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Sales & Marketing: Database Marketing/Analytics
VP of Business Strategy and Analytics - Carolina Hurricanes (Raleigh, NC)


The Vice President, Business Strategy and Analytics will oversee the department responsible for business intelligence for all ticket sales, sponsorship and marketing efforts including market research planning and execution, CRM oversight and development, database growth and segmentation and email marketing including creation, deployment and measurement of campaigns.  


  • Lead and manage the creative and strategic functions of email marketing, customer database, CRM and analytics for the Carolina Hurricanes.
  • Ensure clear communication with applicable stakeholders to explain strategy and track outstanding items requiring resolution.
  • Develop and support complex analytical processes and procedures to identify risks and opportunities in the origination and creation of product and product positioning.
  • Spearhead data and business intelligence portfolio to provide guidance for all business units.
  • Collaborate with all stakeholders to manage priorities on data initiatives. Lead the development, preparation, and distribution of the organization’s enterprise-wide reporting portfolio.
  • Work with departments to identify reporting needs and develop solutions, including dashboards and other reporting outputs, which provide real-time performance tracking to ranging levels of organizational leadership.
  • Develop skill sets of direct reports by exposing them to advanced research methodologies, marketing principles, leadership skills and overall business prowess.
  • Design and conduct market and customer research and other in-depth studies to uncover key insights and influence organizational strategies and decision-making.
  • Work across departments to develop and communicate best practices for email marketing campaigns including design and deployment.
  • Oversee analytics team to design measurement, testing, and optimization mechanisms to evaluate and drive the success of campaigns.
  • Serve as the primary contact for all CRM, data integration, and other business intelligence and analytics vendors and/or service providers.
  • Develop ongoing training for key stakeholders and users of CRM system
  • Ensure data integrity across all systems


  • Bachelor’s degree (B.A.) or equivalent.
  • MBA/Master’s Degree preferred.
  • 10+ years of experience in strategic planning, sales/marketing, business development, analytics with minimum 3 years in sports industry
  • Demonstrated experience working closely with information systems and/or strong ability to quickly learn new information systems.
  • Experience with integrating and developing CRM systems, Microsoft Dynamics preferred
  • Knowledge of predictive modeling techniques such as regression analysis for response modeling, customer profiling and segmentation, needs analysis, and other types of quantitative and qualitative campaign analysis techniques required.
  • Ability to utilize data and analytics to derive actionable recommendations.
  • Experience with Archtics or other ticketing system preferred.
  • Experience with email marketing systems, Oracle Eloqua preferred.
  • Superior strategic, financial and relationship skills.
  • Ability to interface effectively with multiple levels of management, ranging from senior executive to business unit managers and third parties.
  • Excellent quantitative and analytical skills, including significant financial modeling experience.
  • Outstanding written and verbal communication skills.
  • Ability to handle multiple tasks under tight deadlines.
  • Acute attention to detail and ability to troubleshoot apparent data discrepancies.
  • Demonstrated experience working closely with information systems and/or strong ability to quickly learn new information systems.
  • Strong teamwork and team synergy skills.
  • Excellent ability to establish rapport with others and ability to build strong interpersonal relationships.
  • Exhibit good judgment and decision-making skills.

Must pass a criminal background check and pre-employment drug screen. 

PNC Arena and the Carolina Hurricanes are an Equal Opportunity Employer and provides for a drug free workplace. 

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