CRM & Lifecycle Senior Manager
Better Collective is looking for an experienced CRM & Lifecycle Senior Manager to establish and lead a group-wide approach to customer relationship management across its portfolio of global sports media brands. This is a senior role combining CRM strategy, customer lifecycle management, technology, data, commercial thinking and operational leadership. The successful candidate will move CRM beyond campaign execution and develop it as a strategic capability that helps Better Collective build deeper, more valuable relationships with its audiences.
Working across Product, Audience, Data, Commercial, Editorial, Technology and local brand teams, the CRM & Lifecycle Senior Manager will create the frameworks, programmes and operating model required to turn first- and zero-party audience data into personalised customer experiences and measurable business value. The role requires someone who can operate at both strategic and practical levels, influencing senior stakeholders while working directly with teams responsible for delivering CRM programmes.
- Develop Better Collective's group-wide CRM and lifecycle strategy.
- Establish CRM principles, standards and best practices across brands.
- Create a scalable operating model balancing central CRM expertise with local brand execution.
- Identify where CRM can deliver the greatest audience and commercial impact.
- Build CRM roadmaps for priority Better Collective brands.
- Act as the senior CRM subject-matter expert across the organisation.
- Design lifecycle strategies covering acquisition, registration, onboarding, engagement, conversion, retention, and reactivation.
- Develop automated programmes including welcome journeys, content discovery, personalised updates, subscription conversion, and churn prevention.
- Work closely with Audience, Product and Data teams to translate first- and zero-party data into meaningful customer experiences.
- Use behavioural, declared and transactional data to improve segmentation, personalisation, and lifecycle triggers.
- Develop a coordinated multi-channel CRM approach across email, newsletters, app push, web push, and in-app messaging.
- Partner with Product and Technology teams to maximise the CRM technology stack, including journey orchestration and CRM/CDP integration.
- Create a consistent CRM measurement framework focusing on customer behaviour and commercial outcomes.
- Establish a structured CRM experimentation programme covering A/B testing, send frequency, and content personalisation.
- Significant experience leading CRM, lifecycle or customer engagement programmes (required).
- Strong knowledge of email marketing and marketing automation (required).
- Experience developing sophisticated customer lifecycle strategies (required).
- Strong understanding of customer segmentation and personalisation (required).
- Experience working with large customer databases (required).
- Experience using behavioural and transactional data to improve communications (required).
- Strong understanding of CRM technology and platform capabilities (required).
- Experience working across Product, Data, Technology, Marketing and Commercial teams (required).
- Excellent stakeholder management skills (required).
- Experience managing CRM teams, agencies or specialist partners (required).
- Strong analytical and commercial mindset (required).
- Demonstrable experience connecting CRM activity to measurable business outcomes (required).
- Experience within digital media, subscriptions, publishing, sports, gaming or high-frequency digital consumer products (preferred).
Better Collective is a digital sports media group operating a "House of Brands" of sports media, betting media and esports communities. Founded in Denmark in 2004 and headquartered in Copenhagen, it remains led by its original founders and has grown through acquisitions into a leading global sports media business with offices in more than 20 locations. Its brands - including HLTV, FUTBIN, Action Network, VegasInsider and the Latam-focused Futbol Sites network - engage a sports audience of over 450 million visits per month through news, video, podcasts and expert analysis. The group earns revenue primarily through performance marketing for sportsbooks, alongside advertising, subscriptions and partnerships. Better Collective is listed on Nasdaq Stockholm.