CRM Senior Manager

ESPN needs a talented and experienced marketing professional with proven strategic experience to lead the data and technical strategy, and activation to support marketing, for our in-house CRM team with a mission for fan and subscriber centric lifecycle marketing. This position implements and leads industry data-driven CRM strategies and tactics across channel and reports into the Director, CRM. This position is located in New York, New York.

Departmental Summary:

The ESPN Media team combines the power of brand building and performance marketing through integrated planning, audience understanding and measurement to drive results. 

Responsibilities:

• Partners cross-functionally to deliver best in class experiences to our fans by leveraging data and technology
• Lead ESPN BET CRM strategy, partnering closely with internal cross-functional teams and PENN Entertainment’s CRM team
• In partnership with Brand Marketing, lead and execute Fantasy campaigns across CRM channels. Including but not limited to, Fantasy Football, Basketball, Baseball and Hockey 
• Oversee execution of complex campaigns, with varying audience criteria across email, in-app, web and CTV
• Collaborates with our ESP to implement and deliver highly personalized fan experiences
• Develops audience strategy and activation leveraging 0 and 1st party data
• Leads segmentation strategies across multiple platforms (Adobe Campaign, Braze) and develop strategic plans to expand data and technology capabilities to improve our targeting and ultimately, our fan experiences
• Implements and endorses operational efficiencies to reduce execution risk, streamline processes, and improve output
• Guides team who will be responsible for QA’ing Email campaigns and trafficking in-app messages
• Move ESPN forward by continuously evolving and advancing our CRM/segmentation capabilities (with data, technology, science, etc.)
• Identifies needs in data, science, segmentation tools, resources, etc. that enable better understanding of audiences, to power deeper segmentation and activation strategies
• Defines what data-science solution is best suited to meet the business need (i.e. business rules, scoring, inferred modeling, predictive modeling, personalization, etc.)
• Works with analytical partners to manage testing plans that optimize audience selection, creative/messaging, frequency, sequencing, etc., and proven ability to lead measurement process to determine results

Qualifications:

• Minimum of 7 years of audience and/or data strategy experience with marketing-activation technology, ideally worked with CRM and customer data marketing systems (e.g., DMP, CDPs, email/app activation platforms, etc.)
• Minimum of 2 years’ experience managing employees and leading teams
• Proven ability to:
  • Act as subject matter expert on state of the data, audiences, technology
  • Learn new data and technology systems and maximize the value they can deliver
  • Manage complex relationships and negotiating with senior leadership to create alignment and influence leadership as needed
• Has a professional background in sports betting or a vested interest in the category
• Manage documentation and strategic framing of complex audience strategies in user-friendly ways so they are easily and clearly understood by partners
• Proven success influencing leaders from other teams and organizations with audience prioritization
• Leadership track record of working with key partners to ensure CRM needs are on their roadmap, and provide requirements and support as needed
• Proven ability to clearly and frequently communicate with leadership and partners, by providing notes and documentation to ensure alignment and clarity

Preferred Qualifications:

• Experience with CRM technology and software capabilities
• Experience in data querying/mining, data science, data analyst
• Exposure to executives telling complex data and technology updates, in clear and compelling ways
• Strong knowledge or experience in the sports betting industry

Required Education:

• Bachelor’s degree or equivalent in marketing or a related field

Preferred Education

• Master’s degree or equivalent in marketing or related field

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