DraftKings, the world’s leading Daily Fantasy Sports provider, is preparing to build on our leading US sports brand by launching a new Sportsbook product! We are looking for a highly experienced and data driven marketer to oversee CRM Marketing for our Sportsbook product. As the CRM Director, Sportsbook, you will be responsible for planning, building, testing and executing all CRM campaigns for the Sportsbook product across multiple channels; creating high engagement in all channels; and driving strong incremental lifts in active players, frequency, monetization, and cross-sell objectives over the no-marketing control group for Sportsbook users.

Initially this role will focus on bringing to market an industry-leading Sportsbook product to our existing DraftKings users in Sportsbook-eligible geographies, as well as managing the lifecycle marketing for users acquired onto the new product offering. On an ongoing basis, this role will also work directly with the Sportsbook Product, Promotions, and Operations teams to understand key product features, sports calendars for major Sportsbook betting markets, and competitive offers and positioning. You will play a key role in developing the ongoing lifecycle marketing treatment for customers with various sports affinities and in various stages of their user lifecycle as a Sportsbook user. A successful candidate will be an influential leader with a proven record of success working cross functionally to develop a holistic channel marketing strategy aimed at driving incrementality.

Key responsibilities

• Drive a holistic customer retention approach for our new Sportsbook product that aims to drive LTV by generating incremental Sportsbook feature and sport adoption, lift market share vs. key competitors through offers and promotions marketing, and reinforce loyalty to the brand
• Partner with Sportsbook Product, Promotions, and Operations teams to develop and maintain marketing plans in each channel, including go-to-market campaigns for launching Sportsbook and ongoing marketing to implement strategy and drive KPIs
• Lead a team of associates to plan, build, execute and analyze lifecycle marketing campaigns for Sportsbook across channels such as email, push notification, and merchandising
• Build treatments around key customer segments and drive towards personalized experience in partnership with data science team
• Define success metrics for each of your channels to execute test-and-learn iterations to lift customer lifetime value by increasing engagement, conversion and spend per user
• Develop plan to manage and deploy the retention marketing budget to meet the desired balance between ROI and spend on new innovative marketing tests
• Collaborate with other lifecycle marketing team leads as well as other Marketing department leads to ensure company-level messages reach Sportsbook users
• Liaison with product development team to drive product and channel capability enhancements that drive channel efficiency
• Implement campaigns to cross-sell existing DraftKings DFS players to new Sportsbook vertical, serving as the Marketing subject matter expert for all things related to the Sportsbook product
• Produce and manage a 12-month channel plan for major Sportsbook campaigns in collaboration with Product, Promotions and Operations, aimed at customer engagement and increased LTV

 Qualifications

• 3+ years experience in regulated sports betting roles with significant online / mobile volume
• 7+ years of CRM marketing or e-commerce marketing experience, preferably with a technology company that has long customer lifetimes and high spend per customer
• Exceptional team building, management and people development history
• Strong organizational and leadership skills, able to organize team to deliver multiple complex long term strategic projects simultaneous with day to day execution responsibilities
• Experience with advanced channel testing methodology and lifecycle marketing programs, highlighting patterns and making recommendations to drive revenue via channel marketing
• Experience defining success metrics and delivering on key KPI targets
• Beacon for analytical culture, proven track record as a metric driven problem solver
• A passion for many different sports and a strong knowledge of the sports customer
• Experience working with various Email Service Providers or other automation tools
• Expert knowledge of digital marketing including funnel optimization UX
• Exceptional communicator who inspires the team and can engage C-level audience
• Technical knowledge including SQL experience a plus

Location:

Position can be located in NJ, NY, or MA.