Better Collective is looking for an experienced CRM & Lifecycle Senior Manager to establish and lead a group-wide approach to customer relationship management across our 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 Opportunity
Better Collective reaches millions of sports fans across a diverse portfolio of digital brands.
The next stage of our audience strategy is to develop stronger direct relationships with those users — moving from anonymous audiences → known users → understood customers → engaged and valuable relationships.
CRM will be central to that transformation.
The CRM & Lifecycle Senior Manager will establish the strategy, capabilities and standards that allow Better Collective brands to acquire, activate, engage, retain and monetise audiences across the customer lifecycle.
Key Responsibilities
CRM Strategy & Leadership
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.
Customer Lifecycle Management
Design lifecycle strategies covering:
Acquisition → Registration → Onboarding → Engagement → Conversion → Retention → Reactivation
Develop automated programmes including:
Welcome and onboarding journeys
Profile completion
Content discovery
Personalised sports and player updates
Newsletter engagement
Subscription conversion
Premium product promotion
Renewal
Retention
Churn prevention
Lapsed-user reactivation
Win-back programmes
The objective is to create relevant, personalised experiences rather than simply increase communication volume.
First & Zero-Party Data Activation
Work closely with Audience, Product and Data teams to translate Better Collective's growing first- and zero-party data capabilities into meaningful customer experiences.
Use behavioural, declared and transactional data to improve:
Audience segmentation
Personalisation
Content recommendations
Lifecycle triggers
Subscription propensity
Retention
Cross-sell opportunities
Audience insight
Help establish the connection between data capture, customer understanding and CRM activation.
Multi-Channel CRM
Develop a coordinated CRM approach across:
Establish channel roles, contact strategies, frequency management and customer communication principles.
Ensure customers receive coordinated experiences rather than disconnected messages from individual channels.
CRM Technology & Automation
Partner with Product and Technology teams to maximise Better Collective's CRM technology stack.
Responsibilities include:
Marketing automation
Journey orchestration
Audience segmentation
Triggered communications
Dynamic content
Personalisation
CRM/CDP integration
Data flows
Preference management
Testing frameworks
Reporting requirements
Help translate business and customer requirements into practical technology capabilities.
Measurement & Optimisation
Create a consistent CRM measurement framework across Better Collective.
Core metrics should include:
Known-user growth
Registration conversion
Newsletter acquisition
Email engagement
Push engagement
Active-user frequency
Subscription conversion
Renewal
Retention
Reactivation
Revenue per known user
Customer lifetime value
Move CRM measurement beyond opens and clicks toward customer behaviour and commercial outcomes.
Experimentation
Establish a structured CRM experimentation programme covering:
A/B testing
Send frequency
Timing
Content
Segmentation
Personalisation
Offers
Lifecycle triggers
Channel combinations
Create mechanisms for successful experiments to be documented and scaled across Better Collective brands.
Stakeholder Leadership
CRM at Better Collective sits across multiple disciplines.
The CRM & Lifecycle Senior Manager will therefore work closely with:
Audience — audience strategy, segmentation and zero/first-party data
Product — registration, logged-in experiences and product journeys
Data & BI — customer data, segmentation and measurement
Technology — CRM platforms, integrations and automation
Editorial — content propositions and newsletters
Commercial — monetisation and customer value
Subscription Teams — acquisition, renewal and retention
Compliance — consent, GDPR, PECR and data governance
Strong stakeholder leadership will be critical to the success of the role.
We are looking for an experienced CRM leader who combines strategic thinking with the ability to turn strategy into operational programmes.
The successful candidate will ideally have:
Significant experience leading CRM, lifecycle or customer engagement programmes.
Strong knowledge of email marketing and marketing automation.
Experience developing sophisticated customer lifecycle strategies.
Strong understanding of customer segmentation and personalisation.
Experience working with large customer databases.
Experience using behavioural and transactional data to improve communications.
Strong understanding of CRM technology and platform capabilities.
Experience working across Product, Data, Technology, Marketing and Commercial teams.
Excellent stakeholder management skills.
Experience managing CRM teams, agencies or specialist partners.
Strong analytical and commercial mindset.
Demonstrable experience connecting CRM activity to measurable business outcomes.
Experience within digital media, subscriptions, publishing, sports, gaming or high-frequency digital consumer products would be particularly valuable.
Leadership Profile
The role requires someone who can operate at both strategic and practical levels.
You should be comfortable moving between:
Strategy ↔ Execution
Customer ↔ Commercial
Data ↔ Communications
Technology ↔ Marketing
Central Strategy ↔ Local Brand Requirements
You will need to influence senior stakeholders while also being comfortable working directly with teams responsible for delivering CRM programmes.
What Success Looks Like
First 3 Months
Audit CRM capabilities across priority Better Collective brands.
Establish baseline CRM KPIs.
Map existing lifecycle communications.
Identify immediate optimisation opportunities.
Define the group CRM strategy and operating principles.
Prioritise brands and lifecycle use cases.
3–6 Months
Launch priority automated lifecycle programmes.
Establish group segmentation principles.
Introduce a structured CRM experimentation framework.
Establish CRM dashboards and commercial measurement.
Develop CRM playbooks that can be reused across brands.
6–12 Months
Better Collective has a scalable CRM capability connecting:
Audience Data → Customer Insight → Segmentation → Personalisation → Activation → Measurement → Commercial Value
CRM becomes a measurable growth engine supporting:
Audience Engagement | Registration | Subscription | Retention | Revenue | Customer Lifetime Value
Why This Role Matters
Better Collective already has significant global audience scale.
The opportunity is to build stronger direct relationships with those audiences.
This role will help Better Collective transition from primarily understanding what audiences consume to understanding who our customers are, what they value and how we can build longer-lasting relationships with them.
The CRM & Lifecycle Senior Manager will be central to making that transition happen.
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