We are seeking a passionate, innovative leader with a strong CRM background to join our Marketing CoE. The Fan Engagement Marketing CoE optimizes the overall marketing strategy, planning, measurement, and channel activation efforts via paid and outbound marketing channels to support the strategic priorities and business objectives of the organization. We leverage enterprise transactional and fan profile data, research and insights, and real-time fan behaviors with marketing channels to identify market trends, grow audience opportunities, and optimize media mixes, platforms, and channels to deliver more effective efforts that drive business results for organizational priorities. These efforts span fan acquisition and engagement and will dive deep into key initiatives that transcend audiences, platforms, media channels and geographies to drive results. We are a passionate team working hard to build the right strategies to engage fans around the world.
This role will contribute across the full CRM marketing lifecycle - from marketing strategy and campaign planning through journey and campaign execution, performance measurement, and ongoing optimization. The CRM Marketing Generalist will work collaboratively across Marketing and with key partners including Data & Analytics, MarTech, Product Marketing, Digital Media, and external agencies and vendors.
Responsibilities:
- Drive product, contact and creative strategies to develop and implement large scale CRM campaigns optimized using machine learning, predictive modeling, and personalized content.
- Manage and execute the marketing campaign process from initial request submission to deployment with a focus on outbound marketing channels (e.g., email, SMS, push).
- Audience segmentation & execution
- QA of touchpoints, personalization elements, any dynamic content, etc..
- Campaign build and deployment
Design and implement A/B and multivariate tests that yield continuous improvements to our fan strategies and lift conversion rates.
Optimize lifecycle CRM campaigns (e.g., onboarding, reactivation) using insights and analytics along with automation tools to increase fan LTV.
Extracting key insights and learnings for future optimization and template efficiency.
Collaborate with internal stakeholders, partners, and vendors to build the most effective campaign strategies to meet performance targets.
Required Education and Experience:
- Bachelor’s degree with at least 4 years of CRM Marketing or Marketing Automation related work experience.
- Technical and production responsibilities across Adobe platform (AEP, AJO, CJA), Email Service Providers (Epsilon PCM preferred), Personalization Tools, (Movable Ink preferred), SMS Platforms (Attentive preferred)
- HTML editing and working knowledge required to be able to make edits to templates
- Deep understanding of channel KPIs, A/B testing, metrics, and reporting.
Proficiency in Photoshop.
Other Key Attributes/Characteristics:
- Ability to work independently and as a team player to find ways to uncover opportunities
- Strong communication skills
- Strong project and time management skills with high standards of accuracy and organization
- Ability to keep up with a fast-paced production schedule that has a fluctuating level of workload throughout the calendar year.
Proven ability to collaborate & manage dependencies on other team members that are supporting the launch of a campaign
Passion for innovation and solving difficult challenges
Passion for sports is a plus
- Drive product, contact and creative strategies to develop and implement large scale CRM campaigns optimized using machine learning, predictive modeling, and personalized content
- Manage and execute the marketing campaign process from initial request submission to deployment with a focus on outbound marketing channels (e.g., email, SMS, push)
- Audience segmentation & execution
- QA of touchpoints, personalization elements, any dynamic content, etc.
- Campaign build and deployment
- Design and implement A/B and multivariate tests that yield continuous improvements to our fan strategies and lift conversion rates
- Optimize lifecycle CRM campaigns (e.g., onboarding, reactivation) using insights and analytics along with automation tools to increase fan LTV
- Extracting key insights and learnings for future optimization and template efficiency
- Collaborate with internal stakeholders, partners, and vendors to build the most effective campaign strategies to meet performance targets
- Bachelor’s degree with at least 5 years of CRM Marketing or Marketing Automation related work experience
- Technical and production responsibilities across Adobe platform (AEP, AJO, CJA), Email Service Providers (Epsilon PCM preferred), Personalization Tools, (Movable Ink preferred), SMS Platforms (Attentive preferred)
- HTML editing and working knowledge required to be able to make edits to templates
- Deep understanding of channel KPIs, A/B testing, metrics, and reporting
- Proficiency in Photoshop
-
Ability to work independently and as a team player to find ways to uncover opportunities
-
Strong communication skills
-
Strong project and time management skills with high standards of accuracy and organization
-
Ability to keep up with a fast-paced production schedule that has a fluctuating level of workload throughout the calendar year.
-
Proven ability to collaborate & manage dependencies on other team members that are supporting the launch of a campaign
-
Passion for innovation and solving difficult challenges
-
Passion for sports is a plus
Skills Required
- Bachelor's degree
- 5 years CRM Marketing or Marketing Automation experience
- Experience with Adobe platform (AEP, AJO, CJA)
- Experience with Email Service Providers (Epsilon PCM preferred)
- Experience with Personalization Tools (Movable Ink preferred)
- Experience with SMS platforms (Attentive preferred)
- HTML editing and working knowledge to edit templates
- Deep understanding of channel KPIs, A/B testing, metrics, and reporting
- Proficiency in Photoshop
- Ability to work independently and as a team player
- Strong communication skills
- Strong project and time management skills with high accuracy and organization
- Ability to work within a fast-paced, fluctuating production schedule
- Proven ability to collaborate and manage dependencies with teammates and vendors
- Passion for innovation and solving difficult challenges
- Passion for sports (a plus)
What We Do
Choosing a digital partner is about more than capabilities — it’s about collaboration and character. Unrealistic overhauls and off-the-shelf products ignore what matters most — your unique needs, culture, goals, and your legacy data and technology environments. At EXL, our collaboration is built on ongoing listening and learning to adapt our methodologies. We’re your business evolution partner—tailoring solutions that make the most of data to make better business decisions and drive more intelligence into your increasingly digital operations. Whether your goals are scaling the use of AI and digital, redesign operating models, or driving better and faster decisions, we’re here to partner with you to help you gain—and maintain—competitive advantage with efficient, sustainable models at scale. Our expertise in transformation, data science, and change management helps make your business more efficient and effective, improve customer relationships and enhance revenue growth. Instead of focusing on multi-year, resource- and time-intensive platform designs or migrations, we look deeper at your entire value chain to integrate strategies with impact. We use our specialization in analytics, digital interventions, and operations management—alongside deep industry expertise — to deliver solutions that help you outperform the competition. At EXL, it’s all about outcomes—your outcomes—and delivering success on your terms. Share your goals with us and together, we’ll optimize how you leverage data to drive your business forward. For more information, visit www.exlservice.com.
