Director of CRM Strategy and Fan Engagement

This is a Full Time Job

Job Title: Director, CRM Strategy & Fan Engagement

A little bit about our team:

We work at the intersection of creativity and commerce, partnering with artists, managers, and label teams to build thoughtful, high-quality products and experiences that fans care about, and marketing them to drive revenue and add value to our clients business. From artist stores and limited-edition vinyl to tour merchandise and global retail programs, we treat merch and physical products as meaningful extensions of an artist's creative vision.

Your role:

The Director, CRM Strategy & Fan Engagement is responsible for building and owning a modern, scalable digital marketing engine for merchandise across artists. This role is focused on driving merch revenue growth, increasing fan lifetime value, and future-proofing the merch business through data, CRM, and fan engagement systems. This position sits at the intersection of growth strategy, fan experience, and technology, ensuring merch marketing evolves from transactional campaigns into a lifecycle-driven revenue engine.

This role transforms merch marketing from a series of disconnected campaigns into a predictable, future-proofed growth engine that connects with label partners and the wider global marketing team. It increases revenue today while building long-term fan value that benefits artists and the broader organization.

Here you'll get to:
Merch Revenue and Fan Growth - Own the end-to-end digital growth strategy for merch with a clear focus on revenue, repeat purchase, and long-term fan value.
Responsibilities include:
• Developing and executing merch-first digital growth strategies that drive conversion, retention, and repeat purchasing
• Designing scalable drop strategies and campaign mechanics such as urgency, scarcity, incentives, and loyalty moments
• Owning the fan lifecycle from initial acquisition through repeat purchase
• Leading segmentation, personalization, and lifecycle optimization across digital channels
• Analyzing performance and forecasting revenue impact across merch initiatives
• This function ensures merch marketing compounds over time rather than relying on one-off spikes.

Campaign Ideation and Fan Experience Design - Partner in the creative process by owning how fans experience merch, while collaborating closely with creative and social teams on execution.
Responsibilities include:
• Conceptualizing merch campaign mechanics, fan incentives, and experiential moments
• Designing loyalty programs, anniversary activations, and surprise-and-delight initiatives
• Developing growth-driven campaign frameworks that can be scaled across artists
• Collaborating with creative partners to ensure fan experience aligns with performance goals
• Translating fan psychology and behavior into campaign concepts that drive measurable results

This role is not the final owner of visual design, but is deeply involved in campaign ideation and fan experience architecture.

CRM and Fan Technology Architecture (Future-Proofing the Business)- Own the strategy, evaluation, and implementation of CRM and fan engagement technologies to future-proof the merch ecosystem.
Responsibilities include:
• Serving as the strategic owner of CRM and fan engagement platforms supporting merch growth
• Architecting and optimizing systems for fan acquisition, lifecycle marketing, and data capture
• Leading the evaluation, implementation, and integration of new technologies to support growth
• Acting as the internal subject-matter expert across platforms such as Klaviyo, Laylo, Cobrand, and tour-based data capture tools
• Translating emerging fan technologies into actionable revenue and growth opportunities
• Reducing reliance on external vendors by building internal expertise and scalable systems
• Collaborate with label marketing and global marketing teams to ensure merch prioritization within campaigns and cohesion across larger marketing objectives.

This pillar ensures the merch business remains adaptable, data-driven, and resilient as platforms and fan behavior evolve.

Cross-Functional Impact - While merch-first in mandate, this role naturally produces high-value fan data that can support touring and music marketing efforts. The Director partners closely with internal teams to ensure insights and systems can be leveraged across the broader artist ecosystem where appropriate.

About you:
• Five years of experience in digital marketing, growth, or fan engagement
• Proven success driving merch revenue through digital and CRM strategies
• Experience working with or alongside artist management companies and or labels
• Deep hands-on experience with CRM and fan engagement platforms such as Klaviyo, Laylo, Cobrand, and tour data capture tools
• Demonstrated ability to independently learn, implement, and scale new technologies
• Strong understanding of fan psychology, loyalty mechanics, and lifecycle marketing
• Ability to collaborate effectively across creative, social, e-commerce, and operations teams
• Highly analytical with a creative, growth-oriented mindset

We'd love it if you also had:
• Knowledge of CRM & Fan Data Tools like Cobrand, Laylo, Klaviyo
• Knowledge of basic paid social campaign setup and google analytics
• Knowledge of Creative Tools like Figma, Canva, Adobe Photoshop or similar

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