Manager, Digital Growth - Lifecycle

The Manager, Digital Growth - Lifecycle is the strategic owner of the fan lifecycle marketing programme for Red Bull New York and Sports Illustrated Stadium third-party events. The role is responsible for growing the fan database and developing audience journeys, copy, and design briefs to deliver relevant messages at the right time and maximise revenue impact. It sits at the intersection of CRM strategy, fan growth, content personalisation, and ticket sales, with a primary focus on email and SMS.

• Manage the organisation's lifecycle marketing strategy across email, SMS, and other owned channels, aligning fan journeys and communications with business priorities across ticket sales, retention, engagement, and revenue.
• Develop audience segmentation and targeting strategies based on fan behaviour, purchase history, engagement, interests, geography, lifecycle stage, and other relevant signals to ensure fans receive the most relevant message possible.
• Manage campaign creation and lead the email marketing programme in Salesforce Marketing Cloud, including copywriting, design briefs, audience and objective definition, offer, message, timing, cadence, calls-to-action, journey builds, and campaigns that maximise unique clicks, conversions, revenue
• And downstream fan engagement rather than simply optimising for opens or sends.
• Develop and optimise automated fan journeys, including welcome, nurture, conversion, post-purchase, re-engagement, retention, and other lifecycle programmes that move fans toward deeper engagement with the club.
• Manage fan database growth strategy, identifying and executing new ways to increase the size and quality of the club's opted-in audience.
• Partner cross-functionally to ensure list-growth opportunities are built into the fan experience, including matchday signage, concourse activations, stadium touchpoints, digital experiences, and other opportunities to capture fan information and consent.
• Establish testing and optimisation roadmaps across subject lines, creative, offers, calls-to-action, send times, segmentation, cadence, and journey structure to continually improve engagement and conversion.
• Analyse campaign and audience performance beyond surface-level metrics to understand unique clicks, conversion rates, revenue, purchase behaviour, unsubscribe rates, list growth, and the incremental impact of lifecycle communications
• And build a clear measurement framework and reporting that connects campaign engagement to ticket purchases and broader business outcomes.
• Manage SMS strategy and execution as the club expands its use of Attentive, developing appropriate segmentation, messaging, cadence, and use cases across the fan lifecycle.
• Build scalable lifecycle infrastructure, including campaign calendars, audience frameworks, journey maps, testing plans, reporting templates, and CRM playbooks that improve the team's ability to operate at scale.

• Strong understanding of how to build thoughtful, data-driven fan journeys across acquisition, engagement, conversion, retention, and re-engagement.
• Ability to translate fan behaviour, purchase history, engagement, and lifecycle stage into meaningful audience segments and highly relevant communications.
• Strong understanding of email strategy, creative, deliverability, cadence, testing, and performance optimisation.
• Focus on driving measurable outcomes, especially unique clicks, conversions, revenue, and downstream ticket purchases, rather than vanity metrics.
• Comfortable developing hypotheses and testing messaging, offers, audiences, creative, cadence, and send times, then using results to continuously improve performance.
• Confident working with campaign and audience data, identifying insights, and turning performance results into clear recommendations and actions.
• Strong communicator who can work effectively with Ticketing, Groups, Membership, Creative, Content, Partnerships, and other teams to translate business objectives into effective lifecycle campaigns.
• Able to think at the 30,000-foot level about lifecycle strategy while also getting into the details of audience segmentation, email copywriting, journey builds, and reporting.

• Experience with Salesforce Marketing Cloud is strongly preferred.
• Familiarity with SMS marketing and platforms such as Attentive is preferred but not required.