Senior Director, Digital Marketing & Product

This is a Full Time Job

LA Galaxy, Sr Director, Digital Marketing & Product

Job Summary

The Sr. Director, Digital Marketing & Product will lead the LA Galaxy's end-to-end digital marketing, fan journey, and digital product strategy, driving acquisition, engagement, conversion, retention, and revenue across all digital touchpoints. This role oversees performance marketing, lifecycle marketing and CRM, as well as owned channels including email, SMS, push notifications, website, and mobile app experiences. The position is responsible for building a connected, data-driven fan journey through audience insights, personalization, and optimization strategies that enhance fan engagement and business outcomes.

In addition, this leader will own the strategy, roadmap, and performance of the Club's digital product ecosystem, including the website, mobile app, ecommerce, and ticketing experiences, ensuring all digital products effectively support both fan needs and business objectives. The role will lead user experience (UX), conversion rate optimization (CRO), experimentation, and personalization efforts, integrating product strategy with lifecycle, CRM, and performance marketing initiatives to deliver a seamless and engaging fan experience.

The Sr. Director will partner closely with Integrated Marketing, Data & Analytics, Creative & Content, Ticketing, and other commercial teams to translate organizational priorities into coordinated digital strategies, product enhancements, and measurable business results. This individual will champion a data-driven, customer-centric approach while continuing to evolve the Club's digital capabilities and in-house marketing operations to maximize growth and fan loyalty.

Essential Functions
• Digital Marketing Strategy & Fan Journey

Leads the Club's integrated digital marketing strategy across paid media, lifecycle/CRM, website and app, creating a connected approach across the fan journey. Develops strategies to acquire new fans, deepen engagement, drive conversion and increase retention and lifetime value. Establishes clear channel roles, audience strategies, measurement frameworks and optimization plans across digital touchpoints.

• Lifecycle Marketing & CRM

Leads lifecycle marketing and CRM strategy across email, SMS, push and other owned channels. Develops audience segmentation, personalization, automation and journey strategies across acquisition, engagement, conversion, retention and renewal. Partners with Data & Analytics to improve fan intelligence, audience development and activation of first-party data. Establishes testing and measurement frameworks to continuously improve engagement, conversion and retention.

• Paid Media & Performance Marketing

Owns paid media strategy and execution across paid search, paid social and emerging channels, with accountability for acquisition, demand generation, revenue and ROI. Leads the continued development of an in-house paid media capability, including team structure, tools, processes and agency relationships where applicable. Oversees media investment and optimization across the funnel, balancing short-term revenue performance with longer-term fan growth. Establishes test-and-learn frameworks to continuously improve channel, audience, creative and conversion performance.

• Website & App

Owns the marketing strategy and ongoing optimization of the LA Galaxy website and app as critical fan engagement, conversion and retention channels. Partners across Content, Ticketing, Data and technology partners to improve digital journeys, merchandising of key business priorities and conversion opportunities. Drives personalization, audience targeting, testing and optimization across owned digital experiences. Uses behavioral and performance data to identify opportunities to improve the fan experience and commercial outcomes.

• Leadership & Cross-Functional Partnership

Builds and leads a high-performing digital marketing organization across lifecycle/CRM, digital experience (website/app) and performance marketing, ensuring clear roles, accountability and development. Partners closely with Integrated Marketing to translate Club priorities and GTM plans into coordinated paid and owned channel strategies. Works with Data & Analytics to establish clear KPIs, reporting and attribution across digital marketing. Manages digital marketing budgets and technology investments with accountability for performance and business impact.

• Digital Product & Experience

Owns the strategy and roadmap for the Club's digital product ecosystem, including website, app, ecommerce, ticketing experiences and other fan-facing digital platforms. Leads prioritization of digital product enhancements based on fan needs, business impact, data and organizational priorities. Drives UX, conversion rate optimization, personalization and experimentation across digital products to improve the end-to-end fan experience and commercial performance. Partners with internal technology teams and external platform partners to translate business and fan needs into product requirements and scalable digital experiences. Oversees digital product resources and ensures product strategy is integrated with lifecycle, CRM and performance marketing to create a connected digital fan journey.

Required Qualifications
• BA/BS Degree (4-year) Marketing, Business, Communication, or a related area
• 10 years of proven experience leading multiple digital marketing disciplines, including performance marketing, lifecycle/CRM and digital experience, with the ability to integrate historically separate functions around shared customer and business outcomes.
• Demonstrated experience leading digital marketing across paid media, lifecycle/CRM and owned digital channels, with accountability for acquisition, engagement, conversion and retention.
• Experience developing lifecycle marketing strategies, including segmentation, customer journeys, automation, personalization, email, SMS and push.
• Strong experience managing performance marketing, including paid search and paid social, with demonstrated ability to optimize investment against revenue, ROAS and customer acquisition goals.
• Experience using first-party data, CRM platforms and analytics to develop audiences, personalize experiences and improve marketing performance.
• Experience optimizing website and app experiences to improve engagement and conversion. If including Digital Product:
• Experience developing and managing digital product strategy and roadmaps across web, app, ecommerce, ticketing or other consumer-facing digital experiences.
• Demonstrated experience with UX, CRO, personalization, experimentation and product analytics, including translating customer and business needs into product priorities.
• Proven experience setting a bold vision, creating a comprehensive marketing strategy, executing with excellence, and using complex data to achieve success and foster an environment of continuous improvement.
• Experience in the sports and/or venue management industry is preferred
• Strong track record of solving complex problems, strategic thinking and delivering significant impact as a leader.
• Deep understanding of the digital customer lifecycle and fan journey, from acquisition through engagement, conversion, retention and loyalty.
• Strong knowledge of CRM, marketing automation, audience segmentation and personalization strategies and platforms.