Head of Sports Marketing

Job Summary

Lead the development and implementation of sport marketing strategies that strengthen brand relevance, drive consumer engagement, and reinforce the company’s position within sport ecosystems. Oversee the integration of sport-science insights, athlete and sport talent management, and community programs to ensure consistent brand experience and measurable business impact. This role bridges strategy and execution by aligning internal teams and external sport experts to deliver high-impact sport initiatives across channels and touchpoints.

Job Description

Strategic & Planning 

1. Analyze sports consumer and market trends to identify strategic opportunities and shape the brand’s positioning within the sports ecosystem and athlete journey.
2. Develop long-term sport marketing strategies that align with brand objectives, consumer insights, and category priorities to drive awareness, engagement, and activation.
3. Translate sport marketing strategy into sport marketing models and initiatives by designing clear marketing pillars and brand-presence blueprints to ensure consistent execution.
4. Recommend investment allocation and priority sports/programs, and ensure cross-functional alignment on sport strategy, budget, and ownership.
5. Perform comprehensive evaluation on all sport marketing events and investments by regularly reviewing performance data across programs, identifying ROI and impact metrics, and recommending future investment priorities and scalable activity models to optimize resource allocation.

Community & Engagement Development 

1. Develop long-term community engagement concepts that foster brand advocacy and loyalty through scalable and high-impact activities.
2. Identify and prioritize emerging sport communities to expand brand reach and strengthen grassroots engagement aligned with brand objectives.
3. Monitor and evaluate implemented community engagement programs, analyze feedback and participation data, and recommend improvements or scaling plans for future initiatives.

Athlete & Sport Talent Management 

1. Oversee the management of sport athletes, talents, and brand ambassadors (e.g., sport KOLs), ensuring proper selection, contracting, content alignment, and performance evaluation in line with brand and legal standards.
2. Guide sport talent program development (e.g., coaching, training, recovery) to build authentic, performance-driven partnerships that enhance brand credibility and visibility.
3. Evaluate ambassador and talent program effectiveness by reviewing performance outcomes, engagement results, and cost efficiency to inform future collaborations.

Sport Science Integration 

1. Oversee the development of sport-science and wellness ecosystems by engaging credible experts, clinics, and institutions to enhance scientific presence and education-driven branding.
2. Ensure integration of sport-science contents and educational initiatives (e.g., webinars, articles, podcasts, on-site activations) with brand campaigns and sport strategy to communicate product benefits credibly.
3. Monitor expert performance and partnership outcomes, ensuring quality, relevance, and alignment with brand values, while optimizing the expert network for future projects.

Overseas Marathon (WMM)

1. Lead overseas marathon implementation and brand activation by securing event rights, managing athlete delegation and logistics, ensuring strong on-ground brand presence, and evaluating results to drive continuous improvement and global brand visibility.