THE PURPOSE:

Reporting to the Head of CRM & Consumer Lifecycle, this role is a key driver in shaping how Manchester United leverages CRM to connect with fans in meaningful, personalised ways that drive long-term value and commercial impact. You will lead the ideation and development of innovative CRM campaigns and fan experiences designed to drive lifetime value, increase digital engagement, and generate ecommerce growth - from fan milestone-based recognition to personalised lifecycle journeys across all digital platforms.
With a strong understanding of CRM data and marketing automation, you will play a key role in unlocking the full capabilities of the Braze platform & CRM tech stack - identifying new use cases, championing advanced features such as dynamic segmentation, in-app messaging, liquid personalisation, and driving experimentation across channels. You will oversee the planning and coordination of multi-channel CRM activity across business areas (Venue, eComm, MUTV, Digital Collectibles, App & Web), working cross-functionally with commercial teams, product leads, and the wider consumer marketing function to ensure CRM is delivering both strategic impact and measurable results.

Responsibilities:

• Responsible for the idea generation, strategy development and execution of key global campaigns driving all marketing objectives
• Ensure campaigns are targeted and developed with the fans interest in mind along with ensuring tone of voice, positioning and targeting is considered – all driven through an analytical understanding of behaviours and triggers that drive engagement (e.g. logged in users, repeat visits, engagement rates)
• Responsible for the build of HTML emails, In-app messages, Content Cards & Push notifications at speed and at the forefront of creativity whilst also having a clear understanding of deliverability & optimisation
• Work with the CRM Consumer Lifecycle team to launch, maintain and review consumer lifecycle journeys & automations
• Drive fan acquisition and retention increasing the known fanbase through data acquisition and logged in users, targeting key cohorts with strict targets relating to LTV
• Communicate analysis and actionable insights across the business relating to fan engagement
• Drive fan engagement across all O&O touchpoints
• Acquire new global audiences
• Re-engage valuable known audiences

This role requires experience of audience strategy, lifecycle marketing & marketing technology and an excellent understanding of the Manchester United fan base and cohorts, including fan behaviour across all O&O channels.
You will be required to work across all business areas building relationships and working with Analytics, Content, Brand and Design, Commercial, eCommerce, Product, Technology and Partnerships. Working cross-functionally with these teams, you will be expected to unearth and interpret customer insight, data and performance analysis to define opportunities to grow business value. You will work across the full fan lifecycle including acquisition, onboarding, re-engagement, retention and advocacy.