Manager, Fan Journey & Personalization

National Hockey League (NHL); New York (NY); Hybrid; USD 85,000 - 90,000; Full time

Benefits offered by this job

Paid time off

Health benefits

401K

Job summary

National Hockey League in New York seeks a Manager, Fan Journey & Personalization to bridge Fan Engagement strategy with Adobe platforms, data, and journey execution.

You will project-manage Fan Engagement workstreams within the Adobe and Adobe Journey Optimizer (AJO) implementation, define requirements and measurement plans, establish cross-channel governance, and build adoption plans that embed new capabilities into day-to-day marketing operations.

Qualifications

• 3–5+ years in marketing technology, CRM/lifecycle marketing, marketing operations, or digital project management.
• Hands-on experience with Adobe Experience Platform (AEP) and Adobe Journey Optimizer (AJO), or comparable enterprise platforms.
• Experience translating business requirements into technical use cases, audience logic, and measurement plans.
• Strong project management skills with cross-functional collaboration.

Responsibilities

• Platform Implementation & Project Management: lead Fan Engagement workstreams in Adobe/AJO implementation and maintain roadmaps.
• Journey Strategy & Requirements: translate goals into journey use cases, audience logic, and success metrics.
• Testing & Stakeholder Coordination: develop test plans, QA, and coordinate UAT across teams.
• Cross-Channel Governance: establish governance for email, SMS, push, and experiences across channels.
• Personalization & Data Monetization: identify opportunities and support data-driven revenue initiatives.

Skills

Marketing technology fluency

Cross-functional project management

Translate business requirements into 2

Education

Bachelor's degree in Marketing, Business, Analytics, Information Systems

Tools

Adobe Experience Platform (AEP)

Adobe Journey Optimizer (AJO)

Monday.com / Asana / Airtable / Smartsheet

Job description

About The National Hockey League

Founded in 1917, the National Hockey League (NHL®) is the premier professional ice hockey league in the world and is one of the major professional sports leagues in the United States and Canada.

About The National Hockey League

Founded in 1917, the National Hockey League (NHL®) is the premier professional ice hockey league in the world and is one of the major professional sports leagues in the United States and Canada.

With more than 1500 employees across the US and Canada, the NHL is a global sports and entertainment organization committed to building healthy and vibrant communities using the sport of hockey.

At the NHL, we are looking for dynamic, energetic and impactful individuals who are committed to doing the same by sharing in our philosophy that Hockey is for Everyone – and inclusion belongs on the ice, in the locker rooms, boardrooms and stands.

WHAT WE EXPECT OF YOU

The NHL is seeking a strategic and detail-oriented Manager, Fan Journey & Personalization to serve as the operational bridge between Fan Engagement strategy, Adobe platform implementation, fan data, and journey execution. This role will play a critical part in translating business goals into scalable, data-driven fan journeys across email, SMS, push, and digital fan experiences.

The Manager will project-manage Fan Engagement workstreams within the Adobe and Adobe Journey Optimizer (AJO) implementation, define requirements and measurement plans, establish cross-channel governance, and build adoption plans that embed new platform capabilities into day-to-day marketing operations. The ideal candidate combines strong technical fluency in marketing technology, project management discipline, and a passion for building connected fan experiences.

This position offers the opportunity to shape how the NHL's fan data and marketing technology stack come together to power personalized, scalable engagement across the League's digital ecosystem.

Platform Implementation & Project Management

• Project-manage Fan Engagement workstreams within the Adobe and Adobe Journey Optimizer (AJO) implementation, keeping timelines, dependencies, and deliverables on track.
• Build and maintain implementation roadmaps, status trackers, and lead recurring check-ins with internal teams and Adobe implementation partners.
• Escalate risks, scope changes, and resourcing needs to leadership in a timely, solutions-oriented manner.

Journey Strategy & Requirements

• Translate business goals into journey use cases, requirements, audience logic, and measurement plans.
• Document detailed functional and technical requirements, including trigger events, audience segmentation logic, decision splits, and success metrics, in partnership with marketing and technical stakeholders.
• Prioritize journey use cases based on fan impact, feasibility, and alignment with broader Fan Engagement and marketing goals.
• Partner with email and SMS owners to develop reusable journey frameworks that can scale across programs and campaigns.
• Build modular, templated journey components (e.g., welcome series, re-engagement flows, event-triggered journeys) that channel owners can adapt for new use cases.

Testing & Stakeholder Coordination

• Coordinate testing, documentation, timelines, dependencies, and stakeholder feedback across the implementation.
• Develop test plans and QA scripts for new journeys, and coordinate UAT across marketing, technology, and agency partners prior to launch.
• Maintain a centralized repository of requirements, journey maps, and testing documentation to ensure consistency across workstreams.

Cross-Channel Governance

• Establish governance for how email, SMS, push, and fan experiences operate together, ensuring consistency and coordination across channels.
• Define frequency capping, suppression logic, and channel prioritization rules to prevent fan fatigue and message conflicts.
• Create and maintain documentation of governance standards, and train channel owners on how to apply them.

Personalization & Data Monetization

• Help identify personalization and data monetization opportunities in partnership with key stakeholders.
• Analyze fan data and engagement patterns to recommend new segmentation, targeting, and personalization strategies.
• Support business cases for new data-driven revenue opportunities, partnering with analytics and business development teams as needed.

Qualifications

Knowledge Areas/Experience

Required

• 3-5+ years of professional experience in marketing technology, CRM/lifecycle marketing, marketing operations, or digital project management.
• Hands-on experience with Adobe Experience Platform (AEP) and Adobe Journey Optimizer (AJO), or comparable enterprise marketing automation/CDP platforms.
• Experience translating business requirements into technical use cases, audience logic, and measurement plans.
• Strong project management skills with experience managing cross-functional workstreams and platform implementations.

Preferred

• Bachelor's degree in Marketing, Business, Analytics, Information Systems, or a related field.
• Experience working in professional sports, media, entertainment, or digital products.
• Experience using AI tools (e.g., Copilot, GPT, Claude) to support research, content development, reporting, or day-to-day productivity, with a willingness to adopt new AI-driven tools and workflows.
• Familiarity with email, SMS, push, and multi-channel journey orchestration.
• Experience with:
• Project management tools (Monday.com, Asana, Airtable, Smartsheet, etc.)
• Data segmentation, personalization, and audience management
• Governance and documentation for multi-stakeholder platform rollouts
• Understanding of data monetization and personalization strategies.
• Knowledge of NHL teams, players, and hockey fandom.

Skills

• Excellent written and verbal communication skills.
• Strong technical fluency with the ability to translate between business and technical stakeholders.
• High attention to detail and documentation rigor.
• Ability to manage multiple priorities and workstreams in a fast-paced environment.
• Advanced proficiency in Microsoft Excel and PowerPoint.
• Ability to maintain confidentiality and professionalism.
• Ability to travel periodically as needed and work non-standard hours when required.

CORE COMPETENCIES

• Accountability
• Adaptability
• Communication
• Critical Thinking
• Inclusion
• Professionalism
• Teamwork & Collaboration

The NHL offers U.S. regular, full-time employees:

Time to Recharge

Utilize our generous Paid Time Off (PTO) to focus on your well-being and ensure a healthy work/life balance. PTO includes paid holidays, vacation, personal and sick days, plus an extra day off for your birthday.

Ability to Focus on your Health:

Along with competitive salaries, the NHL offers comprehensive health benefits to employees and their eligible dependents effective on their first day with us – there is no waiting period. The NHL subsidizes a large portion of the health benefits costs, therefore your cost for medical, dental and vision coverage is minimal.

We also offer our employees and members of their household access to our Employee Assistance Program (EAP) to support mental, physical, and financial health. In addition, employees have access to a digital wellness resource designed to improve health and happiness through courses in sleep, movement, and focus. These services are confidential and at no-cost to our employees.

Childcare Leave:

Because your family is the NHL family, employees are offered comprehensive Childcare Leave to welcome your new addition. The primary caregiver to the child is entitled to up to 12 weeks of paid Childcare Leave, at full pay, following the birth, adoption, or placement of a child.

Employees that are not the primary caregiver to the child are entitled to up to 6 weeks of paid Childcare Leave, at full pay, which must be taken within the first 6 months following the birth, adoption, or placement of a child.

Confidence in your Retirement Goals:

Participate in the NHL’s Savings Plan which includes a 401K pre-tax and Roth options plus non-elective employer contributions to keep your retirement goals on track.

A Hybrid Work Schedule

The NHL recognizes the value of flexibility in work locations/schedules to help our employees balance work/life priorities. Hybrid work schedules are available for a majority of our roles.

Our New Headquarters:

Our new, state of the art, offices are located at One Manhattan West in Hudson Yards. When you’re in the office, you can conduct meetings in one of our high-tech conference rooms, have lunch with a view or play in the game room. Employees can also enjoy New York’s newest neighborhood that is home to more than 100 shops, culinary experiences, and public artwork.

A Savings for Commuting:

Participate in the NHL’s pre-tax commuter benefit plan which helps offset the financial cost of traveling to and from our office.

NHL Partner Rates:

Unlock exclusive pricing from our Partners that include savings on travel, consumer goods and services, plus the NHL Store.

Life at the NHL:

In your first few days, you meet with your new teammates and the HR Team. You have the opportunity to learn more about the NHL and our workplace culture. Employees are invited to play hockey during our Tuesday Night Skate at Chelsea Piers, join our Employee Resource Groups and more. You are a part of our team and we encourage you to be your authentic self, adding to our dynamic workplace culture.

SALARY RANGE:

$85-90k

Actual base pay for a successful candidate will be determined based on a variety of job-related factors, including but not limited to: experience/training, market demands, and geographic location.

We are an equal opportunity employer, and all qualified applicants will receive consideration for employment without regard to race, color, religion, national origin, sex, sexual orientation, age, disability, gender identity, marital or veteran status, or any other protected class.