The marketing assistant is responsible for assisting in the development and leading the execution of marketing initiatives. These employees direct promotional programs that combine advertising with purchase incentives to increase sales for sponsor companies. In an effort to establish closer contact with partners and with consumers, promotional programs may use direct mail, telemarketing, television or radio advertising, catalogs, exhibits, inserts in newspapers, Internet advertisements or Web sites, in-store displays or product endorsements, and in-stadium signage. Purchasing incentives are normally part of these promotions and may include discounts, samples, gifts, rebates, coupons, sweepstakes, and contests.
The marketing assistant aids the marketing director with execution of all team marketing objectives, monitoring of budgets, and compiles advertising summaries for partners. S/he may also oversee intern programs for the department if working for a larger market team. In this capacity, the assistant will be the key marketing liaison to all vendors associated with promotions at the facility. This may also include working with an outside advertising agency if advertising is not done in-house.
Along with the strategic and event management portion of the marketing assistant’s job, are day of game duties. These duties can include speaking with sponsorship partners that are running promotional booths or events within the stadium or arena. The main purpose of this activity is to maintain the positive relationship with partner companies and allow a better chance of renewal when the time arises.
Because this position handles many activities that are in direct contact with the fans/consumers, assistants often utilize consumer and marketplace data/research to recommend and execute marketing initiatives that drive affinity for the property.
Marketing assistants must have a degree from a four-year university in most cases. They must also have some background or knowledge of branding and brand management. Understanding how the team is trying to present itself is critical to running effective promotions. As with other sports jobs, in which projects are constantly in flux and priorities are shifting, being a self-starter is critical to success. Hours can be long during the team’s season because assistants not only work during regular business hours, but often during the events themselves.
The following ranges of salaries were gathered by surveying team personnel within the respective professional leagues. These salaries are not static and vary dependent upon many factors such as years of experience, education level, geographic region and team reputation.
Major League Baseball: $25,000 – $40,000
National Football League: $35,000 – $45,000
National Basketball Association: $30,000 – $48,000
National Hockey League: $24,000 – $38,000