Manager, Brand & Fan Engagement - Atlanta City FC

At the Blank Family of Businesses, our Core Values drive our culture, guide our decisions, and make our organization a great place to work.

GIVE BACK TO OTHERS

Recognize that the well-being of business cannot be separated from the well-being of society. Join in our ongoing eff­orts to give back through time, talents, labor and financial commitment.

LEAD BY EXAMPLE

Demonstrate an entrepreneurial spirit that supports our culture and vision. Take full advantage of our empowerment philosophy by o­ffering suggestions, making decisions and taking responsibility for actions. Stand up for your convictions and vocalize your opinions.

INNOVATE CONTINUOUSLY

Constantly seek new ways to improve results and move above and beyond what seems possible. Demonstrate non-stop reinvention. Do not let unnecessary bureaucracy kill innovation. Implement high quality, new processes, products, services, or solutions that meet or exceed the needs and expectations of our customers.

PUT PEOPLE FIRST

Demonstrate understanding that people are the center, the heartbeat of any successful enterprise. Build rapport and trust by demonstrating sensitivity and respect for others. Empower and listen to associates because they are our number-one source for information and ideas. Invest time and resources in developing associates’ skills and assisting them in managing their careers.

LISTEN AND RESPOND

Listen to internal and external customers (fans, grantees, players, associates, vendors, partners) to understand what they need. View customer needs as golden opportunities that, when creatively addressed, will enhance our competitive edge and the environment in which we all work and professionally grow. Dedicate the needed resources, time and energy to creating lasting value for all customers.

INCLUDE EVERYONE

Our individual diff­erences make our organization more valuable. Value diverse ideas, experiences, skills, work styles and backgrounds. Harness individual diff­erences to create a competitive advantage and better support our partners. Encourage others to accept and capitalize on diversity.

The Opportunity

This is an opportunity to help build something from the ground up.

The Manager, Brand & Fan Engagement will have a direct role in shaping how Atlanta experiences and connects with its newest professional sports team.

From developing the club’s first fan traditions to executing campaigns that introduce the team to new audiences, this person will help define the culture around the club before, during, and beyond its inaugural season.

The ideal candidate is passionate about women’s sports, soccer, Atlanta, culture, and the power of sports to bring people together, and is excited by the opportunity to build a brand and fan community that will last for generations.

Position Summary

The Manager, Brand & Fan Engagement will play a key role in building the brand, culture, and fan community of Atlanta’s newest professional sports team. As a founding member of the marketing organization, this position will help shape how Atlanta City FC shows up in the city and how fans experience the club - from the first interaction with the brand through matchday and beyond.

Reporting to the Director, Brand & Integrated Marketing, the Manager will help translate the club’s brand and integrated marketing strategy into connected, consumer-facing campaigns, fan engagement initiatives, community activations, and experiences that build awareness, grow the supporter base, and create lasting affinity for the club.

This role sits at the intersection of brand, culture, creativity, and fan experience and requires someone who understands how to turn strategy into meaningful moments that people want to be part of. The ideal candidate is a collaborative, culturally connected marketer who is equally comfortable developing a campaign plan, briefing creative, managing a marketing calendar, coordinating cross-functional teams, activating in the community, and being on the ground to bring an experience to life.

Key Responsibilities

Brand & Integrated Marketing

• Support the Director, Brand & Integrated Marketing in developing and executing the club’s annual brand and integrated marketing strategy.
• Translate overarching brand strategy and campaign objectives into connected, consumer-facing marketing initiatives across the fan journey.
• Lead day-to-day execution of assigned integrated marketing campaigns designed to build brand awareness, drive fan acquisition, and strengthen long-term brand affinity.
• Support the planning and execution of tentpole, league, cultural, community, and seasonal marketing moments throughout the year.
• Coordinate campaign execution across digital, social, email, experiential, matchday, community, and other consumer touchpoints to ensure a cohesive fan experience.
• Help establish and maintain a consistent brand presence across marketing, social, digital, matchday, community, partnerships, merchandise, and other fan-facing channels.
• Identify cultural, sports, entertainment, and consumer trends that can inform how the club connects with Atlanta audiences.
• Collaborate with Creative, Content, Communications, Partnerships, Ticketing, Community, and Operations teams to bring integrated campaigns to life.

Fan Engagement & Supporter Culture

• Develop and execute programs that build meaningful relationships between the club and its fans throughout the year.
• Help establish the club’s fan engagement strategy and contribute to the development of a distinct supporter culture.
• Create opportunities for fans to participate in the brand through contests, fan-generated content, community programs, grassroots initiatives, and interactive experiences.
• Develop non-matchday engagement opportunities that keep fans connected to the club year-round.
• Gather and incorporate fan feedback, audience insights, and cultural observations into engagement strategies.
• Identify opportunities to celebrate Atlanta’s communities, culture, creativity, and relationship with women’s sports.
• Support initiatives designed to welcome new fans to soccer and create accessible entry points into the sport and the club.

Matchday & Fan Experience

• Support the planning and execution of matchday marketing campaigns, promotions, fan moments, traditions, and special events.
• Partner with Matchday Experience and Operations teams to develop memorable, on-brand fan experiences.
• Coordinate assigned matchday marketing initiatives across internal teams, partners, vendors, and creative resources.
• Develop non-traditional fan engagement moments that extend beyond the match and create reasons for fans to show up, participate, and share.
• Help establish recurring fan traditions and rituals that can become recognizable elements of the club’s identity.
• Be present at matches, events, and activations to oversee execution and identify opportunities to improve the fan experience.

Campaign & Creative Development

• Serve as a key marketing partner to the Creative team, developing creative briefs, campaign concepts, timelines, and execution plans.
• Identify creative, content, and asset needs required to execute assigned campaigns and initiatives.
• Translate audience insights and strategic objectives into creative ideas that resonate with fans.
• Coordinate creative deliverables and approvals across internal stakeholders, external agencies, vendors, and partners.
• Review marketing assets and experiences to ensure alignment with campaign strategy, brand standards, and established narrative.
• Collaborate with Content and Social teams to extend campaigns across digital and social platforms.
• Contribute to the development of fan-facing storytelling that celebrates players, supporters, the city of Atlanta, and the growth of women's soccer.

Marketing Calendar & Project Management

• Manage the day-to-day marketing calendar for assigned campaigns, activations, promotions, and special events.
• Own project timelines, deliverables, status updates, and cross-functional communication for assigned initiatives.
• Lead project meetings and maintain clear communication with stakeholders regarding priorities, deadlines, risks, and next steps.
• Coordinate with internal and external teams to ensure campaigns are executed on time, within budget, and to a high standard of excellence.
• Manage assigned budgets, vendor relationships, production needs, and project resources.
• Balance multiple priorities in a fast-paced startup environment while maintaining a high standard of execution.

Community & Grassroots Activation

• Partner with Community Relations and external organizations to develop brand-building programs that connect the club with Atlanta communities.
• Support grassroots soccer initiatives, player appearances, school programs, community events, and other outreach opportunities.
• Develop activations that introduce the club to new audiences and build meaningful connections throughout the Atlanta region.
• Coordinate with vendors, agencies, community organizations, and other external partners to execute programs and events.
• Identify opportunities for the club to participate authentically in cultural moments and community conversations relevant to Atlanta.

Partnerships & Brand Activations

• Collaborate with Partnerships to develop fan-first activations that deliver against both club and partner objectives.
• Support the development of sponsorship concepts, activation plans, and consumer-facing experiences.
• Ensure partner activations feel integrated with the club’s brand and add value to the overall fan experience.
• Coordinate activation timelines, deliverables, creative needs, and cross-functional communication.
• Identify opportunities to extend partner activations into broader fan engagement and marketing initiatives.

Audience Growth & Insights

• Partner with Digital, Social, CRM, and Ticketing teams to support audience growth and fan acquisition strategies.
• Understand the fan journey and identify opportunities to create connected experiences that move audiences from awareness to engagement and conversion.
• Use audience data, research, social listening, campaign performance, and fan feedback to identify opportunities for growth.
• Monitor engagement, participation, attendance, and audience development metrics.
• Develop regular reporting that communicates campaign performance, learnings, and recommendations.
• Help establish benchmarks and KPIs for fan engagement as the club grows toward and beyond its inaugural season.
• Partner with Ticketing and Service teams to ensure marketing initiatives support broader fan growth, engagement, and business objectives.

Cross-Functional Collaboration

• Build strong working relationships across the AMBSE ecosystem and Atlanta City FC's internal teams to facilitate connected and integrated marketing initiatives.
• Collaborate with Creative, Digital & Social, Communications, Partnerships, Ticketing, Community Relations, Operations, and other functional teams.
• Coordinate external agencies, production partners, vendors, and community organizations as needed.
• Help ensure a cohesive and authentic brand voice across consumer-facing marketing touchpoints.
• Support the Director, Brand & Integrated Marketing on broader department initiatives and strategic projects.

Qualifications

Required

• Bachelor's degree in Marketing, Communications, Advertising, Sports Management, Business, or a related field.
• 3 to 5+ years of experience in brand marketing, sports marketing, experiential marketing, fan engagement, entertainment, or a related field.
• Experience developing and executing integrated, omni-channel marketing campaigns and consumer-facing programs.
• Strong understanding of brand strategy, audience development, fan engagement, and the consumer journey.
• Demonstrated experience managing complex projects from strategy through execution.
• Demonstrated experience with delegating tasks amongst team members and coordinators
• Strong organizational skills with the ability to manage multiple projects, timelines, budgets, and stakeholders simultaneously.
• Experience developing creative briefs and coordinating creative deliverables across internal and external teams.
• Excellent written, verbal, and presentation skills.
• Ability to build strong relationships across teams and with external partners.
• Ability to work evenings, weekends, matchdays, and special events as required.

Preferred

• Experience in professional sports, women's sports, soccer, entertainment, lifestyle, or culturally relevant consumer brands.
• Knowledge of the Atlanta market, its communities, culture, and sports landscape.
• Experience launching or building a new brand, team, property, product, or fan program.
• Experience working within an integrated marketing organization or across a broader sports/entertainment ecosystem.
• Experience working with creative agencies, production partners, and external vendors.
• Experience with CRM, email marketing, social media, audience insights, or fan engagement platforms.
• Experience developing partnership activations and sponsorship integrations.
• Understanding of the NWSL, women's soccer, supporter culture, and the broader women's sports landscape.

Key Competencies

• Brand Builder: Understands how every consumer touchpoint contributes to brand perception and affinity.
• Fan-First Thinker: Makes decisions with the audience experience at the center.
• Culturally Connected: Understands Atlanta culture and how sports intersect with music, entertainment, fashion, community, and local identity.
• Strategic Executor: Can translate broader marketing strategy into thoughtful, connected execution.
• Creative Problem Solver: Finds fresh ways to engage audiences and bring ideas to life.
• Collaborative Leader: Builds trust and momentum across creative, marketing, business, and operational teams.
• Project Manager: Creates structure, manages timelines, and keeps complex initiatives moving.
• Data-Informed Marketer: Uses insights and performance data to inform decisions and improve future work.
• Relationship Builder: Develops strong relationships with fans, partners, community organizations, vendors, and internal stakeholders.
• Entrepreneurial Mindset: Comfortable building in an environment where processes, programs, and traditions are still being established.

Success Measures

During the first 12–24 months, this role will contribute to:

• Building awareness and understanding of the Atlanta City FC brand among target audiences.
• Establishing meaningful fan engagement programs and traditions leading into the club’s inaugural season.
• Growing the club’s audience across social, digital, CRM, and in-person touchpoints.
• Developing campaigns and experiences that create excitement and anticipation for the launch of the club.
• Creating connected fan experiences across awareness, engagement, conversion, matchday, and retention touchpoints.
• Creating authentic connections between the club, players, supporters, and Atlanta communities.
• Delivering memorable matchday and non-matchday fan experiences.
• Establishing measurable benchmarks for fan engagement, audience growth, participation, and brand affinity.
• Executing integrated campaigns and activations on time, on strategy, and within budget.
• Building scalable fan engagement programs that can evolve as the club and fan base grow.