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Sr CRM Manager, Email & SMS Marketing

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.

As we continue to scale our global platform, the Senior CRM Manager will play a critical role in driving email and SMS channel performance, customer engagement, and revenue growth.

ROLE OVERVIEW

The Senior CRM Manager leads the email and SMS marketing channel as an autonomous, data-driven professional responsible for comprehensive program management, personalized content experiences, and measurable revenue outcomes. This role partners closely with internal stakeholders and external partners to execute campaigns with operational excellence across a fast-paced retail commerce environment, championing a customer-first mindset at every touchpoint. The Senior CRM Manager 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)

Cross-Functional Leadership:

  • Partner with CRM Operations, brand marketing, business management, and merchandising teams to ensure campaigns are aligned to strategic initiatives, promotional calendars, pricing strategies, and inventory management
  • Coordinate with customer service teams to maintain consistent messaging across all customer touchpoints, and collaborate with creative teams through a clear, actionable briefing process that embeds branding principles and personalization at scale

People Leadership:

  • Lead multiple concurrent projects and provide regular performance monitoring and updates to the CRM team, business management, and cross-functional partners
  • Establish and build productive internal and external relationships, communicating complex data insights effectively to both technical and non-technical audiences

Fan & Customer Impact (Obsessed with Fans)

  • Champion highly personalized content experiences for known customers, fostering compelling brand storytelling that creates dynamic, engaging, and authentic interactions that deepen fan loyalty
  • Drive email and SMS go-to-market calendars across seasonal product categories, product launches, promotional events, hot markets, and corporate and cross-brand initiatives to ensure fans receive timely, relevant communications
  • Manage high-volume daily campaign delivery across all customer segments, ensuring flawless execution, optimal deliverability, and a consistent brand voice aligned with seasonal campaigns and product messaging strategies
  • Utilize predictive analytics and machine learning capabilities to enhance personalization and customer targeting, continuously improving the relevance and quality of fan-facing communications

Innovation & Problem Solving (Limitless Entrepreneurial Spirit)

  • Craft and execute comprehensive experimentation roadmaps encompassing landing page optimization, creative testing, audience segmentation, subject line optimization, and send time testing
  • Implement advanced A/B and multivariate testing strategies to continuously optimize email and SMS performance and surface actionable insights that inform broader channel strategy
  • Apply predictive analytics and emerging marketing technology to push personalization capabilities forward and identify new opportunities for audience growth and engagement
  • Perform real-time and ad hoc analyses to evaluate channel performance, identify optimization opportunities, and translate findings into clear, executable recommendations

Ownership & Execution (Determined & Relentless Mindset)

  • Own the end-to-end email and SMS marketing programs, managing complex segmentation strategies and high campaign volumes with exceptional attention to detail and without compromising quality
  • Plan and implement strategies focused on key performance indicators including content personalization, visit rates, conversion optimization, list growth, and revenue growth, with a proven commitment to meeting or exceeding targets
  • Write, edit, and optimize email copy with a strong command of direct response copywriting principles, ensuring every message is clear, compelling, and conversion-focused
  • Maintain operational excellence across all campaign workflows — ensuring every execution is built, tested, and delivered accurately and on schedule in a fast-paced retail commerce environment

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:

  • 5–7+ years of demonstrated experience in CRM, email, and/or SMS marketing within e-commerce, multi-channel retail, digital marketing, or a marketing/advertising agency environment
  • Proven track record of meeting or exceeding revenue goals through email marketing initiatives, with expertise in managing large volumes of campaigns and complex segmentation strategies simultaneously
  • Strong analytical mindset with hands-on experience setting up, executing, and interpreting A/B and multivariate tests specific to email marketing optimization
  • Demonstrated ability to write, edit, and optimize email copy with a solid understanding of direct response copywriting principles
  • Experience leveraging predictive analytics, machine learning, or personalization tools to enhance audience targeting and campaign performance
  • Exceptional project management capabilities with the ability to manage multiple seasonal campaigns and product launches concurrently while maintaining quality and accuracy
  • Strong interpersonal and communication skills with the ability to present complex data insights to non-technical stakeholders and influence cross-functional partners at all levels

Education:

Bachelor's degree in business, marketing, communications, or a related field required.

WORK LOCATION

Select the option below that matches this role, delete the other two, and fill in every highlighted field before posting.

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 3 days per week.

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 & 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.

The salary range represents base pay only and does not include short-term or long-term incentive compensation.  This salary range is specific to Los Angeles and may not be applicable to other locations.  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/

Los Angeles Salary Range

$140,000 - $200,000 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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