Sr CRM Manager, Email & SMS Marketing

About the Role

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. The Senior CRM Manager will play a critical role in driving email and SMS channel performance, customer engagement, and revenue growth.

The Senior CRM Manager leads the email and SMS marketing channel as an autonomous, data-driven professional responsible for comprehensive program management, personalized content experiences, and measurable revenue outcomes. This role partners closely with internal stakeholders and external partners to execute campaigns with operational excellence across a fast-paced retail commerce environment, championing a customer-first mindset at every touchpoint.

Responsibilities

• Team & Leadership Impact:
  • Partner with CRM Operations, brand marketing, business management, and merchandising teams to align campaigns with strategic initiatives, promotional calendars, pricing strategies, and inventory management.
  • Coordinate with customer service teams to maintain consistent messaging across all customer touchpoints.
  • Collaborate with creative teams through clear, actionable briefing processes that embed branding principles and personalization at scale.
  • Lead multiple concurrent projects and provide regular performance monitoring and updates to the CRM team, business management, and cross-functional partners.
  • Establish and build productive internal and external relationships, communicating complex data insights effectively to both technical and non-technical audiences.
• Fan & Customer Impact:
  • Champion highly personalized content experiences for known customers, fostering compelling brand storytelling that deepens fan loyalty.
  • Drive email and SMS go-to-market calendars across seasonal product categories, product launches, promotional events, hot markets, and corporate initiatives.
  • Manage high-volume daily campaign delivery across all customer segments, ensuring flawless execution, optimal deliverability, and a consistent brand voice.
  • Utilize predictive analytics and machine learning to enhance personalization and customer targeting.
• Innovation & Problem Solving:
  • Craft and execute comprehensive experimentation roadmaps, including landing page optimization, creative testing, audience segmentation, subject line optimization, and send time testing.
  • Implement advanced A/B and multivariate testing strategies to optimize email and SMS performance.
  • Apply predictive analytics and emerging marketing technology to push personalization capabilities forward.
  • Perform real-time and ad hoc analyses to evaluate channel performance and translate findings into actionable recommendations.
• Ownership & Execution:
  • Own end-to-end email and SMS marketing programs, managing complex segmentation strategies and high campaign volumes with exceptional attention to detail.
  • Plan and implement strategies focused on key performance indicators, including content personalization, visit rates, conversion optimization, list growth, and revenue growth.
  • Write, edit, and optimize email copy with a strong command of direct response copywriting principles.
  • Maintain operational excellence across all campaign workflows, ensuring accurate and on-schedule execution in a fast-paced retail environment.
• AI & Digital Capability:
  • 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

• 5–7+ years of demonstrated experience in CRM, email, and/or SMS marketing within e-commerce, multi-channel retail, digital marketing, or a marketing/advertising agency environment.
• Proven track record of meeting or exceeding revenue goals through email marketing initiatives.
• Expertise in managing large volumes of campaigns and complex segmentation strategies simultaneously.
• Strong analytical mindset with hands-on experience setting up, executing, and interpreting A/B and multivariate tests specific to email marketing optimization.
• Demonstrated ability to write, edit, and optimize email copy with a solid understanding of direct response copywriting principles.
• Experience leveraging predictive analytics, machine learning, or personalization tools to enhance audience targeting and campaign performance.
• Exceptional project management capabilities with the ability to manage multiple seasonal campaigns and product launches concurrently while maintaining quality and accuracy.
• Strong interpersonal and communication skills with the ability to present complex data insights to non-technical stakeholders and influence cross-functional partners at all levels.
• Bachelor's degree in business, marketing, communications, or a related field required.

Schedule

Hybrid: This role requires in-office presence 3 days per week at the Company's office located in San Mateo, CA.

Pay

The salary range for this role in Los Angeles is $140,000 - $200,000 USD (base pay only, excluding short-term or long-term incentive compensation). The range may vary based on location, experience, qualifications, and training.

Benefits

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