About the position
LIV Golf is seeking a strategic and hands-on Director of Product, CRM to lead the development and execution of our fan engagement strategy. This role will serve as the central hub for CRM-related technology and experiences, overseeing everything from data capture and audience segmentation to personalization and loyalty. The ideal candidate is a strategic product leader with deep experience in CRM, lifecycle marketing, and customer data. This individual will work cross-functionally with marketing, engineering, ticketing, e-commerce, league teams, and other partners to design and deliver personalized fan experiences that drive acquisition, retention, and loyalty. They will own the full CRM technology lifecycle-shaping the vision, defining the roadmap, managing vendors, and ensuring execution at scale.
Responsibilities
- Define and own the product roadmap and KPIs for LIV Golf's CRM and fan engagement platforms.
- Partner with marketing and DTC leadership to translate engagement goals into platform capabilities and product initiatives.
- Lead cross-functional planning sessions to align on fan journeys, campaign cadences, segmentation, and messaging priorities.
- Oversee the integration of CRM tools, including marketing automation, loyalty programs, CDPs, customer profiles, and identity management systems.
- Ensure CRM systems are seamlessly connected with digital touchpoints (web, app, ticketing, commerce, in-venue) to support real-time, personalized engagement.
- Collaborate with data and engineering teams to define requirements for data ingestion, audience segmentation, and campaign delivery logic.
- Drive personalized, data-driven fan experiences through email, push, app, web, CTV, and other owned channels.
- Establish best practices for campaign testing, dynamic content, and behavioral triggers across the fan lifecycle.
- Partner with Teams and marketing to deliver segmented communications based on fan interests, behavior, and membership tiers.
- Lead efforts to build a unified fan identity and ensure continuity across all engagement channels.
- Translate CRM strategy into actionable product requirements and delivery plans.
- Collaborate closely with design, development, and vendor teams to launch features and enhancements on time and at high quality.
- Implement processes for feedback gathering, backlog grooming, and continuous iteration based on fan insights and campaign performance.
- Manage vendor relationships and contracts for key CRM platforms and tools.
- Work closely with stakeholders across marketing, technology, engineering, ticketing, commerce, and team operations to align CRM with enterprise-wide goals.
- Provide product leadership on all initiatives involving CRM touchpoints, ensuring a consistent and high-quality fan experience.
- Lead and mentor a small team of product managers or specialists focused on CRM and engagement tools.
Requirements
- 7-10+ years in product management, CRM, or lifecycle marketing roles with a focus on fan or customer engagement.
- Proven success owning CRM or marketing tech stacks at a consumer-focused organization.
- Hands-on experience with marketing automation, CDPs, personalization engines, and CRM platform integrations.
- Strong understanding of data strategy, user segmentation, and customer journey orchestration.
- Background in sports, entertainment, or media is a plus (golf knowledge welcomed but not required).
Nice-to-haves
- Ownership mindset with accountability for results.
- Strong technical fluency to translate business needs into system capabilities.
- Ability to create clarity and focus out of ambiguity in fast moving environments.
- Proven ability to influence across cross functional teams.
- Bias toward action and proactive pursuit of progress.
