The Director, Commercial Insights & Innovation leads Learfield's Commercial Insights function across both Local/property support and Corporate/National Sales while also advancing the company's enterprise commercial intelligence and innovation agenda. This leader sets priorities for the Insights team, develops talent, and ensures research, proprietary data, survey findings, category intelligence, and marketplace signals translate into clear commercial implications that strengthen selling and inform business decisions.
Beyond leading the Insights function, this role connects what Learfield is learning to what the company should do next - identifying where demand is evolving, spotting commercial whitespace, and helping turn the strongest opportunities into new products, assets, programs, pilots, and scalable enterprise offerings.
Essential Duties & Responsibilities:
1. Lead Commercial Insights
- Lead the full Commercial Insights function across Local/property support and Corporate/National Sales, establishing clear priorities, service models, operating rhythms, and accountability across each audience.
- Set the commercial insights agenda across brand demand, category trends, consumer behavior, sponsorship decision-making, and competitive dynamics; develop the team to translate research and data into interpretation, storytelling, and actionable commercial implications.
- Provide strategic direction, coaching, and development to the Commercial Insights team while building strong partnerships across Sales, Brand Strategy & Creative, Inventory, Valuation & Pricing, Measurement, Revenue Planning & Analytics, and Sales Technology & AI.
2. Convert Insights into Enterprise Opportunity
- Translate emerging brand needs, consumer shifts, category demand, sales feedback, and competitive signals into specific commercial opportunity areas for Learfield.
- Identify gaps between what the marketplace increasingly values and what Learfield sells today, framing high-potential opportunities around the target buyer, value proposition, enterprise applicability, and commercial potential.
3. Lead Commercial Innovation & Growth
- Continuously scan professional sports, global sports, entertainment, venues, experiential marketing, media, technology, and adjacent industries for new commercial models, premium concepts, and ideas that can translate into college athletics.
- Turn the strongest observations into defined commercial concepts, business cases, pilot plans, and scalable enterprise offerings - moving opportunities from identification through assessment, design, pilot, proof, and scale.
4. Partner on Commercial Value Assessments & New Inventory Development
- Partner with the Director of Inventory and other commercial leaders on targeted property and venue assessments to identify new inventory, premium experiences, campus opportunities, and commercialization whitespace.
- Distinguish property-specific opportunities from repeatable concepts with enterprise potential, helping determine when an idea should remain local, become a pilot, or scale across Learfield.
5. Mine the Learfield Ecosystem for Untapped Value
- Build strong understanding of capabilities across Learfield, including Paciolan and other internal products, technology, data, content, fan engagement, and operational capabilities, identifying opportunities that are under-commercialized today.
- Connect capabilities and teams in new ways to create differentiated enterprise propositions such as national brand platforms, premium assets, fan experiences, and technology-enabled offerings.
What Success Looks Like
The ultimate measure of success: Learfield uses marketplace intelligence to act earlier and more decisively - and creates meaningful new commercial products, assets, or programs because this leader and team connected insight to action.
- Commercial Insights consistently strengthens Local and Corporate/National Sales and influences real product, inventory, and enterprise decisions.
- Learfield has a clear, differentiated point of view on brand demand, consumer behavior, category opportunity, and the evolving sports marketplace.
- A visible pipeline of new commercial opportunities is generated and prioritized, with the strongest ideas advancing into pilots and scalable enterprise offerings.
- Insights, Inventory, Brand Strategy, Valuation, Measurement, RP&A, and Sales operate as a more connected commercial development system.
Experience & Qualifications:
- 10+ years of experience in commercial insights, sponsorship strategy, sports business, brand strategy, commercial innovation, consulting, partnership development, consumer insights, or a related commercial leadership field.
- Strong understanding of how brands evaluate sponsorship opportunities and how sports properties create, package, value, and commercialize assets.
- Demonstrated ability to synthesize complex research, data, and marketplace signals into clear strategic recommendations and business actions.
- Track record of identifying market opportunities and translating ideas into products, programs, pilots, or other commercially viable offerings.
- Demonstrated ability to move from an initial opportunity or insight to a clearly defined, market-ready offering that a sales organization can understand and sell.
- Strong business and financial acumen, including the ability to assess commercial potential, scalability, feasibility, and business tradeoffs.
- Exceptional executive communication, presentation, and storytelling skills, with the ability to influence senior leaders and stakeholders across functions.
- Proven ability to lead complex cross-functional initiatives and mobilize stakeholders without direct authority.
- Strong external orientation and intellectual curiosity, with an interest in emerging trends across sports, entertainment, technology, media, and adjacent industries.
- Ability to operate effectively in an entrepreneurial environment, balancing analytical rigor with the ability to act amid ambiguity.
- Bachelor’s degree from an accredited four-year college or university.
Preferred Qualifications:
- Experience developing scalable sponsorship products, media or digital offerings, premium experiences, hospitality programs, or other repeatable commercial solutions.
- Experience within sports, entertainment, sponsorship, media, or a related industry.
- Experience working across enterprise sales, strategy, analytics, product, inventory, and/or commercial functions.
- MBA or related graduate degree.
Learfield offers a full spectrum of benefits for eligible employees including Medical, Dental, Vision, Health Savings Account, Life Insurance and Other Insurance Plans, Flexible Paid Time Off (minimum 10+ days annually), including Parental Leave, 20 Paid Holidays, 401(k) + Match, and Short/Long Term Disability. Leave benefits are consistent with state and local laws, including the Colorado Health Families and Workplaces Act.
Learfield is an Equal Opportunity Employer. We provide equal employment opportunities to applicants and employees without regard to race; color; sex; gender identity; sexual orientation; religious practices and observances; national origin; pregnancy, childbirth, or related medical conditions; status as a protected veteran or spouse/family member of a protected veteran; or disability.
