Director, CRM & Lifecycle Marketing

Fanatics Commerce is the global leader in licensed sports merchandise, operating a vertically integrated platform that designs, manufactures, and delivers officially licensed apparel, jerseys, headwear, and collectibles for major leagues, teams, and events worldwide. With more than 900 e-commerce sites and a global omnichannel presence across digital, in-venue, and retail, Fanatics Commerce reaches fans in over 180 countries and powers official fan experiences for many of the world's most iconic sports properties.

At Fanatics, we bring our BOLD Leadership Principles to life every day - building championship teams, obsessing over fans, acting with entrepreneurial speed, and delivering with a determined and relentless mindset.

As we continue to scale our global platform, the Director, CRM & Lifecycle Marketing will play a critical role in transforming fan engagement from high-volume campaigns into personalized, content-driven lifecycle experiences across Fanatics properties and partner sites.

ROLE OVERVIEW

Fanatics reaches tens of millions of sports fans across owned and partner properties, and CRM is how the brand shows up in their inbox, on their lock screen, and in their pocket at the moments that matter most. Today's program drives real revenue through a high-cadence campaign calendar; the next evolution is a content supply chain model where data science-powered personalization replaces manual volume with relevance at scale. The Director, CRM & Lifecycle Marketing owns both halves — running the existing business at a high bar while simultaneously architecting and leading the transition to a modular, content-first, decisioning-driven program. The Director, CRM & Lifecycle Marketing delivers business and fan impact through BOLD leadership and execution excellence, leveraging data, automation, and AI-enabled insights.

HOW WILL YOU DRIVE IMPACT

Success is measured by the ability to deliver results through BOLD capabilities and measurable outcomes.

Team & Leadership Impact (Build Championship Teams)

Cross-Functional Leadership:

• Serve as the connective tissue across merchandising, retail, partner marketing, creative, product, engineering, and data science — aligning diverse stakeholders 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 tooling — writing requirements, participating in reviews, and pressure-testing tradeoffs to ensure marketing intent translates into sound technical implementation.
• Collaborate with Data Science to shape the ranking, assembly, and personalization layer, bringing a strong marketing point of view to how content is scored, sequenced, and delivered to fans.

People Leadership:

• Manage, coach, and uplevel a team of campaign specialists — setting clear priorities, building capabilities, and creating an environment where the team executes a demanding day-to-day program while simultaneously building what comes next.
• Define the operating model, workflows, and governance the transformed CRM program will run on, and lead the team and the broader business through the change with clarity and accountability.

Fan & Customer Impact (Obsessed with Fans)

• Own the CRM and lifecycle calendar across Fanatics properties and partner sites — covering retail calendar moments, product drops, promotions, and product inspiration — ensuring fans receive the right message at the exact moment a jersey drops, a team wins, or a season starts.
• Drive audience strategy, segmentation, and channel health across email, SMS, and push, partnering with the Operations team to create highly personalized campaigns that meet real customer needs.
• Lead the shift from campaign-first to content-first: define customer needs and business objectives, translate them into content requirements, and work with creative teams to build a structured, modular content library that enables personalization at scale.
• Partner with content and creative teams to build best-in-class campaigns and design systems that raise the bar on fan experience across every touchpoint.

Innovation & Problem Solving (Limitless Entrepreneurial Spirit)

• Architect the content supply chain model — moving the organization from asking "how many campaigns did we ship?" to "what does this fan need right now, and do we have the content to meet it?" — replacing manual volume with data-driven relevance.
• Build and scale a personalization and content-decisioning program, including modular content structures, a content repository, and ranking and recommendation capabilities developed in close partnership with Data Science.
• Drive the testing roadmap across channels, establishing a disciplined framework for experimentation that generates actionable learning and continuous performance improvement.
• Identify opportunities to incorporate generative AI and AI-assisted content workflows to accelerate content production and personalization capabilities.

Ownership & Execution (Determined & Relentless Mindset)

• Own the full performance metrics for CRM: revenue, engagement, retention, list health, and channel contribution to the broader business — setting the measurement framework, reading the results directly, and acting on them with urgency.
• Operate with discipline across both the existing high-cadence program and the longer-horizon transformation — maintaining flawless execution of the current calendar while leading structural change in parallel.
• Deliver executive-level communication on performance, strategy, and roadmap — clear, credible narratives that keep leadership informed and aligned throughout the program's evolution.
• Write clear requirements, hold a point of view in technical conversations, and translate between marketing intent and technical implementation to ensure the CRM platform and tooling are built to spec.

AI & DIGITAL CAPABILITY

We are building a future-ready organization. This role is expected to:

• Apply AI and technology to improve efficiency, quality, and outcomes
• Use data and digital tools to inform decisions and enhance performance
• Demonstrate curiosity and adaptability in adopting new technologies and ways of working
• Contribute to a culture of innovation and continuous improvement

CAPABILITIES & EXPERIENCE YOU BRING

Required Qualifications:

• 10+ years in CRM, lifecycle, or retention marketing, including demonstrated experience leading and developing a team of marketing professionals.
• Deep, hands-on command of email, SMS, and push — from strategy through execution — including ESP/CDP platforms, audience and segmentation logic, automation, testing, and deliverability.
• Proven track record partnering with Product, Engineering, and Data Science organizations: able to hold ground in technical conversations, write clear requirements, and translate between marketing intent and technical implementation.
• Demonstrated ability to operate in duality — running a demanding, high-volume day-to-day program while simultaneously designing and building its next-generation replacement.
• Strong analytical fluency: sets the measurement framework, reads results independently, and acts on them with speed and rigor.
• Executive-level communication skills, up, down, and across the organization — capable of delivering a credible, compelling narrative on performance, strategy, and roadmap.
• Bias toward action and a willingness to get hands dirty at every level of the stack — from audience query logic to executive strategy decks.

Preferred Qualifications:

• 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, or sports and entertainment background; experience managing multi-brand or partner-site complexity strongly preferred.
• Experience leading a team or organization through significant transformation or marketing technology replatforming.
• Familiarity with generative AI and AI-assisted content workflows as applied to marketing production and personalization.

WORK LOCATION

Hybrid: The primary place of performance of this role is the Company's office located in Redwood City, CA , subject to the Company's current hybrid work policy. This role currently requires in-office presence 3 days per week .

At Fanatics, we operate with a BOLD mindset—We Build Championship Teams, we're Obsessed with Fans, we embrace a Limitless Entrepreneurial Spirit, and we approach every challenge with a Determined & Relentless Mindset. If you're ready to contribute to a dynamic, fast-paced environment that thrives on collaboration and growth, we want you to be part of our team.

The salary range represents base pay only and does not include short-term or long-term incentive compensation. This salary range is specific to Los Angeles and may not be applicable to other locations. When determining base pay, as part of a final compensation package, we consider several factors such as location, experience, qualifications, and training. For information about our benefits, please visit https://benefitsatfanatics.com/

Los Angeles Salary Range

$200,000 — $275,000 USD

At Fanatics, we operate with a BOLD mindset - We Build Championship Teams, we’re Obsessed with Fans, we embrace a Limitless Entrepreneurial Spirit, and we approach every challenge with a Determined and Relentless Mindset. If you’re ready to contribute to a dynamic, fast-paced environment that thrives on collaboration and growth, we want you to be part of our team. ABOUT US Fanatics is building a leading global digital sports platform. We ignite the passions of global sports fans and maximize the presence and reach for our hundreds of sports partners globally by offering products and services across Fanatics Commerce, Fanatics Collectibles, and Fanatics Betting & Gaming, allowing sports fans to Buy, Collect, and Bet. Through the Fanatics platform, sports fans can buy licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods; collect physical and digital trading cards, sports memorabilia, and other digital assets; and bet as the company builds its Sportsbook and iGaming platform. Fanatics has an established database of over 100 million global sports fans; a global partner network with approximately 900 sports properties, including major national and international professional sports leagues, players associations, teams, colleges, college conferences and retail partners, 2,500 athletes and celebrities, and 200 exclusive athletes; and over 2,000 retail locations, including its Lids retail stores. Our more than 22,000 employees are committed to relentlessly enhancing the fan experience and delighting sports fans globally.

ABOUT THE TEAM Fanatics Commerce is a leading designer, manufacturer, and seller of licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods. It operates a vertically-integrated platform of digital and physical capabilities for leading sports leagues, teams, colleges, and associations globally – as well as its flagship site, www.fanatics.com . Fanatics Commerce has a broad range of online, sports venue, and vertical apparel partnerships worldwide, including comprehensive partnerships with leading leagues, teams, colleges, and sports organizations across the world—including the NFL, NBA, MLB, NHL, MLS, Formula 1, and Australian Football League (AFL); the Dallas Cowboys, Golden State Warriors, Paris Saint-Germain, Chelsea FC, and Tokyo Giants; the University of Notre Dame, University of Alabama, and University of Texas; the International Olympic Committee (IOC), England Rugby, and the Union of European Football Associations (UEFA). At Fanatics Commerce, we infuse our BOLD Leadership Principles in everything we do: · Build Championship Teams · Obsessed with Fans · Limitless Entrepreneurial Spirit · Determined and Relentless Mindset

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