Description
The Fan Engagement & CRM Manager will play a central role in the Customers Direct-to-Fan digital strategy, owning the end-to-end fan lifecycle that converts anonymous and casual fans into known, registered and highly engaged fans.
This role will define the lifecycle and every journey within it, bring together compelling content, and set the programme up to run within the Customer environment, across both Adobe and Pulselive (Beyond) properties.
Responsibilities:
Lifecycle Strategy & Journey Design
- Define the lifecycle stages, entry and exit criteria, triggers, frequency and suppression rules;
- Design and document the lifecycle journeys;
- Plan delivery in phases, starting with the highest-priority journeys;
- Document how the current flows work today and identify gaps;
Specification & Delivery
- Translate each journey into a clear, agreed specification;
- Brief and coordinate Adobe Professional Services, Two Circles, Pulselive (Beyond) and Customer technology teams;
- Hold delivery teams to account for the agreed scope, quality and timelines;
Data Collection & Enhancement
- Design journeys such as progressive profiling and preference capture;
- Use behavioural and engagement signals to build a richer understanding of fan habits;
Content & Creative
- Own the content plan for each journey;
- Plan for localisation and audience variants;
Measurement, Testing & Optimisation
- Define the KPI framework and tracking plan for every journey;
- Build dashboards and reporting in Customer Journey Analytics and Adobe Analytics;
- Coordinate and run A/B and multivariate testing;
Collaboration & Ways of Working
- Work day to day alongside the Customer Digital Marketing team;
- Provide a weekly progress report to the Head of Digital Marketing and a monthly update to the Director of Digital Media;
Requirements:
- 5+ years’ experience in lifecycle, CRM or customer journey marketing;
- Hands-on experience with Adobe Journey Optimizer and Adobe Experience Platform (Real-Time CDP);
- Strong measurement mindset;
- Experience turning marketing objectives into detailed journey specifications;
- Strong copy and content judgement;
- Proven ability to take ownership, coordinate and influence across teams;
Benefits:
- Flexible, hybrid working policy;
- Excellent salary based on experience;
- Pension, free private healthcare, mental health support, and company sick pay scheme;
- 26 days paid holiday;
- Help getting you to work with a season ticket loan and cycle to work scheme;
- Enhanced family friendly policies;
- Social and Cultural Events;
- Inspirational Talks;
- Learning and Development;