Manager, CRM

The CRM Manager owns the strategy, governance, and day-to-day operation of the organization’s CRM ecosystem, turning customer data into revenue results. Serving as the primary CRM partner to Ticket and Premium Sales and Service, Corporate Partnerships, and Marketing, this role equips reps with the segmentation, lead flow, and insights needed to focus on the highest-value opportunities. The CRM Manager plans and executes revenue campaigns, directs executive-level reporting, champions workflow automation, and ensures reliable delivery across platforms including Microsoft Dynamics 365 and Conversica, while managing and developing the CRM Analyst. Sitting within Strategy & Analytics, the role’s impact shows up in pipeline visibility, conversion, renewal rates, and rep productivity. 

Primary Responsibilities

• Serve as the primary CRM strategic partner to Ticket and Premium Sales and Service, Corporate Partnerships, and other key departments, equipping reps with the tools, insights, and data to focus on the highest-value opportunities. 

• Plan and execute CRM-driven revenue campaigns (new business, renewal, group, and premium) with Marketing, Ticket and Premium Sales and Service, owning segmentation, lead distribution, and conversion analysis. 

• Use CRM data to proactively surface trends and opportunities, including low-engagement accounts, upsell candidates, and at-risk renewals. 

• Partner with sales and service leadership on pipeline reviews, revenue forecasting, and goal setting. 

• Deliver documented CRM-to-revenue wins linking CRM activity to conversion, rep performance, renewal rates, and pipeline visibility. 

• Champion workflow automation that removes friction from selling and service, partnering with DevOps to prioritize, test, and roll out improvements. 

• Oversee strategy, governance, and analytics for our Sponsorship/Corporate Partnerships CRM platform, translating sponsorship performance data into renewal, upsell, and valuation insights. 

• Serve as the day-to-day dispatcher of leads: assigning and reassigning leads, managing pipelines with sales managers, and ensuring timely follow-up and CRM compliance. 

• Ensure CRM adoption, data integrity, and reporting meet organizational operating standards, with clear governance for data entry, deduplication, permissions, and quality monitoring. 

• Direct executive-level reporting and dashboards covering pipeline, campaigns, conversion, service performance, data quality, adoption, and technology ROI. 

• Serve as the organization’s single point of truth on CRM capabilities, limitations, and roadmap. 

• Build organization-wide CRM training and adoption programs. 

• Own delivery reliability across the CRM ecosystem, including Conversica and other third-party platforms, working alongside DevOps to apply a structured QA process to every deliverable and managing vendor performance against agreed service levels. 

• Manage and develop the CRM Analyst, setting priorities, coaching for performance, and overseeing day-to-day CRM administration. 

Qualifications

Required:

• Bachelor’s degree in business, Marketing, Sports Management, Analytics, or a related field, or an equivalent combination of education and professional experience. 

• 5+ years of experience using enterprise CRM to drive sales performance and revenue outcomes. 

• Proven ability to translate business goals into CRM-driven action and communicate insights and recommendations to executive stakeholders. 

• Demonstrated success partnering with sales leadership to improve pipeline performance, conversion rates, and rep productivity. 

• Hands-on experience with an AI-powered lead engagement tool. 

• Demonstrated success managing or mentoring direct reports, including hiring, coaching, and performance management. 

• Advanced Excel skills; working knowledge of SQL. 

• Experience using AI natively to accelerate analysis, workflow design, testing, documentation, and continuous improvement. 

• Excellent attention to detail and vendor/project management skills. 

Preferred:

• Hands-on Microsoft Dynamics 365 experience (strongly preferred); CRM certifications a plus. 

• Prior experience in sports, entertainment, or a comparable sponsorship, ticketing, or membership-driven revenue environment (strongly preferred). 

• Advanced degree in a related field. 

• Experience managing Conversica. 

• Experience with Sigma or Tableau. 

• Experience with Snowflake Data Warehouse. 

• Familiarity with the KORE Intelligence Platform. 

Core Competencies

• Communication: Clearly conveys ideas in writing and verbally; adapts style to audience 

• Collaboration: Works effectively across teams and functions; builds trust with stakeholders 

• Problem Solving: Identifies root causes; develops practical, data-driven solutions 

• Accountability: Takes ownership of results; follows through on commitments 

• Strategic Thinking: Connects daily work to broader business goals and long-term vision 

• Coaching & Development: Develops others; provides timely, constructive feedback 

Physical Requirements and Working Conditions

• Work Environment: Office; onsite at Nissan Stadium for select events
• Physical Requirements: Ability to sit for extended periods of time; lift up to 25 lbs
• Schedule: Monday – Friday, standard business hours; occasional evenings