Position Summary:
Every day at IMG Academy feels different. Olympic medalists coach on the same fields where middle school athletes take their first reps. National champions are built here. Global sporting events happen here. On a 600-acre campus, the future of sport trains, competes, and comes to life.
IMG Academy is seeking a bold, growth-minded marketing leader to tell that story and turn it into demand. As the Director, Lifecycle Marketing & Growth, you will own lifecycle growth for Campus: Boarding School, Camps, and Events, Experiences and Hotel, accountable for increasing leads, enrollment, and revenue, and own how we engage, nurture, and grow relationships with athletes and families across their journey, from first lead through purchase, cross-sell, upsell, and re-engagement.
This role is deeply embedded on campus, where elite youth events, the biggest stars in sport, and national champions come together. You will also partner with marketing leaders across Online, International, Hotel, and B2B businesses so IMG Academy shows up as one connected, unmistakable brand everywhere we go.
This role is a chance to lead lifecycle and growth marketing for one of the most iconic destinations in global sport and help the next generation of athletes and their families decide where their journey begins.
Position Responsibilities:
Campus Growth Ownership
Own lifecycle marketing growth for Campus: Boarding School, Camps, and Events, Experiences and Hotel, with accountability for increasing leads, enrollment, and revenue.
Partner with the Campus product marketing team, including the Director, Campus Marketing (Boarding School and Camps), the Manager, Team & Group, Experiences and Hotel Marketing, and the product marketing manager and specialist, to align lifecycle priorities across all Campus offerings.
Own how we engage, nurture, and grow relationships with athletes and families across their journey, from first lead through purchase, cross-sell, upsell, and re-engagement.
Marketing Strategy & Planning
Set the lifecycle marketing strategy for Campus, defining target audiences, channel priorities, and growth targets tied directly to lead, enrollment, and revenue goals.
Own the annual and multi-year Campus lifecycle marketing plan, including budget, channel mix, and seasonal calendar, across Boarding School, Camps, and Events, Experiences and Hotel.
Partner with the Manager, Team & Group, Experiences and Hotel Marketing, who owns product marketing, and campaign execution for Events, Experiences and Hotel, to align lifecycle audiences, messaging, and timing with their plans for those offerings.
Partner with the Director, Campus Marketing, who owns Boarding School and Camps marketing, including positioning, messaging, go-to-market, and integrated campaigns, to ensure product plans align with the Campus lifecycle strategy.
Translate market trends, competitor activity, and how families make youth sports decisions into strategic recommendations and emerging opportunities.
Lead Nurture, Lifecycle & Conversion
Set the lifecycle strategy and partner with the Director, Campus Marketing to move Boarding School and Camps prospects from inquiry to qualified demand (MQLs) based on behavior, engagement, lead score, and intent.
Use first-party data, Acxiom/Personicx, and behavioral signals to tailor messages by athlete age, sport, grad year, needs, and other relevant segments.
Own journeys that drive business outcomes across audiences through email, SMS, app/push, and other owned-channel journeys that drive the next best action, such as talking to an advisor, attending an event, booking camp, or applying. Partner with Marketing Automation, which owns how those campaigns are technically built and delivered in SFMC and Data 360.
Identify cross-sell and upsell opportunities across Campus offerings and the broader IMG Academy portfolio.
Portfolio Synergy & Integrated Marketing
Align lifecycle marketing and, with the Director, Campus Marketing, and the…