The Purpose:       

The CRM Engagement Lifecycle Coordinator reporting to the Senior Consumer Lifecycle & Strategy Manager will work to build, implement, enhance and optimise multi-step cross channel journeys & automations delivering the best digital experiences to our global fanbase driving significant engagement and revenue growth to support cross club initiatives and delivering effective customer value management.

The Role:

• Build, implement, enhance and optimise cross channel journeys and automations utilising the full suite of O&O channels (email, mobile, push, app inbox, inapp, CDP, custom audiences), across a wide range of fan touchpoints including; welcome, retention and winback campaigns


• Plan, design, map and review cross channel journeys and automations across a wide range of fan touchpoints including; welcome, retention and winback campaigns


• Work collaboratively with all areas of the business (venue, media, commercial partners) to build, implement, enhance and optimise cross channel journeys and automations utilising the full suite of O&O channels (email, mobile, push, app inbox, inapp)


• Develop a strong understanding of the CRM database structure and capabilities ensuring personalisation data points are maintained and accurately utilised within cross channel journeys & automations delivering and maximising the best experiences for our fans


• Develop, maintain and enhance targeted data selections for personalised campaigns


• Build relationships and work collaboratively with the CRM Reporting & Insights Executive to evaluate, analyse and optimise all journeys & automations


• Working with Alliances team to service key club partner campaigns including competition management

This role requires strong experience of Braze (or equivalent) and an excellent understanding of journey orchestration, build, implementation and optimisation across a full marketing tech stack including; email, push, app inbox, in app messaging, CDP and custom audiences.

This role will work as part of an internal agency and Centre of Excellence. You will be required to work across the Club, building relationships and working with Analytics, CRM, Content, Brand and Design, Commercial, eCommerce, Product, Technology and Partnerships. Working cross-functionally with these teams, you will be expected to design, build and maintain cross-channel journeys and automations while also optimising where opportunities exist. You will work across the full fan lifecycle including acquisition, onboarding, re-engagement, retention and advocacy.


The Person:

• Experience building, maintaining and optimising cross channel journeys & automations – preferably with Braze


• A history of using mobile marketing platforms (such as Airship)


• A solid understanding of technical CRM platforms and capabilities


• Experience of developing campaigns using HTML


• A solid understanding of test and learn methodologies


• High attention to detail


• Self-starter and growth mindset with an ability to challenge the status quo.


• Collaborative team player with excellent influence and interpersonal skills to create strong working relationships.


• Ability to think both strategically and operationally, delivering the day to day while shaping future direction.


• Great analytical skills, commercially savvy and solution focused.


• Adaptable, flexible and resilient.