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CRM Manager – Email 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 CRM Manager – Email Marketing will play a critical role in driving customer engagement, revenue growth, and personalized fan experiences across Fanatics Commerce's email and CRM channels.

ROLE OVERVIEW

The CRM Manager – Email Marketing is responsible for leading the email marketing channel as an autonomous, data-driven professional who delivers measurable business results through comprehensive email marketing programs, exceptional attention to detail, and compelling customer communication. This role defines and champions highly personalized content experiences for known customers while working cross-functionally with internal stakeholders and external partners to maintain operational excellence in a fast-paced retail commerce environment. The CRM Manager – Email 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)

Cross-Functional Leadership:

  • Partner closely with CRM Operations, brand marketing, business management, merchandising, and customer service teams to ensure campaigns are executed accurately, on schedule, and aligned to strategic priorities across the organization.
  • Collaborate with creative teams through a clear, structured briefing process that embeds branding principles, storytelling, and personalization at scale — ensuring all email and SMS content reflects a unified brand voice.

People Leadership:

  • Lead multiple concurrent projects and campaigns while providing regular performance updates and actionable insights to CRM leadership, business management, and cross-functional partners.
  • Build productive internal and external relationships, communicating complex data insights effectively to both technical and non-technical audiences to drive alignment and informed decision-making.

Fan & Customer Impact (Obsessed with Fans)

  • Champion a customer-first mindset by defining and delivering highly personalized content experiences for known customers that deepen engagement and reflect the brand's mission to become a beloved fan destination.
  • Drive development of comprehensive email go-to-market calendars spanning seasonal product categories, product launches, promotional events, hot markets, and corporate and cross-brand initiatives to ensure fans receive timely, relevant messaging.
  • Manage high-volume daily campaign delivery with flawless execution and optimal deliverability across all customer segments, maintaining quality and consistency at scale.
  • Coordinate with customer service teams to ensure consistent, on-brand messaging is maintained across all customer touchpoints throughout the fan journey.

Innovation & Problem Solving (Limitless Entrepreneurial Spirit)

  • Craft and execute comprehensive experimentation roadmaps — including creative testing, audience segmentation, subject line optimization, landing page optimization, and send time testing — to continuously improve email and SMS performance.
  • Implement advanced A/B and multivariate testing strategies that generate actionable learnings and drive iterative revenue growth across the channel.
  • Utilize predictive analytics and machine learning capabilities to enhance personalization, refine customer targeting, and unlock new opportunities for engagement and conversion.
  • Foster compelling brand storytelling through dynamic, authentic email experiences that reflect the fan-first mission and drive measurable customer engagement.

Ownership & Execution (Determined & Relentless Mindset)

  • Plan and implement email marketing strategies focused on improving key performance indicators including content personalization, visit rates, conversion optimization, list growth, and revenue growth.
  • Perform real-time and periodic ad hoc analyses to evaluate channel performance, surface optimization opportunities, and deliver actionable insights that inform campaign strategy.
  • Manage the full email campaign lifecycle — from briefing through deployment — ensuring flawless execution across complex segmentation strategies and high-volume promotional calendars.
  • Partner with business management and merchandising teams to align email content with inventory management, pricing strategies, and promotional calendar objectives, ensuring commercial relevance at every touchpoint.

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:

  • 4+ years of demonstrated experience in CRM and email marketing, with a proven track record of meeting or exceeding revenue goals through email marketing initiatives in an e-commerce, multi-channel retail, or digital marketing environment.
  • Demonstrated ability to manage large volumes of marketing campaigns and complex segmentation strategies simultaneously without compromising quality or deliverability.
  • Proven expertise in designing, executing, and analyzing A/B and multivariate tests specific to email marketing optimization, including creative, subject line, audience, and send time variables.
  • Strong analytical mindset with a passion for data-driven decision-making, performance optimization, and translating complex data insights into clear, actionable recommendations for diverse audiences.
  • Ability to write, edit, and optimize email copy with a strong understanding of direct response copywriting principles and brand voice alignment.
  • Exceptional project management capabilities with experience managing multiple seasonal campaigns, product launches, and promotional calendars concurrently across cross-functional teams.
  • Strong interpersonal and communication skills with the ability to build productive relationships and influence stakeholders at all levels across a matrixed, fast-paced retail organization.

Education:

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

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 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

$107,500 - $160,000 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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