Senior CRM Marketing Manager

The U.S. Soccer Federation exists in service to soccer. Our aim is to ignite a national passion for the game. Because we believe that soccer is more than a sport; it is a force for good.

Primary Responsibilities
Strategic Leadership & Best Practices

Define and own the long‑term CRM marketing roadmap, ensuring alignment with organization priorities across the Federation including audience development, fan engagement, revenue and brand growth.

Lead, establish and implement CRM marketing best practices across the organization, ensuring data‑driven decision‑making.

Act as the central air traffic controller for CRM marketing efforts, balancing multiple priorities across ticketing, membership, sponsorship, and fan engagement.

Serve as the go‑to expert for marketing automation, leading internal education on CRM marketing capabilities and optimisation.

Lead, develop and refine measurement frameworks, ensuring campaigns align with key business objectives and drive revenue growth.

Collaborate with senior leadership across marketing, sales, partnerships and analytics to align CRM marketing efforts with organisational goals. Partner with Data, Technology and Marketing leadership to enhance data infrastructure and campaign personalisation capabilities.

Mentor and support Manager, Lifecycle Communications, fostering a data‑driven culture and operational excellence.

Audience Segmentation & Data Management

Own and evolve the federation’s audience segmentation strategy, ensuring personalisation scales effectively across all channels.

Build and maintain audience segments for personalised fan engagement, leveraging first‑party, second‑party and third‑party data.

Lead and manage audience targeting, integrating behavioural, transactional and engagement data to tailor outreach across CRM, CDP and digital marketing platforms.

Define and execute dynamic audience rules for automated lifecycle campaigns.

Partner with analytics and data engineering teams to influence how fan data is collected, unified and activated across CRM and digital ecosystem.

Work closely with the data analytics team to refine segmentation strategies based on campaign performance and fan behaviour.

Ensure data cleanliness and compliance with CCPA, and other data privacy regulations.

Campaign Strategy, Execution & Automation

Oversee campaign strategy and ensure execution excellence by guiding the Lifecycle Marketing team and cross‑functional partner.

Define CRM contact strategy and oversee orchestration of multi‑channel campaigns to ensure alignment, efficiency and fan‑centric engagement.

Build and execute highly personalised, multi‑channel campaigns (email, SMS, push notifications, paid media audience targeting) to drive fan engagement and business growth.

Create automated workflows for fan onboarding, retention and win‑back campaigns.

Conduct A/B testing to optimise subject lines, content and audience targeting.

Monitor and troubleshoot campaign performance, adjusting strategies in real‑time.

Manage CRM calendars to ensure timely delivery of campaigns supporting ticket sales, events, content engagement and sponsor activations.

Operational & Technical Execution

Oversee and optimise the performance of key marketing technology platforms, ensuring integrations and automations support scalable fan engagement.

Ensure operational excellence and governance in CRM marketing execution across marketing technology platforms, including CRM, Customer Data Platforms (CDP), Mobile Measurement Platforms (MMP) and marketing automation tools to enhance fan engagement.

Own day‑to‑day execution within CRM platforms (Salesforce Marketing Cloud, Braze or similar).

Lead the execution of marketing email campaigns including ensuring compelling copy, editing, proofing, stakeholder approvals and final deployment.

Configure and update campaign templates, customer journeys and automation triggers.

Coordinate with IT and data teams to enhance CRM integrations and resolve technical issues.

Oversee UTM tracking, tagging and attribution for performance analysis.

Measurement, Reporting & Optimization

Lead on best‑in‑class and data‑driven measurement approach for CRM channels including email, push and SMS, feeding into a multi‑channel and multi‑touch attribution modelling and showing performance in engagement, revenue and ROI.

Define and own CRM marketing KPIs and measurement frameworks that link engagement to business outcomes such as ticket sales, membership growth, sponsorship value and other business priorities.

Optimise based on performance, reacting and responding to data in real‑time and depending on the needs of the business.

Track and report on CRM campaign performance, providing insights on key metrics (open rates, CTR, conversion rates etc.).

Identify trends in fan engagement and recommend data‑driven optimisations.

Present findings and recommendations to stakeholders, ensuring CRM efforts align with broader marketing objectives.

Requirements
Minimum Qualifications

7–10 years of progressive experience in CRM, lifecycle marketing or marketing automation.

Proven experience leading CRM strategy and cross‑functional execution across marketing, data and technology teams.

Expertise in CRM tools (Braze, Salesforce Marketing Cloud, Adobe Campaign or similar).

Strong leadership skills to influence cross‑functional teams and manage competing priorities.

Strong understanding of audience segmentation, personalisation and data‑driven marketing.

Experience in multi‑channel marketing, including email, SMS and push notifications.

Analytical mindset with the ability to interpret campaign performance and optimise accordingly.

Knowledge of data privacy regulations (CCPA) and compliance best practices.

Strong attention to detail and ability to manage multiple campaigns simultaneously.

SQL proficiency for audience querying and reporting.

Familiarity with paid media platforms and CRM‑to‑advertising integrations.

Experience with A/B testing methodologies and lifecycle marketing strategies.

Experience with digital attribution, conversion tracking and marketing analytics platforms (Google Analytics, Adobe Analytics, Tableau).

Team‑first attitude and excellent interpersonal skills.

Proven ability to communicate effectively with technical and non‑technical stakeholders.

Excellent written and verbal communication skills.

Exceptional time management skills.

Capable of working in fast‑paced and demanding environments.

Must be able to connect “micro” details to the “macro” vision and mission.

Proficient experience with Microsoft Suite (Word, PowerPoint, Excel and Outlook).

Able and willing to work non‑traditional hours including evenings and weekends as needed (USMNT and USWNT match days).

Desired Qualifications

Bachelor’s degree.

Passion for soccer and a solid understanding of the soccer landscape in the United States.

U.S. Soccer offers a comprehensive compensation package, a casual work environment, an inclusive culture, and an atmosphere for professional development.

U.S. Soccer is an equal opportunity employer that is committed to diversity, equity and inclusion, and prohibits discrimination and harassment of any kind on the basis of race, colour, sex, religion, national origin, citizenship, pregnancy, sexual orientation, gender identity, age, disability, genetic information, military status, political belief or any other characteristic protected under the law. This policy applies to all our employment practices within our organization. We strongly encourage women, people of colour, LGBTQIA, veterans, parents and persons with disabilities to apply.

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