Senior Marketing Analyst, Customer Behavior & Lifecycle
Fanatics
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Job summary
Fanatics is seeking a data-driven Senior Marketing Analyst, Lifecycle Marketing, to distill customer data into actionable insights that inform lifecycle strategy and personalization across Fanatics Commerce.
You will lead cross-functional work with Lifecycle Marketing Strategy, Analytics, and Engineering to develop a holistic customer view, build behavioral pathing analyses, and measure onboarding, engagement, retention, and reactivation programs.
Qualifications
- 5 years of experience in CRM, Lifecycle Marketing, or a related field with a focus on analyzing customer behaviors and trends.
- Strong analytical mindset with a solid understanding of customer data, data hygiene, and database marketing principles.
- Expertise in SQL and demonstrated experience working with large, disparate datasets.
- Experience with real-time CDPs or CRM systems, ideally Adobe Experience Platform and Journey Optimizer.
Responsibilities
- Collaborate with Lifecycle Marketing Strategy, Analytics, and Engineering to align on a shared, holistic view of the customer and coordinate cross-functional priorities.
- Define measurement frameworks for onboarding, engagement, retention, and reactivation programs.
- Translate complex data into clear, human-centered insights that reflect fan motivations and friction points, influencing how Fanatics Commerce connects with its customers.
- Develop novel analytical approaches to behavioral segmentation and customer intent modeling.
- Lead end-to-end analytics projects from question to insight to action.
Skills
Tools
Job description
Fanatics Commerce is the global leader in licensed sports merchandise, operating a vertically integrated platform that designs, manufactures, and delivers officially licensed apparel, jerseys, headwear, and collectibles for major leagues, teams, and events worldwide. With more than 900 e-commerce sites and a global omnichannel presence across digital, in-venue, and retail, Fanatics Commerce reaches fans in over 180 countries and powers official fan experiences for many of the world’s most iconic sports properties.
At Fanatics, we bring our BOLD Leadership Principles to life every day – building championship teams, obsessing over fans, acting with entrepreneurial speed, and delivering with a determined and relentless mindset.
As we continue to scale our global platform, the Senior Marketing Analyst, Lifecycle Marketing will play a critical role in distilling customer data into actionable intent signals that drive lifecycle strategy and personalization across Fanatics Commerce.
We are seeking a data-savvy and entrepreneurial Senior Marketing Analyst to join our Lifecycle Marketing team, where you will distill data into customer intent, motivations, and friction points to inform lifecycle strategy, personalization, experimentation, and cross-channel messaging. A self-starter, you will lead cross-functional collaboration with Lifecycle Marketing Strategy, Analytics, and Engineering teams to further develop our approach to a holistic customer view and experience. The Senior Marketing Analyst, Lifecycle Marketing delivers business and fan impact through BOLD leadership and execution excellence, leveraging data, automation, and AI-enabled insights.
Success is measured by the ability to deliver results through BOLD capabilities and measurable outcomes.
(Build Championship Teams)
- Partner closely with Lifecycle Marketing Strategy, Analytics, and Engineering teams to align on a shared, holistic view of the customer and coordinate cross-functional priorities.
- Serve as a key analytical voice in lifecycle planning discussions, bridging technical complexity and strategic direction for stakeholders across levels.
- Contribute to a collaborative team environment by sharing insights, methodologies, and best practices that elevate the broader team’s analytical capabilities.
(Obsessed with Fans)
- Analyze customer behavior across the full lifecycle, identifying key paths, drop-offs, accelerators, and moments of intent that reveal what fans need and when.
- Build and maintain behavioral pathing analyses to understand how customers move across intents and in response to cross-channel messaging — or the absence of it.
- Partner with lifecycle marketers to define measurement frameworks for onboarding, engagement, retention, and reactivation programs.
- Translate complex data into clear, human-centered insights that reflect fan motivations and friction points, influencing how Fanatics Commerce connects with its customers.
(Limitless Entrepreneurial Spirit)
- Develop novel analytical approaches to behavioral segmentation and customer intent modeling that push beyond standard reporting.
- Explore and integrate real-time CDP capabilities — ideally Adobe Experience Platform and Journey Optimizer — to advance lifecycle personalization and experimentation.
- Identify opportunities to automate recurring analyses and build scalable frameworks that reduce manual lift and accelerate insight delivery.
- Proactively surface analytical gaps and propose solutions that improve the team’s ability to act on customer data with speed and confidence.
(Determined & Relentless Mindset)
- Manage multiple priorities and stakeholder relationships simultaneously, delivering high-quality analytical work within a fast-paced, cross-functional environment.
- Communicate insights through compelling narratives, dashboards, and presentations tailored to both technical and non-technical audiences.
- Own the integrity and hygiene of the data inputs underpinning lifecycle analyses, ensuring outputs are reliable and decision-ready.
- Drive projects from question to insight to action, taking end-to-end accountability for the analytical workstreams you lead.
We are building a future-ready organization. This role is expected to:
- Apply AI and technology to improve efficiency, quality, and outcomes
- Use data and digital tools to inform decisions and enhance performance
- Demonstrate curiosity and adaptability in adopting new technologies and ways of working
- Contribute to a culture of innovation and continuous improvement
- 5 years of experience in CRM, Lifecycle Marketing, or a related field with a focus on analyzing customer behaviors and trends.
- Strong analytical mindset with a solid understanding of customer data, data hygiene, and database marketing principles.
- Expertise in SQL and demonstrated experience working with large, disparate datasets.
- Experience with real-time CDPs or CRM systems, ideally Adobe Experience Platform and Journey Optimizer.
- Exceptional organizational and communication skills, with the ability to manage multiple stakeholders and competing priorities effectively.
- Proven ability to translate complex analytical findings into clear, actionable insights for both technical and non-technical audiences.
- Background in retail, e-commerce, or multi-brand organizations and/or experience with BI visualization tools such as Superset, MicroStrategy, or Power BI is a plus.
Remote: As a fully remote role, the primary place of performance will be your residence or other approved remote location.
Hybrid: The primary place of performance of this role is the Company’s office located in San Mateo subject to the Company’s current hybrid work policy. This role currently requires in-office presence 3 days per week.
The salary range represents base pay only and does not include short-term or long-term incentive compensation. When determining base pay as part of a final compensation package, we consider several factors such as location, experience, qualifications, and training. For information about our benefits, please visit https://benefitsatfanatics.com/
$125,000 – $156,250 USD
At Fanatics, we operate with a BOLD mindset – We Build Championship Teams, we’re Obsessed with Fans, we embrace a Limitless Entrepreneurial Spirit, and we approach every challenge with a Determined and Relentless Mindset. If you’re ready to contribute to a dynamic, fast-paced environment that thrives on collaboration and growth, we want you to be part of our team.
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 Commerce is a leading designer, manufacturer, and seller of licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods. It operates a vertically-integrated platform of digital and physical capabilities for leading sports leagues, teams, colleges, and associations globally — as well as its flagship site, www.fanatics.com.
Fanatics Commerce has a broad range of online, sports venue, and vertical apparel partnerships worldwide, including comprehensive partnerships with leading leagues, teams, colleges, and sports organizations across the world—including the NFL, NBA, MLB, NHL, MLS, Formula 1, and Australian Football League (AFL); the Dallas Cowboys, Golden State Warriors, Paris Saint-Germain, Chelsea FC, and Tokyo Giants; the University of Notre Dame, University of Alabama, and University of Texas; the International Olympic Committee (IOC), England Rugby, and the Union of European Football Associations (UEFA).
- Build Championship Teams
- Obsessed with Fans
- Limitless Entrepreneurial Spirit
- Determined and Relentless Mindset
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