Senior Marketing Automation Specialist

ROLE OVERVIEW
Fanatics Commerce operates one of the most expansive fan engagement platforms in sports, powering CRM across 100+ million fans and 900+ e-commerce properties for the NFL, NBA, MLB, NHL, and hundreds of teams and colleges. The Senior CRM Developer works embedded within an agile, marketing-led CRM team, owning the end-to-end execution of triggered journeys, personalized content, and the data integrations that power them — built on Adobe Journey Optimizer and Adobe Experience Platform, connected to a custom in-house commerce platform. The Senior CRM Developer delivers business and fan impact through BOLD leadership and execution excellence, leveraging data, automation, and AI-enabled insights.

HOW WILL YOU DRIVE IMPACT
Success is measured by the ability to deliver results through BOLD capabilities and measurable outcomes.

Team & Leadership Impact (Build Championship Teams)

• Partner with marketers, analysts, and technical leads to challenge assumptions and align on the right solution design before building begins, ensuring cross-functional clarity and shared ownership of outcomes.

• Document journey logic, templates, and data configurations so teammates can extend and maintain your work, raising the capability of the broader CRM team.

• Manage work transparently in Jira and GitHub, modeling strong CI/CD and agile practices that establish a higher standard for the team.

Fan & Customer Impact (Obsessed with Fans)

• Build real-time and batch journeys triggered by fan behavior — including cart abandonment, browse retargeting, purchases, price changes, inventory signals, loyalty milestones, and live game outcomes — to reach fans with the right message at the right moment.

• Develop responsive, personalized email, SMS, and push templates and reusable components in HTML, CSS, and Handlebars, tailored by team, league, player, purchase history, and behavioral signals.

• Design and execute A/B and multivariate tests across content and journey logic to continuously improve fan engagement and conversion performance.

• Troubleshoot fan-facing delivery issues end to end — tracing a profile through a journey, reading event payloads, and diagnosing why a fan did or did not qualify — to resolve root causes quickly.

Innovation & Problem Solving (Limitless Entrepreneurial Spirit)

• Extend XDM schemas, configure event and profile ingestion, and build audiences from upstream commerce and fan-engagement events, going well beyond out-of-the-box platform capabilities.

• Connect the marketing technology stack to surrounding systems via REST APIs, enabling data flows that standard connectors cannot support.

• Bring an architectural mindset to CRM development — evaluating trade-offs across journey design, data modeling, and integration patterns before committing to a build approach.

• Identify opportunities to apply emerging tools, AI capabilities, and platform features to improve journey sophistication, personalization depth, and operational efficiency.

Ownership & Execution (Determined & Relentless Mindset)

• Own journey, template, and fragment changes from requirements through production deployment, with no hand-off gaps between design, build, and release.

• Manage code in GitHub using CI/CD practices, maintaining quality and deployment rigor across every release.

• Translate business problems from marketers into complete technical solutions, operating with end-to-end accountability rather than waiting for tasks to be defined.

• Track, prioritize, and deliver work in Jira with consistency and transparency, meeting commitments in an agile, fast-moving environment.

AI & DIGITAL CAPABILITY
We are building a future-ready organization. This role is expected to:
• Apply AI and technology to improve efficiency, quality, and outcomes

• Use data and digital tools to inform decisions and enhance performance

• Demonstrate curiosity and adaptability in adopting new technologies and ways of working

• Contribute to a culture of innovation and continuous improvement

CAPABILITIES & EXPERIENCE YOU BRING
Required Qualifications:

• 5+ years designing and building personalized, real-time customer journeys on an enterprise marketing platform such as Adobe Journey Optimizer, Salesforce Marketing Cloud, Braze, or Iterable — depth of journey design and behavior-driven architecture matters more than platform.

• Proven experience building behavior-driven programs — abandoned cart, browse retargeting, replenishment, and similar — not only scheduled batch sends to static lists.

• Experience with custom data models and integrations, including event ingestion, profile data management, and API connectivity beyond standard platform connectors.

• Strong HTML and CSS for responsive email development, plus proficiency in at least one templating language such as Handlebars, AMPscript, Liquid, or Jinja.

• Demonstrated ability to troubleshoot complex journey and data issues — tracing profiles, reading event payloads, and resolving root causes independently.

• Clear written and verbal communication skills, with the ability to gather requirements from marketers and explain technical trade-offs to non-technical stakeholders.

• Experience managing code in GitHub with CI/CD practices and tracking work in an agile project management tool such as Jira.

Preferred Qualifications:

• Hands-on experience with Adobe Journey Optimizer and Adobe Experience Platform, including Real-Time CDP, XDM schemas, and segmentation.

• SQL proficiency for validating data and building or QA-ing audience definitions.

• Experience building SMS or push notification programs in addition to email.

• Platform certifications in AJO, RTCDP, SFMC, Braze, or a comparable enterprise marketing platform.

• Consumer-facing personalization experience in any industry demonstrating impact at scale.

WORK LOCATION

Hybrid: The primary place of performance of this role is the Company's office located in Redwood City, CA, subject to the Company's current hybrid work policy. This role currently requires in-office presence Tuesday, Wednesday, Thursday.