Vice President of Marketing

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

NCSA College Recruiting is seeking a results-driven, hands-on Vice President of Marketing to lead its next phase of growth. The VP owns NCSA’s end-to-end marketing strategy and performance, with direct accountability for qualified leads, website traffic, conversion, enrollment contribution, and marketing-driven revenue, and leads four functional teams

This is a player-coach role for a commercially minded growth leader, not simply a marketing strategist: someone analytically rigorous about what drives performance shifts and able to move quickly from insight to execution. The ideal candidate has extensive experience in performance marketing, SEO, conversion rate optimization, lifecycle/CRM, and marketing analytics, and a proven record of building and coaching teams in consumer growth and digital acquisition.

Key Responsibilities

Own Marketing Growth, Lead Generation & Enrollment Performance

Own integrated marketing plans and targets for qualified leads, enrollment contribution, conversion, customer acquisition cost, and marketing-attributed revenue.

Diagnose and address declines in organic traffic and lead volume; build sustainable growth across paid, organic, referral, and owned channels.

Partner with Sales, Product, Finance, and Data teams to improve lead quality, lead-to-enrollment conversion, forecasting, and unit economics.

Identify new audience opportunities, including younger athlete families and broader IMG Academy cross-sell pathways.

Own marketing budgets, channel mix, prioritization, and measurable return on investment.

Lead Growth & Performance Marketing

Build and optimize acquisition across SEO, AI-driven discovery, paid search, paid social, ecommerce, and emerging channels.

Lead website performance and conversion rate optimization for NCSAsports.org, with a rigorous cadence of landing-page, offer, and funnel testing.

Strengthen visibility in search and AI-generated answers through authoritative content, technical foundations, and clear product information.

Improve conversion paths, pricing transparency, and digital purchasing experiences in partnership with Product and Digital teams.

Launch and scale ecommerce as a new channel for NCSA, working closely with the Product team and owning its marketing strategy, customer acquisition, conversion, and revenue performance.

Lead marketing for digitally delivered products such as IMG Academy+ Personal Coach and IMG Academy+ Essentials.

Use weekly performance insights to rapidly adjust investment, creative, targeting, and user experiences.

Build a High-Performing Lifecycle & CRM Engine

Own segmentation, personalization, customer journeys, email, marketing automation, lead nurture, retention, and revenue optimization.

Evolve NCSA from a primarily lead-generation model toward a coordinated customer growth engine across acquisition, qualification, enrollment, and retention.

Leverage first-party audiences, customer data platforms, and enriched data to improve relevance and conversion.

Align with Sales on MQL definitions, lead scoring, handoffs, nurture programs, and the measurement of incremental enrollment impact.

Develop renewal, upsell, and cross-sell programs across NCSA and IMG Academy offerings.

Strengthen Brand Positioning, Content & Consumer Trust

Own brand stewardship, messaging, creative strategy, consumer sentiment, and positioning in a competitive college recruiting market.

Communicate NCSA’s distinctive value through athlete exposure, personalized guidance, and connections with college coaches.

Address pricing, reputation, competitive alternatives, and perceived value through research-backed, transparent communications.

Lead content and social programs that strengthen consumer trust and drive search visibility, AI discoverability, and qualified demand.

Apply AI-enabled workflows to improve content quality, speed, and operating efficiency.

Drive Marketing Operations, Analytics & Execution

Create an accountable operating cadence of KPI reviews, reporting, campaign planning, testing, and corrective action.

Oversee campaign operations and dedicated analytics support, working closely with enterprise Data & Analytics.

Measure traffic, lead quality, funnel conversion, enrollment contribution, CAC, marketing ROI, and brand health.

Turn complex performance data into clear explanations of what is changing, why it is changing, and what the team will do next.

Ensure effective deployment of marketing technology, CRM, automation, and data capabilities.

Lead & Develop Four Functional Teams

Lifecycle & CRM - customer segmentation, email and automation, journeys, nurturing, retention, and revenue optimization.

Growth & Performance Marketing (Demand Generation) - qualified lead growth, acquisition, pipeline contribution, and website performance.

Brand & Content - brand stewardship, consumer sentiment, creative, messaging, content production, and AI-enabled workflows.

Marketing Operations & Analytics - operational discipline, performance reporting, and dedicated analytical support.

Coach functional leaders while remaining personally engaged in problem solving, prioritization, and execution; partner across Sales, Product, Technology, and Data.

Knowledge, Skills and Abilities

• 12+ years of progressive marketing experience with significant leadership responsibility in consumer growth and digital acquisition.
• Documented success improving qualified demand, customer acquisition, funnel conversion, and revenue performance.
• Experience with high-consideration, sales-assisted B2C purchases, consumer subscriptions, education services, or similar business models.
• Deep working expertise across performance marketing, SEO, CRO, lifecycle/CRM, marketing analytics, and digital customer experiences.
• Strong fluency in acquisition economics, attribution, experimentation, forecasting, and marketing investment optimization.
• Demonstrated ability to build and coach teams, partner cross-functionally, and communicate effectively with executive leadership.
• A hands-on operating style and the ability to turn ambiguous performance problems into focused, measurable action.

Preferred Skills

• Experience in education, youth sports, recruiting, consumer marketplaces, or digital subscription products.
• Experience with Salesforce Marketing Cloud, customer data platforms, enrichment, and advanced personalization.
• Experience in AI search discovery/AEO, content-driven growth, and direct-to-consumer ecommerce.

Background Requirements

* Requires a background check upon offer

Some positions, particularly those that have responsibilities working with student-athletes and supporting IMG Academy on campus with events involving minors, may require a L2 background screen. The requirement will be communicated during onboarding, and instructions for submission of level 2 backgrounds will be provided. Learn more about the screening process and requirements by visiting the Florida Care Provider Background Screening Education & Awareness website: https://info.flclearinghouse.com.

Benefits

As a full-time member of our team, you will enjoy a comprehensive offering listed below. Connect with your talent acquisition specialist to learn more about benefits for our part-time roles.

• Comprehensive Medical, Dental and Vision
• Flexible Spending Account and Health Savings Account options
• 401k with an Employer Match
• Short Term and Long Term Disability
• Group and Supplemental Life & AD&D
• Gym Discount Program
• Pet Insurance
• Wellbeing Program
• and more!

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.ncsasports.org

www.ncsasports.org/careers

NCSA 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.