Director, CRM

Fanatics, Inc.; Greater London; On-site; GBP 80,000 - 120,000; Full time

Job summary

A leading global digital sports platform is seeking a CRM Director to own the vision and strategy for lifecycle marketing across its portfolio. The ideal candidate will possess over 8 years of experience leading CRM initiatives and will excel in cross-functional collaboration, data-driven personalization, and strategic planning. The role involves managing a high-performing team and optimizing communications across multiple channels, all while driving significant engagement and revenue growth. This position offers an exciting opportunity to shape the future of sports marketing.

Benefits

Competitive salary

Healthcare benefits

Flexible working hours

Qualifications

• Experience in sports, gaming, media, or marketplaces is a plus.
• Strong technical foundation in CRM/CDP and marketing automation.
• Exceptional communication skills and stakeholder management.

Responsibilities

• Define and execute CRM strategy across multiple properties.
• Lead lifecycle marketing initiatives through various channels.
• Implement measurement systems for performance monitoring.

Skills

CRM strategy development

Lifecycle marketing

Data modeling

Cross-functional collaboration

Performance monitoring

Content personalization

Stakeholder management

Education

8-12+ years leading CRM/lifecycle marketing

Tools

CRM tools mastery (canvas, catalogs)

BI tooling (GSC/GA)

Job description

Job Description

As a CRM Director within the Fanatics Markets Growth team, you'll own the vision, strategy, and execution of lifecycle marketing across a portfolio of Fanatics-owned and partnered properties.

You will blend deep channel expertise with customer data, product thinking, and commercial collaboration to accelerate engagement, conversion, and revenue in both B2C and B2B contexts. You will lead a high-performing, cross-functional squad and partner closely with Product, Engineering, Analytics, Commercial to build scalable CRM systems that compound over time.

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

Responsibilities

• Strategy & Planning: Define end-to-end CRM strategy grounded in customer insights, lifecycle stages, and commercial goals; align roadmaps across teams and properties.
• Data & Personalization: Establish data models and targeting frameworks; operationalize segmentation, localization, and dynamic personalization (including LLM-informed content variations and predictive propensity).
• Measurement & Experimentation: Build robust performance monitoring and alerting; design experiments (holdouts, MAB, multivariate) and implement ROI-driven prioritization.
• Governance: Set channel standards for consent, deliverability, brand safety, and compliance; institute QA and change-management processes across stakeholders.
• Execution - Channels: Strategize, build, and ship lifecycle communications across Email, Push, SMS, and in-app; orchestrate journeys spanning onboarding, activation, retention, reactivation, and win-back.
• Content Systems: Create modular content playbooks (templates, taxonomies, message maps) that scale across locales, brands, and segments; ensure creative is testable and performance-driven.
• Partner Collaboration: Work with Product teams to surface relevant features, promos, and launches; co-develop CRM initiatives with commercial partners to drive incremental revenue.
• Surface Optimization: Improve entry-point UX for lifecycle moments (account creation, checkout, collection flows, program enrollment); integrate CRM signals into product and merchandising surfaces.
• Lifecycle Growth: Launch proactive and reactive triggers (behavioral, transactional, event-based); build cross-channel cadences and suppressions that balance reach with relevancy.
• Internationalization: Operationalize geo targeting, localization, and time-zone-aware delivery; maintain translation workflows and regional compliance.
• Affinities & CLV: Implement affinity tagging, intent detection, and value scoring to advance cross-sell, upsell, and retention; deploy loyalty and VIP programs with controlled cohorts.
• Budgets & Vendors: Own budgets, resourcing, and vendor relationships; negotiate SLAs and drive efficiency through automation and shared services.
• Risk & Resilience: Monitor deliverability and platform health; maintain escalation runbooks for incidents (e.g., degraded sendability, data breaks, integration failures).

Qualifications

• Experience: 8-12+ years leading CRM/lifecycle marketing at scale across multi-brand or multi-property portfolios.
• Technical Foundations: Mastery of Enterprise level CRM tooling (canvas, catalogs, Liquid), CRM/CDP integrations, event schemas, deliverability, and in-app messaging; familiarity with marketing automation.
• Data & Analytics: Fluency in segmentation, experimentation design, attribution, and BI tooling (e.g., GSC/GA, data warehouses, dashboards, log/event analysis).
• Content & Creative Ops: Strong knowledge of message frameworks, localization workflows, and design systems; comfort with HTML templating and QA.
• Cross-Functional Delivery: Proven track record partnering with Product, Engineering, and Commercial to ship scalable solutions and measurable business outcomes.
• Modern Personalization: Practical understanding of localization and LLM-informed content strategies; experience with predictive models (propensity, churn, next best action) is a plus.
• Communication: Exceptional stakeholder management; ability to translate complex CRM concepts into clear business impact.

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

About Us

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.

About the Team

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.