Manager, Email Marketing

About The National Hockey League

Founded in 1917, the National Hockey League (NHL®) is the premier professional ice hockey league in the world and is one of the major professional sports leagues in the United States and Canada. With more than 1500 employees across the US and Canada, the NHL is a global sports and entertainment organization committed to building healthy and vibrant communities using the sport of hockey. At the NHL, we are looking for dynamic, energetic and impactful individuals who are committed to doing the same by sharing in our philosophy that Hockey is for Everyone.

Summary

The NHL is seeking a Manager, Email Marketing, who will serve as a key member of the Fan Engagement & Analytics team, responsible for developing, executing, and optimizing leaguewide email marketing programs that drive fan engagement, audience growth, retention, and revenue. This role oversees lifecycle marketing, campaign execution, audience segmentation, personalization strategies, testing, and reporting while partnering with Product, Analytics, Research, Content, Clubs, and external vendors.

Essential Duties And Responsibilities

• Develop and execute leaguewide email marketing strategies that support fan acquisition, engagement, retention, and monetization objectives
• Manage the end-to-end execution of email campaigns including segmentation, QA, deployment, testing, and reporting
• Build and optimize automated lifecycle journeys including welcome, onboarding, engagement, retention, and win-back programs
• Leverage fan data and behavioral insights to deliver personalized communications
• Partner with Analytics teams to measure campaign effectiveness and identify opportunities for improvement
• Lead A/B and multivariate testing initiatives across subject lines, creative, audiences, and send timing
• Develop executive-ready reporting and performance summaries
• Collaborate with internal stakeholders on integrated campaigns
• Ensure compliance with privacy regulations, consent requirements, and email marketing best practices
• Support marketing automation and customer data platform enhancements
• Develop and maintain advanced audience segmentation and personalization strategies that leverage behavioral, demographic, and engagement data to deliver highly relevant, 1:1 fan communications
• Manage audience list growth, hygiene, and preference center strategy to ensure a scalable, compliant, and engaged subscriber base
• Own email performance reporting, building recurring dashboards and executive summaries covering deliverability, engagement, conversion, and revenue metrics
• Analyze campaign and lifecycle performance data to surface actionable insights that inform segmentation, content, and testing strategy
• Own, mentor, and develop direct reports and/or agency partners supporting email production and campaign execution
• Lead cross-functional project planning for email initiatives, managing timelines, priorities, and stakeholder alignment across Partnership Marketing, SGL, Brand, and Digital teams

Qualifications

• Knowledge Areas/Experience Required:
  • 4-6 years of experience in email marketing, CRM marketing, lifecycle marketing, or digital marketing
  • Experience with enterprise email service providers and marketing automation platforms
  • Demonstrated success using segmentation and personalization to drive engagement and conversion
  • Strong Excel and PowerPoint skills
  • Experience with Iterable, Movable Ink, Adobe Products Suite, or similar platforms preferred
  • Proven experience building and scaling audience segmentation and personalization programs that improve engagement and conversion
  • Demonstrated experience with email performance reporting and analytics, including deliverability, engagement, and revenue metrics
  • Broad understanding of AI-powered CRM/CDP capabilities - predictive scoring, audience modeling, content and next-best-action AI recommendations
  • Proven experience managing people and/or leading cross-functional projects, including timelines, priorities, and stakeholder communication
• Education/Certifications:
  • The ideal candidate will, at minimum, have a degree in a relevant area from a four-year college or university
• Required Skills:
  • Strong understanding of CRM and lifecycle marketing principles
  • Excellent written and verbal communication skills
  • High attention to detail and quality assurance
  • Ability to manage multiple priorities in a fast-paced environment
  • Strong collaboration and stakeholder management skills
  • Ability to maintain confidentiality and professionalism
  • To maintain confidentiality and professionalism
  • Ability to travel periodically (domestic and international) and work non-standard hours as needed
  • Advanced skills in audience segmentation, list management, and personalization strategy
  • Strong analytical and reporting skills, with the ability to translate email performance data into actionable insights
  • Proven people management and/or project management skills, including experience coaching team members and leading cross-functional initiatives
• CORE COMPETENCIES:
  • Accountability
  • Adaptability
  • Communication
  • Critical Thinking
  • Inclusion
  • Professionalism
  • Teamwork & Collaboration

PAY

$85-90K