Customer Insights & Lifecycle Marketing Analyst

Penske Entertainment•Indianapolis, IN

1d•Onsite

About The Position

This role sits at the intersection of marketing, customer data, CRM/email strategy, analytics, and ticket sales. As the Customer Insights & Lifecycle Marketing Analyst, you will serve as the primary owner of customer insights and lifecycle marketing, leveraging data to drive engagement, ticket sales, retention, and long-term customer value. Working closely with the ticketing, marketing, and IT teams, you will build and execute email marketing campaigns, develop audience segmentation strategies, support content recommendations, and create reporting that measures campaign performance, engagement, and ROI. You will analyze customer and ticketing data to uncover actionable insights, optimize marketing strategies through testing, personalization, and automation, and influence business decisions across marketing, ticketing, and partnerships. You will also lead survey development and execution, collect and interpret consumer data from multiple sources, and help translate the organization’s digital strategy into data-driven initiatives that support content engagement, ticket sales, and customer growth. In this role, you’ll be an important part of delivering top-tier experiences to fans, partners, and teams across the motorsports world. You’ll take ownership of key responsibilities, collaborate across departments, and bring energy and innovation to a fast-paced environment.

Requirements

A minimum of three to five years of relevant professional experience, preferably within the sports/entertainment industry.
Proven experience building email marketing campaigns and marketing performance measurement, attribution and optimization, preferably in the sports or entertainment industry.
Strong understanding of segmentation, targeting and personalization strategies in email campaigns.
Experience with digital marketing platforms and tools, such as Adobe Marketo, Salesforce Marketing Cloud or
Basic HTML skills needed to edit an email or email template and Adobe Photoshop creative experience preferred.
Expertise building reports in Power BI, Tableau or similar analytics tool, e.g., email dashboard.
Expertise building, executing and analyzing customer surveys, using tools like SurveySparrow, SurveyMonkey, or similar.
Analytical skills to interpret performance metrics and optimize campaign performance.
You should be able to analyze large amounts of data and draw meaningful insights from it.
Creative mindset with the ability to design visually appealing and effective digital content.
Familiarity with marketing automation and customer relationship management (CRM) systems.
Knowledge of industry regulations and best practices related to email marketing compliance.
Excellent communication and collaboration skills to work with cross-functional teams.
You must be able to communicate effectively with stakeholders at all levels of the organization.
You will be required to communicate and collaborate with internal stakeholders to understand overall strategy and articulate measurement insights and recommendations.
You will not be successful in this role without effective and transparent communication and collaboration.
Detail-oriented and able to identify patterns and trends in data.
Expertise identifying and solving complex problems using data and analytical tools.
Ability to manage multiple projects simultaneously and meet tight deadlines.
Proven ability to maintain high levels of integrity and confidentiality.
Willing to work a flexible work schedule, including evenings and weekends during event season, in a non-traditional, fast-paced environment.
Self-starter, proactive, efficient, flexible, resilient, organized and a team player.
Cultural competence and the ability to thrive in a diverse environment.

Nice To Haves

Passion for motorsports and familiarity with IMS events and fan base is a plus.
Passion for creating memorable experiences.

Responsibilities

Build and send emails end to end – copy writing, subject lines, content blocks, up sell items and image editing – via basic HTML, Adobe Marketo and Adobe Photoshop.
Email and database marketing strategy development and execution to promote ticket sales, events, merchandise and initiatives.
Support content strategy, planning, development and implementation across digital platforms and experiences.
Management of distribution lists and audience segmentation, ensuring targeted and personalized communication.
Implementation of regular testing, through data-driven insights and optimization to refine content, ensure deliverability, inspire engagement and maximize efficiencies and conversions.
Design and execute A/B tests across subject lines, send times, content blocks, CTAs and audience segments to systematically improve campaign performance.
Define and build sales nurture campaigns and related marketing automation tasks.
Ensure full compliance with consumer privacy laws/regulations.
Provide data reporting and visualizations by creating dashboards, generating reports, and effectively communicating insights with data storytelling.
Ensure email list hygiene by reviewing soft and hard bounces and manage annual clean-up efforts.
Support lead generation strategy and define growth goals.
Report on database growth, overlap and segments.
Build all data capture forms (Marketo and Formstack).
Collect and interpret consumer data to inform customer experience improvements, marketing strategies, sponsor and partner opportunities, and ticketing decisions.
Oversight and execution of all survey programs — including fan and customer surveys, post-event surveys, staff surveys, and other ad hoc research requests — encompassing survey design, distribution, analysis and presentation of findings.
Management and collection of pertinent customer data and demographics, including data cleansing/scrubbing, extraction, segmentation, etc.
Participate in any backend workflows with the development team and any third parties.
Partner with marketing and IT teams to implement and fully leverage new marketing automation.
Take direction, input and collaborate as needed regarding project deliverables with multiple internal and external stakeholders in various departments, including the Ticketing, Marketing, Credentials, Premium Services, Guest Experience and Event Management Departments.
Stay up to date with new industry trends and share knowledge with.
Write and maintain documentation as.
Provide estimates on tasks, communicate competing priorities and manage/track your own.
Communicate when unknowns become a risk to project timelines and need to be.
Enthusiasm for and commitment to the company and Vision, Mission and Values.
Other duties as assigned.