Director, CRM & Lifecycle Marketing

Fanatics Commerce•Redwood City, CA

2d•$200,000 - $275,000•Hybrid

About The Position

Fanatics Commerce is hiring a Director, CRM & Lifecycle Marketing to lead CRM and lifecycle marketing across Fanatics properties and partner sites. The role owns the existing high-cadence campaign program while transforming it into a modular, content-first, decisioning-driven program that uses data, automation, personalization, and AI-enabled insights to improve fan engagement and business results. The Director sets the CRM vision and operating model, leads a team of campaign specialists, and works across merchandising, retail, partner marketing, creative, product, engineering, operations, and data science. The role shapes the CRM platform and tooling roadmap, including the content repository and decisioning capabilities, and translates marketing needs into clear technical requirements. The position owns the CRM and lifecycle calendar and audience strategy across email, SMS, and push. It leads the shift from campaign-first execution to personalized content experiences, builds a structured modular content library, and establishes experimentation and measurement practices. The Director is accountable for CRM performance, including revenue, engagement, retention, list health, and channel contribution, while maintaining strong day-to-day execution and leading longer-term transformation. The role is hybrid, with the primary place of performance at the Company's Redwood City, California office and in-office presence currently required three days per week. The listed Los Angeles base salary range is $200,000–$275,000 USD; the posting notes that this range may not apply to other locations and excludes short- and long-term incentive compensation.

Requirements

10+ years of experience in CRM, lifecycle, or retention marketing.
Demonstrated experience leading and developing a team of marketing professionals.
Deep, hands-on command of email, SMS, and push marketing, from strategy through execution.
Experience with ESP/CDP platforms, audience and segmentation logic, automation, testing, and deliverability.
Proven ability to partner with Product, Engineering, and Data Science organizations; hold ground in technical discussions, write clear requirements, and translate marketing intent into technical implementation.
Demonstrated ability to operate a demanding, high-volume program while designing and building its next-generation replacement.
Strong analytical fluency, including setting measurement frameworks, independently interpreting results, and acting with speed and rigor.
Executive-level communication skills across organizational levels, including the ability to communicate performance, strategy, and roadmap credibly and compellingly.
Bias toward action and willingness to work hands-on across the stack, from audience query logic to executive strategy presentations.

Nice To Haves

Experience building or scaling personalization or content-decisioning programs, including modular content structures, content repositories, and ranking or recommendation systems.
Background in retail, e-commerce, marketplaces, sports, or entertainment; experience managing multi-brand or partner-site complexity is strongly preferred.
Experience leading a team or organization through significant transformation or marketing technology replatforming.
Familiarity with generative AI and AI-assisted content workflows for marketing production and personalization.

Responsibilities

Serve as a cross-functional leader, aligning merchandising, retail, partner marketing, creative, product, engineering, and data science around a shared CRM vision and operating model.
Partner with Product and Engineering to define the roadmap for the CRM platform, content repository, and decisioning tools; write requirements, participate in reviews, and assess technical tradeoffs.
Collaborate with Data Science on content ranking, assembly, and personalization, including how content is scored, sequenced, and delivered.
Manage, coach, and develop campaign specialists; set priorities and build team capabilities while maintaining day-to-day execution and preparing for future-state operations.
Define the transformed CRM program's operating model, workflows, and governance, and lead the organization through change with clarity and accountability.
Own the CRM and lifecycle calendar across Fanatics properties and partner sites, covering retail moments, product drops, promotions, and product inspiration.
Drive audience strategy, segmentation, and channel health across email, SMS, and push in partnership with Operations.
Define customer needs and business objectives, translate them into content requirements, and work with creative teams to develop a structured, modular content library.
Partner with content and creative teams to build effective campaigns and design systems that improve fan experience across touchpoints.
Architect a content supply chain that replaces manual campaign volume with data-driven relevance and content suited to individual fan needs.
Build and scale personalization and content-decisioning capabilities, including modular content structures, a content repository, and ranking and recommendation capabilities in partnership with Data Science.
Lead channel testing and establish an experimentation framework that generates actionable insights and continuous performance improvement.
Identify opportunities to use generative AI and AI-assisted content workflows to improve content production and personalization.
Own CRM performance metrics, including revenue, engagement, retention, list health, and channel contribution; establish measurement, assess results, and take action.
Maintain high-quality execution of the current campaign calendar while leading longer-term program transformation.
Communicate CRM performance, strategy, and roadmap to executives and other stakeholders.
Write clear technical requirements and translate between marketing intent and technical implementation to ensure platform and tools meet needs.
Apply AI, technology, data, and digital tools to improve efficiency, quality, outcomes, and decision-making; contribute to innovation and continuous improvement.