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
#ESPNMedia
The hiring range for this position in New York, NY is $108,404 to $145,420 per year. The base pay actually offered will take into account internal equity and also may vary depending on the candidate’s geographic region, job-related knowledge, skills, and experience among other factors. A bonus and/or long-term incentive units may be provided as part of the compensation package, in addition to the full range of medical, financial, and/or other benefits, dependent on the level and position offered.
