Marketing Analyst, Customer Behavior & Lifecycle

Fanatics Commerce is the global leader in licensed sports merchandise, operating a vertically integrated platform that designs, manufactures, and delivers officially licensed apparel, jerseys, headwear, and collectibles for major leagues, teams, and events worldwide. With more than 900 e-commerce sites and a global omnichannel presence across digital, in-venue, and retail, Fanatics Commerce reaches fans in over 180 countries and powers official fan experiences for many of the world's most iconic sports properties.

About the role

We are seeking a Marketing Analyst to support customer behavioral analysis on our Lifecycle Marketing team, working closely with Senior Marketing Analysts and cross-functional partners to identify and enable high-quality behavioral signals and customer-level attributes in our CDP for targeting and personalization. This is a highly collaborative role that blends technical curiosity with behavioral data to further develop a holistic customer view — serving as a subject matter expert on ecommerce customer behavior across the enterprise and an evangelist for AI adoption across the team.

Responsibilities

• Partner with senior marketing analysts, engineering, and strategy teams to define, validate, and enable customer-level behavioral signals and attributes across the CDP, aligning stakeholders around a shared, high-quality customer data foundation.
• Serve as the go-to resource for teams across Fanatics Commerce when answering ad hoc questions about ecommerce customer behavior — bridging analytical findings with business context to inform strategy.
• Translate complex technical requirements and behavioral data concepts into clear, accessible language for non-technical collaborators across lifecycle marketing, product, and operations teams.
• Support lifecycle marketing initiatives by providing behavioral insights that power more relevant targeting, segmentation, and personalization across cross-channel campaigns.
• Enable marketers to reach the right fans at the right time by surfacing and operationalizing customer-level attributes — such as brand affinity, purchase history, and engagement signals — within the CDP.
• Define and maintain standards for monitoring overall marketing database health, including subscriber validity, engagement signals, and suppression logic, to protect list quality and the fan experience.
• Create clear summaries, visuals, and readouts that make complex customer behavior easy to understand and act upon for non-technical stakeholders across the organization.
• Own the advancement of AI capabilities for the Customer Operations Lifecycle Marketing team, identifying and piloting opportunities to apply AI/ML to day-to-day operations and analytics.
• Build and iterate on AI-enabled workflows (leveraging tools such as Claude, ChatGPT, and others) to drive operational efficiencies and unlock deeper analytical capabilities for the team.
• Connect disparate data sets to answer nuanced questions about ecommerce customer behavior across the enterprise — for example, comparing buyers of a specific brand against the broader customer base.
• Proactively identify gaps in behavioral data coverage and propose solutions that improve targeting precision and personalization quality across marketing channels.
• Take end-to-end ownership of behavioral signal enablement — from defining requirements through validation and deployment in the CDP — ensuring data quality and reliability for downstream marketing use cases.
• Monitor and maintain marketing database health on an ongoing basis, implementing suppression logic and engagement hygiene standards that protect deliverability and sender reputation.
• Manage a pipeline of ad hoc analytical requests from teams across Fanatics, delivering timely, accurate, and actionable findings with clear documentation.
• Hold a high bar for data integrity and analytical rigor, proactively flagging issues and driving resolution in partnership with engineering and marketing operations stakeholders.
• Apply AI and technology to improve efficiency, quality, and outcomes.
• Use data and digital tools to inform decisions and enhance performance.
• Demonstrate curiosity and adaptability in adopting new technologies and ways of working.
• Contribute to a culture of innovation and continuous improvement.

Requirements

• 3+ years of experience in ecommerce, CRM, lifecycle marketing, or a related field with a focus on analytics.
• Strong analytical mindset with a solid understanding of customer data, data hygiene, and database marketing principles.
• Strong proficiency in SQL and demonstrated experience working with large, complex datasets.
• Strong communication skills, with the ability to translate complex strategic requirements into technical terminology and vice versa for non-technical audiences.
• Hands-on experience building workflows to improve operational efficiency via AI tools such as Claude, ChatGPT, or equivalent platforms.
• Experience with real-time CDPs or CRM systems, ideally Adobe Experience Platform and Journey Optimizer.
• Understanding of email deliverability fundamentals — including bounces, complaints, sender reputation, and engagement signals — as well as email authentication records (DMARC, DKIM) and sender reputation management.

Schedule

Hybrid: The primary place of performance of this role is the Company's office located in San Mateo, CA. This role currently requires in-office presence Tuesday, Wednesday, Thursday.

Pay

The salary range represents base pay only and does not include short-term or long-term incentive compensation. When determining base pay as part of a final compensation package, we consider several factors such as location, experience, qualifications, and training.

Salary Range: $70,000 - $110,000 USD

Benefits

For information about our benefits, please visit https://benefitsatfanatics.com/.