Location: Agoura Hills, California, USA. Click inside to apply.
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GLO
The Sr. Manager, Fan Loyalty & Affinity Marketing is primarily responsible for strategies to cultivate fandom, grow fan loyalty, and drive intended fan outcomes. In their role, the Sr. Manager will regularly develop initiatives to connect with key segments of the fanbase, bring to life meaningful personalization, and implement initiatives that engage fans in ways that truly increases their loyalty. This ideal candidate will be a self-starter that is comfortable building from the ground up and defining the elements of success for their area.
Role Responsibilities
- Build end-to-end lifecycle strategies to deepen fandom across the Rams portfolio and bolster LTV
- Partner with the Analytics team to define what it means to be loyal to the Rams, how to measure loyalty, uncover the drivers of loyalty, and build scoring models associated with loyalty behaviors; work with the Marketing Technology team to apply loyalty scores to the fan database
- Partner with Marketing Technology and Digital Marketing teams to ensure accurate, meaningful data is available within our marketing endpoints to enable 1:1 communications across all of our messaging
- Define meaningful segments and segment-specific approaches (voice, tone, tactics, reco’s) to personalize across direct channels and partner with other teams to activate large-scale marketing activations
- Bring to life meaningful personalization strategies from robust data to be delivered through marketing communications in partnership with the Fan Marketing teams
- Lead projects in collaboration with Analytics, Digital, Sales, Service and Experience teams to reduce churn and increase consumer loyalty, including the deployment of various relevant models and contact strategies
- Support Sales and Service teams in enhancing the benefits and value prop of being a season ticket member
- Locate new sources, means, and incentives for acquiring new records and attributes from existing fans
- Create the catalogue of customer journeys and associated strategies to move fans through activation funnels, onboarding and engagement experiences, and reactivation outreaches
- Research successful fan loyalty and affinity programs, benchmark their constructs, and propose frameworks for a potential future Rams program with a focus on meaningfully and profitably driving intended fan behavior, including management of external support vendors
- Lead test-and-learn methodologies for our organization as you identify viable personalization, incentive, and fan experience techniques
- Guide the development of dashboards, including establishing core KPI’s, that monitor behaviors and trends associated with fan loyalty
- Bring new partner ideas to Sponsorship team that enhance the value proposition of being a loyal Rams fan
- Support other loyalty and affinity Marketing and marketing department initiatives as needed
Role Qualifications (Skills/Experience/Capabilities)
- Bachelor’s degree in Marketing, Business, or related field required
- Eight or more years of experience in customer relationship management, loyalty marketing, or similar emphasis
- Extensive experience in applying data-driven marketing, segmentation, and personalization principles
- Strong quantitative and critical thinking skills; the ideal candidate has a proven track-record of building strategy off of a solid foundation of data
- Demonstratable success in driving conversion, increasing retention, and growing lifetime value of a customer base
- Experience educating organizations on the principles of loyalty marketing and gaining buy-in within organizations on new concepts
- Two or more years managing a marketing budget, projecting and tracking expenses
- Knowledgeable of digital marketing technology and attribution programs
- Must have an entrepreneurial mindset while remaining focused on cross-team collaboration
- Excellent communication and interpersonal skills and comfortable presenting to all levels of the organization
- Strong time management competency and the ability to multi-task within a fast-paced environment
- Ability to work flexible hours as needed, including but not limited to evenings, weekends and holidays
Salary: $95,000 – $115,000/yr.
Source: Los Angeles Rams
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