CRM & Fan Engagement Manager (Ref: 186777)

We are looking for a strategic and data-driven Fan Engagement & CRM Manager to:

(1)         Own fan engagement to drive customer acquisition for incremental revenue growth

·          DTC merchandise sales, creation of new Team Partner assets, paid subscription & loyalty

(2)         Work alongside E-commerce CRM & Campaign Manager to optimise fan journeys and campaigns

·          Granular segments, direct communications, and web journeys

(3)         Lead integration of editorial/brand-led content into CRM communications

·          RFM (recency, frequency, monetary value) analysis, increasing engagement & retention throughout fan journeys and ongoing test & learn

This role will have two primary objectives:

(1)         Work cross-functionally with E-Commerce, Communications, Commercial Strategy and agency partners to deliver best-in-class fan engagement experiences that drive repeat engagement and direct revenue

(2)         Generate fan acquisition, engagement and data/insights that can be used as an asset for Partners (e.g., data sharing, saleable activation rights, etc.) and is valuable to the Team

Loyalty & Membership Program Strategy

·          Design and manage loyalty program for fan acquisition, retention, engagement & conversion

·          Use data to define program tactics & build marketing plan (including reward structures, benefits, etc.)

·          Ensure program alignment with e-commerce, communications, and commercial business objectives

Program Operations

·          Manage budget and deliver ROI

·          Work cross-functionally execute program (e.g., with Communications, E-Commerce, Customer Service)

·          Develop interactive experiences and activations, where required

·          Proactively integrate Partner activations with fan value proposition to deliver both parties objectives

Fan Lifecycle & Campaign Management

·          Develop and implement a holistic fan lifecycle strategy from acquisition to advocacy across touchpoints

·          Optimise audience targeting, channel adoption, segmentation, and fan journeys across touchpoints

·          Use predictive analytics to drive engagement and repeat purchase (up- / cross-sell and next best action)

·          Deliver multi-channel marketing campaigns tailored to fan segments

Customer Relationship Management

·          Lead integration of editorial/brand-led content and personalisation into CRM communications

·          Maintain and optimise fan database while ensuring data regulation compliance and data accuracy

·          Oversee and optimise CRM tech stack, integrating with loyalty, e-commerce, and other digital platforms

Data & Performance Analysis

·          Define and execute data collection roadmap, ensuring data capture is relevant and actionable

·          Generate insights through reports and dashboards to refine strategies and track KPIs

·          Conduct ongoing A/B testing to improve fan engagement and revenue outcomes

Innovation & Continuous Improvement

·          Monitor and report on trends in CRM, fan engagement and e-commerce (e.g., AI, gamification, etc.)

·          Continuously refine strategies using industry benchmarks, data, and fan feedback