CRM Media Manager

Riddell•Des Plaines, IL

About The Position

Already the long-standing leader in football head protection and protective athletic equipment, Riddell sees enormous potential for growth in its digital e-commerce and direct to consumer markets. Riddell is creating a new role for a CRM Media Manager, Digital Commerce that will be responsible leading owned/paid media strategy and execution across digital channels to drive brand awareness, customer acquisition, and eCommerce sales. This role will have a heavy emphasis on CRM to define, create, determine Riddell's campaigns. The CRM Media Manager will collaborate closely with the Digital Commerce and Marcom teams to build a cohesive, data-driven marketing engine that connects awareness to conversion. They will oversee all aspects of .com traffic, creative campaigns, paid media budget, CRM creation & strategy. Key areas of focus will be the company's website and its team stores, where players, parents and fans can buy gear for their needs on field or on the sideline. This position will report to Riddell's Vice President of Digital Commerce & Apparel. The ideal candidate will have deep CRM expertise, digital marketing acumen, and cross-functional leadership experience. They will be an action-oriented leader who is excited to put their personal, innovative stamp on this critical area of business for Riddell and its future growth.

Requirements

Authorized to work in the U.S.
Bachelor's degree in Marketing, Communications or related field
5-8 years of experience in digital media management, preferably in eCommerce, consumer brands, agency or sports team/league environment
Excellent communication and project management skills; able to influence cross-functional teams
Deep expertise of CRM platforms, Emarsy preferred
Understanding of digital marketing funnel and can apply best practices to Riddell's platforms using data-driven decisions is a plus
Strong knowledge of the football community, such as the NFL and its Clubs
A strong knowledge and passion for football
Able to work independently and as a part of our team
Proven ability to consistently meet tight deadlines while executing multiple projects at one time
Excellent communication, presentation, interpersonal, and collaboration skills
Self-starter who can take direction and contribute ideas
Willingness to contribute outside of core responsibilities to support team/business objectives

Responsibilities

CRM & Audience Segmentation Lead the end-to-end buildout of Riddell's CRM ecosystem, from platform selection (Emarsy) to full implementation.
Establish customer segmentation strategy — lifecycle stages, behavioral triggers, product ownership, and value tiers.
Evaluate CRM media performance and report on retention impact, revenue lift, and customer LTV growth.
Stand up workflow processes for campaign briefs, approvals, QA, and measurement across CRM + paid media.
Lifecycle & Campaign MGT Defined email, SMS, and app campaign strategy for Riddell DTC
Managed CRM roadmap, executed product launch campaigns, and identified automation opportunities.
Develop retention strategies for key stages of the owner lifecycle at Riddell.
Initiate changes to improve lifecycle onboarding and in-life programs proactively Develop prospect capture and owner retention strategies around key stages of the lifecycle, linking behavioral data and triggers within those programs to drive engagement
Optimize business rules that automate and drive content triggers based on channel selection, audience and messaging to improve program relevance Paid Media Strategy & Planning
Develop and oversee the annual paid media plan aligned with eCommerce sales goals, brand campaigns, and product launches.
Manage the full media mix — including paid search, paid social, programmatic, video, display, and retargeting.
Establish clear KPIs for reach, engagement, traffic, conversion, and ROI.
Partner with leadership on budget allocation, forecasting, and pacing to maximize return on ad spend (ROAS).
Manage relationships with digital media agencies and advise them on strategies to achieve key objectives Cross-Functional Collaboration
Partner with: E-Commerce: to ensure site promotions and launches are supported by media.
Analytics: to interpret campaign data, create dashboards, and guide optimization decisions.
Brand & Creative: to align campaign messaging and creative assets.
Finance: to manage spend pacing and reconcile media invoices.
Act as the media lead in go-to-market meetings and product launch planning.
Analytics & Reporting Build weekly and monthly reports summarizing key performance metrics: impressions, CTR, CPC, conversion rate, CAC, and ROAS.
Conduct campaign post-mortems to identify insights and inform future planning.
Translate complex performance data into clear, actionable insights for leadership.
Benchmark Riddell's digital media performance against category competitors and industry standards.