Manager, Digital Growth - Lifecycle

ABOUT THE NEW YORK RED BULLS

The New York Red Bulls are one of 30 teams in Major League Soccer (MLS). RBNY, one of the ten charter clubs of MLS, have competed in the league since its founding in 1996. The Red Bulls play home matches at Sports Illustrated Stadium (SIS) in Harrison, New Jersey. The three-time MLS Supporters' Shield Winners are owned by the Austrian beverage company Red Bull for which the team is named. The New York Red Bulls offer one of the nation's premier youth soccer development programs, from local soccer partnerships across New York and New Jersey to Regional Development Schools and the Red Bulls Academy teams.

ABOUT SPORTS ILLUSTRATED STADIUM

Sports Illustrated Stadium (SIS), home of the Red Bull New York, is a premier sports and entertainment venue located in Harrison, New Jersey. In addition to hosting Red Bulls matches, the stadium welcomes a diverse range of third-party events, including concerts, international soccer matches, festivals, and other live entertainment experiences. The venue provides opportunities to engage audiences beyond the Red Bulls fan base, making lifecycle marketing an important driver of audience growth, event awareness, ticket sales, and long-term customer relationships across the stadium’s broader event portfolio.

POSITION SUMMARY

The Manager, Digital Growth - Lifecycle is the strategic owner of both Red Bull New York and SI Stadium third-party event’s fan lifecycle marketing program. They are responsible for growing our fan database, developing thoughtful audience journeys, copy, and design briefs to deliver the right message to the right fan at the right time in effort to maximize revenue impact for the business.

This role sits at the intersection of CRM strategy, fan growth, content personalization, and ticket sales, with a primary focus on email and SMS. You will own the strategy and execution of campaigns that drive engagement and conversion across key business priorities including single-match tickets, groups, flex plans, season memberships, and other club initiatives.

Beyond campaign execution, this role will be responsible for how fans enter, move through, and progress within our lifecycle ecosystem. That includes developing segmentation strategies, building automated journeys, identifying opportunities to grow our opted-in audience, and partnering cross-functionally to create new opportunities for fans to sign up, scan, engage, and convert.

This is a strategic, hands-on role for someone who thinks deeply about the fan experience, is energized by data and testing, copywriting and designs, and understands that great lifecycle marketing is about sending better, more relevant messages that drive action.

Areas that play to your strengths

All the responsibilities we'll trust you with:

• Manage the organization’s lifecycle marketing strategy across email, SMS, and other owned channels, aligning fan journeys and communications with business priorities across ticket sales, retention, engagement, and revenue.

  Develop audience segmentation and targeting strategies based on fan behavior, purchase history, engagement, interests, geography, lifecycle stage, and other relevant signals to ensure fans receive the most relevant message possible.

  Manage campaign creation across copywriting, design briefs, and building within Salesforce Marketing Cloud (email platform) and Attentive (SMS platform).

  Lead the email marketing program in Salesforce Marketing Cloud. Writing, designing and building the campaigns that maximize unique clicks, conversions, revenue, and downstream fan engagement rather than simply optimizing for opens or sends. Determine the audience, objective, offer, message, timing, cadence, CTA, and journey for each campaign.

  Develop and optimize automated fan journeys including welcome, nurture, conversion, post-purchase, re-engagement, retention, and other lifecycle programs that move fans toward deeper engagement with the club.

  Manage fan database growth strategy, identifying and executing new ways to increase the size and quality of the club’s opted-in audience.

  Partner cross-functionally to ensure list-growth opportunities are built into the fan experience, including matchday signage, concourse activations, stadium touchpoints, digital experiences, and other opportunities to capture fan information and consent.

  Establish testing and optimization roadmaps across subject lines, creative, offers, calls-to-action, send times, segmentation, cadence, and journey structure to continually improve engagement and conversion.

  Analyze campaign and audience performance, going beyond surface-level metrics to understand unique clicks, conversion rates, revenue, purchase behavior, unsubscribe rates, list growth, and the incremental impact of lifecycle communications.

  Build a clear measurement framework for lifecycle marketing, creating reporting that connects campaign engagement to ticket purchases and broader business outcomes.

  Manage SMS strategy and execution as the club expands its use of Attentive, developing appropriate segmentation, messaging, cadence, and use cases across the fan lifecycle.

  Build scalable lifecycle infrastructure, including campaign calendars, audience frameworks, journey maps, testing plans, reporting templates, and CRM playbooks that improve the team's ability to operate at scale.

EXPERIENCE

Your areas of knowledge and expertise

that matter most for this role:

• Lifecycle & CRM Strategy: Strong understanding of how to build thoughtful, data-driven fan journeys across acquisition, engagement, conversion, retention, and re-engagement.
• Segmentation & Personalization: Ability to translate fan behavior, purchase history, engagement, and lifecycle stage into meaningful audience segments and highly relevant communications.
• Email Marketing Expertise: Strong understanding of email strategy, creative, deliverability, cadence, testing, and performance optimization. Experience with Salesforce Marketing Cloud strongly preferred.
• Performance Mindset: Focused on driving measurable outcomes, especially unique clicks, conversions, revenue, and downstream ticket purchases, not vanity metrics.
• Testing & Optimization: Comfortable developing hypotheses, testing messaging, offers, audiences, creative, cadence, and send times, then using results to continuously improve performance.
• Analytical Rigor: Confident working with campaign and audience data, identifying insights, and turning performance results into clear recommendations and actions.
• Cross-Functional Collaboration: Strong communicator who can work effectively with Ticketing, Groups, Membership, Creative, Content, Partnerships, and other teams to translate business objectives into effective lifecycle campaigns.
• Strategic & Hands-On: Able to think at the 30,000-foot level about lifecycle strategy while also getting into the details of audience segmentation, email copywriting, journey builds, and reporting.
• SMS & Emerging Channels: Familiarity with SMS marketing and platforms such as Attentive preferred but not required.

• Travel 20-30%
• Permanent
• Benefits eligible