Senior Strategy Director – Remote

What if your analysis could influence where some of the world’s biggest brands invest millions of dollars in sport?

As our Senior Director, you’ll sit at the heart of those decisions – helping major brands understand where to invest, what a partnership is really worth and whether it is actually delivering.

You’ll combine market research, sponsorship valuation and strategic thinking to answer the questions that matter. Is this the right partnership? Are we paying the right price? Is it changing how consumers think and behave? And, ultimately, what should we do next?

This is a role where you’ll go well beyond producing the numbers. You’ll interrogate the research, find the story within the data and turn it into clear, compelling advice for CMOs and senior marketing leaders. From measuring the impact of major sports partnerships to shaping portfolio strategy and evaluating new opportunities, your work will directly influence significant brand investment decisions.

And you’ll be joining IEG at an exciting point in its evolution. With nearly 40 years of sponsorship expertise behind us and now part of TGI Sport’s global sports, media and technology network, we have the opportunity to take that expertise into bigger, more complex and increasingly global work.

Your Mission

• Lead sponsorship valuation engagements, assessing the rights and benefits within major partnerships to determine fair market value and translating that analysis into clear commercial advice.
• Design and oversee primary market research and sponsorship impact studies, including survey design, questionnaire development, data analysis and reporting, to understand the effect partnerships have on brand health, awareness and wider business outcomes.
• Turn research and analytics into strategic recommendations, helping brands define objectives, assess opportunities, optimise sponsorship portfolios and make confident investment decisions.
• Own senior client relationships, presenting findings and recommendations to CMOs, sponsorship leaders and other senior stakeholders and confidently answering the questions behind the numbers.
• Review and quality-control research and client deliverables, ensuring the analysis is rigorous, the story is clear and every output is ready to stand up in front of senior decision-makers.
• Support clients with property-fit, white-space and competitive analysis, using objective evidence to identify and prioritise the opportunities that best align with their strategy.
• Bring valuation, research and strategic thinking together to support deal preparation and negotiation, helping clients understand value for money and maximise the return from their partnerships.
• Contribute to IEG’s wider thinking on sponsorship, measurement and the evolving sports landscape, sharing your knowledge and perspective across the team.

What You’ll Bring

Essential

• Strong hands-on market research experience, including survey design, questionnaire writing, data analysis and reporting.
• Direct experience of sponsorship valuation, sponsorship measurement or evaluating partnership and media investments, with a strong understanding of how sponsorship value is assessed.
• Experience within sports, entertainment or lifestyle marketing with a strong understanding of the sponsorship ecosystem.
• A genuinely consultative mindset – you can take complex information, form a point of view and turn it into clear, compelling and actionable recommendations.
• Strong quantitative and analytical capability, combined with the ability to find and communicate the story behind the data rather than simply report it.
• Confidence working directly with senior clients and presenting to CMOs, brand marketing leaders, sponsorship teams and other senior decision-makers.

Desirable

• Experience within a sponsorship consultancy, sports insights or measurement business.
• Brand-side sponsorship experience, particularly where you have been responsible for evaluating partnerships and explaining investment decisions to senior marketing leadership.
• Experience within a sports property, rights representation or commercial organisation with exposure to how brands assess and buy sponsorship.
• Experience with custom research and impact studies, including brand lift, fan or consumer research and test-and-control methodologies.
• Experience supporting sponsorship negotiation, portfolio optimisation, property-fit or competitive/white-space analysis.

About IEG

For nearly four decades, IEG has been one of the sponsorship industry’s leading authorities, advising brands and rights holders on sponsorship strategy, valuation, research and measurement.

Our work is independent, analytical and grounded in evidence. We help clients move beyond instinct and legacy relationships to understand what sponsorships are worth, how they are performing and how investment can drive measurable business impact.

Today, our work spans major brands and sports properties, with assignments ranging from sponsorship valuation and portfolio strategy to custom market research and impact measurement.

IEG is now part of TGI Sport, bringing our established sponsorship expertise into a wider global organisation spanning sports technology, media, advertising and marketing services. It gives us an opportunity to build on what IEG has always done well while taking our expertise into bigger, broader and increasingly global opportunities.

Why join IEG/TGI Sport?

• Work with major brands on high-profile sponsorship portfolios across sport, using research and analytics to influence real investment decisions.
• Join a small, experienced team where you’ll have genuine ownership of client relationships and the quality of the work that goes out the door.
• Combine analytical depth with senior-level consulting – this is a role for someone who wants to interpret the numbers, not just produce them.
• Help shape the next phase of IEG as its established sponsorship expertise becomes increasingly connected to TGI Sport’s global sports, media and technology capabilities.
• Work remotely within the US, with occasional travel to meet clients and colleagues.

IEG and TGI Sport are Equal Opportunity Employers. We celebrate diversity and are committed to creating an inclusive environment where everyone can thrive.