CRM Marketing Manager

Global Sports Jobs Limited; Greater London; On-site; GBP 42,000 - 64,000; Full time

Job summary

Global Sports Jobs Limited is seeking an ambitious CRM marketing specialist to own the club’s fan data strategy and multichannel campaigns. You will manage the fan database, oversee MarTech/CRM tools, and provide actionable insights to boost engagement, acquisition and revenue across marketing, ticketing, hospitality and retail touchpoints.

You will design personalised, automated campaigns, segment audiences, and track performance while collaborating with internal stakeholders to optimise the

Qualifications

• Experience in CRM marketing with a proven track record of delivering campaigns and commercial impact.
• Comfort handling large customer datasets and building audiences with MarTech/CRM tools.
• Ability to own CRM activity from planning to performance review, with strong analytical capabilities.

Responsibilities

• Develop and deliver fan data strategy focused on acquisition, engagement and commercial performance.
• Own the Fulham fan database and manage MarTech/CRM systems and data integrations.
• Lead on insights, segments and KPIs; report data size, quality and profiling with actionable recommendations.
• Design and deploy automated, personalised multi-channel CRM campaigns; segment audiences and analyze outcomes.
• Lead data growth initiatives across club touchpoints; test-and-learn to improve acquisition and conversion.
• Support hospitality and sales teams by implementing CRM tools to improve efficiency and measure campaign value.
• Conduct audience research such as surveys and focus groups.
• Ensure platforms align with broader data ecosystem; maintain data quality via audits and deduplication.

Skills

CRM marketing

Data segmentation

Multichannel campaigns

Analytics

Stakeholder management

GDPR knowledge

Tools

DotDigital

Google Analytics

Microsoft Dynamics

SSO platforms

Job description

About the Role

The Club is seeking an ambitious and analytical CRM marketing specialist to play a key role in delivering its wider digital and data growth strategy. The role acts as guardian of the Club’s fan database, providing actionable insight and reporting to support revenue generation, supporter engagement and acquisition. It owns the development of multichannel CRM marketing plans, audience segmentation and automated workflows, with the aim of serving existing fans and attracting new audiences through more personalised content and relevant experiences. The postholder works across the Club’s digital estate to track user journeys, assess UX and improve conversion rates, and collaborates with internal stakeholders to integrate, optimise and evolve MarTech/CRM tools across the business. The role supports multiple departments, including marketing, ticketing, hospitality, retail and Club partners.

Key Responsibilities

• Develop and deliver the Club’s fan data strategy focused on fan acquisition, engagement/retention and commercial performance.
• Own the Fulham fan database and manage appointed MarTech/CRM systems and tools, including oversight of data integrations and hygiene.
• Lead on supporter base insights, key market segments and KPIs, acting as a source of truth for FFC fan data and providing regular reporting on data size, quality and profiling, with recommendations for target markets and commercial/acquisition opportunities.
• Design, create and deploy automated, personalised and triggered multi-channel CRM marketing campaigns, including audience segmentation, channel recommendations, execution and analysis.
• Lead on data growth initiatives across all club touchpoints, tracking performance and adopting a test-and-learn approach to improve acquisition/conversion, maximise communication effectiveness and reduce friction to engagement.
• Oversee daily commercial sales to understand performance, run-rates and gaps, providing recommendations to support growth.
• Support hospitality sales teams by implementing CRM tools and features that improve efficiency and provide insight across sales and marketing, measuring campaign value and supporting pipeline management.
• Lead on Club audience research, such as surveys and focus groups.
• Ensure marketing technology platforms are fully aligned with the Club’s broader data and technology ecosystem, working with the team to strengthen data insights.
• Maintain the quality and integrity of customer data through regular audits, data cleaning and deduplication processes.

Required Experience & Qualifications

• Demonstrable experience working in CRM, marketing or lifecycle marketing, with a strong track record of delivering effective campaigns and commercial success.
• Comfort working with large quantities of customer data and building audiences with MarTech/CRM tools.
• Confidence to own CRM marketing activity from planning through to review and performance analytics.
• Strong analytical skills, with the ability to feed actionable insight back to the business in a timely and accurate manner.
• Experience in data segmentation and working across different channels, including email, SMS, app/push, website and paid media.
• Adaptability, organisation and ability to manage several projects at once.
• Strong understanding of GDPR and UK data protection requirements.
• High attention to detail.
• Excellent written and verbal communication skills, with the ability to build strong relationships with internal and external stakeholders/suppliers.

Preferred Skills

• Experience implementing or activating a CDP/CDXP system.
• Experience using DotDigital or an equivalent MarTech/email platform.
• Experience managing user journeys across a single sign-on (SSO) solution.
• Competence using Google Analytics.
• Experience of Microsoft Dynamics.