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Senior 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 data-savvy and entrepreneurial Senior Marketing Analyst to join our Lifecycle Marketing team, where you will distill data into customer intent, motivations, and friction points to inform lifecycle strategy, personalization, experimentation, and cross-channel messaging. A self-starter, you will lead cross-functional collaboration with Lifecycle Marketing Strategy, Analytics, and Engineering teams to further develop our approach to a holistic customer view and experience. The Senior 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 closely with Lifecycle Marketing Strategy, Analytics, and Engineering teams to align on a shared, holistic view of the customer and coordinate cross-functional priorities.

• Serve as a key analytical voice in lifecycle planning discussions, bridging technical complexity and strategic direction for stakeholders across levels.

• Contribute to a collaborative team environment by sharing insights, methodologies, and best practices that elevate the broader team's analytical capabilities.

Fan & Customer Impact (Obsessed with Fans)

• Analyze customer behavior across the full lifecycle, identifying key paths, drop-offs, accelerators, and moments of intent that reveal what fans need and when.

• Build and maintain behavioral pathing analyses to understand how customers move across intents and in response to cross-channel messaging—or the absence of it.

• Partner with lifecycle marketers to define measurement frameworks for onboarding, engagement, retention, and reactivation programs.

• Translate complex data into clear, human-centered insights that reflect fan motivations and friction points, influencing how Fanatics Commerce connects with its customers.

Innovation & Problem Solving (Limitless Entrepreneurial Spirit)

• Develop novel analytical approaches to behavioral segmentation and customer intent modeling that push beyond standard reporting.

• Explore and integrate real-time CDP capabilities—ideally Adobe Experience Platform and Journey Optimizer—to advance lifecycle personalization and experimentation.

• Identify opportunities to automate recurring analyses and build scalable frameworks that reduce manual lift and accelerate insight delivery.

• Proactively surface analytical gaps and propose solutions that improve the team's ability to act on customer data with speed and confidence.

Ownership & Execution (Determined & Relentless Mindset)

• Manage multiple priorities and stakeholder relationships simultaneously, delivering high-quality analytical work within a fast-paced, cross-functional environment.

• Communicate insights through compelling narratives, dashboards, and presentations tailored to both technical and non-technical audiences.

• Own the integrity and hygiene of the data inputs underpinning lifecycle analyses, ensuring outputs are reliable and decision-ready.

• Drive projects from question to insight to action, taking end-to-end accountability for the analytical workstreams you lead.

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:

• 5+ years of experience in CRM, Lifecycle Marketing, or a related field with a focus on analyzing customer behaviors and trends.

• Strong analytical mindset with a solid understanding of customer data, data hygiene, and database marketing principles.

• Expertise in SQL and demonstrated experience working with large, disparate datasets.

• Experience with real-time CDPs or CRM systems, ideally Adobe Experience Platform and Journey Optimizer.

• Exceptional organizational and communication skills, with the ability to manage multiple stakeholders and competing priorities effectively.

• Proven ability to translate complex analytical findings into clear, actionable insights for both technical and non-technical audiences.

• Background in retail, e-commerce, or multi-brand organizations and/or experience with BI visualization tools such as Superset, MicroStrategy, or Power BI is a plus.

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

$100,000 - $150,000 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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