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Senior Manager, Audience Management

Liverpool FC

Liverpool Football Club is a professional football club based in Liverpool, England. The club competes in the Premier League, the top tier of English football.

28 Jul 2022
Full Time
Closing date
14 Aug 2022

About the role

LFC is developing its marketing technology and as a result are looking for a senior individual with extensive digital marketing, CRM and audience management experience to join our Marketing department as Senior Manager, Audience Management.

In this role you will lead and orchestrate the development of marketing fan journeys that grow the known fanbase and customer lifetime value for club products, services and our partners. Bringing together cross-business teams to oversee the enablement of fan journeys through marketing activity, content marketing, digital products, and marketing technology, informed by insights.

What will you be doing?

  • Defining and overseeing the implementation of a holistic journey strategy to support commercial objectives and enhance fan interactions across web, app, email, app push, paid media, and live venues/events.
  • Defining and driving the implementation of acquisition, retention, and reactivation journey strategies to drive revenue from the fan base.
  • Approving the fan journeys and take the lead to inform their prioritisation based on club wide demands.
  • Identifying and implementing new opportunities throughout the fan journey to deliver high performing, fan interactions and touchpoints.
  • Understanding the key interactions in the fan lifecycle and drive relevant changes through defining requirements for the marketing operations team to deliver.
  • Growing engagement across all marketing channels, maximising opportunities across fan touchpoints.
  • Working closely with the insights and research team to leverage the club’s understanding of fans and segments to inform the journey definition, right through to ongoing optimisation.
  • Working closely with the marketing operations team to evolve the audience management strategy using marketing automation and journey orchestration.
  • Collaborating with key stakeholders who will support the development and delivery of the fan journeys, specifically the marketing campaign and commercial content teams.
  • Collaborating with other business areas, acting as the voice of the fan.
  • Working closely with the Campaign and Partner management teams to define and deliver the partner activation journeys to support achieving partner marketing objectives.
  • Identifying use cases for partner sales pitches for how journey orchestration could support partner activations.
  • Ensuring leadership and executive teams are regularly updated on the programme's performance.
  • Developing both domestic and international plans to drive known audience growth and engagement programmes.
  • Articulating the fan journeys to key business stakeholders to gain support.
  • Supporting the marketing operations team with outlining business requirements and support for return on technology investment.

Who are we looking for?

To be successful you will have at least 5 years marketing experience in audience management, CRM (Customer Relationship Management) or related fields. You will have a deep familiarity with digital marketing (acquisition, retention, loyalty, cross-sell, up-sell), multichannel campaigns and the advertising ecosystem and a solid understanding of data collection, activation, and measurement concepts within the digital space. You will also have an understanding of e-commerce platforms and experience of marketing orchestration platforms.

You’ll have exceptional relationship management skills and thrive in a high paced environment. You will be able to identify new opportunities and channels to drive LFC fans onto LFC platforms and be able to build and own a plan for the audience management strategy to reach clearly defined KPIs. You will understand cross-device segmentation and embrace and drive the use of programmatic and marketing automation usage.

Why should you apply?

This is a full-time permanent role working 35 hours per week Monday to Friday. Your main base will be our Head Office in Liverpool City Centre which is close to local bars, shops and restaurants and has great views over the river Mersey.

To reward your hard work and commitment we offer a competitive salary, 25 days holiday (plus 8 bank holidays and the option to purchase up to an additional 5 days) and a contributory pension scheme.

You will have access to our benefits kit bag where you can get high street discounts, and a selection of benefit schemes you can join. There are opportunities to get involved with volunteering through our LFC Foundation to give back to the local community.

We aspire to be the most inclusive club in world football - providing fair and appropriate opportunities to as many people from different backgrounds as possible, being welcoming and meeting their needs as best we can. We are committed to hiring great people representative of a variety of backgrounds, perspectives, and skills, not just because it`s the right thing to do, but because we believe it makes our Club stronger. If you share our enthusiasm and passion for inclusivity, then we want to hear from you.

Liverpool FC is committed to safeguarding and promoting the welfare of children and vulnerable adults and expects all Colleagues and Volunteers to share this commitment.

How to Apply

Please click "Apply Now” to begin the online application process

Full Job description and Person Specification available here.

Additional Information

Full Time
Job Type
Marketing & Communications
Pay Information

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