Fan Lifecycle & CRM Lead — Hybrid London

DEPT; Amsterdam; Hybrid; EUR 72,000 - 108,000; Full time

Benefits offered by this job

Hybrid working policy

Pension

Private healthcare

26 days holiday

Job summary

DEPT is seeking a Fan Engagement & CRM Manager in London to own end-to-end fan lifecycle marketing. You will design journeys, specify requirements, and collaborate with Adobe, Pulselive, and cross-functional teams to launch journeys.

You will collect first-party data in a GDPR-aware way and apply insights to segmentation and content strategy. You will lead KPI definition, dashboards, and testing programs, ensuring timely delivery and stakeholder alignment.

Qualifications

• 5+ years’ experience in lifecycle, CRM or customer journey marketing, owning strategy through to launch and optimisation.
• Hands-on experience with Adobe Journey Optimizer and Adobe Experience Platform (Real-Time CDP).
• Strong measurement mindset: defining KPIs and tracking plans, building dashboards and turning data into clear recommendations. Familiarity with Customer Journey Analytics or Adobe Analytics.
• Experience turning marketing objectives into detailed journey specifications and briefing technical and delivery teams.
• Experience designing data-capture and progressive profiling journeys, with knowledge of consent and data protection (GDPR, PECR).
• Strong copy and content judgement, and the ability to brief and approve creative work to a high standard;
• Proven ability to coordinate and influence across teams and organisations without direct authority; drive work to completion.
• Confident communicating with senior stakeholders and advising colleagues who are less familiar with lifecycle marketing.
• Interest in sports, media, or fan engagement ecosystems is advantageous; experience with A/B testing tools (e.g. Optimizely) and multilingual programmes desirable.

Responsibilities

• Define the lifecycle stages, entry and exit criteria, triggers, frequency and suppression rules.
• Design and document the lifecycle journeys, including welcome and onboarding, registration and conversion, engagement and habit-building, matchday and moment-based, FPL season-cycle, re-engagement and win-back.
• Plan delivery in phases, starting with the highest-priority journeys and building towards a complete end-to-end lifecycle.
• Document how the current flows work today and identify gaps, so everyone shares one clear picture of the lifecycle.
• Translate each journey into a clear, agreed specification (journey map, segments, content requirements, landing points and success measures).
• Brief and coordinate Adobe Professional Services, Two Circles, Pulselive (Beyond) and Customer technology teams to configure, test and launch journeys in Adobe Journey Optimizer and across Adobe and Pulselive (Beyond) properties.
• Hold delivery teams to account for the agreed scope, quality and timelines, and elevate risks and dependencies.
• Design journeys such as progressive profiling and preference capture that collect first-party data in a way that feels valuable to the fan.
• Use behavioural and engagement signals to build a richer understanding of fan habits, and feed insight back into segmentation, content and the roadmap.
• Ensure consent, GDPR and PECR compliance in all data capture and communications, working with Customer data protection and legal teams.
• Own the content plan for each journey, briefing, commissioning and approving on-brand copy and imagery.
• Plan for localisation and audience variants, and build modular content that can be reused across journeys.
• Define the KPI framework and tracking plan for every journey before go-live, and deliver against the agreed KPIs.
• Build dashboards and reporting in Customer Journey Analytics and Adobe Analytics, and report progress to Customer and Adobe stakeholders.
• Coordinate and run A/B and multivariate testing as standard practice, and continuously optimise journey performance.
• Work day to day alongside the Customer Digital Marketing team, coordinating activity across Marketing, Content, Data, Product and Technology teams and liaising with others as needed.
• Provide a weekly progress report to the Head of Digital Marketing and a monthly update to the Director of Digital Media.
• Establish playbooks, governance and training, advising and upskilling customer colleagues so they can run the programme in business-as-usual.

Skills

Lifecycle marketing

CRM strategy

Stakeholder management

Audience segmentation

A/B testing

Content planning

Tools

Adobe Journey Optimizer

Adobe Experience Platform

Pulselive/Beyond

Adobe Analytics

Optimizely

Job description

DEPT is seeking a Fan Engagement & CRM Manager in London to own end-to-end fan lifecycle marketing. You will design journeys, specify requirements, and collaborate with Adobe, Pulselive, and cross-functional teams to launch journeys.

You will collect first-party data in a GDPR-aware way and apply insights to segmentation and content strategy. You will lead KPI definition, dashboards, and testing programs, ensuring timely delivery and stakeholder alignment.