VP, Brand Strategy & Marketing

About the role

PBR is the world's premier bull riding organization. More than 1,000 bull riders compete in more than 200 events annually across the televised PBR Unleash The Beast tour (UTB), which features the top bull riders in the world; the PBR Pendleton Whisky Velocity Tour (PWVT); the PBR Touring Pro Division (TPD); and the PBR's international circuits in Australia, Brazil, and Canada. In 2022, PBR launched the nationally televised PBR Teams league-eight teams of the world's best bull riders competing for a new championship expanding to 10 teams in 2024-as well as the PBR Challenger Series with more than 60 annual events nationwide. The organization's digital assets include PBR RidePass on Pluto TV, which is home to Western sports. PBR is a subsidiary of TKO Group Holdings, Inc. (NYSE: TKO), a premium sports and entertainment company. For more information, visit PBR.com, or follow on Facebook at Facebook.com/PBR, X at X.com/PBR, and YouTube at YouTube.com/PBR. TKO Group Holdings, Inc. (NYSE: TKO) is a premium sports and entertainment company. TKO owns iconic properties including UFC, the world's premier mixed martial arts organization; WWE, the global leader in sports entertainment; and PBR, the world's premier bull riding organization. Together, these properties reach 1 billion households across 210 countries and territories and organize more than 500 live events year-round, attracting more than three million fans. TKO also services and partners with major sports rights holders through IMG, an industry-leading global sports marketing agency; and On Location, a global leader in premium experiential hospitality. The Role and What You'll Do: The VP, Brand Strategy & Marketing is responsible for defining and leading the PBR brand and integrated marketing strategy to drive growth, engagement, and long-term brand equity. This role sets the vision for how PBR shows up in the market, developing a clear, differentiated brand positioning and translating it into impactful, insight-driven marketing strategies and campaigns across live events, broadcast, digital, and partnerships. The VP will lead brand and campaign strategy while partnering closely with cross-functional teams to ensure consistent, compelling execution across all fan touchpoints. This leader will play a critical role in strengthening PBR's connection with core fans while expanding reach to new audiences, aligning brand strategy with business priorities including ticketing, media viewership, and commercial growth. Define, own, and evolve the PBR brand strategy, positioning, and architecture, ensuring clarity, differentiation, and consistency across all touchpoints. Establish brand guardrails, messaging frameworks, and toolkits to guide internal teams and external partners. Champion PBR's brand voice, visual identity, and storytelling, balancing consistency with innovation and cultural relevance. Ensure the brand authentically reflects the heritage of western sports while evolving to attract broader and younger audiences. Lead the development of the annual and long-term integrated marketing strategy aligned to key business objectives, including live event attendance, broadcast viewership, digital engagement, and revenue growth. Oversee strategic direction for 360° marketing campaigns across tentpole events, new initiatives, and priority moments. Partner with channel and execution teams (Digital, Social, PR, Media, and Content) to bring campaigns to life across owned, earned, and paid platforms. Ensure all marketing efforts are insight-led, on-brand, and aligned to clear objectives and performance metrics. Leverage fan data, audience insights, and market research to inform brand strategy, messaging, and campaign development. Identify opportunities to deepen engagement with existing fans while expanding into new audience segments. Champion a fan-first mindset across marketing initiatives and experiences. Define KPIs and measurement frameworks for brand health, awareness, engagement, and marketing effectiveness. Monitor performance and optimize strategies based on data and insights to improve impact and efficiency. Partner with analytics teams to develop reporting and actionable insights. Partner closely with Live Events, Corporate Partnerships, Media, Talent, PR/Communications, and Operations to align brand and marketing strategies with business priorities. Support the integration of sponsors and partners into marketing initiatives in a way that enhances both the brand and fan experience. Influence and align stakeholders across PBR and TKO to ensure a cohesive and consistent brand presence. Lead and develop a high-performing marketing team focused on brand strategy, campaign planning, and fan engagement. Foster a culture of creativity, accountability, collaboration, and continuous improvement. Provide clear direction, prioritization, and development opportunities to elevate team performance. Responsible for creating a 365 marketing calendar as well

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