Manager – Digital Growth - Lifecycle

Job Description

WHAT YOU’LL DO

Manage the organization’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 behavior, purchase history, engagement, interests, geography, lifecycle stage, and other relevant signals to ensure fans receive the most relevant message possible.

Manage campaign creation across copywriting, design briefs, and building within Salesforce Marketing Cloud (email platform) and Attentive (SMS platform).

Lead the email marketing program in Salesforce Marketing Cloud. Writing, designing and building the campaigns that maximize unique clicks, conversions, revenue, and downstream fan engagement rather than simply optimizing for opens or sends. Determine the audience, objective, offer, message, timing, cadence, CTA, and journey for each campaign.

Develop and optimize automated fan journeys including welcome, nurture, conversion, post-purchase, re-engagement, retention, and other lifecycle programs 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 optimization roadmaps across subject lines, creative, offers, calls-to-action, send times, segmentation, cadence, and journey structure to continually improve engagement and conversion.

Analyze campaign and audience performance, going beyond surface-level metrics to understand unique clicks, conversion rates, revenue, purchase behavior, unsubscribe rates, list growth, and the incremental impact of lifecycle communications.

Build a clear measurement framework for lifecycle marketing, creating 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.

Qualifications

Lifecycle & CRM Strategy: Strong understanding of how to build thoughtful, data-driven fan journeys across acquisition, engagement, conversion, retention, and re-engagement.

Segmentation & Personalization: Ability to translate fan behavior, purchase history, engagement, and lifecycle stage into meaningful audience segments and highly relevant communications.

Email Marketing Expertise: Strong understanding of email strategy, creative, deliverability, cadence, testing, and performance optimization. Experience with Salesforce Marketing Cloud strongly preferred.

Performance Mindset: Focused on driving measurable outcomes, especially unique clicks, conversions, revenue, and downstream ticket purchases, not vanity metrics.

Testing & Optimization: Comfortable developing hypotheses, testing messaging, offers, audiences, creative, cadence, and send times, then using results to continuously improve performance.

Analytical Rigor: Confident working with campaign and audience data, identifying insights, and turning performance results into clear recommendations and actions.

Cross-Functional Collaboration: Strong communicator who can work effectively with Ticketing, Groups, Membership, Creative, Content, Partnerships, and other teams to translate business objectives into effective lifecycle campaigns.

Strategic & Hands-On: 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.

SMS & Emerging Channels: Familiarity with SMS marketing and platforms such as Attentive preferred but not required.

Additional Information

The base salary range for this position is $71,010 - $86,790 + cash incentives. Actual salary offers may vary based on work experience. The base pay range is subject to change and may be modified.

Due to the cyclical nature of the entertainment industry, the employee may be required to work varying schedules to reflect the business needs of the company.

Red Bull New York provides comprehensive benefits offerings to all full-time employees. Our benefits include medical and dental insurance, 401(k) plan, flexible spending accounts, tuition reimbursement, life insurance, health and wellness benefits, and a paid time-off program.

Red Bull New York is an equal opportunity employer and we will not discriminate against any employee or applicant for employment because of age, race, creed, color, national origin, ancestry, marital status, affectional or sexual orientation, gender identity or expression, disability, nationality or any other classification protected by law.

Red Bull New York is an equal opportunity employer and we will not discriminate against any employee or applicant for employment because of age, race, creed, color, national origin, ancestry, marital status, affectional or sexual orientation, gender identity or expression, disability, nationality or any other classification protected by law.