About the role
South Florida Athletics is seeking a strategic and data-driven Asistant VP, Consumer Marketing to lead all fan-facing, revenue-generating marketing planning across paid media, digital revenue driving marketing platforms, and student engagement. This role is responsible for developing and executing integrated growth marketing strategies that drive ticket sales, attendance, fan acquisition, engagement, retention, and student fan base growth.
The Assistant VP, Consumer Marketing will oversee all paid advertising, the South Florida Athletics website, email marketing, the mobile app, external and student engagement initiatives, while directly managing and developing one direct report: the Manager, Consumer Marketing & Fan Engagement, who leads team members responsible for email marketing and student engagement. This position plays a critical role in shaping the fan journey — from student to lifelong fan — and ensuring cohesive, measurable, and high-performing marketing efforts across
all touchpoints.
Consumer Marketing Strategy & Leadership
• Develop and execute comprehensive consumer marketing strategies that support ticket sales, revenue growth, and brand engagement across all sports and major initiatives.
• Lead annual and seasonal marketing planning tied to sport calendars, ticketing priorities, and departmental goals.
• Serve as a strategic partner to ticket sales, communications, creative services, and external stakeholders to align marketing efforts with broader business objectives.
Paid Advertising Oversight
• Oversee all paid advertising efforts, including digital, social, search, display, video, and traditional media as appropriate.
• Set strategy, budgets, targeting, creative alignment, and performance benchmarks for paid campaigns.
• Ensure campaigns are optimized based on performance data, ROI, and fan acquisition metrics.
• Collaborate closely with creative services to develop compelling, conversion-focused creative assets.
Digital Platforms: Website & Mobile App
• Provide strategic oversight for the South Florida Athletics website and mobile app, ensuring they are fan-centric, intuitive, and optimized for conversion.
• Guide content strategy, UX, navigation, and platform enhancements that improve the fan experience and support revenue goals.
• Partner with vendors and internal teams to manage updates, integrations, and new feature launches.
Email Marketing & CRM
• Oversee email marketing strategy, segmentation, automation, and lifecycle campaigns to
drive ticket sales, engagement, and retention.
• Ensure best practices in list growth, personalization, deliverability, and compliance.
• Leverage CRM data to inform targeting, messaging, and campaign optimization across
channels
Retail Digital Marketing Support
• Support South Florida Athletics’ retail operations by providing digital marketing strategy and execution for merchandise and e-commerce initiatives.
• Partner with the retail and merchandising teams to develop digital marketing plans that support product launches, seasonal campaigns, promotions, special collections, and other merchandise priorities.
• Help leverage email, website, mobile app, CRM, and other owned digital channels to drive awareness and traffic to South Florida Athletics’ online and physical retail offerings.
• Identify opportunities to improve the digital shopping experience, including product discovery, promotional messaging, merchandising, and conversion opportunities.
• Coordinate with creative and retail teams to ensure digital marketing assets and messaging effectively support merchandise campaigns and promotions.
• Provide digital marketing expertise and recommendations to help the retail team maximize the effectiveness of its marketing efforts.
• Monitor and report on the performance of digital retail campaigns, providing insights and recommendations to inform future initiatives.
• Identify opportunities to integrate merchandise and retail messaging into broader South Florida Athletics digital marketing efforts when appropriate.
Student Engagement & Fan Base Development
• Oversee the strategy and execution of student engagement initiatives designed to grow the student fan base, boost student attendance, and build lasting brand affinity among current and future students.
• Set goals for on-campus awareness campaigns, grassroots marketing, and student section/attendance growth.
• Partner with student government, campus organizations, Greek life, residence life, and other student groups to expand reach and integrate athletics into the broader campus experience.
• Develop strategies and incentive programs (e.g., loyalty/rewards programs, contests, themed game experiences) that increase student attendance and repeat engagement across South Florida Athletics while working with communications, social, live events and partnership teams.
• Ensure student engagement efforts are integrated with, and support, broader consumer marketing and ticketing strategies — treating students as a critical entry point into the fan lifecycle.
• Establish KPIs to track student attendance, engagement, and awareness growth, and report on progress alongside other consumer marketing metrics.
Analytics, Reporting & Optimization
• Establish KPIs and dashboards to measure performance across paid media, digital platforms, email, mobile app usage, and student engagement/attendance.
• Use data and insights to continuously optimize campaigns, fan journeys, and channel strategies.
• Present performance updates and strategic recommendations to senior leadership.
Budget & Vendor Management
• Manage growth marketing budgets, ensuring efficient allocation of resources and strong ROI.
• Oversee relationships with media agencies, platform partners, and technology vendors.
• Evaluate and recommend new tools, platforms, or partnerships to enhance growth marketing and student engagement efforts.
Requires a Bachelor’s degree from a regionally accredited institution and a minimum of 10 years of related exempt level experience, including seven years of managerial experience, preferably in large complex institutions or organizations. Requires experience in leading multiple teams, projects, programs, and/or functions.
Experience in collegiate or professional sports, entertainment, or live event marketing is preferred. Familiarity with ticketing systems, CRM platforms, and marketing automation tools, experience managing mobile apps and large-scale websites and knowledge of fan engagement, loyalty programs, and membership marketing is also preferred.
• Assistant Vice President positions are not eligible to be designated as Executive Service.
• Senate Bill 1310- The Florida Senate (https://www.flsenate.gov/Session/Bill/2023/1310) is conditional upon meeting all employment eligibility requirements in the U.S.
• SB 1310: Substitution of Work Experience for Postsecondary Education Requirements
• A public employer may include a postsecondary degree as a baseline requirement only as an alternative to the number of years of direct experience required, not to exceed:
(a) Two years of direct experience for an associate degree;
(b) Four years of direct experience for a bachelor’s degree;
(c) Six years of direct experience for a master’s degree;
(d) Seven years of direct experience for a professional degree; or
(e) Nine years of direct experience for a doctoral degree
• Related work experience may not substitute for any required licensure, certification, or registration required for the position of employment as established by the public employer and indicated in the advertised description of the position of employment.
• Minimum Qualifications that require a high school diploma are exempt from SB 1310.
The University of South Florida is a top-ranked research university serving approximately 50,000 students from across the globe at campuses in Tampa, St. Petersburg and USF Health. In 2025, U.S. News & World Report recognized USF with its highest overall ranking in university history, as a top 50 public university for the seventh consecutive year and as one of the top 15 best values among all public universities in the nation. U.S. News also ranks the USF Health Morsani College of Medicine in the highest tier, placing it as one of the top 16 medical schools in the nation and inside the top 10 among public universities. USF is a member of the Association of American Universities (AAU), a group that includes only the top 3% of universities in the U.S. With an all-time high of $750 million in research funding in 2025 and as a top 20 public university for producing U.S. patents, USF uses innovation to transform lives and shape a better future. The university generates an annual economic impact of nearly $10 billion for the state of Florida. USF’s Division I athletics teams compete in the American Conference. Learn more at www.usf.edu.