Senior Manager - Digital Fan Engagement And CRM

The Company

Asia Football Group (AFG) is the exclusive commercial agency for the Asian Football Confederation's (AFC) competitions from 2023-2028. AFG's partnership with the AFC covers the commercial rights for all major AFC National Team and Club competitions, including the AFC Asian Cup™, AFC Asian Qualifiers™, AFC Women's Asian Cup™, AFC Women's Olympic Qualifiers, AFC Champions League Elite™, AFC Women's Champions League™, and AFC Champions League Two™ as well as AFC youth and futsal competitions.

Driven by a shared passion and dedication to Asian football, our industry experts have a wealth of experience in global, regional, and local football marketing and are devoted to delivering exciting and engaging Asian football content to fans on the ground, on screen, and online. Working closely with the AFC and its stakeholders, Asia Football Group strives for the success and growth of Asian football, as well as redefining Asian football’s commercial standing within global football by addressing the shared business objectives of the AFC, its sponsors and media partners with solutions derived from optimising brand activations, fan engagement and digitally driven innovations.

The Role

In this role you will work closely with the Marketing and Digital Services leadership team, as well as the wider Marketing team to drive the AFC’s Fan Engagement & CRM programme. You will take full ownership of a highly important, strategic marketing area for the AFC and be responsible for driving strong growth targets through exciting fan engagement initiatives. To succeed, you will communicate and collaborate with the AFG Marketing and Digital team and other internal teams as well as plan, lead and coordinate complex projects among internal and external stakeholders, including the AFC and the wider football family including Clubs, Member Associations, Local Organising Committees, agencies, contractors and AFC’s partners.

Key Responsibilities

• Be the Product manager of the App Live app, and support AFC website updates working closely with the technical partners.
• Manage the (non-technical) implementation and maintenance of the AFC CRM system.
• Work closely with the Marketing and Digital Solutions leadership team to further develop and implement a fan acquisition and fan engagement strategy.
• Lead and guide the digital, fan engagement, and CRM team of up to 3 members.
• Design and deliver ‘best practice’ user journeys that drive fan data acquisition.
• Continuously improve, expand and customise user journeys using the CRM and Marketing campaign automation tools at hand with the objective of retaining fans of AFC football within the wider AFC ecosystem and turning fans into advocates of the AFC competitions and channels.
• Develop and implement strategies that strengthen engagement across the AFC’s digital and social media platforms and ensure a high fan retention rate through best-in-class fan experiences on the AFC’s digital and social platforms.
• Propose and introduce innovative solutions that help optimise the fan experience as well as our collaboration with the AFC, Member Associations, Clubs, players and coaches.
• Plan and project manage the development of games, contests and other marketing initiatives that drive CRM fan data growth.
• Work with the Marketing and Digital Services leadership team to develop a vision for an enhanced and continuously expanding digital ecosystem for the AFC. Create a strategy considering more digital touchpoints and stakeholders, and how the fan can benefit from richer, more integrated user journeys and an increasingly personalised content offering.
• Work closely with the AFG Business Intelligence team to define and understand CRM fan segments. Evaluate fan preferences and behaviour, and analyse current and past fan engagement initiatives to optimise future initiatives and communication; deliver insights and propose ways to optimise and improve fan experience.
• Work closely with the relevant stakeholders at the AFC to align ambitions and resource requirements.

Skills, Experience and Qualifications

• Previously or currently working in a similar Fan Engagement / CRM role at a sports league / event, a sports governing body, a sports broadcaster / platform, a sports team, a non-traditional media company / brand or a leading sports marketing agency.
• At least 7 years of experience within a Fan Engagement / CRM role, setting up multi-platform fan engagement initiatives.
• Strong understanding of fan / user experience processes and strategies.
• Experience with monetization of CRM databases.
• Comprehensive knowledge of CRM tools (ideally SAP and Emarsys) and implementation of growth / retention initiatives across owned and operated channels.
• Experience in developing and project managing games, contests, or similar fan engagement marketing initiatives.
• Possesses a creative mindset and can create innovative fan engagement solutions.
• Strong command of spoken and written English.
• Strong project management skills to manage multiple campaigns, initiatives, and programs simultaneously.
• Ability to lead and communicate with various stakeholders and leading a team.

Location: Dubai / Hong Kong

Interested parties please apply with your application letter, resume, current and expected salary, and availability by clicking "Apply "

Deadline of application:

Applicants who are not invited for interviews within 6 weeks may consider their applications unsuccessful. Personal data collected will be treated strictly confidential and be used for the purpose of recruitment only. All collected information will be kept on our files for 12 months.