Manager, Digital Brand - Culture, Creators & Lifestyle

Job description

Job Summary The Manager, Digital Brand - Culture, Creators & Lifestyle will be responsible for how the brand integrates and shows up in culture, developing and executing strategies that expand the Tampa Bay Lightning’s reach and engagement beyond the game and into lifestyle, entertainment, and community-driven moments. This role will lead the identification, recruitment, and management of creators, influencers, and cultural partners, building authentic relationships and scalable programs that drive relevance and audience growth among new and emerging fan segments. Partnering closely with Social Media, Digital Brand, Partnerships, and broader Marketing teams, this individual will define and activate culturally relevant moments, tentpole campaigns, new entertainment IP, and creator-led initiatives that align with brand priorities and drives new digital revenue. 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. The ideal candidate is a strategic thinker and relationship builder with deep cultural fluency, strong familiarity with platform-native content, and a working knowledge of how to concept, create, and edit for emerging platforms including but not limited to TikTok, Instagram Reels, and YouTube Shorts. Essential Duties & 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 Conceptualize and execute culturally relevant marketing campaigns, new entertainment IP, tentpole activations, and brand moments across lifestyle, entertainment, and community spaces 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 Provide strategic input into content planning, storytelling, and programming to ensure alignment with cultural trends, creator voices, and brand priorities Contribute to the development of short-form, platform-native strategies and content concepts tailored for TikTok, Instagram Reels, YouTube Shorts, and emerging channels Create, capture, and edit lightweight, mobile-first content when needed in support of creator collaborations, cultural activations, and real-time brand moments Ensure creator-led content and cultural activations are aligned with platform best practices and evolving content formats 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 Stay informed on emerging trends, platforms, creators, and cultural movements to proactively identify new opportunities for brand relevance and revenue growth Define success metrics and partner with Analytics teams to evaluate the effectiveness of creator programs, campaigns, and cultural marketing initiatives Contribute to planning processes by identifying new audience growth opportunities, cultural entry points, and scalable program concepts Serve as an internal thought leader on creator marketing, influencer strategy, and cultural engagement best practices Represent Vinik Sports Group professionally at all times Other duties and responsibilities as assigned Game/Event Responsibilities Game/Event Night Responsibilities Approximate number of events worked per year: 85 Qualifications 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 Proven experience building and managing creator, influencer, or talent partnerships that drive measurable new digital revenue and brand audience growth Strong understanding of the creator economy, social platforms, and content ecosystems across TikTok, Instagram, YouTube, and emerging channels Demonstrated experience developing or contributing to platform-native content tailored to short-form video formats (e.g., TikTok, Instagram Reels, YouTube Shorts) 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) Experience developing and executing cross-functional marketing initiatives in a fast-paced, collaborative environment Strong relationship management skills with the ability to build trust and credibility with internal stakeholders, creators, and external partners 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 Data-driven approach with the ability to evaluate performance and optimize creator and cultural marketing initiatives Highly organized with the ability to manage multiple projects simultaneously and prioritize effectively Excellent written and verbal communication skills, including the ability to present ideas and strategies clearly Self-motivated, proactive, and comfortable operating with autonomy in a dynamic environment Working Conditions Ability to work efficiently and effectively in office and arena environment that can be exciting, loud and distracting This is an onsite role; flexibility to work a minority of time remotely. Ability to work extended hours including late nights, holidays, and weekends as needed Ability to lift/carry/move up to 10lbs Ability to work in cold/hot indoor and outdoor temperatures Ability to commute to various venues throughout the Greater Tampa Bay Area Ability to travel within the US and Canada for up to one-week at a time, multiple times per year Ability to work in areas that can become crowded with equipment and/or people Ability to stand on feet for long periods of time, walk long distances and climb stairs. Ability to work comfortable around special effects including, but not limited to: haze, strobe lights, We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, or any other characteristic protected by law.