Director, CRM & Lifecycle Marketing

Fanatics Commerce•Redwood City, CA

1d•Hybrid

About The Position

Fanatics Commerce is hiring a Director, CRM & Lifecycle Marketing to lead its CRM program across Fanatics properties and partner sites. The role is responsible for delivering the existing high-cadence campaign program while architecting its evolution into a modular, content-first, decisioning-driven model that uses data science-powered personalization to deliver relevant fan experiences at scale. The Director will lead with data, automation, and AI-enabled insights, balancing current business performance with longer-term transformation. The role owns the CRM and lifecycle calendar, audience strategy, segmentation, channel health, campaign performance, and the measurement framework across email, SMS, and push. It leads the development of structured, modular content capabilities, a content repository, and personalization, ranking, and recommendation systems in partnership with Product, Engineering, Data Science, and creative teams. The Director also manages and develops campaign specialists, defines operating practices and governance, guides change across the business, and communicates performance, strategy, and the roadmap to executives. The position 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 stated 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 strategy and execution, including ESP/CDP platforms, audience and segmentation logic, automation, testing, and deliverability.
Proven ability to partner with Product, Engineering, and Data Science teams; participate effectively in technical discussions, write clear requirements, and translate between marketing intent and technical implementation.
Ability to run a demanding, high-volume day-to-day 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 communicating performance, strategy, and roadmap.
Bias toward action and willingness to work hands-on across technical and strategic tasks, from audience query logic to executive strategy presentations.
Ability to adopt new technologies and ways of working with curiosity and adaptability.

Nice To Haves

Experience building or scaling a personalization or content-decisioning program, including modular content structures, content repositories, and ranking or recommendation systems.
Retail, e-commerce, marketplace, sports, or entertainment experience; multi-brand or partner-site experience 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 applied to marketing production and personalization.

Responsibilities

Own the CRM and lifecycle calendar across Fanatics properties and partner sites, including retail calendar moments, product drops, promotions, and product inspiration.
Drive audience strategy, segmentation, and channel health across email, SMS, and push, partnering with Operations on personalized campaigns.
Lead the transition from campaign-first marketing to a content-first approach by defining customer needs and business objectives, translating them into content requirements, and building a structured, modular content library with creative teams.
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 implementation tradeoffs.
Collaborate with Data Science on content ranking, assembly, and personalization, providing marketing direction on how content is scored, sequenced, and delivered.
Manage, coach, and develop a team of campaign specialists; set priorities and build capabilities while maintaining day-to-day execution and advancing the transformation.
Define the transformed CRM program's operating model, workflows, and governance, and lead the team and broader business through change.
Build and scale personalization and content decisioning capabilities, including modular content structures, a content repository, and ranking and recommendation capabilities.
Lead the cross-channel testing roadmap and establish an experimentation framework that produces actionable learning and improves performance.
Identify opportunities to use generative AI and AI-assisted content workflows to accelerate content production and personalization.
Own CRM performance metrics, including revenue, engagement, retention, list health, and channel contribution; establish measurement, analyze results, and take action.
Maintain high-quality execution of the existing campaign calendar while leading longer-term structural change in parallel.
Communicate performance, strategy, and roadmap to executives with clear, credible narratives.
Translate marketing intent into technical requirements and implementation, including participation in technical discussions.
Apply AI and digital tools to improve efficiency, quality, and outcomes, and contribute to innovation and continuous improvement.