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Job Description
This role is instrumental to the team’s success – as growth of this program and meaningful engagement with fans will fuel lifelong passion for U.S. Soccer and the sport. This person must be a data-driven marketer at heart and excited about using digital environments to create long-term connections in addition to having key expertise in audience development, growth marketing, paid media or D2C acquisition. A genuine interest in sports and/or soccer is key and this person must be a team player through and through. This role will report to the Director, Fan Engagement & Loyalty.
Primary Responsibilities
Responsibilities include, but are not limited to:
- Develop and execute marketing campaigns to drive loyalty program growth with a focus on new fan acquisition and converting existing fans into paid tiers.
- Work cross-functionally with internal stakeholders in product, data and insights, engineering, marketing, creative and content to develop campaigns aligned to business objectives.
- Manage A/B testing for acquisition and conversion efforts to test and optimize key marketing efforts.
- Provide regular reporting with key insights on performance metrics to stakeholders.
- Develop targeted, data-driven customer journeys, in partnership with product team, across email, push notification and in-app and create new approaches to drive customer behaviors and growth.
- Own email marketing and push notification strategy in addition to other in-app communications for Insiders.
- Own briefs for Insiders and Loyalty program to ensure alignment on strategy and project management of workstream across cross-functional teams.
- Work with consumer product team to maximize impact of Insider Shop on loyalty program experience and acquisition efforts.
- Work with marketing and product teams to manage relationships with external partners such as agencies and platforms.
- Stay up-to-date with industry trends and best practices in fan acquisition and digital engagement and serve as a thought partner to Director, Fan Engagement & Loyalty.
- Identify and evaluate new acquisition and conversion channels and creative for testing, with a passion for test & learn mentality.
- Partner with data science on integration, adoption and deployment of CRM.
- Manage and lead a team of 1-2 employees.
- Act as a valuable team player, contributing to various projects and initiatives.
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Qualifications Required
- At least 4-5 years of experience in loyalty program marketing and/or user/ fan acquisition and engagement.
- Proven track record of successfully managing user/ fan acquisition and conversion campaigns for large-scale brands with a focus on growth.
- Strong understanding of measurement tools, methodologies and platforms including: Google Analytics, Salesforce CRM, email marketing tools, paid advertising platforms and solutions.
- Thorough grasp of key concepts such as customer acquisition costs (CAC), return on investment/ ad spend (ROI/ROAS) and lifetime value (LTV).
- Ability to make data-driven marketing decisions based on key insights from regular reporting.
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