support the day-to-day supporter POC as needed during home and away matches
- Promote the growth of the NYCFC supporter base across Queens, the five boroughs, and beyond
Match Presentation:
- Support the match presentation team in leveraging stadium assets (Cube, video boards, SFX, talent) to deliver an electric and memorable NYCFC matchday atmosphere
- Support expansion of match presentation SOPs to non-NYCFC events at Etihad Park, including Gotham FC, concerts, other sporting events, and private events
- Help to optimize resources across content production and control room
- Identify opportunities to generate incremental revenue, particularly via the Cube
Events and Culture:
- Support the events team to elevate the club’s event strategy on matchday, including fan zone, player arrival, City Square, and post-match programming
- Collaborate heavily with Partnerships to incorporate high-value corporate sponsor activations into fan events without compromising the organic environment or authentic heritage of the club
- Ensure events are driving fan new acquisition and engagement outside of matchday by growing partnerships with cultural organizations and events across NYC
- Support cultural marketing efforts, positioning New York City FC as a key driver of sports culture within NYC and identifying strategic moments for NYCFC & its players to show up in culture
- Support growth of the club’s organic relationships with influencers across sports, fashion, music, entertainment and art
Retail:
- Work with the Retail Director to elevate the fan experience through the team store, merchandise options, online, and via the app
- Enhance the club’s retail strategy and team store to deliver on accelerated revenue targets
- Work with Retail Director and retail operator to use retail as a brand vehicle to connect with fans
- Oversee the club’s collectibles and memorabilia strategy
WHO YOU ARE:
- Obsessed with soccer
- A confident leader who vocally brings new ideas to the organization
- Commercially minded, with an eye for how to balance preservation of fan culture with growth for the business
- A strategic thinker who leverages data to guide decision-making
- A team advocate who can empower their team to drive results without micromanaging
- Collaborative across functions, always looking for creative ways to achieve results
- Resourceful and adept at managing tight budgets
- Eternally optimistic, resilient, not easily worn down
- Humble and willing to learn
WHAT YOU’LL BRING:
- 10+ Years of leadership within professional team sports franchises, league headquarters, or tier-1 arena property management groups; 8+ Years in fan experience
- Expansive knowledge and appreciation for supporter culture within soccer
- Solid understanding of match presentation and the control room environment
- Proven track record of selling and growing retail revenue in a sports environment, inclusive of brick & mortar, e-comm, and click & collect, as well as familiarity with fashion trends within sports
- Stadium experience a plus; designing stadium-specific products is particularly beneficial
- MBA or advanced degree highly preferred
- Must have experience leading a team
- Flexible work schedule and ability to work long and non-standard hours, including evenings, weekends, and holidays.
- Able to travel up to 20% of the time to away games
- Bachelor’s degree required, or equivalent experience
ADDITIONAL REQUIREMENTS:
- Applicant must be able to comply with MLS Next Safety and Well-Being policy and any other applicable child safety policies provided to applicants by NYCFC
- Must be able to traverse extensive multi-level stadium environment including concourses, suites, seating bowls, media areas, operational zones, and the control room to optimize the live fan experience.
- Must be able to receive, synthesize, and accurately transmit time-sensitive information via radio, headset, digital channels during fast-paced high stimulus events.
COMPENSATION
This exempt position has an estimated annual base salary in the range of $175,000 and is not eligible for overtime. Final compensation offer amounts are based on a wide array of factors unique to each candidate, including but not limited to demonstrated skill set, years and depth of relevant experience. We welcome direct conversations with each candidate about compensation in our initial calls.
WHAT WE OFFER:
- Excellent health, dental & vision insurance, with options to fit your needs
- Comprehensive and competitive benefit programs including paid parental leave, a 401K match, tuition reimbursement, and more!
- Commuter, pet insurance, fitness classes, and Citi Bike discounts
- Your health is important! Our wellness strategy focuses on mental and physical wellbeing through in-office and virtual programs
- Complementary tickets to Sprint season NYCFC home matches
- Team outings, happy hours, and annual staff gatherings to celebrate our co-workers
- A dynamic, ambitious, and fun work environment
NEW YORK CITY FOOTBALL CLUB OVERVIEW:
At New York City Football Club (NYCFC), we are on a mission to build this City into one of the soccer capitals of the world. The Club was announced as Major League Soccer’s 20th franchise and is the first and only MLS team located within the five boroughs of New York City. The Club has qualified for the Audi MLS Cup Playoffs for the last seven consecutive seasons, winning the MLS Cup in 2021. Games are broadcast through MLS Season Pass, the unprecedented subscription service from Apple and Major League Soccer that will have every match of the MLS regular season, Audi MLS Cup Playoffs and Leagues Cup all in one place and with no blackouts. NYCFC’s combined 3.3 million social media following across Facebook, Instagram, TikTok and Twitter is the second-highest among MLS clubs. For more information, please visit: https://www.nycfc.com/.
New York City Football Club is also one of 11 clubs comprising City Football Group and counts Manchester City FC, Melbourne City FC, Yokohama F-Marinos, Girona FC, Montevideo City Torque, Sichuan Jiuniu FC, Mumbai City FC, Lommel SK, Espérance Sportive Troyes AC and Palermo FC among its sister clubs.
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.