VP, Fan Engagement & Analytics

National Hockey League
New York, NY
Marketing: Database Marketing/Analytics

The NHL is seeking a driven and curious leader to head our global Fan Engagement (CRM) and Analytics practice called BLADE. We are embarking on a multi-year journey to transform how we attract, activate, communicate, celebrate and grow our fans into loyal customers. The leader of BLADE will have a proven track record in leading data transformation projects, CRM and analytics teams and will champion the implementation of the tools, platforms, processes and marketing needed to drive success. 

 The role is focused on leveraging consumer insights, data analytics and database management to fuel innovative marketing and sales strategies, drive marketing effectiveness and gain an in-depth understanding of the behavior and trends. The position is responsible for developing best-in-class, enterprise-wide CRM capabilities. S/he, will lead the analytical capabilities, share actionable insights/best practices, guide customer data technology investments and oversee a comprehensive customer data strategy education program internally. Product marketing experience is a plus, as we will be packaging the BLADE platform and insights for our clubs and sales team. Success will be measured by the successful implementation of tools, changes to culture and process, creative and effective marketing programs, and revenue impact.

  • Provide expertise, vision and leadership to define and implement customer relationship marketing programs and initiatives that successfully build profitable, long-term customer relationships.
  • Provide strategic direction for tools and technology to support the implementation and execution of the customer relationship marketing strategy. 
  • Implement CRM architecture that will work seamlessly across the league and clubs to capture crucial information along the sales funnel.
  • Ensure the customer database is correctly segmented for targeted marketing activities.
  • Collaborate with other departments ensure the CRM strategy works well for every aspect of the business.
  • Develop testing strategies to guarantee the most efficient approach for the organization and its customers.
  • Oversee the production process & execution and reporting the results to the relevant people.
  • Evangelize, shape and craft the NHL Blade vision, leverage best practices to drive business planning, performance metrics and outcomes and be able to put data and information in the right context.
  • Work with and alongside NHL Senior Leadership to create business plans and build-out a leading-edge data collection and analytics infrastructure.
  • Partner with a cross-functional teams to become a source of best practices for all stakeholders.

The ideal candidate for the role will have a bachelor degree preferably in Business, Data, Marketing or related degree. MBA is desirable.  They should have at least 15 years of experience leading a CRM organization and strong understanding of CRM principles in a B2C environment.  The qualified candidate should have ideally practiced both aggregating data and making data driven decisions and understands the impact analytics can have on an organization.  Should have extensive experience in customer acquisition, re-engagement and retention strategies and be fluent in CRM technology management and experience implementing effective Omni-channel campaigns.  Ideal candidate will have direct experience implementing CRM segmentation and marketing automation strategies at scale.  Must have proven experience successfully influencing and building consensus at all levels within the organization. 
The model candidate should be both deeply curious and passionate about using data to drive the strategic goals of a company and have innovative thinking to advance NHL’s multi-platform marketing and media.  Must be able to have an understanding, leading and leveraging of data analytics to drive business performance and direction.  Candidate should have strong analytical abilities and passion for leverage data and analytics in a marketing capacity.  Should be a strong people leader who can scale and manage a large organization, leading by example at both strategic and tactical levels.  Must have the proven ability cultivating relationships within a highly matrixed organization, be a change agent not afraid to challenge the status quo with proven record of driving change through an organization at scale and be business-minded, marketing focused and technology savvy.  
Successful candidate for the role will have proven critical thinking skills to quickly evaluate issues, troubleshoot, and prioritize accordingly, have experience managing complex technology implementations and be able to understand technical solution tradeoffs when presented and participate in decision making process.  Must be able to identify risks to deadlines in long term technical projects, and make tradeoff decisions and have a general familiarity with databases and how data is ingested, stored, and accessed in them.  Must have HTML knowledge is desired but not essential.  Excellent technical knowledge of CRM and analytical systems and a strong understanding of the sports business is a plus, but not required.

When applying, please be sure to include a cover letter with your salary expectations for this role. We thank all applicants for their interest in this opportunity, however only qualified candidates selected for an interview will be contacted.  NO EMAILS OR PHONE CALLS PLEASE.  

Job Questions:

  1. How did you hear about this job?

  2. This position is located in NYC. If necessary, are you able to relocate at your own expense? (The NHL does not pay relocation fees.

  3. What are your salary expectations for this position?

  4. Do you have the legal right to work in the United States?