Senior CRM Technical Specialist
Fanatics
Senior CRM Technical Specialist
Fanatics
China-based licensed sports merchandise retailer
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. With more than 900 e-commerce sites and a global omnichannel presence across digital, in-venue, and retail, Fanatics Commerce reaches fans in over 180 countries and powers official fan experiences for many of the world's most iconic sports properties.
At Fanatics, we bring our BOLD Leadership Principles to life every day - building championship teams, obsessing over fans, acting with entrepreneurial speed, and delivering with a determined and relentless mindset.
ROLE OVERVIEW
Fanatics Commerce operates one of the most expansive fan engagement platforms in sports, powering CRM across 100+ million fans and 900+ e-commerce properties for the NFL, NBA, MLB, NHL, and hundreds of teams and colleges. The Senior CRM Developer works embedded within an agile, marketing-led CRM team, owning the end-to-end execution of triggered journeys, personalized content, and the data integrations that power them — built on Adobe Journey Optimizer and Adobe Experience Platform, connected to a custom in-house commerce platform. The Senior CRM Developer delivers business and fan impact through BOLD leadership and execution excellence, leveraging data, automation, and AI-enabled insights.
HOW WILL YOU DRIVE IMPACT
Success is measured by the ability to deliver results through BOLD capabilities and measurable outcomes.
Team & Leadership Impact (Build Championship Teams)
• Partner with marketers, analysts, and technical leads to challenge assumptions and align on the right solution design before building begins, ensuring cross-functional clarity and shared ownership of outcomes.
• Document journey logic, templates, and data configurations so teammates can extend and maintain your work, raising the capability of the broader CRM team.
• Manage work transparently in Jira and GitHub, modeling strong CI/CD and agile practices that establish a higher standard for the team.
Fan & Customer Impact (Obsessed with Fans)
• Build real-time and batch journeys triggered by fan behavior — including cart abandonment, browse retargeting, purchases, price changes, inventory signals, loyalty milestones, and live game outcomes — to reach fans with the right message at the right moment.
• Develop responsive, personalized email, SMS, and push templates and reusable components in HTML, CSS, and Handlebars, tailored by team, league, player, purchase history, and behavioral signals.
• Design and execute A/B and multivariate tests across content and journey logic to continuously improve fan engagement and conversion performance.
• Troubleshoot fan-facing delivery issues end to end — tracing a profile through a journey, reading event payloads, and diagnosing why a fan did or did not qualify — to resolve root causes quickly.
Innovation & Problem Solving (Limitless Entrepreneurial Spirit)
• Extend XDM schemas, configure event and profile ingestion, and build audiences from upstream commerce and fan-engagement events, going well beyond out-of-the-box platform capabilities.
• Connect the marketing technology stack to surrounding systems via REST APIs, enabling data flows that standard connectors cannot support.
• Bring an architectural mindset to CRM development — evaluating trade-offs across journey design, data modeling, and integration patterns before committing to a build approach.
• Identify opportunities to apply emerging tools, AI capabilities, and platform features to improve journey sophistication, personalization depth, and operational efficiency.
Ownership & Execution (Determined & Relentless Mindset)
• Own journey, template, and fragment changes from requirements through production deployment, with no hand-off gaps between design, build, and release.
• Manage code in GitHub using CI/CD practices, maintaining quality and deployment rigor across every release.
• Translate business problems from marketers into complete technical solutions, operating with end-to-end accountability rather than waiting for tasks to be defined.
• Track, prioritize, and deliver work in Jira with consistency and transparency, meeting commitments in an agile, fast-moving environment.
AI & DIGITAL CAPABILITY
We are building a future-ready organization. This role is expected to:
• 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
CAPABILITIES & EXPERIENCE YOU BRING
Required Qualifications:
• 5+ years designing and building personalized, real-time customer journeys on an enterprise marketing platform such as Adobe Journey Optimizer, Salesforce Marketing Cloud, Braze, or Iterable — depth of journey design and behavior-driven architecture matters more than platform.
• Proven experience building behavior-driven programs — abandoned cart, browse retargeting, replenishment, and similar — not only scheduled batch sends to static lists.
• Experience with custom data models and integrations, including event ingestion, profile data management, and API connectivity beyond standard platform connectors.
• Strong HTML and CSS for responsive email development, plus proficiency in at least one templating language such as Handlebars, AMPscript, Liquid, or Jinja.
• Demonstrated ability to troubleshoot complex journey and data issues — tracing profiles, reading event payloads, and resolving root causes independently.
• Clear written and verbal communication skills, with the ability to gather requirements from marketers and explain technical trade-offs to non-technical stakeholders.
• Experience managing code in GitHub with CI/CD practices and tracking work in an agile project management tool such as Jira.
Preferred Qualifications:
• Hands-on experience with Adobe Journey Optimizer and Adobe Experience Platform, including Real-Time CDP, XDM schemas, and segmentation.
• SQL proficiency for validating data and building or QA-ing audience definitions.
• Experience building SMS or push notification programs in addition to email.
• Platform certifications in AJO, RTCDP, SFMC, Braze, or a comparable enterprise marketing platform.
• Consumer-facing personalization experience in any industry demonstrating impact at scale.
WORK LOCATION
Hybrid: The primary place of performance of this role is the Company's office located in Redwood City, CA, subject to the Company's current hybrid work policy. This role currently requires in-office presence Tuesday, Wednesday, Thursday.
The salary range represents base pay only and does not include short-term or long-term incentive compensation. When determining base pay as part of a final compensation package, we consider several factors such as location, experience, qualifications, and training. For information about our benefits, please visit https://benefitsatfanatics.com/
At Fanatics, we operate with a BOLD mindset - We Build Championship Teams, we’re Obsessed with Fans, we embrace a Limitless Entrepreneurial Spirit, and we approach every challenge with a Determined and Relentless Mindset. If you’re ready to contribute to a dynamic, fast-paced environment that thrives on collaboration and growth, we want you to be part of our team.
ABOUT US
Fanatics is a leading global sports platform redefining how fans connect with the teams, players and moments they love. Our businesses — Fanatics Commerce, Fanatics Collectibles, Fanatics Betting & Gaming, Fanatics Events, Fanatics Advertising, Fanatics Markets and Fanatics Studios — maximize the presence and reach for hundreds of partners globally and create a one-stop experience that allows fans to buy, bet, collect, and earn, while engaging with sports in deeper, more immersive ways. This includes licensed fan gear and lifestyle products, sportsbook and iGaming, physical and digital trading cards, live events, premium sports entertainment content, credit card offerings and more. Together, they form a powerful, integrated ecosystem — connected by the Fanatics ONE loyalty program and FanCash, the currency of sport — delivering personalized experiences to over 100 million fans worldwide. Fanatics holds partnerships with over 900 sports properties, from professional leagues and players’ associations to teams, colleges and retail partners; over 7,000 athletes and celebrities; and over 2,000 retail locations, including all Lids stores. Backed by a team of more than 22,000 employees, Fanatics is committed to relentlessly enhancing the fan experience.
ABOUT THE TEAM
Fanatics Commerce is a leading designer, manufacturer, and seller of licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods. It operates a vertically-integrated platform of digital and physical capabilities for leading sports leagues, teams, colleges, and associations globally – as well as its flagship site, www.fanatics.com.
Fanatics Commerce has a broad range of online, sports venue, and vertical apparel partnerships worldwide, including comprehensive partnerships with leading leagues, teams, colleges, and sports organizations across the world—including the NFL, NBA, MLB, NHL, MLS, Formula 1, and Australian Football League (AFL); the Dallas Cowboys, Golden State Warriors, Paris Saint-Germain, Chelsea FC, and Tokyo Giants; the University of Notre Dame, University of Alabama, and University of Texas; the International Olympic Committee (IOC), England Rugby, and the Union of European Football Associations (UEFA).
At Fanatics Commerce, we infuse our BOLD Leadership Principles in everything we do:
· Build Championship Teams
· Obsessed with Fans
· Limitless Entrepreneurial Spirit
· Determined and Relentless Mindset
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Salary Range 115000 - 165000 USD
Fanatics China is a joint venture between Fanatics Inc. and Hillhouse Capital that localizes and scales licensed sports merchandise for China. It designs, manufactures, and markets fan gear for Chinese consumers, operating a multi-channel model that includes building and running e-commerce sites for global leagues and teams, exploring online marketplaces, and developing physical retail concepts. Its product workflow combines technology, data, and on-demand manufacturing to manage the entire supply chain, enabling fast response to demand. The company differentiates itself through a China-focused approach backed by Hillhouse’s network and investments, its end-to-end vertical commerce model, and partnerships with hundreds of sports organizations, which together help it navigate China’s complex retail landscape. The goal is to satisfy a previously underserved Chinese market for licensed sports merchandise by creating localized products and channels that connect fans with official gear.
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