DraftKings is hiring a

Director, Brand Planning

Boston, United States
DraftKings is a leading sports entertainment brand that creates the most exciting digital sports competitions and experiences on the planet.  Our goal is to transform the way fans experience sports.  Our mission is to make sports better – and make better sports fans – by bringing them closer to the games they love. 
Celebrating its fifth anniversary in May 2017, DraftKings was founded in 2012 and has logged more than 7 million users, who collectively have submitted more than 680 million contest entries.  We are the signature tech startup of our generation in Boston.

The Director of Brand Planning will be a senior member of the Brand Marketing & Creative team, reporting into the VP, Brand Marketing. The successful candidate will develop a vision for defining DraftKings’ target audience, enabling and tracking our brand’s ability to meaningfully connect with them. Specifically, the candidate will…

  • Define DraftKings’ target audience “mindset” and demographics
  • Review existing research to best understand who DraftKings’ current customer is and how to meaningfully connect with them
  • Develop a research plan (quant and qual) to proactively identify consumer insights that inspire DraftKings’ marketing activity
  • Understand the consumer drivers and barriers, by sport
  • Develop an ongoing brand tracker that measures DraftKings’ purchase funnel performance and brand perceptions, by sport
  • Develop channel strategies to ensure right message / right customer / right time
  • Work with other departments to ensure the Fan is at the center of everything we do:
    • Partner with the Product team to understand what’s in the pipeline so our marketing plans highlight DraftKings’ product at its best and appeal to what Fans are looking for
    • Partner with analytics leaders to develop a measurement plan that establishes, tracks and optimizes channel-specific KPIs, as well as brand measures
    • Partner with the sports marketing team to ensure creative briefs are clear & isnspirational
    • Partner with the creative teams to ensure internal creative output is on strategy, delivers results and lives up to the brand promise

The ideal candidate has the following key attributes: results orientation, collaborative spirit, creativity, resourcefulness, organization, confidence, initiative and enthusiasm. Specifically,

  • 8+ years experience
  • Excellent communication skills, written and verbal
  • LOVES marketing and driven to make award-winning programs that deliver results
  • Demonstrated understanding of modern marketing (digital, CRM, experiential & social)
  • Ability to work well under pressure and achieve results in a fast-paced environment
  • Willingness to roll-up sleeves and get the work -- big and small – done
  • Team player, motivated to build internal confidence and alignment
  • Agency experience
  • Experience working in “passion” categories
  • Avid sports fan and fantasy sports enthusiast a plus

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