Director, Lifecycle Marketing & Growth

About IMG Academy
IMG Academy is the world’s leading sports education brand, providing a holistic education model that empowers student-athletes to win their future while preparing them for college and for life. IMG Academy has been nationally recognized by organizations including Sports Business Journal, USA Today, and the Best and Brightest Companies to Work For for its workplace culture, innovation, and commitment to developing people both on and off the field.

IMG Academy provides growth opportunities for student-athletes and partners through an innovative suite of on-campus and online experiences:

• Boarding school and camps, delivered on a state-of-the-art campus in Bradenton, Florida
• Online coaching through IMG Academy+, focused on personal development through the lens of sport and performance
• Online college recruiting through NCSA College Recruiting and SportsRecruits, providing industry-leading recruiting education, tools, and access to a network of more than 40,000 college coaches for student-athletes, families, club coaches, and event operators
• Elevate by IMG Academy, a performance and personal development solution that delivers mindset, leadership, and wellbeing programming to schools, colleges, and organizations through a combination of digital content and immersive experiences

Position Summary:

Every day at IMG Academy feels different. Olympic medalists coach on the same fields where middle school athletes take their first reps. National champions are built here. Global sporting events happen here. On a 600-acre campus, the future of sport trains, competes, and comes to life.

IMG Academy is seeking a bold, growth-minded marketing leader to tell that story and turn it into demand. As the Director, Lifecycle Marketing & Growth, you will own lifecycle growth for Campus: Boarding School, Camps, and Events, Experiences and Hotel, accountable for increasing leads, enrollment, and revenue, and own how we engage, nurture, and grow relationships with athletes and families across their journey, from first lead through purchase, cross-sell, upsell, and re-engagement.

This role is deeply embedded on campus, where elite youth events, the biggest stars in sport, and national champions come together. You will also partner with marketing leaders across Online, International, Hotel, and B2B businesses so IMG Academy shows up as one connected, unmistakable brand everywhere we go.

This role is a chance to lead lifecycle and growth marketing for one of the most iconic destinations in global sport and help the next generation of athletes and their families decide where their journey begins.

Position Responsibilities:

Campus Growth Ownership

• Own lifecycle marketing growth for Campus: Boarding School, Camps, and Events, Experiences and Hotel, with accountability for increasing leads, enrollment, and revenue.
• Partner with the Campus product marketing team, including the Director, Campus Marketing (Boarding School and Camps), the Manager, Team & Group, Experiences and Hotel Marketing, and the product marketing manager and specialist, to align lifecycle priorities across all Campus offerings.
• Own how we engage, nurture, and grow relationships with athletes and families across their journey, from first lead through purchase, cross-sell, upsell, and re-engagement.

Marketing Strategy & Planning

• Set the lifecycle marketing strategy for Campus, defining target audiences, channel priorities, and growth targets tied directly to lead, enrollment, and revenue goals.
• Own the annual and multi-year Campus lifecycle marketing plan, including budget, channel mix, and seasonal calendar, across Boarding School, Camps, and Events, Experiences and Hotel.
• Partner with the Manager, Team & Group, Experiences and Hotel Marketing, who owns product marketing, and campaign execution for Events, Experiences and Hotel, to align lifecycle audiences, messaging, and timing with their plans for those offerings.
• Partner with the Director, Campus Marketing, who owns Boarding School and Camps marketing, including positioning, messaging, go-to-market, and integrated campaigns, to ensure product plans align with the Campus lifecycle strategy.
• Translate market trends, competitor activity, and how families make youth sports decisions into strategic recommendations and emerging opportunities.

 Lead Nurture, Lifecycle & Conversion

• Set the lifecycle strategy and partner with the Director, Campus Marketing to move Boarding School and Camps prospects from inquiry to qualified demand (MQLs) based on behavior, engagement, lead score, and intent.
• Use first-party data, Acxiom/Personicx, and behavioral signals to tailor messages by athlete age, sport, grad year, needs, and other relevant segments.
• Own journeys that drive business outcomes across audiences through email, SMS, app/push, and other owned-channel journeys that drive the next best action, such as talking to an advisor, attending an event, booking camp, or applying. Partner with Marketing Automation, which owns how those campaigns are technically built and delivered in SFMC and Data 360.
• Identify cross-sell and upsell opportunities across Campus offerings and the broader IMG Academy portfolio.

Portfolio Synergy & Integrated Marketing

• Align lifecycle marketing and, with the Director, Campus Marketing, and the Manager, Team & Group, Experiences and Hotel Marketing owning execution for their offerings, partner with marketing leaders across Online, International, Hotel, and B2B to create synergy across the broader IMG Academy portfolio, aligning strategy, messaging, and campaigns so offerings reinforce one another.
• Identify and activate cross-promotion, shared-audience, and referral opportunities between Campus and other portfolio businesses to grow leads and customer value.
• Ensure IMG Academy shows up as one connected, unmistakable brand across every touchpoint and customer journey.

Measurement & Team Leadership

• Own lifecycle growth KPIs, including Campus lead volume, MQL creation, nurture conversion, enrollment, revenue, and customer value.
• Partner with Analytics to forecast demand and assess ROI; run experiments to test messaging, offers, and positioning.
• Use quantitative and qualitative insights, including surveys, behavioral data, and family research, to improve experience design.
• Partner with the Campus marketing team, including the Director, Campus Marketing, who owns integrated marketing execution for Boarding School and Camps, and the Manager, Team & Group, Experiences and Hotel Marketing, who owns the same for those offerings, and manage budget.
• Collaborate with commercial operations and sales teams to develop and execute marketing strategies that drive revenue growth, support promotional initiatives, and maximize overall business impact.

Knowledge, Skills, and Abilities:

• 7+ years of marketing strategy, growth, or lifecycle experience, including 5+ years leading teams and developing senior marketing leaders.
• Demonstrated ability to build marketing strategy and annual plans that translate market insight and business goals into measurable lead, enrollment, and revenue outcomes.
• Proven track record of owning revenue, lead, or enrollment growth and creating synergy across multi-product portfolios and complex customer journeys.
• Hands-on expertise with CRM and marketing automation platforms (SFMC and Data 360) and multi-channel journey orchestration across email, SMS, and app/push.
• Deep experience in lead nurture, lead scoring, segmentation, personalization, and funnel optimization, including use of third-party appended data such as Acxiom.
• Strong analytical skills with the ability to own growth KPIs and turn data into strategic recommendations.
• Strong partnership and collaboration skills; thrives in cross-functional environments and influences senior stakeholders.
• Exceptional written and verbal communication skills with strong storytelling and presentation abilities.
• Highly organized, with the ability to prioritize and manage multiple initiatives and budgets simultaneously.
• Passion for youth sports, athlete development, and mission-driven experiential products.

Preferred Experience:

• Experience in education, experiential products, boarding school, sports or youth sports camps, events, or hospitality marketing.

Background Requirements:

• Requires a background check upon offer
• Requires a drug test upon offer

Don’t meet every single requirement? We are dedicated to building a diverse, inclusive, authentic workplace, so if you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we encourage you to apply anyway. You may be just the right candidate for this or other roles.

Get to know us better: 

www.imgacademy.com

www.imgacademy.com/careers

IMG Academy provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.