The Washington Spirit is seeking a Manager, Retention and Growth who will lead the development and execution of fan engagement, retention, and growth strategies through email marketing, web, and SMS. This position owns the execution of digital growth and retention initiatives, leads a small team to execute campaigns and optimizations, and translates data insights into actionable improvements that enhance fan experiences and drive revenue growth. The Manager will collaborate across departments to integrate growth and retention efforts with ticketing, merchandise, and community engagement programs.
The ideal candidate is a strategic thinker and team leader with strong digital marketing expertise, a passion for sports and fan engagement, and the ability to balance analytical rigor with creative problem-solving. You'll thrive in a fast-paced environment, take ownership of outcomes, and develop your team through coaching and feedback.
Key Responsibilities
Email Marketing and SMS Strategy & Execution
- Develop and execute comprehensive email marketing and SMS strategy aligned with organizational goals for fan retention, engagement, and revenue
- Lead segmentation, personalization, and targeting strategy to maximize relevance and campaign performance
- Set performance targets and optimize campaigns through testing, analytics, and continuous improvement
- Manage email calendar planning, content briefs, and cross-functional coordination
- Coach coordinator on best practices and hold performance to standard
Web Content & User Experience Strategy
- Own strategy for fan-facing website, ensuring content is engaging, up-to-date, and optimized for conversions
- Manage web agency and set priorities for website improvements, personalization features, and UX enhancements
- Analyze user behavior and conversion data to identify opportunities for improvement
Data Analysis, Insight Development & Reporting
- Regularly analyze campaign, website, and retention metrics to identify trends and drivers
- Translate data into insights and strategic recommendations for optimization
- Develop regular reports and dashboards for leadership on email, web, and retention performance
- Present findings and recommendations with clarity about what's driving results and what should change
Fan Segmentation, Personalization & Growth
- In partnership with the Strategy & Analytics team, implement fan segmentation model to inform targeted marketing across channels
- Design personalized experiences and messaging to increase engagement and lifetime value
- Identify fan cohorts with retention risk and develop strategies to intervene and re-engage
Cross-Functional Leadership & Collaboration
- Partner with ticketing, merchandise, sponsorship, and content teams on integrated campaigns
- Identify relevant stakeholders early for upcoming initiatives and maintain relationships throughout
- Coordinate promotional efforts across digital channels to maximize integrated impact
- Communicate timelines, dependencies, and requirements clearly to partners
Team Development & Performance
- Coach coordinator on skill development, campaign execution, and analytical thinking
- Provide regular feedback tied to competency expectations and performance standards
- Hold team accountable for quality of work and timeliness of delivery
Sales Operations & Reporting
- Maintain accurate and up-to-date records of all campaign activities
- Collaborate with sales on their CRM outreach, pipeline activity, performance metrics, and strategic initiatives
- Support additional marketing and revenue reporting monthly
Qualifications & Experience
Required
- Bachelor's degree in Marketing, Digital Media, Business, Communications, or related field
- 3 to 5 + years of experience in digital marketing with demonstrated expertise in email marketing and web optimization
- Strong communication, interpersonal, and relationship-building skills
- Highly motivated, goal-oriented, and proactive with a positive attitude
- Ability to manage multiple priorities in a fast-paced environment
- Willingness to work flexible hours, including game days, evenings, weekends, and events
- Proficiency in Microsoft Office Suite
Preferred
- Experience leading or supporting a 1-2 person team or managing multiple complex projects
- Experience managing email marketing platforms and web CMS tools (particularly HubSpot, but also open to experience with Mailchimp, Salesforce Marketing Cloud, Klaviyo or similar)
- Strong proficiency with web analytics tools (Google Analytics, Adobe Analytics)
- Experience working in professional or collegiate sports, entertainment, or membership-based organizations
- Familiarity with CRM systems and marketing automation platforms
- Knowledge of AEO, SEO, SEM, and paid advertising channels
Key Competencies
- Passion for sports and delivering exceptional fan experiences
- Strong analytical and data-driven mindset
- Strategic thinking and ability to translate insights into action
- Excellent organizational and time management skills
- Ability to build authentic relationships and collaborate across functions
- Results-driven focus with accountability for outcomes
- Adaptability and resilience in fast-paced environment
- Team leadership and coaching capability
- Attention to detail and process-oriented
Location
This role is based in Falls Church, VA, with a hybrid work structure and frequent presence at matches in Washington DC.
About the Washington Spirit
The Washington Spirit is a founding club of the National Women's Soccer League (NWSL), proudly representing the Washington, DC metropolitan area. It is the first franchise to have a minority woman hold a majority stake. A visionary entrepreneur, Michele Kang, is leading a new era for women's sports with a vision to:
- Become the most preeminent sports organization in the world
- Build a high-performance culture of winning on and off the pitch
- Train women as women
- Motivate and inspire the next generation of girls and women
We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, national origin, sex, sexual orientation, age, disability, gender identity, marital or veteran status, or any other protected class.
