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About the Role

Better Collective is seeking an experienced CRM & Lifecycle Senior Manager to establish and lead a group-wide approach to customer relationship management across its global sports media brands. This senior role integrates CRM strategy, customer lifecycle management, technology, data, commercial thinking, and operational leadership to transform CRM into a strategic capability that fosters deeper audience relationships.

Responsibilities

Develop Better Collective's group-wide CRM and lifecycle strategy.
Establish CRM principles, standards, and best practices across brands.
Create a scalable operating model balancing central CRM expertise with local brand execution.
Identify areas where CRM can deliver the greatest audience and commercial impact.
Build CRM roadmaps for priority Better Collective brands.
Act as the senior CRM subject-matter expert across the organization.
Design lifecycle strategies covering acquisition, registration, onboarding, engagement, conversion, retention, reactivation.
Develop automated programs including welcome journeys, profile completion, content discovery, personalized updates, newsletter engagement, subscription conversion, premium product promotion, renewal, retention, churn prevention, lapsed-user reactivation, and win-back programs.
Work closely with Audience, Product, and Data teams to translate first- and zero-party data into meaningful customer experiences.
Use behavioral, declared, and transactional data to improve audience segmentation, personalization, lifecycle triggers, subscription propensity, retention, cross-sell opportunities, and audience insight.
Help establish the connection between data capture, customer understanding, and CRM activation.
Develop a coordinated CRM approach across email, newsletters, app push, web push, in-app messaging, on-site messaging, and emerging direct audience channels.
Establish channel roles, contact strategies, frequency management, and customer communication principles.
Ensure customers receive coordinated experiences rather than disconnected messages from individual channels.
Partner with Product and Technology teams to maximize Better Collective's CRM technology stack, including marketing automation, journey orchestration, audience segmentation, triggered communications, dynamic content, personalization, CRM/CDP integration, data flows, preference management, testing frameworks, and reporting requirements.
Help translate business and customer requirements into practical technology capabilities.
Create a consistent CRM measurement framework across Better Collective.
Establish a structured CRM experimentation program covering A/B testing, send frequency, timing, content, segmentation, personalization, offers, lifecycle triggers, and channel combinations.
Create mechanisms for successful experiments to be documented and scaled across Better Collective brands.
Work closely with Audience, Product, Data & BI, Technology, Editorial, Commercial, Subscription Teams, and Compliance.
Audit CRM capabilities across priority Better Collective brands within the first 3 months.
Establish baseline CRM KPIs within the first 3 months.
Map existing lifecycle communications within the first 3 months.
Identify immediate optimization opportunities within the first 3 months.
Define the group CRM strategy and operating principles within the first 3 months.
Prioritize brands and lifecycle use cases within the first 3 months.
Launch priority automated lifecycle programs within 3-6 months.
Establish group segmentation principles within 3-6 months.
Introduce a structured CRM experimentation framework within 3-6 months.
Establish CRM dashboards and commercial measurement within 3-6 months.
Develop CRM playbooks that can be reused across brands within 3-6 months.

Requirements

Significant experience leading CRM, lifecycle, or customer engagement programs.
Strong knowledge of email marketing and marketing automation.
Experience developing sophisticated customer lifecycle strategies.
Strong understanding of customer segmentation and personalization.
Experience working with large customer databases.
Experience using behavioral and transactional data to improve communications.
Strong understanding of CRM technology and platform capabilities.
Experience working across Product, Data, Technology, Marketing, and Commercial teams.
Excellent stakeholder management skills.
Experience managing CRM teams, agencies, or specialist partners.
Strong analytical and commercial mindset.
Demonstrable experience connecting CRM activity to measurable business outcomes.
Experience within digital media, subscriptions, publishing, sports, gaming, or high-frequency digital consumer products is particularly valuable.
Ability to operate at both strategic and practical levels.
Comfortable moving between strategy and execution.
Comfortable moving between customer and commercial focus.
Comfortable moving between data and communications focus.
Comfortable moving between technology and marketing focus.
Comfortable moving between central strategy and local brand requirements.
Ability to influence senior stakeholders.
Comfortable working directly with teams responsible for delivering CRM programs.

Skills

CRM strategy
Customer lifecycle management
Technology
Data analysis
Commercial thinking
Operational leadership
Email marketing
Marketing automation
Customer segmentation
Personalization
Stakeholder management
Analytical skills
Reporting

Location

Global

Work Type

Full-time

Experience Level

Senior

About the Company

Better Collective reaches millions of sports fans across a diverse portfolio of digital brands.
The next stage of our audience strategy is to develop stronger direct relationships with those users — moving from anonymous audiences → known users → understood customers → engaged and valuable relationships.
CRM will be central to that transformation.
Better Collective has significant global audience scale.
The opportunity is to build stronger direct relationships with those audiences.
This role will help Better Collective transition from primarily understanding what audiences consume to understanding who our customers are, what they value and how we can build longer-lasting relationships with them.