Director, Player Branding

7 months ago

Toronto, Canada MLSE Full time

**Company Description**
At Maple Leaf Sports & Entertainment Partnership (MLSE), we are committed to creating an inclusive workplace that is representative of our community and where all employees feel they belong and can reach their full potential. We are Canada’s preeminent leader in delivering top quality sport and entertainment experiences and one of North America’s leading providers of exceptional fan experiences. We are the parent company of the National Hockey League’s Toronto Maple Leafs, the National Basketball Association’s Toronto Raptors, Major League Soccer’s Toronto FC, the Canadian Football League’s Toronto Argonauts and development teams with the Toronto Marlies (American Hockey League), Raptors 905 (NBA G League), Toronto FC II (MLS NEXT Pro League) and Raptors Uprising Gaming Club, the Toronto Raptors Esports franchise in the NBA 2K League.

MLSE owns and/or operates all the venues our teams play and train in, including Scotiabank Arena, BMO Field, Coca-Cola Coliseum, Ford Performance Centre, BMO Training Ground, and OVO Athletic Centre. We also provide fans in Toronto with incredible live music and entertainment events, as well as exceptional culinary experiences through our restaurants (e11even and RS) and clubs (Hot Stove Club, ScotiaClub and Platinum Club). Through MLSE Foundation, we have invested more than $45 million into Ontario communities since 2009 and with MLSE LaunchPad, we provide a place where youth facing barriers use sport to recognize and reach their potential.

We achieve all of this through our Common Purpose - to unite and empower our employees to create extraordinary moments for our fans and each other. Come be a part of the team.

Reporting to the Vice President, Brand & Commercial Strategy and working directly with the Toronto Raptors General Manager, the Director, Player Branding & Business Ventures, is responsible for the development, management and growth of the Toronto Raptors brand by integrating personal player personalities and brands while supporting their co-development in the Toronto Raptors local and international ecosystem. The Director will serve as the point guard for this Front Office & cross-functional business mandate aimed at changing the game when it comes to expressing and leveraging personal player personalities and interests inside of a team system and an overarching team brand.

Position: Full Time, 2-year Contract
- Execute an athlete + team branding system for the Toronto Raptors. Understand and leverage the unique contributions each athlete provides to the team informed by their existing personal brands, personal & philanthropic interests, family history, individual characteristics, playing goals, and post-sports career ambitions and integrate this to elevate the team brand.
- Elevate players in collaboration with Raptors Marketing, Commercial Strategy, Global Partnership and Culture teams - targeting brand growth, fan development, community impact + commercial opportunity.
- Facilitate sessions to understand and leverage player brands to establish and action core deliverables.
- Manage a roster of external agencies and specialists (in partnership with MLSE creative teams) to build player specific ideas, activations and campaigns that deliver on individual and team objectives.
- Become immersed in basketball, sports, technology, partnership, content, social media and culture influences that impact development of player and team brand.
- Manage development and deployment of deliverables in accordance with team, league and local rules and regulations.
- Actively collect and communicate best practices, news, and status - updating internal teams, player representation, outside agencies, and players directly.
- Liaise with player representation to support agent-led initiatives and collaborate on positioning and objectives.
- Ongoing collaboration with Raptors Front Office including team President, VP Basketball Operations, VP Culture & Inclusion, Director Wellness and Director Media Relations.
- Ongoing collaboration with MLSE business operations including Brand, PR, Creative, Content, Sport Partnership, Commercial Strategy, Global Partnerships teams.
- Position Toronto as a place where athletes come to optimize personal growth, community impact, wealth accumulation, and win championships.
- Operationalize a league-leading marketing system that uniquely develops team and personal brands side by side for individual and collective benefit.
- Elevate the team brand ecosystem to further reflect player voices/ IP - bringing value from the back to the front of the jersey.
- Develop the Raptors brand as a team where individual players can grow and develop, where players can express their identities and values, and where the unique experiences and interests of players are respected and nurtured as part of team growth. The Raptors are a mosaic of players who all have a role to play in forging the team’s identity.
- Position the Raptors as a

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