Manager, Digital Brand - Culture, Creators & Lifestyle

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.

Working with the Social Media, Digital Brand, Partnerships, and broader Marketing teams, this person will define and activate culturally relevant moments, tentpole campaigns, new entertainment IP, and creator-led initiatives that drive new digital revenue.

Essential duties

• Develop and lead the strategy for creator, influencer, and cultural marketing initiatives that expands the brand beyond core hockey audiences
• Identify, recruit, onboard, and manage relationships with creators, influencers, talent, and cultural partners, building a scalable creator ecosystem
• Build long-term creator partnerships rather than one-off activations
• Conceptualize and execute campaigns, new entertainment IP, tentpole activations, and brand moments across lifestyle, entertainment, and community spaces
• Translate creator partnerships and cultural moments into platform-native content for TikTok, Instagram Reels, YouTube Shorts, and emerging channels
• Create, capture, and edit lightweight, mobile-first content when needed
• Develop non-endemic brand partnerships in fashion, music, art, food, and gaming
• Define success metrics and work with Analytics to evaluate creator programs and campaigns

Qualifications

• Bachelor's degree in Marketing, Communications, Business, or a related field, or equivalent professional experience
• 4-6 years of experience in digital marketing, influencer or creator marketing, brand marketing, or a related field
• Proven experience building and managing creator, influencer, or talent partnerships that drive measurable digital revenue and audience growth
• Strong understanding of the creator economy and of TikTok, Instagram, YouTube, and emerging channels
• Experience with short-form, mobile-first content creation and editing

This is an onsite role with flexibility to work a minority of time remotely. It includes roughly 85 game and event nights per year and travel within the US and Canada.