Senior Manager, Retention Strategy

About the Role

Fanatics is building a leading global digital sports platform, creating a seamless experience for fans across commerce, collectibles, and gaming. As part of this mission, our Fan Ecosystem team plays a critical role in driving customer engagement and lifetime value across the Fanatics ecosystem.

We are seeking a Senior Manager, Retention Strategy to develop and lead efforts to reactivate and retain users across the Fanatics app and broader Fanatics ecosystem. This is a high-impact role for a data-driven operator who knows how to turn customer insights and incentives into lasting engagement. 

You will own the retention and reactivation strategy for the Fanatics app, design the incentive framework and rewards offers that bring fans back and move them across Fanatics businesses, and lead the development of the customer-facing rewards experience in partnership with Product. The ideal candidate has deep experience in lifecycle or loyalty strategy, a sharp analytical instinct, and a track record of taking ideas from strategy to execution in fast-moving, cross-functional environments.

Key Responsibilities

• Own the retention and reactivation strategy for the Fanatics app, defining how we keep users engaged, win back lapsed users, and grow lifetime value.
• Drive cross-app engagement through incentives and programs that move fans between propositions such as Shop, Scores, Games, Collect and Ticketing.
• Develop and own the promotional offer framework, including how rewards are structured, targeted, and funded across segments and lifecycle stages, with clear guardrails on cost and ROI.
• Partner with Promotion Operations team to design and launch specific rewards offers and promotions, from always-on retention mechanics to seasonal and moment-based campaigns.
• Co-lead the development of the customer-facing rewards experience in the Fanatics app, partnering with Product, Design, and Engineering to define requirements, prioritize the roadmap, and bring features to market.
• Support analytics partners with defining customer segmentation and lifecycle stages (new, active, at-risk, lapsed) to target interventions where they will have the most impact.
• Partner with CRM and Marketing to align lifecycle journeys and messaging across push, email, and in-app channels with retention priorities.
• Partner with Loyalty (FanCash and Fanatics ONE) so app retention mechanics reinforce broader ecosystem engagement and reward behavior.
• Establish the measurement framework for retention, including retention curves, reactivation rate, churn, cross-ecosystem engagement, and incremental lift, working with Analytics and Finance to stand up dashboards and regular reporting.
• Run a rigorous test-and-learn agenda, using A/B and holdout testing to measure incrementality and optimize offer economics.
• Analyze churn drivers and user behavior to surface insights that shape offers, features, and product decisions.
• Influence product and business roadmaps with a clear, evidence-based POV on customer and business impact, and communicate performance and recommendations to senior leadership.

Qualifications

• Bachelor’s degree preferred.
• 7+ years of experience in retention, lifecycle, loyalty, or growth strategy within consumer-facing digital businesses.
• Proven track record of improving retention or reactivation outcomes in an app-based or digital product environment.
• Experience designing incentive or rewards programs, including offer economics, targeting, and ROI measurement.
• Experience partnering with Product to define and launch customer-facing features.
• Strong analytical skills, with hands-on experience in cohort analysis, segmentation, and experiment design. SQL or similar is a plus.
• Proven ability to drive cross-functional initiatives in matrixed organizations, influencing without direct authority across Product, Marketing, CRM, and Analytics.
• Excellent communicator, able to distill complex analysis into clear, compelling narratives for both executive and working-team audiences.
• Comfortable operating with ambiguity and managing multiple priorities in a fast-paced environment.
• Based in or able to commute to the Fanatics NYC office a minimum of three days per week.

Depending on the role, your interview and onboarding experience may include in-person components, such as onsite interviews or Launching into Better: LIVE—a multi-day cultural immersion in New York City for full-time, non-seasonal hires. These sessions are designed to build connection and bring our culture to life, though specific travel and participation requirements will be confirmed based on your role and location. Your recruiter will provide clear guidance at each stage of the process.

For information about our benefits, please visit https://benefitsatfanatics.com/