CRM & Lifecycle Senior Manager

Better Collective is looking for an experienced CRM & Lifecycle Senior Manager to establish and lead a group-wide approach to customer relationship management across our portfolio of global sports media brands. This is a senior role combining CRM strategy, customer lifecycle management, technology, data, commercial thinking and operational leadership. The successful candidate will move CRM beyond campaign execution and develop it as a strategic capability that helps Better Collective build deeper, more valuable relationships with its audiences. Working across Product, Audience, Data, Commercial, Editorial, Technology and local brand teams, the CRM & Lifecycle Senior Manager will create the frameworks, programmes and operating model required to turn first- and zero-party audience data into personalised customer experiences and measurable business value. The Opportunity 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. The CRM & Lifecycle Senior Manager will establish the strategy, capabilities and standards that allow Better Collective brands to acquire, activate, engage, retain and monetise audiences across the customer lifecycle. Key Responsibilities CRM Strategy & Leadership - 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 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 organisation. Customer Lifecycle Management Design lifecycle strategies covering: Acquisition → Registration → Onboarding → Engagement → Conversion → Retention → Reactivation Develop automated programmes including: - Welcome and onboarding journeys - Profile completion - Content discovery - Personalised sports and player updates - Newsletter engagement - Subscription conversion - Premium product promotion - Renewal - Retention - Churn prevention - Lapsed-user reactivation - Win-back programmes The objective is to create relevant, personalised experiences rather than simply increase communication volume. First & Zero-Party Data Activation Work closely with Audience, Product and Data teams to translate Better Collective's growing first- and zero-party data capabilities into meaningful customer experiences. Use behavioural, declared and transactional data to improve: - Audience segmentation - Personalisation - Content recommendations - Lifecycle triggers - Subscription propensity - Retention - Cross-sell opportunities - Audience insight Help establish the connection between data capture, customer understanding and CRM activation. Multi-Channel CRM Develop a coordinated CRM approach across: - Email - Newsletters - App push - Web push - In-app messaging - On-site messaging - 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. CRM Technology & Automation Partner with Product and Technology teams to maximise Better Collective's CRM technology stack. Responsibilities include: - Marketing automation - Journey orchestration - Audience segmentation - Triggered communications - Dynamic content - Personalisation - CRM/CDP integration - Data flows - Preference management - Testing frameworks - Reporting requirements Help translate business and customer requirements into practical technology capabilities. Measurement & Optimisation Create a consistent CRM measurement framework across Better Collective. Core metrics should include: - Known-user growth - Registration conversion - Newsletter acquisition - Email engagement - Push engagement - Active-user frequency - Subscription conversion - Renewal - Retention - Reactivation - Revenue per known user - Customer lifetime value Move CRM measurement beyond opens and clicks toward customer behaviour and commercial outcomes. Experimentation Establish a structured CRM experimentation programme covering: - A/B testing - Send frequency - Timing - Content - Segmentation - Personalisation - Offers - Lifecycle triggers - Channel combinations Create mechanisms for successful experiments to be documented and scaled across Better Collective brands. Stakeholder Leadership CRM at Better Collective sits across multiple disciplines. The CRM & Lifecycle Senior Manager will therefore work closely with: Audience — audience strategy, segmentation and zero/first-party data Product — registration, logged-in experiences and product journeys Data & BI — customer data, segmentation and measurement Technology — CRM platforms, integrations and automation Editorial — content propositions and newsletters Commercial — monetisation and customer value Subscription Teams — acquisition, renewal and retention Compliance — consent, GDPR, PECR and data governance Strong stakeholder leadership will be critical to the success of the role.