Vice President, CRM

2 weeks ago

Singapore FOOTBALL MARKETING ASIA PTE. LTD. Full time

Job Description:

FMA is the exclusive commercial partner of the Asian Football Confederation (AFC) for the rights cycles and


Our comprehensive mandate covers the rights for all major AFC National Team and Club competitions, including the AFC Asian Qualifiers - Road to Qatar, AFC Asian Cup, AFC Women's Asian Cup, AFC Women's Olympic Qualifiers, AFC Champions League, AFC Cup as well as AFC youth and futsal competitions.


Formerly known as DDMC Fortis, FMA - a Super Sports company - is headquartered in Hong Kong S.A.R., with offices in the Middle East, Southeast Asia and China.

FMA combines unparalleled global football experience with in-depth Asian know-how and expertise.

Role:


In this newly created role you will work closely with the Marketing and Digital Solutions leadership team, as well as the wider Marketing team to drive the AFC's Fan Engagement & CRM programme.

You will take full ownership of a highly important, strategic marketing area for the AFC and be responsible for driving strong growth targets through exciting fan engagement initiatives.

To succeed, you will communicate and collaborate with the FMA Marketing team and other internal teams as well as plan, lead and coordinate complex projects among internal and external stakeholders, including the AFC and the wider football family including Clubs, Member Associations, Local Organising Committees, agencies, contractors and AFC's partners.

Key Responsibilities

  • Lead and manage the (nontechnical) implementation and maintenance of the allnew AFC CRM system.
  • Work closely with the Marketing and Digital Solutions leadership team to further develop and implement a fan acquisition and fan engagement strategy.
  • Design and deliver 'best practice' user journeys that drive fan data acquisition.
  • Continuously improve, expand and customise user journeys using the CRM and Marketing Campaign Automation tools at hand with the objective of retaining fans of AFC football within the wider AFC ecosystem and turning fans into advocates of the AFC competitions and channels.
  • Develop and implement strategies that strengthen engagement across the AFC's digital and social media platforms and ensure a high fan retention rate through bestinclass fan experiences on the AFC's digital and social platforms.
  • Propose and introduce innovative solutions that help optimise the fan experience as well as our collaboration with the AFC, Member Associations, Clubs, players and coaches.
  • Plan and project manage the development of games, contests and other marketing initiatives that drive CRM fan data growth.
  • Work with the Marketing and Digital Solutions leadership team to develop a vision for an enhanced and continuously expanding digital ecosystem for the AFC. Create a strategy considering more digital touchpoints and stakeholders, and how the fan can benefit from richer, more integrated user journeys and an increasingly personalised content offering.
  • Work closely with the FMA Business Intelligence team to define and understand CRM fan segments. Evaluate fan preferences and behaviour, and analyse current and past fan engagement initiatives to optimse future initiatives and communication; deliver insights and propose ways to optimise and improve fan experience.
  • Work closely with the AFC's Head of CRM to align ambitions and resource requirements.

Skills, Experience and Qualifications:

  • Previously or currently working in a similar Fan Engagement / CRM role at a sports league / event, a sports governing body, a sports broadcaster / platform, a sports team, a nontraditional media company or a leading sports marketing agency.
  • At least 68 years of experience within a Fan Engagement / CRM leadership role.
  • Deep understanding of fan / user experience processes and strategies.
  • Ideally experience with monetization of CRM databases.
  • Comprehensive knowledge of CRM tools (ideally SAP and Emarsys) and implementation of growth / retention initiatives across owned and operated channels.
  • Experience in developing and project managing games, contests, or similar fan engagement marketing initiatives.
  • Possesses a creative mindset and can create innovative fan engagement solutions.
  • Strong command of spoken and written English.
  • Experienced team leader and project manager to lead and communicate various stakeholders.

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