Back to jobs

Marketing Analyst, Customer Behavior & Lifecycle

San Mateo, CA, United States

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.

ROLE OVERVIEW
We are seeking a Marketing Analyst to support customer behavioral analysis on our Lifecycle Marketing team, working closely with Senior Marketing Analysts and cross-functional partners to identify and enable high-quality behavioral signals and customer-level attributes in our CDP for targeting and personalization. This is a highly collaborative role that blends technical curiosity with behavioral data to further develop a holistic customer view — serving as a subject matter expert on ecommerce customer behavior across the enterprise and an evangelist for AI adoption across the team. The Marketing Analyst, 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)

• Partner with senior marketing analysts, engineering, and strategy teams to define, validate, and enable customer-level behavioral signals and attributes across the CDP, aligning stakeholders around a shared, high-quality customer data foundation.
• Serve as the go-to resource for teams across Fanatics Commerce when answering ad hoc questions about ecommerce customer behavior — bridging analytical findings with business context to inform strategy.
• Translate complex technical requirements and behavioral data concepts into clear, accessible language for non-technical collaborators across lifecycle marketing, product, and operations teams.

Fan & Customer Impact (Obsessed with Fans)

• Support lifecycle marketing initiatives by providing behavioral insights that power more relevant targeting, segmentation, and personalization across cross-channel campaigns.
• Enable marketers to reach the right fans at the right time by surfacing and operationalizing customer-level attributes — such as brand affinity, purchase history, and engagement signals — within the CDP.
• Define and maintain standards for monitoring overall marketing database health, including subscriber validity, engagement signals, and suppression logic, to protect list quality and the fan experience.
• Create clear summaries, visuals, and readouts that make complex customer behavior easy to understand and act upon for non-technical stakeholders across the organization.

Innovation & Problem Solving (Limitless Entrepreneurial Spirit)

• Own the advancement of AI capabilities for the Customer Operations Lifecycle Marketing team, identifying and piloting opportunities to apply AI/ML to day-to-day operations and analytics.
• Build and iterate on AI-enabled workflows (leveraging tools such as Claude, ChatGPT, and others) to drive operational efficiencies and unlock deeper analytical capabilities for the team.
• Connect disparate data sets to answer nuanced questions about ecommerce customer behavior across the enterprise — for example, comparing buyers of a specific brand against the broader customer base.
• Proactively identify gaps in behavioral data coverage and propose solutions that improve targeting precision and personalization quality across marketing channels.

Ownership & Execution (Determined & Relentless Mindset)

• Take end-to-end ownership of behavioral signal enablement — from defining requirements through validation and deployment in the CDP — ensuring data quality and reliability for downstream marketing use cases.
• Monitor and maintain marketing database health on an ongoing basis, implementing suppression logic and engagement hygiene standards that protect deliverability and sender reputation.
• Manage a pipeline of ad hoc analytical requests from teams across Fanatics, delivering timely, accurate, and actionable findings with clear documentation.
• Hold a high bar for data integrity and analytical rigor, proactively flagging issues and driving resolution in partnership with engineering and marketing operations stakeholders.

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:

• 3+ years of experience in ecommerce, CRM, lifecycle marketing, or a related field with a focus on analytics.
• Strong analytical mindset with a solid understanding of customer data, data hygiene, and database marketing principles.
• Strong proficiency in SQL and demonstrated experience working with large, complex datasets.
• Strong communication skills, with the ability to translate complex strategic requirements into technical terminology and vice versa for non-technical audiences.
• Hands-on experience building workflows to improve operational efficiency via AI tools such as Claude, ChatGPT, or equivalent platforms.
• Experience with real-time CDPs or CRM systems, ideally Adobe Experience Platform and Journey Optimizer.
• Understanding of email deliverability fundamentals — including bounces, complaints, sender reputation, and engagement signals — as well as email authentication records (DMARC, DKIM) and sender reputation management.

WORK LOCATION
Hybrid: The primary place of performance of this role is the Company's office located in San Mateo, CA, subject to the Company's current hybrid work policy. This role currently requires in-office presence Tuesday, Wednesday, Thursday.

 

The salary range represents base pay only and does not include short-term or long-term incentive compensation. 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/

Salary Range

$70,000 - $110,000 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

By submitting your application, you agree to our terms of service and acknowledge you have read our Candidate Privacy Policy.

 

Apply for this job

*

indicates a required field

Resume/CV

Accepted file types: pdf, doc, docx, txt, rtf

Cover Letter

Accepted file types: pdf, doc, docx, txt, rtf

Select...
Select...
Select...
Select...
Select...
Select...

Voluntary Self-Identification

For government reporting purposes, we ask candidates to respond to the below self-identification survey. Completion of the form is entirely voluntary. Whatever your decision, it will not be considered in the hiring process or thereafter. Any information that you do provide will be recorded and maintained in a confidential file.

As set forth in Fanatics Commerce ’s Equal Employment Opportunity policy, we do not discriminate on the basis of any protected group status under any applicable law.

Select...
Select...
Race & Ethnicity Definitions

If you believe you belong to any of the categories of protected veterans listed below, please indicate by making the appropriate selection. As a government contractor subject to the Vietnam Era Veterans Readjustment Assistance Act (VEVRAA), we request this information in order to measure the effectiveness of the outreach and positive recruitment efforts we undertake pursuant to VEVRAA. Classification of protected categories is as follows:

A "disabled veteran" is one of the following: a veteran of the U.S. military, ground, naval or air service who is entitled to compensation (or who but for the receipt of military retired pay would be entitled to compensation) under laws administered by the Secretary of Veterans Affairs; or a person who was discharged or released from active duty because of a service-connected disability.

A "recently separated veteran" means any veteran during the three-year period beginning on the date of such veteran's discharge or release from active duty in the U.S. military, ground, naval, or air service.

An "active duty wartime or campaign badge veteran" means a veteran who served on active duty in the U.S. military, ground, naval or air service during a war, or in a campaign or expedition for which a campaign badge has been authorized under the laws administered by the Department of Defense.

An "Armed forces service medal veteran" means a veteran who, while serving on active duty in the U.S. military, ground, naval or air service, participated in a United States military operation for which an Armed Forces service medal was awarded pursuant to Executive Order 12985.

Select...

Voluntary Self-Identification of Disability

Form CC-305
Page 1 of 1
OMB Control Number 1250-0005
Expires 04/30/2026

Why are you being asked to complete this form?

We are a federal contractor or subcontractor. The law requires us to provide equal employment opportunity to qualified people with disabilities. We have a goal of having at least 7% of our workers as people with disabilities. The law says we must measure our progress towards this goal. To do this, we must ask applicants and employees if they have a disability or have ever had one. People can become disabled, so we need to ask this question at least every five years.

Completing this form is voluntary, and we hope that you will choose to do so. Your answer is confidential. No one who makes hiring decisions will see it. Your decision to complete the form and your answer will not harm you in any way. If you want to learn more about the law or this form, visit the U.S. Department of Labor’s Office of Federal Contract Compliance Programs (OFCCP) website at www.dol.gov/ofccp.

How do you know if you have a disability?

A disability is a condition that substantially limits one or more of your “major life activities.” If you have or have ever had such a condition, you are a person with a disability. Disabilities include, but are not limited to:

  • Alcohol or other substance use disorder (not currently using drugs illegally)
  • Autoimmune disorder, for example, lupus, fibromyalgia, rheumatoid arthritis, HIV/AIDS
  • Blind or low vision
  • Cancer (past or present)
  • Cardiovascular or heart disease
  • Celiac disease
  • Cerebral palsy
  • Deaf or serious difficulty hearing
  • Diabetes
  • Disfigurement, for example, disfigurement caused by burns, wounds, accidents, or congenital disorders
  • Epilepsy or other seizure disorder
  • Gastrointestinal disorders, for example, Crohn's Disease, irritable bowel syndrome
  • Intellectual or developmental disability
  • Mental health conditions, for example, depression, bipolar disorder, anxiety disorder, schizophrenia, PTSD
  • Missing limbs or partially missing limbs
  • Mobility impairment, benefiting from the use of a wheelchair, scooter, walker, leg brace(s) and/or other supports
  • Nervous system condition, for example, migraine headaches, Parkinson’s disease, multiple sclerosis (MS)
  • Neurodivergence, for example, attention-deficit/hyperactivity disorder (ADHD), autism spectrum disorder, dyslexia, dyspraxia, other learning disabilities
  • Partial or complete paralysis (any cause)
  • Pulmonary or respiratory conditions, for example, tuberculosis, asthma, emphysema
  • Short stature (dwarfism)
  • Traumatic brain injury
Select...

PUBLIC BURDEN STATEMENT: According to the Paperwork Reduction Act of 1995 no persons are required to respond to a collection of information unless such collection displays a valid OMB control number. This survey should take about 5 minutes to complete.