Program & Marketing Manager, Fan Access

MLSE (Maple Leaf Sports & Entertainment Partnership)•Toronto, ON

2d•CA$80,000 - CA$115,000

About The Position

MLSE is looking for a strategic, data-savvy and creative Fan Access, Program & Marketing Manager to lead the development and growth of our Fan Access program. Fan Access is MLSE’s direct-to-fan engagement program that focuses on giving fans access to experiences that gets them closer to the teams they love. It represents an evolution in how we connect with our fans - unlocking deeper engagement, exclusive experiences, and a new level of fandom across all our teams. This role is instrumental in driving fan retention, growth and lifetime value through a compelling loyalty experience that spans both digital and physical worlds. As the Program & Marketing Manager, you will collaborate closely with Brand Leads, Content, Product, Retail, Game Presentation, Experiential, Data & Analytics, Design & Development, and other internal stakeholders to support and execute program and marketing strategy, monitor campaign performance, and deliver exceptional fan experiences.

Requirements

5+ years of experience in loyalty marketing, CRM, or customer engagement, with at least 2 years in a strategic program role.
Strong knowledge of loyalty structures, lifecycle marketing and performance marketing.
Strong analytical and project management skills, with the ability to manage multiple initiatives simultaneously.
Exceptional written and verbal communication skills.
Passion for sports and fan engagement.

Nice To Haves

Experience in sports, entertainment, retail or consumer-facing industries is a strong asset.

Responsibilities

Support and evolve the vision, structure and goals of Fan Access based on fan insights and MLSE business priorities.
Drive the program roadmap, identifying short- and long-term opportunities to enhance member engagement and fan loyalty.
Oversee day-to-day program operations, including membership growth, reward structures, tiers, benefits and daily engagement.
Drive the marketing strategy and positioning for Y2 of Fan Access given new growth targets and KPIs.
Ensure seamless delivery of marketing campaigns, promos and all fan communications.
Ensure team is setup to deliver game-day fan programming and experiences, working closely with other groups within the organization (eg. Game Presentation, Event Experience, Memberships, etc.).
Manage Fan Access Marketing Budgets tied to production, creative, media, giveaways and event experiences.
Review performance metrics, fan behavior and segmentation data to uncover trends and optimization opportunities.
Work with analytics team to build and share reports tracking key KPIs (e.g., engagement, retention, ROI).
Act as the voice of the fan in program development and decision-making.
Continuously improve the fan journey across digital platforms, live events and customer service touchpoints.
Work closely with Product, Creative, Digital and Operations teams to execute integrated campaigns and feature releases.
Coordinate with Partnerships teams to integrate loyalty-driven activations and exclusive offers.
Stay informed on trends in loyalty, gamification, fan engagement and digital experiences.
Recommend and help implement new features and technologies that evolve the program.