Director, Fan Experience - AMB Sports & Entertainment Group (Atlanta, GA)
AMB Sports & Entertainment Group is a subsidiary of AMB Group, LLC, and is comprised of the Atlanta Falcons Football Club, LLC, The Atlanta New Stadium Project, and the Atlanta Major League Soccer team.
Atlanta Falcons Football Club, LLC
The Atlanta Falcons are a professional American football club and member of the National Football League (NFL). The Falcons compete in the NFL’s NFC South Division. The team plays their home games at the Georgia Dome in downtown Atlanta, but construction is planned to begin in 2014 on a new retractable roof stadium with play beginning in the 2017 season. The team’s headquarters and practice facilities are currently located at a 50-acre site in Flowery Branch, Georgia. The Falcons’ NFL expansion franchise was awarded in 1965. Under current owner Arthur Blank’s leadership, the Falcons have become one of the League’s premier teams on and off the field.
The Atlanta New Stadium Project (NSP)
The Georgia World Congress Center Authority (GWCCA) and the Falcons have developed an agreement for a new retractable roof stadium to be built on the GWCCA campus. Scheduled to open in 2017, the NSP will serve as the home of the Falcons in addition to other sports, convention and entertainment events currently held at the Georgia Dome, and other new marquee events that will be hosted in the future. Since their first season in 1966, the Atlanta Falcons have called Downtown Atlanta home. After spending their first 26 seasons at Atlanta-Fulton County Stadium, the Falcons moved to the Georgia Dome in 1992. The Falcons’ last season in the Georgia Dome will be 2016. The new facility will allow the Falcons to provide a world-class, league-competitive, game-day, experience for fans to ensure the city and state are able to retain current major events as well as attract new marquee events to the region. The agreement calls for the Falcons organization to manage and operate all aspects of the NSP, unlike the current arrangement at the Georgia Dome. This represents a tremendous opportunity for the organization to control the game-day and event experience for all NSP attendees.
Atlanta MLS Team (a division of AMB Sports & Entertainment)
AMB Sports & Entertainment Group will field a Major League Soccer (MLS) expansion team in 2017. MLS, founded in 1996, is the top-flight professional soccer league in the United States. This will be the 22nd franchise for the league, which has a presence in major markets across the United States and Canada and plans to expand to 24 franchises by 2020.
AMB Sports and Entertainment is constructing a world class stadium that will deliver a reimagined experience for fans of the Atlanta Falcons, the new MLS Atlanta soccer club, and other sports and entertainment events. AMBSE is seeking an execution oriented executive capable of developing and delivering innovative solutions across several aspects of the fan experience. Responsibilities include:
Partner with 3rd party vendor and operations to design and deliver the complete food and beverage experience in the new stadium including menu development, location, operational modeling, and innovative solutions for order placement, payment, and delivery of food and beverage orders to fans across different types of events
Analyze new technologies and applications designed to enhance the fan experience, and partner with appropriate departments (IT, Operations, Digital Media, etc.) to make recommendations and develop test or execution plans associated with each
Establish means to test new experience elements and processes with fans, measure the results, and make go-forward recommendations for the new stadium
Deliver innovative solutions that improve the parking experience in terms of inventory utilization, sales, space assignment, pricing, operations, tailgating, entry/exit flow, and other fan needs
Define fan experience success criteria and establish a metrics framework and KPIs to measure the experience baseline across all key touchpoints and establish benchmarks and goals
Partner with operations to design queue lines, queue line experiences, and transactional process flows to optimize the fan experience for those entering the building through various entrances, purchasing food and beverage throughout the stadium, and shopping or buying merchandise
Partner with stadium operations to design optimal fan flow and circulation inside and outside the stadium using well placed signage and intuitive wayfinding for all visitors to the stadium
Partner with key stakeholders and local organizations to engineer and optimize traffic flow and MARTA ridership both arriving to and departing from the stadium. Determine opportunities to better inform fans and guide fans where appropriate based on the knowledge we have of each fan.
Leverage operational data and fan profile, preference, and behavioral data to identify areas of opportunity and implement fan incentives and experience enhancements
Innovative mindset with experience prototyping and trialing new solutions
Experience developing, managing, and executing integrated project plans
Comfortable leveraging new technologies and applications to enhance the consumer experience
Experience with human engineering design, processing engineering, and operational design to optimize efficiency and overall stadium utilization
Analytically oriented with an ability to use data to inform recommendations and measure success
Experience managing multiple projects at once and overseeing a dynamic product roadmap
Strong collaboration and partnership skills
Resourcefulness in delivering programs and projects
Degree or applicable experience in Industrial Engineering, Operational Design, or Product Portfolio Management
Sales & Marketing: Client Relations/Customer Service
Director, Associate & Guest Services - New Atlanta Stadium - Atlanta Falcons Stadium Company (Atlanta, GA)
The New Atlanta stadium
Scheduled to open in 2017, the state-of-the-art new Atlanta stadium will serve as home of the Atlanta Falcons and Atlanta United FC, the city’s new Major League Soccer franchise. The retractable roof stadium will also host sports, convention and entertainment events currently held at the Georgia Dome and future marquee events. The new facility will allow AMBSE to provide a world-class, league-competitive, game and event-day experience for fans.
Roles and Responsibilities
Develop and execute long and short term strategic plans for delivering world class service to guests. Implement service plans to support the stadium’s strategic plan and measure success. Build and implement all aspects of stadium guest experience programs and operations.
Create stadium guest services philosophy and guiding principles.
Provide event support to foster world class service for all guests.
Manage incident tracking, scheduling, and other systems to ensure they meet organizational needs. Serve as an administrator for user accounts and permission levels. Generate and analyze system reports.
Build staffing templates, job descriptions, and stadium staffing assignments.
Create and manage departmental budget.
Manage all aspects of the premium event and guest services experience.
Closely partner with AMB Sports and Entertainment Ticket Services Staff to ensure excellent event day experience for Club/Suite holders, PSL accounts, and season ticket holders. Ensure that ticket service team is contacted whenever a season ticket holder account or suite account is affected.
Ensure world class event day customer service delivery to our stadium customers. Leverage data from customer surveys. Compile, analyze and communicate feedback for implementation of process improvements when appropriate.
Handle customer service inquiries and provide problem resolution in a timely manner.
Oversee operation of premium seating areas and guest information portals to include phone, email and website inquiries.
Continuously improve stadium efficiency related to guest experience. Oversee guest response and recovery program including responding to guest challenges and incidents on game days.
Manage uniform program and maintain appropriate inventory.
Assess game day operations and opportunities for improvement. Collaborate with all departments to improve efficiency and execution.
Design and execute secret shopping program and drive resulting continuous improvement efforts.
Manage Americans with Disabilities Act (ADA) Program, and handle special needs requests.
Oversee game day event staff communications to foster positive employee relations and develop a cohesive service team across all operating groups and service providers.
Provide management support for all captains and team members both during and outside of games.
Facilitate overall internal messaging and communications including handbook, procedures, and updates.
Manage recognition program designed to build a positive, values-based culture with emphasis on customer service and safety.
Lead internal focus groups to build on our successes and make needed improvements.
Lead Guest Services and Premium Services function including selecting, training, coaching, rewarding, and developing associates. Plan, assign and direct work; appraise performance; maximize associate satisfaction.
Partner with Human Resources to maximize associate experience.
Plan and organize job fairs which promote our values and meet the needs of all departments.
Equip stadium staff with training to develop needed skills and build a positive, values-centered culture.
Build and implement leadership development program.
Ensure compensation structure is competitive and scheduling/tracking/payroll processes are efficient and effective.
Assist with designing and hosting associate team building events.
Ensuring stadium departments have access to needed supplies.
Maintain a professional image that represents our culture with emphasis on providing the highest level of service possible.
Ensure your personal safety and the safety of fellow associates and guests. Actively seek to identify and communicate ways to improve the safety of our overall operation.
Build and implement associate policies and procedures.
Qualifications and Education Requirements
College degree with emphasis in business management or related fields.
Seven to ten (7 to 10) years of experience in a responsible customer service, and leadership capacity with a multi-purpose facility or equivalent position, preferably with leadership responsibilities.
Judgment and decision making
Interpersonal skills, written communication skills, professionalism, and tact
Positive leadership and team spirit
Planning, organizing, attention to detail.
Flexibility and adaptability
Time management and multi-tasking
Professionalism and tact
Customer service orientation with focus on producing quality, timely results with a sense of urgency
Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of this position.
When you apply for this job online, you will be required to answer the following questions:
1. What appeals to you most about this particular opening?
2. Describe examples of some key short and long term impacts you have made in your current or previous positions from a guest relations and associate relations perpective.
Director, Marketing and Fan Engagement - Atlanta United FC (Flowery Branch, GA)
About AMB Sports & Entertainment Group
AMB Sports & Entertainment Group is a subsidiary of AMB Group, LLC, and is comprised of the Atlanta Falcons Football Club, LLC, The Atlanta New Stadium Project, and Atlanta’s Major League Soccer team, Atlanta United FC.
Atlanta United FC
Atlanta United brings Major League Soccer to the Southeast as the league’s 22nd franchise. The club’s avid fan base has set records in fan participation with 23,000 seats reserved to date for the 2017 inaugural season. The first sports team to play in the state-of-the-art New Atlanta Stadium currently under construction downtown, Atlanta United is owned by one of the city’s most influential businessmen and philanthropists, Arthur M. Blank.
As we work towards the Inaugural Season for Atlanta United in 2017, we are hiring a dedicated Director of Marketing and Fan Engagement to lead brand development and management of the Atlanta United brand. This person will drive the development of the brand, lead consumer segmentation, develop marketing plans to bring the team to market, and own brand management for the brand of Atlanta United. The Director, Marketing and Fan Engagement will have responsibility to lead and develop marketing strategies and to oversee the execution of those initiatives in collaboration with key internal and external partners across digital and social media, game day and other event presentation, CRM, public relations, sales, sponsorship, operations, and community relations. Key responsibilities include:
Roles and Responsibilities
Defining the brand strategy and key brand attributes for Atlanta United and ensuring consistent execution and representation in all instances
Developing integrated, fan-centric, multi-channel marketing plans to achieve business and fan engagement goals across Atlanta United season ticket, single game ticket and group sales, merchandise sales, gameday communication, etc.
Leading the creative development and developing the brand style guide for Atlanta United in conjunction with our in-house creative team and external partners such as Adidas.
Developing integrated digital and social media marketing plans that leverage the capabilities of various platforms and channels to target the right fans with the right communication at the right time to drive desired behaviors
Oversee Atlanta United’s engagement with the team’s supporters groups, including partnering on game day involvement and community activities.
Identifying sophisticated fan segmentation opportunities to become more relevant across our various touchpoints with fans; creating global and multicultural/multilingual fan engagement strategies. Includes developing strategies to maintain relevancy 365 days a year
Partnering with New Stadium / Atlanta Falcons Fan Experience team to deliver a superior game day experience authentic to the sport of soccer
Leading the development, production, and execution of fan and sponsorship events that deliver upon identified objectives
Working with the sponsorship team to develop appropriate co-branded marketing and promotional efforts with corporate partners of Atlanta United. Defining brand use guidelines and sponsorship experiential guidelines across all touchpoints both inside and outside the stadium as well as across digital properties. This includes specific focus on brand usage and style guide associated with any stadium naming rights partner.
Developing integrated marketing campaigns and lead generation strategies to promote the Atlanta United and various ticket products. Includes working with agencies to produce commercials and other marketing video content and driving the continued development of the Founders’ Club.
Serving as point person for Atlanta United local TV and radio network partners. Leading all media buying or negotiating trade/barter agreements across traditional broadcast, print, and outdoor channels.
Defining the gameday program and overseeing its production each week
Writing copy for various digital and print marketing communications and overseeing copy style, grammar, and tone in all communications to ensure consistency, appropriateness, and quality
Qualifications and Education Requirements
Minimum 10 years of marketing experience responsibilities in a global, consumer-facing business
Experience across various marketing disciplines including marketing strategy, brand management, social media, CRM, promotions, and advertising
Experience executing successful social media marketing, advertising, and retargeting campaigns
Possess knowledge of and passion for the sport of soccer and a deep understanding of the various segments of soccer fans
Experience in leading creative development and in driving consistent execution across various consumer touchpoints
Experience using data and analytics to gain deep understanding of customers and their behaviors across various touch points
Experience with membership related activities including reducing customer churn, nurturing current members, and recruiting new members
Experience working with professional sports leagues or national teams is preferred
Bachelor’s degree in Marketing, Business, or equivalent. MBA preferred.
Ability to develop effective marketing strategies and integrated communications plans and to execute them across digital and physical channels
Ability to lead creative teams, contractors, and agencies in campaign strategy, video production, and graphic design to achieve outstanding results
Ability to manage multiple campaigns simultaneously and to prioritize among competing initiatives
Outstanding relationship and collaboration skills to work among internal stakeholders, external corporate partners, and affiliated league offices
Resourcefulness in the ability to achieve results in the most effective manner
Ability to articulate a point of view and to influence across the organization
Comfortable in a start-up environment and the ability to wear multiple hats when necessary to get the job done