Senior CRM Marketing Manager

Senior CRM Marketing Manager

U.S. Soccer is seeking a data and result-driven Senior CRM Marketing Manager who will oversee the design and execution of data-driven, personalized marketing campaigns that deepen engagement, drive retention, and grow the federation's audience. Operating at the intersection of technology, marketing, and revenue, the Senior CRM Marketing Manager will set the strategic direction for CRM marketing initiatives, ensure alignment across departments, and drive measurable business outcomes through advanced segmentation, marketing automation, and performance analytics.

As Senior CRM Marketing Manager, you will be experienced in leading audience development and segmentation, working with marketing automation tools, understanding data workflows, and can execute personalized campaigns across email, SMS, push notifications, and digital ads.

As a strategic leader and executional expert, the Senior CRM Marketing Manager will set best practices, establish measurement frameworks, and manage cross-functional collaboration to ensure that U.S. Soccer's data-driven marketing efforts are maximized. This role will play a key part in revenue growth by leveraging CRM to support ticket sales, membership programs, sponsorship activations, and content monetization.

You will manage the Manager, Lifecycle Marketing, leading understanding our audience needs, behaviors and preferences and using this knowledge to create personalized and impactful marketing efforts that drive results. You'll also work closely with other Federation teams across Commercial, Advancement, Referring and Coaching with strategic ownership of the CRM marketing roadmap and lifecycle architecture.

This mid-level position is perfect for someone who is a marketing expert, specializing in CRM and marketing technology including Braze and who is looking to take the next step in their career. The ideal candidate can parse technical solutions into tasks quickly, detail-orientated, and brings process management skills to complicated project.

Primary Responsibilities

Strategic Leadership & Best Practices

• Define and own the long-term CRM marketing roadmap, ensuring alignment with organization priorities across the Federation including audience development, fan engagement, revenue and brand growth.
• Lead, establish and implement CRM marketing best practices across the organization, ensuring data-driven decision-making.
• Act as the central air traffic controller for CRM marketing efforts, balancing multiple priorities across ticketing, membership, sponsorship, and fan engagement.
• Serve as the go-to expert for marketing automation, leading internal education on CRM marketing capabilities and optimization.
• Lead, develop and refine measurement frameworks, ensuring campaigns align with key business objectives and drive revenue growth.
• Collaborate with senior leadership across marketing, sales, partnerships, and analytics to align CRM marketing efforts with organizational goals. Partner with Data, Technology and Marketing leadership to enhance data infrastructure and campaign personalization capabilities.
• Mentor and support Manager, Lifecycle Communications, fostering a data-drive culture and operational excellence.

Audience Segmentation & Data Management

• Own and evolve the federation's audience segmentation strategy, ensuring personalization scales effectively across all channels.
• Build and maintain audience segments for personalized fan engagement, leveraging first-party, second-party, and third-party data.
• Lead and manage audience targeting, integrating behavioral, transactional, and engagement data to tailor outreach across CRM, CDP, and digital marketing platforms.
• Define and execute dynamic audience rules for automated lifecycle campaigns.
• Partner with analytics and data engineering teams to influence how fan data is collected, unified, and activated across CRM and digital ecosystem.
• Work closely with the data analytics team to refine segmentation strategies based on campaign performance and fan behavior.
• Ensure data cleanliness and compliance with CCPA, and other data privacy regulations.

Campaign Strategy, Execution & Automation

• Oversee campaign strategy and ensure execution excellence by guiding the Lifecycle Marketing team and cross-functional partner.
• Define CRM contact strategy and oversee orchestration of multi-channel campaigns to ensure alignment, efficiency, and fan-centric engagement.
• Build and execute highly personalized, multi-channel campaigns (email, SMS, push notifications, paid media audience targeting) to drive fan engagement and business growth.
• Create automated workflows for fan onboarding, retention, and win-back campaigns.
• Conduct A/B testing to optimize subject lines, content, and audience targeting.
• Monitor and troubleshoot campaign performance, adjusting strategies in real-time.
• Manage CRM calendars to ensure timely delivery of campaigns supporting ticket sales, events, content engagement, and sponsor activations.

Operational & Technical Execution

• Oversee and optimize the performance of key marketing technology platforms, ensuring integrations and automations support scalable fan engagement.
• Ensure operational excellence and governance in CRM marketing execution including across marketing technology platforms, including CRM, Customer Data Platforms (CDP), Mobile Measurement Platforms (MMP), and marketing automation tools to enhance fan engagement.
• Own day-to-day execution within CRM platforms (Salesforce Marketing Cloud, Braze, or similar).
• Lead the execution of marketing email campaigns including ensuring compelling copy including editing, proofing, stakeholder approvals, and final deployment.
• Configure and update campaign templates, customer journeys, and automation triggers.
• Coordinate with IT and data teams to enhance CRM integrations and resolve technical issues.
• Oversee UTM tracking, tagging, and attribution for performance analysis.

Measurement, Reporting & Optimization

• Lead on best-in-class and data driven measurement approach for CRM channels including email, push and SMS, feeding into a multi-channel and multi-touch attribution modelling, and showing performance in engagement, revenue and ROI.
• Define and own CRM marketing KPIs and measurement frameworks that link engagement to business outcomes such as ticket sales, membership growth, sponsorship value and other business priorities.
• Optimized based on performance, reacting and responding to data in real-time and depending on the needs of the business.
• Track and report on CRM campaign performance, providing insights on key metrics (open rates, CTR, conversion rates, etc.).
• Identify trends in fan engagement and recommend data-driven optimizations.
• Present findings and recommendations to stakeholders, ensuring CRM efforts align with broader marketing objectives.

Requirements

Minimum Qualifications

• 710 years of progressive experience in CRM, lifecycle marketing, or marketing automation
• Proven experience leading CRM strategy and cross-functional execution across marketing, data, and technology teams
• Expertise in CRM tools (Braze, Salesforce Marketing Cloud, Adobe Campaign, or similar)
• Strong leadership skills to influence cross-functional teams and manage competing priorities
• Strong understanding of audience segmentation, personalization, and data-driven marketing
• Experience in multi-channel marketing, including email, SMS, and push notifications
• Analytical mindset with the ability to interpret campaign performance and optimize accordingly
• Knowledge of data privacy regulations (CCPA) and compliance best practices
• Strong attention to detail and ability to manage multiple campaigns simultaneously
• SQL proficiency for audience querying and reporting
• Familiarity with paid media platforms and CRM-to-advertising integrations
• Experience with A/B testing methodologies and lifecycle marketing strategies
• Experience with digital attribution, conversion tracking, and marketing analytics platforms (Google Analytics, Adobe Analytics, Tableau)
• Team-first attitude and excellent interpersonal skills
• Proven ability to communicate effectively with technical and non-technical stakeholders
• Excellent written and verbal communication skills
• Exceptional time management skills
• Capable of working in fast-paced and demanding environments
• Must be able to connect "micro" details to the "macro" vision and mission
• Proficient experience with Microsoft Suite (Word, PowerPoint, Excel, and Outlook)
• Able and willing to work non-traditional hours including evenings and weekends as needed (USMNT and USWNT match days)

Desired Qualifications

• Bachelor's degree
• Passion for soccer and a solid understanding of the soccer landscape in the United States

U.S. Soccer offers a comprehensive compensation package, casual work environment, an inclusive culture, and an atmosphere for professional development.

U.S. Soccer is an equal opportunity employer that is committed to diversity, equity, and inclusion, and prohibits discrimination and harassment of any kind on the basis of race, color, sex, religion, national origin, citizenship, pregnancy, sexual orientation, gender identity, age, disability, genetic information,