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CRM Specialist

Leeds, England, United Kingdom

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

Launched in 2021, Fanatics Betting and Gaming is the online and retail sports betting subsidiary of Fanatics, a global digital sports platform. The Fanatics Sportsbook is available to 95% of the addressable online sports bettor market in the U.S. Fanatics Casino is currently available online in Michigan, New Jersey, Pennsylvania and West Virginia. Fanatics Betting and Gaming operates twenty-two retail sports betting locations, including the only sportsbook inside an NFL stadium at Northwest Stadium. Fanatics Betting and Gaming is headquartered in New York with offices in Denver, Leeds and Dublin.

Role Overview

The CRM Specialist (Lifecycle & Loyalty) is responsible for the hands-on build and delivery of lifecycle and loyalty communications across Fanatics Casino's CRM ecosystem. Working across email, push, in-app messaging and in-app placements, this role owns campaign execution end-to-end, from build and QA through to launch and post-send monitoring

This is an execution-first role. The Specialist is expected to be highly proficient in CRM platform tooling - specifically Xtremepush (XP) - and capable of building and deploying campaigns independently to a high standard of quality, accuracy and compliance.

A secondary focus includes supporting the Canadian market, partnering with the Lifecycle & Loyalty squad to ensure communications meet localisation, regulatory and regional nuance requirements as Fanatics expands into Canada.

Based in Leeds and working closely with US and Canada-based teams, this role supports Fanatics' ambition to become the #1 Online US Casino by 2030 through reliable, scalable and compliant campaign delivery.

Key Responsibilities

Campaign Build & Delivery

  • Build, configure and deploy lifecycle and loyalty communications across email, push, in-app messaging and in-app placements using Xtremepush (XP).
  • Use HTML to build and maintain email templates where required, ensuring accurate rendering across devices and clients.
  • Execute campaigns aligned to commercial priorities, lifecycle stages and loyalty programme KPIs.
  • Manage end-to-end execution from brief through launch, including scheduling, targeting, suppression logic, sequencing and prioritisation.
  • Build and maintain automated and triggered lifecycle journeys based on customer behaviour and lifecycle signals.
  • Deliver cohesive omni-channel journeys, coordinating messaging across CRM channels and in-app placements.
  • Support in-app content placement and merchandising in partnership with Product and Commercial teams.
  • Support localised campaign execution for the Canadian market, ensuring communications reflect regulatory requirements and regional nuance.
  • Collaborate with CRM, Commercial, GTM, Marketing, Product, Creative and Analytics teams to deliver campaigns on time and to standard.

QA, Compliance & Launch Readiness

  • Own campaign QA end-to-end, validating content accuracy, personalisation, segmentation, links, HTML rendering and delivery logic across all touchpoints.
  • Ensure all campaigns meet CRM standards, brand guidelines and regulatory requirements - including state-level requirements across MI, PA, NJ and WV, and Canadian compliance obligations.
  • Monitor launches at key lifecycle and loyalty moments and proactively escalate risks or issues as needed.
  • Maintain CRM templates, QA checklists and build standards, keeping them current and fit for purpose.

Performance & Optimisation

  • Monitor campaign delivery and performance metrics, identifying issues and optimisation opportunities.
  • Apply insights to improve execution across timing, segmentation and channel mix.
  • Support multivariate testing and incremental experimentation, helping to translate results into strategy and campaign delivery improvements.
  • Build and validate customer segments aligned to lifecycle stage, value / loyalty tier and commercial objectives.
  • Partner with Data & Analytics teams to ensure accurate campaign setup, targeting and attribution.

Skills & Experience

Essential

  • 3–5 years' hands-on experience in CRM, lifecycle marketing or customer communications.
  • Proven experience building and deploying campaigns in a CRM or customer engagement platform - Xtremepush (XP) experience strongly preferred.
  • Demonstrable ability to set up, configure and launch multi-channel campaigns (email, push, in-app) independently within platform.
  • Strong working knowledge of audience segmentation, permissions, targeting rules and lifecycle logic.
  • High attention to detail with confidence owning QA and execution standards independently.
  • Comfortable working at pace in a commercially driven environment with multiple concurrent campaigns.
  • Strong communication skills and able to collaborate effectively across time zones.

Preferred

  • Working knowledge of HTML for email build and template maintenance, not essential but a significant advantage.
  • Experience with Xtremepush specifically - journey builder, segmentation, channel configuration.
  • Experience in loyalty programme execution e.g., points mechanics, tier-based communications, milestone recognition.
  • Familiarity with iGaming CRM tools and bonusing platforms.
  • Experience in regulated or highly governed environments, including multi-market compliance.
  • Experience supporting Canadian market or other localised programme delivery.
  • Familiarity with agile or squad-based delivery models.
  • Background in high-growth or scale-up organisations.

Global Ways of Working & Flexibility

  • Leeds-based, hybrid role operating within Fanatics' flexible working framework.
  • Flexibility required during peak promotional periods, including occasional evenings or weekends.
  • Periodic on-call ownership during major campaign moments, with compensatory time provided.
  • Close day-to-day partnership with US and Canada-based teams, requiring effective collaboration across time zones.
  • Fanatics support a culture of trust and autonomy, enabling sustainable global collaboration.

Depending on the role, your interview and onboarding experience may include in-person components, such as onsite interviews or Launching into Better: LIVE—a multi-day cultural immersion in New York City for full-time, non-seasonal hires. These sessions are designed to build connection and bring our culture to life, though specific travel and participation requirements will be confirmed based on your role and location. Your recruiter will provide clear guidance at each stage of the process.

For information about our benefits, please visit https://benefitsatfanatics.com/

Ranges will change based on country and state of residence, which are reflected in Geographical Zones defined by Fanatics Betting and Gaming. The range incorporates all of our Geographical Compensation Zones and is subject to change as the Zone associated with the actual offer is confirmed. In addition to the base and bonus, full-time employment, and more. For information about our benefits, please visit https://benefitsatfanatics.com/

 

 

Salary Range

£45,000 - £60,000 GBP

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