CRM and Data Lead

Company Description

At the heart and soul of London since 1895, West Ham United is a dynamic, fan-focused football Club constantly moving forward but always with an eye on the past.

Our home at the London Stadium has a capacity of 62,500, making it one of the biggest club Stadia in the country; however, our tickets are the lowest priced for London-based clubs in the Premier League, echoing objectives to create Affordable Family Football.

In 2018, our Women's team gained professional status for the very first time, jumping 2 divisions and competing in the Women's Super League (WSL), the premier division of women's football in England. After finishing a respectable 7th, the team enjoyed particular success in the FA Cup, reaching the final of the competition, eventually being beaten by 2017 winners Manchester City.

In April 2019, we opened our brand-new Academy facility based at Chadwell Heath, which will help to bring through some of the very best talents in the area. The recent emergence of First Team Players Declan Rice and Ben Johnson is a testament to the work already being done at the Academy.

On the business side, we are continuing to create a Stadium our supporters can call home, with the renaming of the Billy Bonds Stand and Claret and Blue pitch surrounding among the latest developments. Additionally, the Club has achieved the Disability Confident Leader status.

The Club employs a constantly growing workforce of approximately 300 core staff and 500 Foundation and events staff, and is a truly unique place to work. We welcome talented individuals who will thrive in our ambitious organisation.

In October 2023, West Ham United was awarded the Advanced level of the Premier League Equality, Diversity and Inclusion Standard, recognising the Club’s ongoing dedication and commitment to equality, diversity, and inclusion (EDI). It is the second time West Ham United has received the award, which is the top accolade that can be achieved by Premier League clubs, having first been presented with the Advanced level in 2020.

Position

CRM and Data Lead

Location: London Stadium, Stratford

Contract: Perm, Full time, Hybrid options

As part of the Club’s trajectory of growth, West Ham United is in the process of implementing a new data warehouse and Club-wide CRM system with the aim to lead on Data and Analytics. This is an incredible opportunity for an exceptional individual to take ownership of all aspects of the CRM and data functions at a time where the Club is investing to have best-in-class systems, driving innovation and business growth.

The Club is seeking an experienced lead in CRM & data to take advantage of the unique opportunity as we finalise the implementation of our market-leading systems; to expand these areas and their capabilities to inform strategic decisions of the Club. Aiming to become an analytics leader within the Premier League.

The successful candidate will report into the Head of Marketing and will also take responsibility for developing and managing the CRM & data team to support internal teams, drive sales, customer engagement, data insight, innovation, and campaign planning. This is a great opportunity for a CRM & data specialist that is looking to take the next step in their career, to work in a fast-paced and dynamic environment, to deliver analysis in a professional sports setting, and develop their leadership and management skills.

1. Ownership & development of CRM, data warehouse and dashboards driving insight and value from data
2. Management of all data platforms and agencies, ensuring all feeds are accurate and working effectively
3. Create and lead the strategic vision for the use of data to drive engagement, growth, and revenue through all Club campaigns
4. Creating a supporter lifecycle vision and delivering its implementation and ongoing management.
5. Working closely with the Insights team to create supporter personas to allow efficient segmentation of all marketing comms.
6. Optimise the targeting and segmentation of customer data to drive marketing effectiveness and increase return on investment through creation and management of accessible, relevant, and actionable reports and dashboards from the available data sets.
7. Lead on data acquisition strategies to grow and develop first party data
8. Oversee development and optimisation of Salesforce Marketing Cloud onboarding journeys and marketing automation
9. Responsible for leading the CRM & data team and providing actionable insights on fan behaviour, optimise ticketing/retail revenues, and drive segmentation strategies.
10. Ensure the effective measurement of KPIs for different stakeholders needs, to create automated reports for projects including tracking fan growth, measuring campaign engagement, and ticketing and membership sales.
11. Implement machine learning and applied statistical models to leverage the fan database to determine fan behaviour including determining lookalikes, churn, forecasting growth, and clustering of fans to determine profiles.
12. Drive the sales operation process to ensure effective CRM usage globally and monitor usage, data quality and efficiencies
13. Work collaboratively with each of the different departments across the club, including but not limited to, ticketing, retail, partnerships, and digital, to achieve collective business goals.
14. Able to build robust working relationships with colleagues and stakeholders, to understand their key business areas and drive relevant insights and recommendations.
15. Assist with and take a leadership role in the development of the data capture, growth, and strategy.

Requirements

1. Bachelor’s degree or equivalent level in a STEM subject, Data Science, Economics, Econometrics, Computer Science, Statistics, Mathematics, or equivalent quantitative subject area or business-based disciplines
2. Salesforce including Marketing Cloud Experience
3. Experience in Sports industry desirable
4. A high level of accuracy and attention to detail.
5. Strong organisation, time management and prioritisation skills.
6. Excellent communication skills, both written and verbal, with the ability to articulate reporting to stakeholders of all levels
7. Strong leadership qualities, with the desire to encourage and develop a CRM team, keen to learn from your experience.
8. A structured quick learner, a naturally curious collaborator, with the determination to deliver results.
9. Comfortable working in the fast-paced nature of the football industry.
10. Proactive problem solver
11. A confident, clear, and persuasive communicator, with the ability to communicate technical information with simplicity, both in writing, face to face and to varied audiences.
12. Able to identify problems, provide innovative solutions and make logical, timely decisions. Able to cut through the detail and focus on the end business goal.
13. Ability to work flexibly, and at times under pressure, to meet deadlines and priorities.

Other Information

Benefits on offer (may vary based on contract type and location)

• 25 days annual leave plus your birthday off
• Pension and life insurance
• Healthcare cash scheme
• Travel season ticket loan
• Cycle to work scheme
• Priority access to apply for match tickets
• Discounted season tickets
• Staff discounts in the club store, café and our official partners products and services
• Discounted gym membership and onsite fitness room facilities
• Family friendly leave policies
• Company Social events

EDI Statement

Our club's history is rooted in a solid commitment to equity, diversity, and inclusion, and we openly strive to be leaders in promoting EDI values. West Ham United is tactical in its approach to addressing inequity and prioritising the undertaking of meaningful and lasting change for all.

We prioritise removing barriers to attracting and engaging the best talent from all communities. We are proactive in creating equal access to opportunities and benefits for everyone and a discrimination-free environment where everyone experiences being treated with dignity and respect regardless of their background, circumstances, or protected characteristics.

Safeguarding

At our Club and Foundation, we advocate a proactive approach to ensure every child and adult has the right to experience safety and be treated with care, respect, and dignity. Therefore, we prioritise protection from harm and promote safeguarding good practice and compliance as an integral part of all our operations and engagement. This includes conducting robust, safer recruitment checks to identify any potential risks associated with individuals who may pose a threat to children or adults who are at risk of harm.