Senior Account Director, Golf, Digital

Who We Are:

IMG’s digital team provides Consultancy and Agency services to accelerate the digital performance of the biggest names in sport. We create and execute strategy, produce engaging content, improve the use of social media and can help you deliver against your wider business objectives. We build teams and select the best technology partners to improve the way digital is used to engage and inspire fans, build brand profile and generate revenue.

We are seeking a dynamic and experienced Marketing & Activation Director to drive the promotion and consumer engagement for The Open Championship — golf's original major — across the US.

This role will focus on ensuring that US audiences are not only aware of but actively tuned into The Open each year, taking place in July.

You will also be responsible for executing strategic marketing and activation initiatives to maximize the exposure of brand partners associated with The Open. This is a high-impact, results-oriented role with a focus on elevating The Open's presence and engagement with US golf fans and players.

As part of a strategic partnership between IMG and The R&A, this role will be embedded within The R&A’s management structure. 

Employed by IMG, your primary client will be the R&A and you will be a core member of The R&A’s commercial team. You will also be a part of IMG’s wider team, growing your expertise in the sports industry.

The R&A is a leading body within the world of golf and engages and supports activities to ensure it is a thriving sport for all on a global scale.

Its responsibilities include governing the Rules of Golf, staging The Open, golf’s original championship, and developing the sport. Each year, The R&A also stages the AIG Women’s Open and works with the DP World Tour to stage the Senior Open presented by Rolex.

Key Responsibilities and Accountabilities:
 

1. Promotion of The Open Championship to US Audiences:

• Develop and execute US-focused marketing campaigns: Lead integrated marketing strategies to increase viewership and engagement for The Open Championship in the US. Prioritize digital, TV, radio, social media, and on-the-ground activations to maximize awareness.
• Audience Engagement: Collaborate with media partners, golf influencers, and content creators to develop compelling content (videos, articles, interviews) that generates buzz before and during the tournament, ensuring strong US fan engagement.
• Campaign Management: Manage campaign timelines, budgets, and creative direction for US-focused marketing initiatives, ensuring alignment with overall goals and timely execution.
• Cross-functional Collaboration: Work closely with The R&A HQ teams, global marketing teams, event organizers, broadcasters, and PR teams to ensure a unified US marketing approach, while tailoring content and messaging to local tastes and interests.
   

2. Maximizing Brand Partner Exposure:

• Brand Activation & Partnership Management: Collaborate with commercial teams to plan, execute, and optimize activation opportunities for US-based sponsors and brand partners of The Open. Ensure that partners achieve maximum visibility and ROI from their association with the event.
• Creative Execution: Lead the execution of partner activations, including but not limited to events, content campaigns, retail activations, sweepstakes, and experiential marketing efforts that resonate with US golf audiences.
• Partner Engagement: Work directly with brand partners to create tailored marketing opportunities, ensuring the unique goals of each partner are met, while maintaining the integrity of The Open’s brand values.
• Monitor & Report on KPIs: Analyze and report on the effectiveness of partner campaigns and activations, adjusting strategies based on data and feedback to ensure maximum exposure and engagement.
   

3. Community Engagement & Grassroots Initiatives:

• Fan Experience: Develop campaigns that enhance the fan experience, such as contests, giveaways, viewing parties, and more, all focused on increasing US engagement with the event.
• Engagement with US Golf Community: Foster relationships with US-based golf associations, players, and influencers. Create initiatives to engage fans and players leading up to and during The Open.
• Grassroots & Regional Activations: Implement region-specific activations to increase visibility, including golf clinics, fan events, VIP experiences, and digital activations aimed at increasing interest and engagement at the local level.
   

4. Event Support & Execution:

• On-Site Support: Provide strategic oversight and on-the-ground support for US activations at The Open, ensuring smooth execution of all US-focused marketing initiatives during the event.
• Promotion & Engagement at the Event: Coordinate with sponsors and partners to ensure US audience touchpoints at the event — whether in-person or through digital channels — align with campaign goals.
   

5. Brand Integrity & Awareness:

• Brand Stewardship: Ensure all marketing and activation activities reflect The Open Championship's rich legacy, prestige, and values, maintaining the integrity of the brand while promoting it to a modern US audience.

Knowledge and Experience    

• Bachelor’s Degree in Marketing, Communications, Sports Management, or a related field
• Extensive experience in sports marketing, brand activation, or related roles, with a strong focus on the U.S. market
• Proven experience in sports partnerships and sponsorship management, particularly in golf or other major sports events
• Experience in digital marketing and social media engagement, with a focus on fan and consumer engagement in the US
• Excellent project management skills, including the ability to handle multiple projects, meet deadlines, and work under pressure
• Strong relationships within the U.S. golf community, including with golf influencers, players, media partners, and sponsors
• Understanding of U.S. sports media landscape: Knowledge of television, digital media, social media platforms, and other relevant channels to effectively engage US audiences
• Proven ability to execute large-scale campaigns and activations that drive engagement and measurable results
• Strong communication skills: Ability to work cross-functionally and interact effectively with internal teams, external stakeholders, and brand partners

Skills and Abilities

• Strategic Thinking: Ability to develop innovative marketing strategies that resonate with U.S. audiences while staying true to The Open’s global brand.
• Creativity: Strong creative instincts to design unique activation ideas that captivate and engage fans, sponsors, and partners
• Results-Oriented: Focus on driving measurable outcomes, particularly in terms of viewership, fan engagement, and partner satisfaction
• Collaborative: Ability to work seamlessly with diverse teams across marketing, commercial, operations, and external partners
• Adaptability: Thrive in a fast-paced environment with the ability to pivot and adjust plans based on new insights or emerging opportunities
• Attention to Detail: A keen eye for ensuring that activations and campaigns are executed flawlessly, with an emphasis on quality and consistency

Working Conditions

• This is a fixed term position.
• This role will be office based with some flexibility on remote working as appropriate
• You may be required to attend (and travel to) locations, including other IMG buildings and meetings
• Unsocial hours may be required, as dictated by the demands of the business schedule
• Adapting to use of new systems and technology where appropriate