Job Description

The Role

We're looking for a

Sr. Director, Online Sportsbook Cohort Growth

to lead the strategy, execution, and performance optimization of acquisition, engagement, and lifecycle programs for our Sportsbook business. In this role, you will design and deliver data-driven initiatives that accelerate growth across the funnel--from first bet to long-term loyalty.



This is a high-impact, cross-functional role with direct influence on the Sportsbook P&L. You'll partner closely with Media, CRM, Promotions, Analytics, and Product to build and execute strategies that increase player value, reduce churn, and expand share of wallet.



If you excel at the intersection of commercial strategy, media, customer marketing, and analytics--and want to help build the future of online sports betting for one of the most recognized sports brands in the world--this role is for you.

What You'll Do

Lead Sportsbook cohort growth strategy

Own the end-to-end strategy for acquiring, engaging, and maximizing value from Sportsbook customer cohorts throughout their lifecycle, with a focus on segmentation, engagement, betting frequency, and retention.

Drive commercial outcomes

Develop and deliver programs that directly impact awareness, consideration, handle, NGR, LTV, and retention for the Sportsbook business.

Optimize the bettor journey

Identify friction points and opportunities across key lifecycle moments--registration, first bet, early retention, and reactivation--and partner with Product, CRM, and CX to build seamless, rewarding experiences.

Incentives & personalization

Collaborate with Promotions and CRM to create targeted offers, incentives, and personalized experiences tailored to specific bettor segments to drive conversion and ongoing activity.

Champion data-driven decision-making

Use cohort analyses, behavioral insights, and predictive models to inform strategy, guide prioritization, and shape the roadmap.

Cross-functional leadership

Act as a strategic connector across Marketing, Product, VIP, Trading, and Analytics--aligning teams on goals, sharing insights, and driving cohesive execution.

Test & iterate

Develop a rigorous experimentation roadmap to continuously refine lifecycle programs, incentives, and messaging, leveraging a test-and-learn approach to boost performance.

Forecast & report

Build and maintain forecasts for cohort performance, NGR contribution, and strategic program impact. Regularly communicate insights and results to executive leadership.

What You Bring

10+ years of experience

in growth, CRM, lifecycle marketing, or commercial strategy--ideally within online sports betting, gaming, or digital consumer businesses. A

proven track record

of driving customer value, retention, and engagement through targeted, data-informed initiatives. Deep understanding of

bettor segmentation, incentives, reactivation, churn prevention, and monetization

in a digital or regulated environment. Strong analytical skills with expertise in

cohort analysis, LTV modeling, forecasting, and building data-driven business cases

. Exceptional cross-functional leadership and communication skills, with the ability to influence stakeholders across Marketing, Product, Analytics, and Trading.
Experience managing

large-scale, multi-workstream programs

from strategy through execution.

Launched in 2021, Fanatics Betting and Gaming is the online and retail sports betting subsidiary of Fanatics, a global digital sports platform. The Fanatics Sportsbook is available to 95% of the addressable online sports bettor market in the U.S. Fanatics Casino is currently available online in Michigan, New Jersey, Pennsylvania and West Virginia. Fanatics Betting and Gaming operates twenty-two retail sports betting locations, including the only sportsbook inside an NFL stadium at Northwest Stadium. Fanatics Betting and Gaming is headquartered in New York with offices in Denver, Leeds and Dublin.


Fanatics is building a leading global digital sports platform. We ignite the passions of global sports fans and maximize the presence and reach for our hundreds of sports partners globally by offering products and services across Fanatics Commerce, Fanatics Collectibles, and Fanatics Betting & Gaming, allowing sports fans to Buy, Collect, and Bet. Through the Fanatics platform, sports fans can buy licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods; collect physical and digital trading cards, sports memorabilia, and other digital assets; and bet as the company builds its Sportsbook and iGaming platform. Fanatics has an established database of over 100 million global sports fans; a global partner network with approximately 900 sports properties, including major national and international professional sports leagues, players associations, teams, colleges, college conferences and retail partners, 2,500 athletes and celebrities, and 200 exclusive athletes; and over 2,000 retail locations, including its Lids retail stores. Our more than 22,000 employees are committed to relentlessly enhancing the fan experience and delighting sports fans globally.