Senior Manager, Loyalty

  • U.S. Soccer Federation
  • atlanta
  • 12 May, 2024
Full time Leadership & Management

Job Description


U.S. Soccer Overview 

 We are U.S. Soccer and we are the future of sport in the United States.  Our mission is to make soccer the preeminent sport in the United States.  We embrace diversity, technology and global connections to drive the growth of our sport and serve our athletes and fans.  We seek motivated, passionate, skilled people who can think, create and work on a team.   


U.S. Soccer is a growing company that looks for team members to grow with it. U.S. Soccer offers a comprehensive compensation package, casual work environment, an inclusive culture and an atmosphere for professional development. 


The Federation’s core principles set organization-wide standards to identify and foster our culture and inform how we interact and hold each other accountable. These principles guide U.S. Soccer: We Win Together. We Aim High. We Champion Diversity, Equity & Inclusion. To be successful as a USSF employee, it is critical to demonstrate and live up to these principles every day and with every interaction with peers, stakeholders, and partners.  


The Federation’s core values are the individual attributes and characteristics that staff embody to uphold the organization’s principles and succeed. These values guide our employees: Integrity. Commitment. Teamwork. Respect. 


U.S Soccer is currently building a National Training Center in Fayette County, GA. This role will be reporting to the office in Fayetteville. GA. 


Position Description 

U.S. Soccer is seeking a Sr. Manager, Loyalty to join U.S. Soccer’s growing marketing team. The Sr. Manager, Loyalty will be responsible for driving growth of U.S. Soccer’s loyalty program, U.S. Soccer Insiders as a key member of the Fan Engagement and Loyalty team. This person will focus on developing strategies to drive fan acquisition, engagement, retention and lifetime value as we aim to build the largest community of soccer fans in the U.S. The ideal candidate is one who has an analytical mindset, a strong attention to detail, and a passion for creating seamless and engaging digital experiences for soccer fans. This role is instrumental to the team’s success – as growth of this program and meaningful engagement with fans will fuel lifelong passion for U.S. Soccer and the sport. This person must be a data-driven marketer at heart and excited about using digital environments to create long-term connections in addition to having key expertise in audience development, growth marketing, paid media or D2C acquisition. A genuine interest in sports and/or soccer is key and this person must be a team player through and through. This role will report to the Director, Fan Engagement & Loyalty. 


Primary Responsibilities 

Responsibilities include, but are not limited to:

  • Develop and execute marketing campaigns to drive loyalty program growth with a focus on new fan acquisition and converting existing fans into paid tiers. 
  • Work cross-functionally with internal stakeholders in product, data and insights, engineering, marketing, creative and content to develop campaigns aligned to business objectives. 
  • Manage A/B testing for acquisition and conversion efforts to test and optimize key marketing efforts.
  • Provide regular reporting with key insights on performance metrics to stakeholders. 
  • Develop targeted, data-driven customer journeys, in partnership with product team, across email, push notification and in-app and create new approaches to drive customer behaviors and growth. 
  • Own email marketing and push notification strategy in addition to other in-app communications for Insiders. 
  • Own briefs for Insiders and Loyalty program to ensure alignment on strategy and project management of workstream across cross-functional teams.
  • Work with consumer product team to maximize impact of Insider Shop on loyalty program experience and acquisition efforts. 
  • Work with marketing and product teams to manage relationships with external partners such as agencies and platforms. 
  • Stay up-to-date with industry trends and best practices in fan acquisition and digital engagement and serve as a thought partner to Director, Fan Engagement & Loyalty.
  • Identify and evaluate new acquisition and conversion channels and creative for testing, with a passion for test & learn mentality.
  • Partner with data science on integration, adoption and deployment of CRM. 
  • Manage and lead a team of 1-2 employees. 
  • Act as a valuable team player, contributing to various projects and initiatives. 

Minimum Qualifications 

  • At least 4-5  years of experience in loyalty program marketing and/or user/ fan acquisition and engagement.
  • Proven track record of successfully managing user/ fan acquisition and conversion campaigns for large-scale brands with a focus on growth. 
  • Strong understanding of measurement tools, methodologies and platforms including: Google Analytics, Salesforce CRM, email marketing tools, paid advertising platforms and solutions. 
  • Thorough grasp of key concepts such as customer acquisition costs (CAC), return on investment/ ad spend (ROI/ROAS) and lifetime value (LTV). 
  • Ability to make data-driven marketing decisions based on key insights from regular reporting.
  • Ability to manage and build relationships with fans and teammates.
  • Ability to work both independently and as a part of a multidisciplinary team.
  • ” Student of the Game” mentality and desire for continual growth.
  • Excellent computer skills, including Outlook, Word, PowerPoint and advanced Excel capabilities.
  • Exceptional attention to detail.
  • Strong written and verbal communication skills.
  • Able and willing to travel up to 30% of the time for, key matches, etc.
  • Able and willing to work non-traditional hours including evenings, weekends & holidays.


Desired Qualifications 

  • Prior experience with MarTech CRM/CDP technology management with a strong understanding of marketing, operational databases and segmentation. 
  • Previous experience in D2C growth marketing role. 
  • 6+ years of hands-on CRM/lifecycle marketing experience. 
  • Multi-lingual a plus.


U.S. Soccer is an equal opportunity employer that is committed to diversity, equity and inclusion, and prohibits discrimination and harassment of any kind on the basis of race, color, sex, religion, national origin, citizenship, pregnancy, sexual orientation, gender identity, age, disability, genetic information, military status, political belief, or any other characteristic protected under the law. This policy applies to all our employment practices within our organization. 


We strongly encourage women, people of color, LGBTQIA, veterans, parents, and persons with disabilities to apply.