Description As a CRM Senior Manager within the Fanatics Markets Growth team, you’ll own the day-to-day execution and optimization of lifecycle across selected Fanatics-owned and partner properties. You’ll combine channel expertise with customer data and product collaboration to drive engagement, conversion, and revenue in B2C and B2B contexts. You’ll operate as a hands-on builder—designing journeys, shipping campaigns, and partnering closely with Product, Engineering, Analytics, Commercial, and Marketing to scale CRM systems and playbooks that compound over time. This role is ideal for a practitioner who understands modern lifecycle orchestration (including localization and LLM-informed personalization), balances marketing craft with technical foundations, and knows how integrations and partnerships amplify distribution and CLV. Responsibilities • Strategy & Planning : Translate growth objectives into practical CRM roadmaps for specific properties; define lifecycle stages, target segments, and success metrics; maintain clear campaign calendars and prioritization. • Data & Personalization : Implement segmentation and targeting frameworks; operationalize localization and dynamic personalization (including Liquid/LLM-informed content variations and predictive propensity where available). • Measurement & Experimentation : Build dashboards and alerts with Analytics; design and run experiments (holdouts, multivariate, MAB) with clear hypotheses and learning agendas; report outcomes and next steps succinctly. • Governance : Apply channel standards for consent, deliverability, brand safety, and compliance; follow QA and change-management processes; document playbooks and runbooks. • Collaboration & Influence : Partner with Product, Engineering, Analytics, and Commercial to align requirements, unblock delivery, and communicate outcomes; coach and coordinate contributors (content, design, ops) without direct line management. • Execution — Channels : Plan, build, and ship lifecycle communications across Email, Push, SMS, and in-app; orchestrate onboarding, activation, retention, reactivation, and win-back journeys; manage suppressions and fatigue rules. • Content Systems : Create and maintain modular templates, taxonomies, and message maps; ensure creative is testable, localizable, and performance-driven; manage translation workflows with regional stakeholders. • Partner Collaboration : Coordinate with Product and Partner teams to surface relevant features, promos, and launches; co-develop CRM initiatives that drive incremental revenue and measurable lift. • Surface Optimization : Advocate for CRM-informed entry points (account creation, checkout, collection flows, program enrollment); integrate CRM signals into product and merchandising experiences with Product. • Lifecycle Growth : Deploy proactive and reactive triggers (behavioral, transactional, event-based); establish cross-channel cadences that balance reach and relevancy; maintain audience health and deliverability. • Internationalization : Execute geo targeting, localization, and time-zone-aware delivery; manage translation processes and adhere to regional compliance requirements. • Affinities & CLV : Use affinity tagging, intent signals, and value scoring to inform cross-sell, upsell, and retention tactics; support loyalty and VIP programs with controlled cohorts and measurable tests. Qualifications • Experience : 4–7 years in CRM/lifecycle marketing, ideally across multi-brand or multi-property environments; track record of shipping measurable outcomes. • Technical Foundations : Proficiency in Enterprise CRM tools (Canvas, catalogs, Liquid), CRM/CDP integrations, event schemas, deliverability, and in-app messaging; familiarity with marketing automation tools. • Data & Analytics : Comfortable with segmentation, experimentation design, attribution basics, and BI tooling (e.g., GSC/GA, data warehouses, dashboards, log/event analysis); able to translate insights into action. • Content & Creative Ops : Knowledge of message frameworks, localization workflows, and design systems; comfort with HTML templating and QA processes. • Cross-Functional Delivery : Proven collaboration with Product, Engineering, and Commercial to ship scalable solutions; capable of coordinating contributors and influencing without formal authority. • Modern Personalization : Practical experience with localization and LLM-informed content strategies; exposure to predictive models (propensity, churn, next best action) is a plus. • Communication : Clear written and verbal communication; ability to summarize complex CRM concepts and results for non-technical stakeholders. • Domain Bonus : Experience in sports, gaming, media, or marketplaces; familiarity with loyalty, affiliate, or partnership-led distribution is advantageous.