Arsenal FC

The CRM team is responsible for working cross functionally and across multiple channels to maximise the commercial revenue that can be generated through centralised fan / customer interactions.


The CRM team forms part of the Media, CRM and Marketing Group (MCM Group) within the Commercial Division at Arsenal. The Commercial Division consists of the following departments:

**MCM Group

**Retail and Stadium Tours


**Premium Sales, Service and Operations

**Ticketing & Services


The CRM department was formed in 2014 and operates within the following 5 key:

**Right message, right time, right

**Fan first

**Insight driven

**Process automation

**Evolution through innovation



This job holder will be primarily responsible for driving the clubs strategic use of its marketing automation applications, working closely with both the wider CRM team and its stakeholders to manage the club’s data in the implementation of engaging fan and customer interactions.


The individual will ensure that the marketing applications are populated with the appropriate data in order to be utilised effectively and efficiently to deliver best in class customer and fan experiences, and that its capabilities are maximised to best drive and protect commercial revenues.



Management of the clubs multi-channel campaigns via the marketing automation platform (Adobe Campaign / Cheetah Digital)


**Manage the clubs use of CRM technology to implement best in class test, learn and rollout activities to support channel development.Channels currently utilised by the club include Email, SMS, Direct Mail, Online, Social, Telephony (inbound and outbound contact centre), Kiosk and Store

**Manage the Campaign Executive and the Insight team in the implementation of multi-stage campaigns that meet the requirements of the internal stakeholders.These customers include but are not limited to Premium Sales, Service & Operations, Membership, Marketing, Box Office & Ticketing, Retail, Licencing & Stadium Tours and Partnerships

**Manage the Email Developer in the creation of best in class emails that drive greater fan engagement

**Own the strategy for future marketing automation enhancement projects, which can support / enhance delivery of the wider CRM Strategy


Operational Ownership of the marketing automation platform

**Own responsibility for the operational management and governance of marketing automation across all business areas and channels.This will include: design, build, test and execution of multi-step campaigns; definition and management of customer segments; management of seed lists; definition and management of exclusion lists – both universal and by business area; definition of the approach to AB testing / use of control cells; and campaign reporting

**Prioritise operational activity across business in line with the CRM strategy and business case, including identifying and remedying (escalating where required) any barriers to delivering campaigns in line with business expectation

**Manage and build a strong relationship with both internal / external customers / suppliers


Data Management

**Become the Subject Matter Expert (SME) in understanding the make-up of the club’s customer data.This includes identifying which data elements are required from existing or new sources to deliver insight and support campaign execution

**In partnership with IT, take business ownership for the flow of customer data across the CRM estate.This includes the creation and management of the necessary documentation to govern the marketing data model

**Define and implement the processes required to govern the management of prospect data within the marketing applications

**Ensure the management of the marketing automation data complies with our contractual obligations


Technology roadmap

**Lead, in partnership with Head of CRM and IT, the development roadmap for the marketing automation technology estate

**Manage IT and relevant parties in the delivery of technology enhancements, prioritised according to the CRM Strategy


Line Management/Leadership

**Line management responsibility for two posts, delegating work accordingly whilst maintaining accountability

**Set objectives, provide regular developmental feedback and conduct performance appraisals, including tackling any performance or disciplinary issues that may arise

**Act as a coach and mentor to direct reports, providing them with guidance and developmental opportunities

**Engage commercial HODs on a regular basis to ensure marketing automation strategy is aligned to their commercial priorities


Match/Event responsibilities and organisation





**Degree educated

**Recognised qualification in data management / direct marketing an advantage

**Formal training in one or more of the listed applications


Specific Experience:

**Successfully implemented and managed data led marketing solutions in a blue chip environment

**Significant experience in operating multi-channel marketing solutions to drive lights out campaign automation

**Experienced in managing complex datasets

**Experienced in interrogating large data sets via MS Access, MS Excel, MS SQL Query Analyser or T-SQL

**Experienced in managing customer preferences (opt-ins / opt-outs)

**Experienced in working with CRM technologies such as MS CRM

**Experienced in line management with the ability to develop and mentor a team



**Excellent knowledge in one or more of the following marketing automation technologies – Adobe Campaign (Neolane)/Marketing Cloud, Cheetah Digital, Chordiant, FastStats, Salesforce Marketing Cloud, SAS and/or Unica Campaign

**Detailed understanding of the principles of direct marketing

**Understanding of data encryption and decryption methods

**Understanding of Extract, Transform & Load (ETL) solutions

**Knowledge of data protection principles including GDPR

**Excellent stakeholder management and relationship building skills with the ability to work at all levels of the organisation

**Comfortable in interpreting briefs and implementing solutions that exceed expectations

**Ability to prioritise a significant and demanding workload

**Ability to converse competently across both the IT and Business organisations



40 hours, 5 days a week. Ability to work some weekends and bank holidays as and when required.

Closing Date: 25/11/2018
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