Director, CRM And Lifecycle Marketing

PlayOn is looking for a Director of CRM and Lifecycle Marketing to build the lifecycle marketing muscle at PlayOn, developing the best talent, and architecting a seamless customer journey between PlayOn product lines that optimizes for ARPU at each step. 

Reporting into the SVP of Consumer Marketing, the best candidate will bring a strong, data-driven lifecycle marketing background and a portfolio of work where they’ve successfully built, maintained, and optimized email, mobile and other customer marketing programs that deliver meaningful business results. Passionate about setting strategies and developing talent in high-growth environments, you’ll coach your team to achieve aggressive growth at scale. 

Additionally, you’ll serve as an internal evangelist for customer-focused growth and personalization across our different product lines, helping to drive collaboration and key decisions to contribute to our aggressive growth and revenue goals.

The Outcomes You’ll Deliver

Increase in new paying subscribers from owned databases across different product lines 

Increase in average revenue per user driven by improved retention and premium plan/pricing innovation

• Build and grow an industry-leading lifecycle and CRM marketing practice that has testing and data at the heart of it.
• Improve conversion rates across product lines, raise retention rates, and increase customer lifetime value through data-driven customer marketing automations and seasonal campaigns.
• Map customer journeys across PlayOn’s different product lines with different audience segments in mind, collaborating cross-functionally to design programs to connect with our customers in the right place, at the right time, with the right message.
• Own your channels’ contributions to core business drivers, including paying subscriber growth, retention, and ARPU. Set goals, develop strategies, and provide regular communication to senior leadership to maintain alignment on priorities.
• Own the company’s experience across all CRM channels, including email and push marketing, delivering against a best-in-class brand.
• Partner with marketing and product leadership to ensure we build the most strategic activation funnels, onboarding and engagement experiences, and reactivation strategies.

• 10 years of in-house marketing experience 5 years of experience managing a high-performing lifecycle marketing team
• Deep experience in subscriptions, specifically companies with multiple tiers or plans
• Broad and deep experience in CRM marketing, understanding of how different marketing channels complement one another in order to run effective cross-channel marketing campaigns that drive the highest efficiencies 
• Exceptional oral and written communication skills, with strong presentation skills among peers and within executive environments
• Bachelor's degree, Master’s Degree-level preferred
• Find motivation and inspiration in fast moving, fluid environments

• Ownership over Participation- You take responsibility for achieving holistic outcomes, prioritize key objectives, and adapt quickly when situations require a different approach. You follow through even against the toughest challenges. 

• Team over Stars- You are a bridge builder, establishing processes and relationships with teams outside your own. You work to rally around common goals, find win-win solutions, compromise when necessary, and help others succeed. 

• Growth over Comfort- You are driven by a desire to grow and actively seek opportunities to expand your comfort zone, skills, and confidence. You embrace new challenges with curiosity, accepting discomfort and failure as opportunities to learn.  

• Fairness over Popularity- You approach decisions with a scientist’s mindset, challenging your assumptions and remaining objective. You consider long-term impact rather than relying on short-term gains, proactively seek others’ perspectives, and manage emotions in decision-making.  

Company Overview 

PlayOn is a dynamic growth-stage company dedicated to championing the spirit of play in the high school space. Backed by KKR, our family of brands—including GoFan, NFHS Network, and VidSwap—empowers schools with innovative solutions and exceptional service. Our fan engagement platform is the only one that offers event ticketing, streaming, fundraising, concessions, merchandise sales, and website management in one place. We save administrators time so they can focus on what truly matters: supporting the students, staff, and fans who bring their programs to life. 

Trusted by thousands of schools across the country, we're here to help create more instant replays, hold-your-breath moments, last-minute comebacks, and games you want to watch over and over again. 

When being there means everything, we make sure you never miss a moment.  

Why you’ll love working at PlayOn  

Product, potential, and people. We’re a leader in the high school event space, constantly evolving our product to meet the needs of administrators. We focus on solving real challenges, learning quickly, and creating impactful solutions. 

This is a growth-stage company, meaning your contributions have real impact. You’ll have opportunities to grow your skills, tackle meaningful problems, and make a difference in the lives of schools and the students and fans they serve. 

Our culture is built on accountability, collaboration, growth, and fairness. We don’t just show up—we show up for each other. Everyone wears the same jersey, and we play hard, make the extra pass, and cheer one another on. Losses teach us, challenges motivate us, and persistence drives us forward. We value integrity over shortcuts, choosing to do what’s right even when it’s hard. Together, we strive to be better every day—because we know that’s how we win as a team. 

The Benefits We Offer 

Multiple medical insurance plans to choose from 

Dental, vision life and disability insurance 

Employee Emergency Fund  

Company equity (stock options) 

Open PTO policy  

401K plan with company match 

Hybrid/flexible work environment 

Note: Must be a full-time employee to participate in the company’s employee health benefit plan. Part-time employees and interns are not eligible to participate.