Assistant Manager - CRM & Customer Data

Key Responsibilities

CRM Strategy & Implementation

Support the implementation, and ongoing management of a new CRM platform.
Lead the migration, cleansing, and organisation of historical customer data.
Establish CRM processes, governance frameworks, and best practices.
Work closely with ticketing and other technology partners to ensure seamless integrations.
Develop a roadmap for customer data capture and enrichment across all touchpoints.

Customer Data Management

Manage and maintain the integrity, accuracy, and security of customer databases.
Develop data collection and consent management processes in line with UAE data privacy regulations.
Create a single customer view by integrating data from ticketing, hospitality, events, competitions, merchandise, and digital channels.
Implement data hygiene and regular auditing procedures.

Audience Segmentation & Insights

Develop audience segmentation frameworks based on behaviour, demographics, purchase history, and engagement.
Build customer profiles and audience personas.
Identify opportunities to increase attendance, retention, and customer lifetime value.
Deliver actionable insights and recommendations to marketing, commercial, hospitality, and senior leadership teams.

Fan Engagement & Marketing Automation

Develop and manage customer lifecycle journeys.
Create automated campaigns for ticket sales, event reminders, renewals, abandoned bookings, hospitality leads, and customer retention.
Support email marketing campaigns and audience targeting strategies.
Implement personalised communications based on customer behaviour and interests.

Reporting & Performance

Stakeholder Management

Work closely with Marketing, Commercial, Hospitality, Ticketing, IT, Finance, and Operations teams.
Manage relationships with CRM vendors, Ticketmaster, agencies, and external technology partners.
Support future fan engagement and loyalty initiatives.

Skills

Essential Skills & Experience

3–5 years' experience in CRM, customer data, fan engagement, marketing automation, or audience development.
Experience implementing or managing CRM platforms.
Strong understanding of customer data management and segmentation.
Experience with email marketing and marketing automation tools.
Advanced Excel and reporting skills.
Strong analytical and problem-solving abilities.
Excellent project management and stakeholder management skills.

See also