Director, CRM Strategy & Fan Engagement

Warner Music•Los Angeles, CA

5d•$95,000 - $120,000•Onsite

About The Position

WMX is Warner Music Group’s merchandise and e-commerce services division, focused on helping artists connect with fans through merchandise, physical music, touring, vip ticketing, retail, licensing and direct-to-consumer experiences. We work at the intersection of creativity and commerce, partnering with artists, managers, and label teams to build thoughtful, high-quality products and experiences that fans care about, and marketing them to drive revenue and add value to our clients business. From artist stores and limited-edition vinyl to tour merchandise and global retail programs, we treat merch and physical products as meaningful extensions of an artist’s creative vision. WMX combines the global scale of Warner Music Group with an entrepreneurial, hands-on approach. We value collaboration, ownership, and curiosity, and we’re building a forward-thinking team that’s excited to evolve how artists reach and engage their audiences. The Director, CRM Strategy & Fan Engagement is responsible for building and owning a modern, scalable digital marketing engine for merchandise across artists. This role is focused on driving merch revenue growth, increasing fan lifetime value, and future-proofing the merch business through data, CRM, and fan engagement systems. This position sits at the intersection of growth strategy, fan experience, and technology, ensuring merch marketing evolves from transactional campaigns into a lifecycle-driven revenue engine. This role transforms merch marketing from a series of disconnected campaigns into a predictable, future-proofed growth engine that connects with label partners and the wider global marketing team. It increases revenue today while building long-term fan value that benefits artists and the broader organization.

Requirements

Five years of experience in digital marketing, growth, or fan engagement
Proven success driving merch revenue through digital and CRM strategies
Experience working with or alongside artist management companies and or labels
Deep hands-on experience with CRM and fan engagement platforms such as Klaviyo, Laylo, Cobrand, and tour data capture tools
Demonstrated ability to independently learn, implement, and scale new technologies
Strong understanding of fan psychology, loyalty mechanics, and lifecycle marketing
Ability to collaborate effectively across creative, social, e-commerce, and operations teams
Highly analytical with a creative, growth-oriented mindset

Nice To Haves

Knowledge of CRM & Fan Data Tools like Cobrand, Laylo, Klaviyo
Knowledge of basic paid social campaign setup and google analytics
Knowledge of Creative Tools like Figma, Canva, Adobe Photoshop or similar

Responsibilities

Own the end-to-end digital growth strategy for merch with a clear focus on revenue, repeat purchase, and long-term fan value.
Developing and executing merch-first digital growth strategies that drive conversion, retention, and repeat purchasing
Designing scalable drop strategies and campaign mechanics such as urgency, scarcity, incentives, and loyalty moments
Owning the fan lifecycle from initial acquisition through repeat purchase
Leading segmentation, personalization, and lifecycle optimization across digital channels
Analyzing performance and forecasting revenue impact across merch initiatives
Partner in the creative process by owning how fans experience merch, while collaborating closely with creative and social teams on execution.
Conceptualizing merch campaign mechanics, fan incentives, and experiential moments
Designing loyalty programs, anniversary activations, and surprise-and-delight initiatives
Developing growth-driven campaign frameworks that can be scaled across artists
Collaborating with creative partners to ensure fan experience aligns with performance goals
Translating fan psychology and behavior into campaign concepts that drive measurable results
Own the strategy, evaluation, and implementation of CRM and fan engagement technologies to future-proof the merch ecosystem.
Serving as the strategic owner of CRM and fan engagement platforms supporting merch growth
Architecting and optimizing systems for fan acquisition, lifecycle marketing, and data capture
Leading the evaluation, implementation, and integration of new technologies to support growth
Acting as the internal subject-matter expert across platforms such as Klaviyo, Laylo, Cobrand, and tour-based data capture tools
Translating emerging fan technologies into actionable revenue and growth opportunities
Reducing reliance on external vendors by building internal expertise and scalable systems
Collaborate with label marketing and global marketing teams to ensure merch prioritization within campaigns and cohesion across larger marketing objectives.
The Director partners closely with internal teams to ensure insights and systems can be leveraged across the broader artist ecosystem where appropriate.