Fulham FC
CRM Marketing Manager
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CRM Marketing Manager
Fulham FC is looking for an ambitious and analytical CRM Marketing Manager to play a key role in delivering the Club’s wider digital and data growth strategy.
As guardian of the Club’s fan database, you will provide actionable insight and reporting to assist the Club in making informed decisions which support revenue generation across a range of commercial products, drive supporter engagement and acquisition.
The CRM Marketing Manager will own the development of multichannel CRM marketing plans, audience segmentation and automated workflows, with the aim of serving existing fans and attracting new audiences with more personalised content and relevant experiences.
Working across the Club’s digital estate, the role will be responsible for tracking user journeys, assessing UX and improving conversion rates across owned and paid media channels.
You will work closely with internal stakeholders to ensure MarTech/CRM tools are effectively integrated, optimised, and evolved across the business, enabling us to maximise our understanding of the Fulham fan, align on business priorities and support growth.
The CRM Marketing Manager must:
- Demonstrable experience working in CRM, marketing or lifecycle marketing, with a strong track record of delivering effective campaigns and commercial success;
- Be comfortable working with large quantities of customer data and building audiences with MarTech/CRM tools;
- Be confident to own CRM marketing activity from planning through to review and performance analytics;
- Possess strong analytical skills, feeding actionable insight back to the business in a timely and accurate manner;
- Be experienced in data segmentation and working across different channels, including email, SMS, app/push, website and paid media;
- Be adaptable, organised and able to manage several projects at once;
- Strong understanding of GDPR and UK data protection requirements;
- Have a high attention to detail;
- Excellent written and verbal communication skills – able to build strong relationships to work with internal and external stakeholders/suppliers.
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Ideally, the CRM Marketing Manager will:
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- Have experiences of implementing/activating a CDP/CDXP system;
- Have experience of using DotDigital or an equivalent MarTech/email platform;
- Be experienced in managing user journeys across a single sign on (SSO) solution;
- Be competent using Google Analytics;
- Have experience of Microsoft Dynamics.
Responsibilities include:
- Develop and deliver the Club’s fan data strategy focused on fan acquisition, engagement/retention, and commercial performance;
- Ownership of the Fulham fan database and management of appointed MarTech/CRM systems and tools, including oversight for data integrations and hygiene;
- Lead on supporter base insights, key market segments and KPIs; being a source of truth for FFC fan data, providing regular reporting on data size, quality and profiling, as well as recommendations for key target markets/potential commercial and acquisition opportunities;
- Design, create and deploy automated, personalised and triggered multi-channel CRM marketing campaigns – including audience segmentation, channel recommendations, execution and analysis: ensuring the right audiences are targeted with the right message across the right channel, at the right time;
- Lead on data growth initiatives across all club touchpoints; track performance and adopt a ‘test and learn’ approach to improve acquisition/conversion, maximise communication effectiveness and reduce friction to further engagement;
- Oversight of daily commercial sales to understand performance, run-rates and gaps, providing recommendations to support growth;
- Be a key support to the hospitality sales teams, implementing tools and features within CRM that improve efficiency and provide insight across sales and marketing, measuring the value of campaigns and support pipeline management;
- Lead on Club audience research (e.g., surveys, focus groups);
- Ensure marketing technology platforms are fully aligned with the Club’s broader data and technology ecosystem, working with the team to strengthen data insights;
- Maintain the quality and integrity of customer data through regular audits, data cleaning, and deduplication processes.
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