LA Galaxy, Manager, Database Marketing

  • LA Galaxy
  • Carson, CA, USA
  • 24 Nov, 2021
Full time Data Science Digital Leadership & Management Marketing

Job Description

For more than 20 years, AEG has played a pivotal role in transforming sports and live entertainment. Annually, we host more than 160 million guests, promote more than 10,000 shows and present more than 22,000 events around the world. We are committed to innovation, artistry, and community, and leverage the power of our 300+ venues, leading sports franchises, marquee music brands, integrated entertainment districts, premier ticketing platform and global sponsorship activations, to create memorable moments that give the world reason to cheer. 

Our business is interwoven with the human mind and heart, and we strive to build a diverse and inclusive company that reflects the artists, athletes, and fans that we host; reach beyond traditional boundaries to support the communities in which we operate; and minimize our impact on the environment by adopting sustainable practices throughout our business operations. 
If you want to be challenged to up your game and make a difference, then join us in giving the world reason to cheer!

Position Summary:
The Manager, Database Marketing, in coordination with other departments, is responsible for the strategic development of Email Marketing, CRM, Lead Generation and other projects to achieve organizational goals for both Dignity Health Sports Park and LA Galaxy. The Database Marketing Manager is responsible for defining practices related to executing and enhancing Email Marketing, CRM and Lead Generation activities in the relevant technology platforms. This position oversees one or more staff members who are primarily responsible for day-to-day execution.

Essential Functions:
  • Manage external communication:
  •  Design and develop e-newsletters and tracking mechanisms to gauge effectiveness after deployment 
  •  Establish processes for segmenting data for campaign lists \
  • Ensure that subscription lists are updated and managed 
  • Work with Ticket Service Team to coordinate regular Season Ticket Member email communications 
  • Balance schedule of e-newsletters for Ticket Sales, Soccer Programming, Community/Foundation, Venue and other stakeholders 
  • Coordinate content and creative for regular email newsletters and event-specific ticket sales campaigns 
  • Participate in email, direct mail and other marketing campaign data validation for data warehouses and third-party platforms 
  • Identify opportunities to customize, segment and otherwise enhance communications to constituents

Customer Resource Management (CRM):
  • Provide end-user support of CRM software 
  •  Create SQL queries and oversee lead management
  •  Coordinate with Ticket Sales & Service managers on call campaign direction and timing
  •  Manage lead pools of Ticket Sales department and any ancillary sales teams (e.g., Inside Sales) 
  •  Establish processes and standards for consistent lead reporting 
  • Participate in CRM data validation for data warehouses and third-party platforms

Lead Acquisition:
  • Retrieve customer and sales data from various data sources for call, direct mail, and email campaigns 
  • Serve as subject matter expert on leads available from partners, third-party platforms, other ticketing systems and data warehouses
  • Coordinate with Partnership Activation, Digital and other departments on online sweepstakes
  •  Work with Star Squad, Ticket Sales and other staff for event data capture
  • Lead efforts to acquire and scrub other data sources (e.g., purchased lists, league data, survey data) 
  • Establish processes and standards for regularly importing new leads into CRM and email marketing systems
  • Lead efforts to automate prospect data collection 
  • Serve as primary liaison with Major League Soccer regarding lead sources in their data warehouse 
  •  Build and manage Formstack platform 
  • Assist in enforcing proper data security practices 
  • Move tracking of marketing efforts (conversion, attribution, etc.) toward realtime and integrate them with other reporting instruments 
  • Assist Ticket Sales & Service with ticket analysis projects 
  • Assist Analytics team with survey analysis or other research projects 
  • Complete constituent data entry and updates
  • Oversee data integrity in all data sources. 
  •  Produce ad hoc reports, research, or analysis as needed 
  • Participate in development of automated platforms (e.g., StellarAlgo, AEG Sports and/or MLS SAS instance), particularly with respect to sales conversion and attribution
Required Qualifications:
  • BA/BS Degree (4-year) In Business, Marketing or Communications
  • 4-6 years Related work experience
  • Prior experience supervising, leading, or coaching teams
  • Prior experience with CRM, Marketing Automation and ticketing platforms
  • Experience building queries, exporting data, and SQL knowledge
  • Proficiency with Microsoft Excel with the ability to learn required business systems
  • Proven ability to communicate professionally and coordinate with multiple departments
  • Basic knowledge of HTML
  • Basic Database knowledge
  • Basic knowledge of graphic design
  • Knowledge or experience of sports industry

AEG reserves the right to change or modify the employee’s job description whether orally or in writing, at any time during the employment relationship. AEG may require an employee to perform duties outside his/her normal description.