Manager, Go-To-Market (GTM)

Fanatics Commerce; Los Angeles (CA); On-site; USD 108,000 - 134,000; Full time

Job summary

Fanatics Betting & Gaming is seeking a GTM Manager to drive the Fanatics App value proposition through coordinated marketing campaigns, launches and customer touchpoints. You will translate business priorities into compelling messaging and integrated go‑to‑market plans across Product, Commercial, Brand, CRM and Creative teams.

You will own day-to-day planning and execution of app marketing programs, ensuring launches are delivered on time with a clear customer story, while partnering with teams

Qualifications

• 5+ years in GTM, product marketing or brand strategy.
• Experience leading cross-functional marketing launches.
• Ability to translate product capabilities into clear positioning.
• Experience creating GTM playsbooks and education materials.
• Strong communication and stakeholder management.

Responsibilities

• Own the Fanatics App marketing calendar, prioritizing product launches, feature updates, campaigns and key brand moments.
• Lead integrated go-to-market planning, translating priorities into launch plans and timelines.
• Develop customer-facing positioning and messaging that communicates the app’s value.
• Partner with Product and Commercial teams to shape launch strategies.
• Develop campaign strategies and creative briefs for assets and channel plans.
• Orchestrate cross-channel execution across CRM, in-app, web, paid media, and social.
• Build customer education into the lifecycle with onboarding and ongoing engagement.
• Drive launch readiness, aligning stakeholders and ensuring readiness for launch.
• Use customer insights and performance data to refine messaging and adoption.
• Build scalable GTM playbooks and processes for planning and execution.
• Measure launch impact against goals and inform future initiatives.

Skills

GTM strategy

Product marketing

Cross-functional leadership

Campaign planning

Messaging & positioning

Analytics & performance

Education

Bachelor's degree in Marketing, Communications, Business

Job description

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.

As a JOB TITLE at Fanatics Betting & Gaming (FBG), you are here to… help us create an entertaining betting proposition that appeals to Fanatics customers. Reporting into the Director of Sportsbook Content, you will play an integral role in the Sportsbook Content team, as well as the wider Fanatics Betting & Gaming. Sportsbook Content Analysts will work to prepare and manage a range of daily custom offers that differentiate the Sportsbook and integrate seamlessly with the features of the Fanatics Betting & Gaming product.

Overview

Are you ready to shape the future of sports fan engagement? Fanatics is building the world’s leading digital sports platform, with the Fanatics App connecting fans to shopping, free‑to‑play games, collectibles and more in one destination.

The GTM Manager is responsible for bringing the Fanatics App’s value proposition to life through coordinated marketing campaigns, product launches and customer touchpoints. Working across Product, Commercial, Brand, CRM and Creative teams, this role translates business priorities and product capabilities into compelling customer messaging and integrated go‑to‑market plans.

You will own the day‑to‑day planning and execution of Fanatics App marketing programs, ensuring every launch is delivered consistently, on time and with a clear customer story. This role combines cross‑functional GTM execution with product marketing responsibilities, helping customers understand what the app offers, discover new features and build ongoing engagement.

Responsibilities

• Own the Fanatics App marketing calendar, prioritizing product launches, feature updates, campaigns and key brand moments.
• Lead integrated go‑to‑market planning, translating business priorities and product roadmaps into coordinated launch plans, timelines and cross‑functional workbacks.
• Develop customer‑facing positioning and messaging that clearly communicates the app’s value proposition, product benefits and reasons to engage.
• Partner with Product and Commercial teams to understand upcoming roadmaps, target audiences and customer needs, shaping launch strategies that drive awareness, adoption and repeat usage.
• Develop campaign strategies and creative briefs to translate product stories into compelling assets and channel plans.
• Orchestrate cross-channel execution across CRM, in‑app, web, paid media, and organic social teams to deliver a consistent customer message.
• Build customer education into the lifecycle, helping customers discover, understand and use the app’s features through onboarding, launch communications and ongoing engagement.
• Drive launch readiness, aligning stakeholders, managing dependencies and ensuring product details, messaging, creative and channel plans are ready for launch.
• Use customer insights, competitive research and performance data to refine messaging, identify adoption barriers and inform future GTM plans.
• Build scalable GTM playbooks, messaging guides and processes that improve planning and execution.
• Measure launch and campaign effectiveness against goals for awareness, downloads, feature adoption and engagement, applying learnings to future initiatives.

Experience & Skills

• 5+ years of experience in go‑to‑market strategy, product marketing, integrated marketing or brand strategy, ideally supporting a consumer app or digital product.
• Bachelor’s degree in Marketing, Communications, Business or a related field.
• Proven experience leading cross‑functional marketing launches from planning through execution.
• Ability to translate product capabilities and customer insights into clear positioning, benefit‑led messaging and effective marketing campaigns.
• Experience developing creative briefs, GTM plans, customer education and integrated marketing calendars.
• Understanding of the customer lifecycle, including acquisition, onboarding, feature adoption and ongoing engagement.
• Strong project management and organizational skills, with the ability to manage multiple priorities simultaneously.
• Excellent communication and stakeholder management skills, with the ability to influence across Product, Commercial and Marketing teams.
• Analytical mindset, with experience using campaign and product performance insights to improve marketing effectiveness.
• Comfortable operating in a fast‑paced, highly collaborative environment with evolving priorities.
• Passion for sports, fandom and building customer‑first experiences.
• Willingness to travel for key business meetings and events.

Depending on the role, your interview and onboarding experience may include in‑person components, such as onsite interviews or Launching into Better: LIVE—a multi‑day cultural immersion in New York City for full‑time, non‑seasonal hires. These sessions are designed to build connection and bring our culture to life, though specific travel and participation requirements will be confirmed based on your role and location. Your recruiter will provide clear guidance at each stage of the process.

For information about our benefits, please visit https://benefitsatfanatics.com/

#Li‑JM3

Ranges will change based on country and state of residence, which are reflected in Geographical Zones defined by Fanatics Betting and Gaming. The range incorporates all of our Geographical Compensation Zones and is subject to change as the Zone associated with the actual offer is confirmed. In addition to the base and bonus, full‑time employment, and more. For information about our benefits, please visit https://benefitsatfanatics.com/

Salary Range

$108,000—$134,000 USD