Overview Vinik Sports Group (VSG)

Manager, Digital Brand - Culture, Creators & Lifestyle

Tampa Bay Lightning

Sponsorship not specifiedDetected 15 days ago

Content MarketingCommunicationOrganizational Skills

About the role

Working alongside the Social Media team, this role plays a critical role in shaping content strategy and storytelling by identifying who the brand shows up with, where it shows up, and why it resonates.
Conceptualize and execute culturally relevant marketing campaigns, new entertainment IP, tentpole activations, and brand moments across lifestyle, entertainment, and community spaces
Provide strategic input into content planning, storytelling, and programming to ensure alignment with cultural trends, creator voices, and brand priorities

Responsibilities

Develop and lead the strategy for creator, influencer, and cultural marketing initiatives that expands the brand beyond core hockey audiences and embeds the brand into the everyday lives of fans
Identify, recruit, onboard, and manage relationships with creators, influencers, talent, and cultural partners, ultimately building a scalable creator ecosystem
Establish and maintain authentic, long-term partnerships with creators, focusing on sustained partnerships rather than one-off activations
Partner with Social Media team to translate creator partnerships and cultural moments into platform-native content and audience growth strategies that drive new digital revenue
Create, capture, and edit lightweight, mobile-first content when needed in support of creator collaborations, cultural activations, and real-time brand moments
Collaborate cross-functionally with Digital Brand, Partnerships, Ticketing, Retail, Community, and Innovation teams to integrate creator and cultural initiatives into broader marketing plans that drive new digital revenue
Identify and develop non-endemic brand partnerships within lifestyle categories including fashion, music, art, food, and gaming
Define success metrics and partner with Analytics teams to evaluate the effectiveness of creator programs, campaigns, and cultural marketing initiatives
Proven experience building and managing creator, influencer, or talent partnerships that drive measurable new digital revenue and brand audience growth
Demonstrated experience developing or contributing to platform-native content tailored to short-form video formats (e.g., TikTok, Instagram Reels, YouTube Shorts)

Requirements

Bachelor's degree in Marketing, Communications, Business, or a related field, or equivalent professional experience
Minimum 4-6 years of experience in digital marketing, influencer/creator marketing, brand marketing, or related field
Strong understanding of the creator economy, social platforms, and content ecosystems across TikTok, Instagram, YouTube, and emerging channels
Familiarity with mobile-first content creation, including shooting, editing, and optimizing content for digital and social platforms
Demonstrated ability to identify and activate culturally relevant marketing opportunities across lifestyle categories (e.g., fashion, music, entertainment, gaming, community)
Strategic mindset with the ability to translate insights, trends, and business objectives into actionable marketing programs
Experience working closely with social media, content, and brand teams to inform storytelling and content strategy
Excellent written and verbal communication skills, including the ability to present ideas and strategies clearly

Compensation

Approximate number of events worked per year: 85

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