Managing Director, Head of Marketing Growth & Participation

Who We Are

We are Tennis! The USTA (United States Tennis Association) is the national governing body for the sport of tennis and the leader in promoting and developing the sport's growth on every level in the United States, from local communities to the crown jewel of the professional game, the US Open.

Why Work for the USTA?

We are a passionate team of staff and volunteers focused on growing the sport of tennis and making it accessible to all. We are committed to removing barriers and creating opportunities for ALL to participate. Don't know tennis? Don't worry, you can still find yourself in the game!

The Role

To serve as the strategic marketing & brand leader responsible for building and leading a modern, SME-driven marketing organization across all Growth and Participation efforts.

This role integrates brand, media, CRM, go-to-market, and partnerships to drive participation, engagement, and retention at scale while aligning marketing strategy to USTA's 35x35 vision - 35 million tennis players by 2035.

The Managing Director oversees a cross-functional team of senior marketing experts and acts as the bridge between business units, Sections, and national marketing initiatives, ensuring one cohesive brand and growth engine for tennis.

Strategic Leadership and Brand Stewardship

Develop and lead USTA's strategic brand positioning across B2C and B2B audiences, spanning advertising, digital, content, and promotions.
• Partner with the Chief Growth Officer to align marketing priorities across USTA Coaching, Facilities, Ventures, National Campus, and Recreational Players & Leagues, creating a unified marketing strategy that drives participation growth.
• Serve as brand guardian for both the USTA brand and the brand of tennis, ensuring consistent, authentic, and culturally relevant storytelling across all audiences and channels.
• Develop and manage an integrated go-to-market (GTM) process that connects annual planning, content, media, and activation across pillars and initiatives.
• Own marketing, media agency, and partnership relationships to ensure integration, efficiency, and alignment with national priorities.
• Oversee the integrated marketing calendar and annual planning process to synchronize storytelling, timing, and resource allocation across all marketing functions.
• Oversee the creation of a branded national youth team product.

Leadership of Growth and Participation Marketing Operations

Provide strategic and operational leadership across all Growth and Participation marketing initiatives, managing a multidisciplinary team spanning Brand, Media, CRM, Partnerships & Events, and Business Unit Leads.

• Oversee all marketing operations, GTM execution, and budget optimization to maximize impact, efficiency, and ROI.
• Develop and institutionalize a post-mortem process for campaigns and activations to capture learnings, measure effectiveness, and inform continuous improvement.
• Champion and partner with digital and technology teams to advance use of CRM, marketing automation, and performance measurement tools, strengthening marketing effectiveness and accountability.
• Establish clear governance and collaboration models between SMEs and Business Unit Leads to ensure agility, accountability, and alignment on priorities.

Section Partnership and Field Alignment

• Serve as the national marketing liaison to the 17 USTA Sections, ensuring alignment between local activation and national campaigns.
• Build and scale shared playbooks, templates, and planning frameworks that empower Sections to execute with quality and consistency.
• Partner with Section leadership to establish joint planning cadences, shared KPIs, and best practices that connect grassroots marketing to the national growth narrative.
• Ensure all Section marketing activities align with USTA's brand, voice, and growth objectives.

Data, Insights, and Performance Management

• Lead the data and insights framework for all Growth and Participation marketing, ensuring campaigns are planned, optimized, and measured against KPIs tied to participation and engagement.
• Partner with Business Intelligence and Analytics to translate insights into strategy - driving smarter targeting, creative optimization, and resource allocation.
• Collaborate with digital technology teams to continuously enhance analytics, CRM, and MarTech platforms for measurable impact.
• Oversee ROI and performance reviews to identify learnings, track progress, and guide future investment decisions.
• Leverage insights to inform planning, budget allocation, and prioritization across programs.

Cross-Functional Collaboration and Governance

• Collaborate with the US Open, USA Tennis, and Foundation teams to ensure brand message, identity, and creative direction are fully aligned with USTA's masterbrand and national narrative.
• Partner with Business Insights, Technology, Finance, and Section Partnerships to deliver integrated planning, shared KPIs, and financial accountability.
• Build cross-functional planning processes that align annual calendars, content strategies, and major campaigns across divisions.
• Create clarity of ownership between internal teams, external agencies, and cross-functional partners to drive efficiency and accountability

Who You Are

• Minimum 15 years of progressive marketing & brand leadership experience, including proven success building and leading integrated, cross-functional marketing organizations.
• Expertise in brand, digital, CRM, and data-driven growth strategy.
• Experience in brand marketing in sports, entertainment, or large-scale membership-based organizations preferred.
• Demonstrated ability to lead through transformation, influence across functions, and drive measurable growth.
• Exceptional strategic thinking, analytical ability, and executive-level communication skills.
• Travel as required for Section alignment, agency meetings, and strategic events.
• Bachelor's degree required; MBA or advanced degree preferred.

What We Offer

At the USTA, we know people are our most important asset. For this reason, we offer a comprehensive benefits package designed to meet the needs of a diverse workforce!

Flexibility: Our Hybrid with Flexibility approach combines a balance of remote working with in-office collaboration to spark teamwork and creativity.

Comprehensive benefits designed to meet your unique needs: Medical, dental, vision, access to doctors virtually, a flexible spending account to manage your health and dependent care expenses, and life and disability insurance are a small part of our offerings.

Time to recharge and energize:Generous paid time off policy - including vacation, sick, personal, and paid holidays, parental leave, and a paid winter recess.

Plan for your future financially and professionally: 401(k) with employer matching (up to 3%), promotional and growth opportunities, Learning and Development programs to learn on the job

Mental and emotional wellness: Resources for overall well-being including mental health and meditation benefits.

Other cool perks: A personalized health management program, pet insurance, commuter benefits, identity theft protection, discounts with our network of partners, and fun events are just a few of the optional benefits available.

The expected range for the base salary for this position is $165,000 - $190,000 plus a potential ICP bonus. This range does not include any additional pay or benefits for which a person may qualify. The actual base salary offered is determined by several variables, including, as appropriate, the applicant's qualifications for the position, the years of relevant experience, their unique skills, and the location from which they will be performing the job.

Come One, Come All

We strongly encourage you to apply if you're interested; we'd love to learn how you can "serve" our team with your unique experience!

USTA is dedicated to providing equal employment opportunities for all individuals, regardless of age, disability, national origin, race, color, religion, sex, sexual orientation, gender, gender identity, or expression, pregnancy, veteran status, marital status, family status, alienage or citizenship status, creed, genetic information, or any other status protected by applicable federal, state, or local law.