Director, Fan Data & Marketing Intelligence

Hometown Soccer Holdings; United States; On-site; USD 150,000 - 190,000; Full time

Job summary

Hometown Soccer Holdings (HSH) is building a portfolio of locally rooted MLS NEXT Pro clubs and establishing data foundations to understand fans and guide marketing decisions across the portfolio.

The Director, Fan Data & Marketing Intelligence will own fan data strategy, segmentation, reporting, and marketing decision intelligence, reporting to the VP of Marketing, and partnering with clubs to deploy self-serve analytics across markets ahead of first matches in 2027.

Qualifications

• 7+ years in marketing analytics, CRM, fan or customer data, or marketing intelligence, with at least 2 years owning a function or leading a team.
• Demonstrated ownership of a customer or fan database strategy, including building it rather than only reporting on it.
• Hands-on fluency with CRM and marketing automation platforms, SQL, and a business intelligence tool such as Tableau, Power BI, or Looker.
• Proven track record building segmentation models that marketers actually used to make decisions.
• Strong ability to translate analysis for non-technical audiences up to and including executive leadership.
• Working knowledge of privacy, consent, and email compliance requirements including CAN-SPAM, CCPA/CPRA, and GDPR-style regimes.
• Comfort operating as an individual contributor before building a team, in a pre-launch environment with limited existing infrastructure.
• Experience in sports, live entertainment, ticketing, or multi-property environments is strongly preferred.

Responsibilities

• Own the portfolio-wide fan data strategy: what HSH collects, how it is structured, and how it is used across every club
• Own CRM and database growth strategy, including fan acquisition and list-building targets by club and market
• Establish the single source of truth for fan records; reconcile ticketing, e-commerce, email, web, and event data into a unified fan view
• Define and enforce data governance standards across all clubs — field definitions, consent capture, data hygiene, retention, and access
• Own email and list health reporting: deliverability, engagement decay, suppression discipline, and re-permission programs
• Maintain privacy and consent compliance posture in partnership with legal and technology
• Build and maintain the portfolio fan segmentation model and the audience definitions every club and function works from
• Produce market-level fan insights ahead of and during each club launch, including market sizing and fan potential
• Design and field audience research and surveys; translate findings into recommendations leaders can act on
• Own fan journey mapping from first touch through attendance, renewal, and advocacy
• Deliver insights that support ticketing, sponsorship, merchandise, and fan engagement priorities
• Bring an independent point of view on what the data says, including when it contradicts the plan
• Own the marketing measurement framework and campaign performance dashboards
• Build and publish club marketing scorecards on a defined cadence, written so club leadership — not only marketers — can read them
• Own lead-source tracking and reporting across paid, organic, partner, grassroots, and community channels
• Partner with Performance & Lifecycle Marketing on attribution methodology, keeping measurement structurally independent of campaign execution
• Supply the data layer for the VP, Marketing's executive reporting rhythm
• Build shared reporting templates local markets can run themselves, so clubs are not dependent on central for routine answers
• Train local marketing resources to read scorecards, use segments correctly, and pull their own lists
• Serve as the analytical partner to each club's marketing lead: intake questions, prioritize, answer, and teach
• Capture list-building opportunities, community inputs, and local campaign context from clubs and reflect them in the data model
• Own the insights segment of the recurring central/local operating cadence, including monthly performance reviews
• Set and hold service levels for analytical requests coming in from club markets
• Additional duties as assigned.

Job description

Hometown Soccer Holdings (HSH) is building a portfolio of locally rooted MLS NEXT Pro clubs, each deeply embedded in its community and built to create lasting connections with fans. As HSH grows its footprint across the country, the organization is investing in the centralized data and insights infrastructure needed to understand those fans and act on what it learns. The Director, Fan Data & Marketing Intelligence will serve as the enterprise owner of fan data strategy, segmentation, reporting, and marketing decision intelligence across the entire HSH club portfolio.
Reporting to the Vice President of Marketing, this leader will build the fan database strategy, define the segmentation model every club and central function works from, and deliver the campaign dashboards and club marketing scorecards that make performance visible across markets. The Director will serve as the analytical partner to local club marketing teams, building self-serve reporting templates and training local staff to use them rather than routing every question through the central office.
This is a foundational opportunity for an analytically rigorous, systems-minded marketer to build the data infrastructure of a growing multi-club organization from the ground up, ahead of first matches in 2027. The ideal candidate brings deep experience owning a fan or customer database strategy, strong command of CRM and business intelligence tooling, and a genuine instinct for making data usable by people who are not analysts.

Responsibilities

Fan Data Strategy & Governance

• Own the portfolio-wide fan data strategy: what HSH collects, how it is structured, and how it is used across every club
• Own CRM and database growth strategy, including fan acquisition and list-building targets by club and market
• Establish the single source of truth for fan records; reconcile ticketing, e-commerce, email, web, and event data into a unified fan view
• Define and enforce data governance standards across all clubs — field definitions, consent capture, data hygiene, retention, and access
• Own email and list health reporting: deliverability, engagement decay, suppression discipline, and re-permission programs
• Maintain privacy and consent compliance posture in partnership with legal and technology

Segmentation, Insights & Research

• Build and maintain the portfolio fan segmentation model and the audience definitions every club and function works from
• Produce market-level fan insights ahead of and during each club launch, including market sizing and fan potential
• Design and field audience research and surveys; translate findings into recommendations leaders can act on
• Own fan journey mapping from first touch through attendance, renewal, and advocacy
• Deliver insights that support ticketing, sponsorship, merchandise, and fan engagement priorities
• Bring an independent point of view on what the data says, including when it contradicts the plan

Measurement, Reporting & Club Scorecards

• Own the marketing measurement framework and campaign performance dashboards
• Build and publish club marketing scorecards on a defined cadence, written so club leadership — not only marketers — can read them
• Own lead-source tracking and reporting across paid, organic, partner, grassroots, and community channels
• Partner with Performance & Lifecycle Marketing on attribution methodology, keeping measurement structurally independent of campaign execution
• Supply the data layer for the VP, Marketing's executive reporting rhythm

Club Enablement & Local Partnership

• Build shared reporting templates local markets can run themselves, so clubs are not dependent on central for routine answers
• Train local marketing resources to read scorecards, use segments correctly, and pull their own lists
• Serve as the analytical partner to each club's marketing lead: intake questions, prioritize, answer, and teach
• Capture list-building opportunities, community inputs, and local campaign context from clubs and reflect them in the data model
• Own the insights segment of the recurring central/local operating cadence, including monthly performance reviews
• Set and hold service levels for analytical requests coming in from club markets
• Additional duties as assigned.

Qualifications

• 7+ years of progressive experience in marketing analytics, CRM, fan or customer data, or marketing intelligence, with at least 2 years owning a function or leading a team.
• Demonstrated ownership of a customer or fan database strategy, including building it rather than only reporting on it.
• Hands-on fluency with CRM and marketing automation platforms, SQL, and a business intelligence tool such as Tableau, Power BI, or Looker.
• Proven track record building segmentation models that marketers actually used to make decisions.
• Strong ability to translate analysis for non-technical audiences up to and including executive leadership.
• Working knowledge of privacy, consent, and email compliance requirements including CAN-SPAM, CCPA/CPRA, and GDPR-style regimes.
• Comfort operating as an individual contributor before building a team, in a pre-launch environment with limited existing infrastructure.
• Experience in sports, live entertainment, ticketing, or multi-property environments is strongly preferred.

EQUAL EMPLOYMENT OPPORTUNITY

Hometown Soccer Holdings is an equal opportunity employer. We are committed to building a staff that reflects the communities our clubs play in. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity or expression, national origin, age, disability, veteran status, marital status, pregnancy, genetic information, or any other characteristic protected by applicable law. Reasonable accommodations are available at any point in the application or employment process.