About the RoleFanatics Collect is seeking a Senior Manager, Collector Loyalty to lead the go-to-market strategy and collector experience for Fanatics ONE and FanCash across Fanatics Live, Fanatics Collect, and Topps. This role sits at the intersection of Growth, Product, Marketing, and Analytics, translating enterprise loyalty initiatives into clear, scalable programs that drive adoption, engagement, retention, and long-term customer value.
The ideal candidate combines strategic thinking with operational excellence and possesses a deep understanding of loyalty ecosystems, customer journeys, and go-to-market execution. You will partner across multiple business units to ensure Fanatics ONE delivers a cohesive, differentiated, and compelling experience for collectors while supporting measurable business outcomes.
Responsibilities- Develop and execute loyalty go-to-market strategies for Fanatics ONE and FanCash across Fanatics Live, Fanatics Collect, and Topps.
- Own all loyalty go-to-market campaigns and initiatives across TLC (Topps, Fanatics Live, and Fanatics Collect), serving as the central point of accountability from strategy through execution.
- Translate enterprise loyalty objectives into actionable launch plans, messaging frameworks, and execution roadmaps.
- Ensure the loyalty program is financially viable for TLC, balancing compelling collector value with sustainable program economics and measurable return.
- Establish a clear, robust, and easy-to-communicate value proposition for what loyalty means to TLC and the Hobby - one that resonates with both new and existing collectors.
- Define customer-facing value propositions and positioning for loyalty products, benefits, and rewards programs.
- Drive cross-functional coordination across Growth, CRM, Product, Analytics, Brand, and Operations teams to support loyalty initiatives and launches.
- Manage the annual loyalty marketing calendar, aligning campaigns with key commercial moments, product launches, and collector behaviors.
- Partner with CRM and Lifecycle Marketing teams to deliver integrated loyalty experiences across email, push, onsite, in-product, and live commerce channels.
- Collaborate with Product and Engineering teams to support loyalty feature launches, adoption initiatives, and customer education efforts.
- Lead the international adaptation of loyalty, tailoring program design, positioning, and rollout to local markets and collector communities.
- Monitor and analyze performance across key metrics including adoption, engagement, retention, purchase frequency, and FanCash utilization.
- Deliver ongoing reporting on ROI of loyalty spend, giving leadership clear, recurring visibility into program cost, return, and efficiency.
- Partner with Analytics and Data Science teams to identify insights, optimize campaigns, and improve loyalty program performance through experimentation and testing.
- Work closely with Brand and Creative teams to develop compelling loyalty messaging, storytelling, and campaign assets that resonate with fans and collectors.
Qualifications- Bachelor's degree in Marketing, Communications, Business, or a related field.
- 7+ years of experience in loyalty marketing, product marketing, lifecycle marketing, growth marketing, or go-to-market roles within e-commerce, marketplaces, consumer technology, media, or related industries.
- Demonstrated experience launching and scaling loyalty, rewards, retention, or membership programs.
- Strong understanding of customer lifecycle marketing, segmentation, personalization, and engagement strategies.
- Experience partnering closely with Product and Engineering teams to drive adoption of customer-facing features and experiences.
- Proficiency with analytics platforms, experimentation frameworks, and customer behavior tools such as Amplitude, Looker, Tableau, or similar platforms.
- Strong analytical mindset with the ability to interpret performance data, develop insights, and make data-driven recommendations.
- Exceptional written and verbal communication skills with the ability to influence stakeholders across all organizational levels.
- Highly organized project manager capable of managing multiple initiatives simultaneously in a fast-paced environment.
- Proven ability to build strong cross-functional relationships and drive alignment without direct authority.
- Passion for sports, fandom, collectibles, loyalty programs, and consumer engagement experiences preferred.
The salary range represents base pay only and does not include short-term or long-term incentive compensation. This salary range is specific to New York City and may not be applicable to other locations. When determining base pay, as part of a final compensation package, we consider several factors such as location, experience, qualifications, and training. For information about our benefits, please visit https://benefitsatfanatics.com/
NYC Salary Range
$150,000-$190,000 USD
