Sr. Manager of Sponsorship Digital Activation


Posting Date: Feb 9, 2024

Location: New York, NY, US

Company: New York Life Insurance Co

Location Designation: Hybrid - 3 days per week 



When you join New York Life, you’re joining a company that values career development, collaboration, innovation, and inclusiveness. We want employees to feel proud about being part of a company that is committed to doing the right thing. You’ll have the opportunity to grow your career while developing personally and professionally through various resources and programs. New York Life is a relationship-based company and appreciates how both virtual and in-person interactions support our culture.



The last few years have created a dramatic shift in consumer behavior. Digital has become the primary channel for communication and engagement. Global fans haven’t stopped with their desire to support their favorite teams. They’ve found new ways to engage and stay on top of the latest game, best play and athlete milestones.

New York Life is seeking a Sr Manager of Digital Sponsorship Activation who can develop and implement campaigns that expand our fan engagement outside the arena and stadiums to a digital landscape in a way that aligns our brand with their interests and passions. They will enhance brand visibility, drive business objectives, and create connectivity to our full funnel marketing plan with a digital sports and sponsorship activation lens.

This position reports to the Director of Sponsorship Strategy and involves working closely with internal stakeholders, external partners, athletes, and sports organizations to create brand building digital campaigns and execute high-impact activation strategies.  A successful applicant will demonstrate strong organization and creative skills along with initiative, resourcefulness, digital marketing compliance and technology knowledge, and ability to work proactively while collaborating in a team environment. They should be experienced developing and activating major digital activation programs.



  1. Strategy:  Work with Strategy Director to understand and contribute to holistic and individual partnership strategies that align with the brand and promote NYL business objectives.
  2. Collaborate with Strategy director and In Person Activations Directors to strategize on
    1. Digital extension experiences for in person events/activations
    2. Determine when digital only activations apply
  3. Activation Campaigns: Partner with Strategy Director and In Person Activation Directors to build corresponding digital touchpoints/journeys to sponsorship initiatives such as experiential activations, local activations, social media campaigns, content creation, and fan engagement programs.
  4. Cross-Functional Collaboration: Collaborate with internal teams, including but not limited to brand, legal, compliance, technology, field activation, media, analytics, corporate communications, and Agency to align marketing efforts with broader organizational strategies. Coordinate assets, messaging, and brand integration across various channels.
  5. Event Management: Partner with sponsorship Agency to plan, coordinate, and execute digital extensions at sponsorship events, such as agent tabling, specialty activation hosting days, internal launches, and fan experiences. Ensure smooth operations process from ideation to completed activation and post analysis review. Facilitate on-site, and in-person touchpoints when assistance is needed from Sponsorship Activation teammates. Must be able to pitch-in and be able to manage sponsorship deliverables and non-digital contractual entitlements such as but not limited to, agent tabling, specialty activation hosting days, internal launches, fan experiences, giveaways, and more.
  6. Budget Management: Work with Sponsorship Director to manage budgets for digital sponsorship marketing initiatives and activations.
  7. Measurement and Analysis: Partner with Marketing Effectiveness team to establish key performance indicators (KPIs) and measurement frameworks to evaluate the success of sponsorship marketing campaigns and activations. Partner to understand analysis of data and generated reports to provide insights, identify trends, and recommend optimizations to make data driven decisions.



•  Bachelor's degree in marketing, sports management, or a related field; and/or equivalent experience

•  4-7+ years’ experience in digital sponsorships marketing, brand marketing, sports marketing, or sports sponsorship activation

•  Strong experience with integrated data driven brand and media marketing campaigns

•  Strong understanding of the sports industry, including sports teams, organizations, leagues, and athletes

•  Excellent project management skills with the ability to handle multiple campaigns, partnerships, and initiatives simultaneously

•  Demonstrated ability to build and maintain relationships with partners, athletes, and influencers

•  Creative thinking and the ability to develop innovative marketing strategies and activation ideas

•  Strong communication and presentation skills, both written and verbal

•  Proficiency in data analysis and reporting to track and evaluate campaign performance

•  Familiarity with social media platforms, digital marketing, and content creation

•  Ability to work in a fast-paced, dynamic environment and adapt to changing priorities






Salary range: $90,000 - $135,000 

Overtime eligible: Exempt 

Discretionary bonus eligible: Yes 

Sales bonus eligible: No 


Click here to learn more about our benefits. Starting salary is dependent upon several factors including previous work experience, specific industry experience, and/or skills required.



Recognized as one of Fortune’s World’s Most Admired Companies, New York Life is committed to improving local communities through a culture of employee giving and volunteerism, supported by the Foundation. We're proud that due to our mutuality, we operate in the best interests of our policy owners. We invite you to bring your talents to New York Life, so we can continue to help families and businesses “Be Good At Life.” To learn more, please visit LinkedIn, our Newsroom and the Careers page of

Job Requisition ID: 90026




Nearest Major Market: Manhattan
Nearest Secondary Market: New York City

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