Customer Relationship Management Group Lead

Posted on Nov 15, 2018 by National Basketball Association

New York, NY 10001
Leisure & Sport
Immediate Start
Annual Salary
At the NBA, we're passionate about growing and celebrating the game of basketball. Through the intensity of the game and the amazing athletic skill of our players, we deliver excitement to hundreds of millions of fans around the world.
As a global sports and media business, the NBA is so much more. While Basketball Operations runs the league's on-court activities, other departments manage relationships with television and digital media partners, develop marketing partnerships with some of the world's most recognizable companies, oversee the licensing of NBA merchandise, and handle a wide range of responsibilities that drive the NBA's success.

Position Summary:

Customer Relationship Management (CRM) is a newly-established role reporting to the NBA's EVP, Chief Marketing Officer. 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 of NBA fans and future fans. The position is responsible for developing best-in-class, enterprise-wide CRM capabilities.

The SVP, CRM will define and implement strategies across our brand and drive the evolution towards a fully integrated, fan-centric marketing model. He/she, will oversee the analytical capabilities, share actionable insights/best practices, guide customer data technology investments and oversee a comprehensive customer data strategy education program internally. This role requires innovative thinking around engaging NBA fans/teams/partners and international regions, including broadcast, digital, marketing and licensing partners, wherever they are and proactively contributing to the NBA's multi-platform marketing and media planning processes. These include working closely with a cross-functional customer data strategy team to become a source of best practices for all stakeholders.

This role will bring a discipline of thinking about current NBA customers and understanding what keeps them loyal...and then working hard to ENGAGE + CAPTIVATE new and existing fans. This individual must have the ability to evangelize, shape and craft the NBA's vision, leverage best practices to drive business planning, performance metrics, and outcomes and be able to put data and information in the right context. This leader is someone who has ideally practiced both aggregating data and making data-driven decisions throughout his/her career. He/she understands the impact analytics can have on an organization and are deeply passionate about using data to drive the strategic goals of a company. Finally, this individual will work with and alongside consultants and IT to create business plans and build-out a leading-edge fan data collection and analytics infrastructure. Accordingly, the ideal candidate must be business-minded, marketing focused and technology savvy.

Major Responsibility:

  • Drive enhanced Customer and Fan data, analytics, and marketing strategies
  • Develop objectives, strategies and key performance metrics to measure success
  • Innovate and launch new CRM and fan data initiatives that leverage consumer analytics
  • Oversee and coordinate the use of consumer intelligence for diagnosis of key business issues (e.g. resources, buying trends, etc.)
  • Build and manage CRM team to understand consumer insights and engagement opportunities and develop targeted communication strategies to maximize annual spend, retention, frequency and loyalty
  • Benchmark NBA CRM and fan data capabilities against other power users.
    • Examples: LinkedIn, Apple, Google, Caesars, Amazon, leading hotel, casino, airlines, financial services companies and other retail entities Lead, execute and drive measurable improvements to process, systems, tools and related technologies Collaborate with internal and external digital teams to guide multi-channel strategies, segmentation and testing
  • Work with NBA, WNBA and D-League teams to maximize their fan data and marketing strategies
  • Synthesize and share CRM and Fan data, learnings and best practices internally
  • Oversee creation of executive dashboards and maintain an automated template for sharing CRM and fan data metrics and campaign results to stakeholders across the NBA Implement, apply and champion best practices regarding the measurement of optimization, especially as it relates to messaging effectiveness and multi-channel campaign optimization
  • Work closely with key constituents (business lines, teams, regions) to strategically maximize their engagement with fans while presenting unified coordinated messaging
  • Maintain focus on CRM, fan data and insights at the executive level by driving awareness of related wins and setbacks
  • Coordinate the development of a comprehensive CRM and Fan data education program
  • Lead best practice sharing and learning sessions around CRM strategy and data analytics - in particular how to best use these tools to identify new business opportunities and revenue-generating opportunities
  • Foster understanding of customer data strategies and concepts across all facets of the business
  • Evangelize and shepherd entire process; convey features, benefits, reports, dashboards, and ROI for each organization
  • Collaborate closely with IT to validate and direct all Global CRM and Fan data technology investments and strategies
  • Partner with the IT Team, consultants and other third-party vendors to provide oversight and discipline over all CRM and fan data-related technology investments
  • Develop and maintain strong relationships with key business and IT stakeholders
  • Evaluate proposed investments and forecast returns for new initiatives; design business case for approval by Senior Management
  • Collaborate with IT to proactively identify technology needs
  • Help NBA adopt and benefit from a test & learn process and mindset
  • Hire, Build and Grow a high-performing CRM and Fan data-focused team
  • Source, recruit, hire and retain quantitatively focused CRM and Data Analytics experts to expand and broaden the NBA's customer and fan data analytics footprint
  • Identify and address critical technology, people, processes and data gaps that inhibit successful learning and deployment

Required Skills/Knowledge:

  • Collaborative management and organizational leadership style coupled with a passion for educating, training and development
  • Demonstrated initiative with a results orientation, while exhibiting strong drive and leadership skills;
  • Resourceful - able to optimize budget and people resources
  • Exceptional influencing, diplomacy, persuasiveness and negotiation skills
  • Strong client relationship management and interpersonal skills
  • Impeccable communication as well as oral and written platform presentation skills
  • Complex and innovative problem-solving, analytical, critical and strategic thinking capabilities; knows how to create options and then converge on solutions
  • Excited about technological innovation and the implications of technology on marketing customer insight
  • Doer's, roll-up-your-sleeves mentality; must be able to sell ideas; drive strategies and foster collaboration, plans, results and outcomes enterprise-wide
  • Political savvy, gravitas, thick skin and entrepreneurial spirit and mindset
  • Very disciplined; has the ability to multi-task, manage competing priorities and operate effectively within a highly matrixed, global organization

Experience Needed:

  • A minimum of 10 years of Marketing, Business, Data Strategy and Analytics integration experience
  • Proven track record of driving enterprise-wide delivery of customer data solutions in a complex, ever-changing environment
  • Passion for data-driven marketing and business intelligence; proven success in utilizing analytics to provide strategic recommendations and drive concrete action
  • Keen project management skills with an ability to interact with and motivate others to succeed on several fronts simultaneously
  • Exceptional staff recruitment, hiring and retention capabilities coupled with superior staff and group leadership and management skills
  • Demonstrated understanding of and proven implementation of analytics best practices; experienced in successfully managing and collaborating with corporate, agency and consultant resources


Bachelor's Degree required MBA Degree preferred

We Consider Applicants For All Positions On The Basis Of Merit, Qualifications And Business Needs, And Without Regard To Race, Color, National Origin, Religion, Sex, Gender Identity, Age, Disability, Alienage Or Citizenship Status, Ancestry, Marital Status, Creed, Genetic Predisposition Or Carrier Status, Sexual Orientation, Veteran Status, Familial Status, Status As A Victim Of Domestic Violence Or Any Other Status Or Characteristic Protected By Applicable Federal, State, Or Local Law.

Nearest Major Market: Manhattan
Nearest Secondary Market: New York City
Job Segment: Manager, Social Media, CRM, Relationship Manager, Marketing Manager, Management, Marketing, Technology, Customer Service

Reference: 561325260

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