Senior Lifecycle Marketing Manager
Legend is looking for a Senior Lifecycle Marketing Manager to lead the next chapter of CRM across its portfolio of sports brands. Reporting to the Head of Marketing, the successful candidate will own the lifecycle marketing strategy, define the roadmap, and shape how millions of sports fans engage with the brands throughout their customer journey across email, push, SMS, and in-app messaging.
This role offers the opportunity to own lifecycle marketing across a portfolio of brands at varying stages of CRM maturity. Working closely with Product, Marketing, Content, Data, and Engineering, the manager will create highly personalised customer journeys that drive acquisition, engagement, retention, and long-term loyalty. As the dedicated lifecycle leader, the individual will have the autonomy to influence platform capabilities, establish best practices, and position CRM as a key driver of commercial growth.
- Own and evolve the lifecycle marketing strategy across the portfolio of sports brands to drive long-term customer growth.
- Lead initiatives that grow membership while optimising acquisition, activation, and conversion throughout the customer journey.
- Design and optimise automated customer journeys using segmentation, personalisation, and experimentation to increase engagement, retention, and lifetime value.
- Define the CRM roadmap, influencing platform capabilities and positioning CRM as a key driver of commercial growth.
- Partner with Product, Content, Data, and Marketing to deliver seamless customer experiences that support business objectives.
- Lead and develop the CRM team, establishing best practices and fostering a culture of continuous improvement.
- Proven experience leading lifecycle marketing or CRM strategy within a digital consumer business (required).
- Deep expertise with modern CRM and marketing automation platforms such as HubSpot, Salesforce Marketing Cloud, Braze, XtremePush, Iterable or similar (required).
- Experience with XtremePush (nice-to-have).
- Strong expertise in customer segmentation, personalisation, and designing end-to-end lifecycle journeys (required).
- Experience using data, experimentation, and analytics to optimise customer engagement and commercial outcomes (required).
- A track record of influencing cross-functional stakeholders and translating business goals into customer-focused lifecycle strategies (required).
- Experience building or scaling CRM programmes within a fast-paced, high-growth digital business (required).
- Experience in sports, betting, gaming, affiliate marketing, media, or digital publishing (preferred).
- Super smart colleagues to work alongside and learn from.
- Engaging development opportunities at all levels.
- Tailored flexibility for your work-life balance.
- Annual discretionary bonus to reward your efforts.
- Paid annual leave PLUS a well-deserved break to recharge your batteries during the festive season!
- Our offices are closed between Christmas and New Year's, allowing you to enjoy downtime without dipping into your annual allowance.
- Exciting global Legend events, where we unite in person to ignite our shared passion and unveil the exciting strategies for the year ahead!
Legend is the company behind more than 25 sports and gaming brands, focused on player experience across betting and gaming. It operates with a global team of over 800 people across 10 hubs worldwide, building and growing its portfolio of brands. The company describes its approach as driven by data, creativity and collaboration, summarised in its "Mindset, Vision, Performance" formula. Headquartered in St Helier, Jersey, Legend operates hubs across Europe and North America. In 2026 Genius Sports announced a definitive agreement to acquire the company.