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Senior Director of Marketing - Atlético Dallas (Richardson, TX)
ABOUT USL DALLAS (ATLÉTICO DALLAS & DALLAS TRINITY FC)
Atlético Dallas is a professional soccer organization built on the philosophy of “Glory from Dust” - competing at the highest level while staying rooted in the city and community that built us. The organization is preparing to launch its inaugural the USL Championship season in 2027 at the historic Cotton Bowl, alongside our sister club, Dallas Trinity FC, which competes in the USL Super League today. Together with Atlético Dallas Youth (ADY), our Academy program and our restaurant/retail properties (The Den at Expo Park), we are building a multi-team soccer ecosystem for Dallas-Fort Worth, operating under the USL Dallas umbrella from grassroots to the professional stage.
POSITION SUMMARY
The Senior Director of Marketing is a corporate-level leadership role responsible for setting and executing the marketing strategy across the full USL Dallas organization including Atlético Dallas (men's professional team), Dallas Trinity FC (women's professional team), Atlético Dallas Youth, our Academy program and our restaurant/retail properties (The Den at Expo Park). This role owns marketing budget planning and management, builds and leads a high-performing marketing team, and reports directly to the Chief Marketing Officer. The ideal candidate has built their career in ticket-sales-driven businesses, specifically professional or collegiate sports and brings a track record of translating strategy into measurable revenue results.
KEY RESPONSIBILITIES
Strategy & Leadership• Develop and own the enterprise-wide marketing strategy across all entities under the USL Dallas umbrella, ensuring alignment with organizational and revenue goals.• Translate the CMO's vision into an actionable strategic plan, then lead execution from concept through measurable results.• Serve as a key strategic advisor to the CMO, providing regular reporting and insight on marketing performance, market trends, and growth opportunities.• Build, mentor, and manage a marketing team, setting clear goals and fostering a high-performance, collaborative culture.
Budget & Revenue• Own budget planning, forecasting, and management for the marketing function across all entities.• Drive strategies that directly support ticket sales as the organization's primary revenue driver, in close partnership with ticket sales and revenue teams.• Track and report on marketing ROI, campaign performance, and revenue impact against budget.
Brand & Multi-Entity Oversight• Provide marketing oversight and strategic guidance across Atlético Dallas, Dallas Trinity FC, Atlético Dallas Youth, the Academy program and restaurant/retail properties (The Den at Expo Park).• Ensure brand consistency and coordinated go-to-market execution across all entities, while allowing each brand its own identity within the family of clubs.• Partner cross-functionally with ticket sales, community relations, communications/PR, digital, content and creative teams to deliver integrated campaigns.• Represent the marketing function in organizational plan.• Planning for major milestones, including the 2027 inaugural season at the Cotton Bowl.
REQUIRED QUALIFICATIONS• Bachelor's degree in Marketing, Business, Communications, or a related field (or equivalent professional experience).• Minimum 7+ years of progressive marketing experience, including multiple years in a senior leadership role managing a marketing team.• Proven track record in a ticket-sales-driven business — specifically professional, collegiate, or major sports/entertainment — with a resume that clearly demonstrates this experience.• Demonstrated experience owning a marketing budget, including planning, forecasting, and reporting on spend against results.• Demonstrated experience both setting marketing strategy and personally leading its execution — this is a strategic and hands-on role.• Strong track record of cross-functional leadership, particularly partnering with ticket sales/revenue teams.• Excellent communication and executive presentation skills, with experience reporting to senior leadership.
PREFERRED QUALIFICATIONS• Experience marketing multiple brands or business units under one organizational umbrella.• Experience with a club, franchise, or program in a launch, rebrand, or new-market phase.• Familiarity with soccer/football and the North American soccer landscape (USL, @MLS, or similar).• Experience with marketing and CRM platforms relevant to ticketing and fan data (e.g., Klaviyo, HubSpot, ticketing platforms).
* Bilingual preferred (English/Spanish)
COMPENSATION & BENEFITSSalary Range: Compensation is competitive and commensurate with experience.
Benefits: · Medical, dental, and vision coverage options · Paid time off, paid holidays, 2 floating holidays· Company paid basic life insurance, voluntary life insurance· Flexible spending & health savings account options, and wellness offerings
Full-time benefits package to be discussed during the interview process.
EQUAL OPPORTUNITY EMPLOYERUSL Dallas, LLC is an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, veteran status, or any other status protected by applicable law.
HOW TO APPLYInterested candidates should submit a resume and cover letter for consideration. Please include examples from your career that speak directly to ticket-sales-driven marketing results in a sports or comparable environment.
