Director, Digital Strategy
Description

The next 10 years serves as a moment in time unlike any other for the sport of soccer in the United States. With the sport thriving and U.S. Soccer’s Senior, Youth and Extended National Teams achieving success on and off the field, and the FIFA World Cup on U.S. soil in 2026, there has never been a better time to join the soccer movement!


Position Description


The Director of Digital Strategy will serve as the digital expert and a key leader within U.S. Soccer’s industry-leading Marketing Department. This individual will help drive U.S. Soccer’s digital strategy and audience experience across dot com, app, and select third party platforms (such as YouTube, Twitch, emerging platforms, etc.) in alignment with U.S. Soccer’s brand, marketing, and business goals. The Director will work closely with internal product managers and analytics leads in the development and execution of the U.S. Soccer’s digital approach to ensure best practices are developed and implemented across U.S. Soccer’s owned digital platforms in effort to maximize engagement and commercial value. This individual will also be responsible for web content and platform management, working closely with marketing, content and communications to grow the sport of soccer in the U.S. 


Key Responsibilities: 

  • Works closely with internal product managers and external agencies to create cohesive, best-in-class digital destinations that generate continuous audience engagement and help build long-term relationships with fans and other soccer stakeholders 
  • Partners with content and social media teams to optimize content and distribution across U.S. Soccer’s digital channels to increase traffic and engagement on site and within the app
  • Consistently researches user journeys and behavior to create and evolve the information architecture on dot com such that users are finding relevant content, staying longer, and consistently coming back
  • Works with Partnership Marketing and Partnership Development to identify new revenue opportunities and maximize commercial value across our owned digital channels and across third-party sites. 
  • Coordinate with Event Marketing Director and Analytics to develop strategies to drive web traffic through paid search, paid social, email marketing, etc.
  • Collaborates with Analytics and Insights on learning plan, performance tracking, and regular reporting to ensure data and insights driven strategic development and decision making. 
  • Works closely with Event Marketing and Promotions as well as functional area leads to effectively utilize owned digital properties to generate awareness, familiarity and engagement with relevant soccer competitions, programs, and platforms.
  • Digital thought leader responsible for educating the organization on new ways to connect with fans and responsible for helping research, evaluate and provide recommendations on digital and media tools and platforms in accordance with U.S. Soccer’s short and long-term goals and strategies. 


Requirements

  

Minimum Qualifications 

  • A minimum of 8 years of experience in Digital strategy and/or marketing
  • Extensive enterprise Content Management System (CMS) experience (preferably Sitecore, Adobe Experience Manager, Drupal) with expertise in website authoring, collaboration, and administration tools
  • Deep expertise in digital asset management
  • Success in driving results through SEO, including understanding of relevant metadata, tags, and best practices used to improve search ranks
  • Extensive experience with content organization, including website taxonomy, tag management tools (i.e., Google Tag Manager), and URL structures
  • Outcome-driven – makes decisions based on clearly defined insights and objectives and has a desire to track progress, evaluate performance, and optimize based on analysis
  • Has a grasp of basic front-end web development skills, including a basic understanding of HTML, Javascript, and iframes (to the extent that you can embed and modify snippets within a website)
  • Strong analytical skills, including Google Analytics expertise, and the ability to distill strategic insights out of various data sources
  • Strong leadership skills, experience working and leading cross-functional teams and developing positive, professional and collaborative working relationships with internal and external stakeholders.
  • Excellent written and verbal communication skills 
  • Ability to think critically and problem solve in ambiguous situations and think on your feet in a fast-paced environment
  • Excellent organizational, planning and project management skills
  • Proficient with Microsoft Office software (Word, Excel, PowerPoint, etc.)
  • Able and willing to travel and work non-traditional hours including evenings, weekends & holidays as necessary


Preferred Qualifications 

  • Familiarity with project management tools such as Asana 
  • Comfortable building UX and UI prototypes using Figma, Invision, Sketch, or similar
  • Proficient in Adobe Illustrator, InDesign, Photoshop, etc. 
  • Experience with email marketing, customer journeys and CRM
  • Experience working in digital for a sport and/or media property or platform
  • Bilingual (Spanish preferred) 


Working at U.S. Soccer is a unique opportunity. Employees who work at U.S. Soccer have the following attributes:  

  • Adopt a fan centric approach
  • Embrace and see learning as a lifelong pursuit 
  • Possess a growth mindset—keeps an open mind and seeks new challenges 
  • Embraces and champions diversity, equity, inclusion and belonging 
  • Open to criticism and does not make excuses
  • Possess a tireless work ethic
  • Desire to be a part of a team
  • Has the ability to be firm but fair 
  • Communicate in a direct, open and honest manner
  • Build relationships through genuine interpersonal skills   

COVID-19 Vaccination

  • U.S. Soccer has mandated the Covid-19 vaccine and is requiring all staff to be fully vaccinated at the start of employment