Job Description

As a CRM Senior Manager within the Fanatics Markets Growth team, you'll own the day-to-day execution and optimization of lifecycle across selected Fanatics-owned and partner properties. You'll combine channel expertise with customer data and product collaboration to drive engagement, conversion, and revenue in B2C and B2B contexts. You'll operate as a hands-on builder--designing journeys, shipping campaigns, and partnering closely with Product, Engineering, Analytics, Commercial, and Marketing to scale CRM systems and playbooks that compound over time.



This role is ideal for a practitioner who understands modern lifecycle orchestration (including localization and LLM-informed personalization), balances marketing craft with technical foundations, and knows how integrations and partnerships amplify distribution and CLV.

Responsibilities

Strategy & Planning

: Translate growth objectives into practical CRM roadmaps for specific properties; define lifecycle stages, target segments, and success metrics; maintain clear campaign calendars and prioritization.

Data & Personalization

: Implement segmentation and targeting frameworks; operationalize localization and dynamic personalization (including Liquid/LLM-informed content variations and predictive propensity where available).

Measurement & Experimentation

: Build dashboards and alerts with Analytics; design and run experiments (holdouts, multivariate, MAB) with clear hypotheses and learning agendas; report outcomes and next steps succinctly.

Governance

: Apply channel standards for consent, deliverability, brand safety, and compliance; follow QA and change-management processes; document playbooks and runbooks.

Collaboration & Influence

: Partner with Product, Engineering, Analytics, and Commercial to align requirements, unblock delivery, and communicate outcomes; coach and coordinate contributors (content, design, ops) without direct line management.

Execution -- Channels

: Plan, build, and ship lifecycle communications across Email, Push, SMS, and in-app; orchestrate onboarding, activation, retention, reactivation, and win-back journeys; manage suppressions and fatigue rules.

Content Systems

: Create and maintain modular templates, taxonomies, and message maps; ensure creative is testable, localizable, and performance-driven; manage translation workflows with regional stakeholders.

Partner Collaboration

: Coordinate with Product and Partner teams to surface relevant features, promos, and launches; co-develop CRM initiatives that drive incremental revenue and measurable lift.

Surface Optimization

: Advocate for CRM-informed entry points (account creation, checkout, collection flows, program enrollment); integrate CRM signals into product and merchandising experiences with Product.

Lifecycle Growth

: Deploy proactive and reactive triggers (behavioral, transactional, event-based); establish cross-channel cadences that balance reach and relevancy; maintain audience health and deliverability.

Internationalization

: Execute geo targeting, localization, and time-zone-aware delivery; manage translation processes and adhere to regional compliance requirements.

Affinities & CLV

: Use affinity tagging, intent signals, and value scoring to inform cross-sell, upsell, and retention tactics; support loyalty and VIP programs with controlled cohorts and measurable tests.

Qualifications

Experience

: 4-7+ years in CRM/lifecycle marketing, ideally across multi-brand or multi-property environments; track record of shipping measurable outcomes.

Technical Foundations

: Proficiency in Enterprise CRM tools (Canvas, catalogs, Liquid), CRM/CDP integrations, event schemas, deliverability, and in-app messaging; familiarity with marketing automation tools.

Data & Analytics

: Comfortable with segmentation, experimentation design, attribution basics, and BI tooling (e.g., GSC/GA, data warehouses, dashboards, log/event analysis); able to translate insights into action.

Content & Creative Ops

: Knowledge of message frameworks, localization workflows, and design systems; comfort with HTML templating and QA processes.

Cross-Functional Delivery

: Proven collaboration with Product, Engineering, and Commercial to ship scalable solutions; capable of coordinating contributors and influencing without formal authority.

Modern Personalization

: Practical experience with localization and LLM-informed content strategies; exposure to predictive models (propensity, churn, next best action) is a plus.

Communication

: Clear written and verbal communication; ability to summarize complex CRM concepts and results for non-technical stakeholders.

Domain Bonus

: Experience in sports, gaming, media, or marketplaces; familiarity with loyalty, affiliate, or partnership-led distribution is advantageous.

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.