CRM Planning Manager - Casino

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Job Description

Role Overview
We're looking for a CRM Planning Manager to build and own CRM planning from the ground up establishing a consistent, trusted single source of truth across all CRM touchpoints in all Casino states. This is a high-impact, greenfield role for someone who thrives in ambiguity and knows how to create clarity, structure and alignment where no formal CRM planning frameworks currently exist.

You'll design and implement the planning processes, intake models, governance and operating rhythms that turn strategic priorities into executable calendars, roadmaps and delivery plans across CRM squads. Acting as the connective tissue between strategy and execution, you'll ensure demand, capacity, dependencies and CRM execution are visible, aligned and consistently represented, reducing friction, inconsistency and last-minute rework as the organization scales.

Key Responsibilities
Build the CRM planning function from scratch

• Define and implement end-to-end CRM planning processes, including intake, prioritization, capacity planning, roadmap development and execution governance.
• Establish planning frameworks, templates, tools and operating rituals where none currently exist, leveraging best-in-class planning and delivery techniques (e.g., Agile, iterative planning, quarterly/PI planning, backlog management) as appropriate for CRM and Promo Ops workflows.
• Set clear operating norms for how CRM & Promo Ops work enters the system, gets prioritized, planned and delivered - balancing flexibility with predictability at scale.

Own planning execution and governance

• Lead planning cycles and execution rhythms across CRM squads.
• Translate strategic priorities into clear calendars, roadmaps and delivery plans that teams can confidently execute against.
• Ensure planning decisions are documented, communicated and consistently applied.

Establish a single source of truth

• Establish and manage a single, reliable source of truth for all CRM plans, including calendars, roadmaps and customer touchpoints. This central resource must be clear and easily understandable throughout the entire Casino organization.
• Ensure CRM activity, sequencing and ownership are clearly represented and accessible to stakeholders across teams.
• Drive alignment on tools, documentation standards and data hygiene to eliminate conflicting plans and fragmented views of CRM work.

Ensure demand, capacity and dependency alignment

• Make demand, capacity, dependencies, risks and tradeoffs transparent across squads and stakeholders.
• Proactively identify misalignment, bottlenecks or feasibility risks and drive resolution early.

Partner cross-functionally

• Collaborate with CRM & Promo Ops, Growth, GTM, Analytics, Marketing, Brand, Product and Core Project teams to assess feasibility, sequence initiatives and align on priorities across channels, customer cohorts and states.
• Act as a trusted planning partner who balances strategic ambition with realistic delivery constraints.

Continuously improve planning rigor

• Continuously refine planning processes by evaluating effectiveness (what's working/not), identifying remaining friction points and adapting to meet evolving organizational needs and scale.
• Reduce reactive work, last-minute changes and rework by improving upfront planning quality, governance and cross-team coordination.

Skills & Experience
Essential:

• 5+ years of experience in planning, program management, operations or a similar role within CRM, Marketing, Growth, or Promo Ops teams.
• Proven experience building or formalizing planning processes in environments with limited or no existing structure.
• Strong working knowledge of Agile or iterative planning methodologies, including backlog management, sprint or cycle-based planning and capacity planning.
• Experience managing intake, prioritization and roadmap development across multiple stakeholders and teams.
• Ability to establish and maintain a single source of truth for plans, calendars and delivery status across teams, channels and markets.
• Demonstrated ability to manage dependencies, assess feasibility and balance competing priorities in fast-paced environments.
• Hands-on experience with planning and workflow tools such as Jira, Airtable, Smartsheet, Asana or similar.
• Strong communication and stakeholder management skills, with the ability to influence and align stakeholders across all levels without direct authority.
• Highly organized, detail-oriented and comfortable operating in ambiguity while driving execution forward.

Preferred:

• Experience supporting CRM programs within iGaming / Sportsbook or other regulated industries.
• Familiarity with Agile at scale concepts (e.g., quarterly planning, PI-style planning or hybrid Agile models).
• Background in continuous improvement, process optimization or change management initiatives.
• Experience working in high-growth or scaling organizations where processes are evolving quickly.

About Us

Fanatics is building a leading global digital sports platform. We ignite the passions of global sports fans and maximize the presence and reach for our hundreds of sports partners globally by offering products and services across Fanatics Commerce, Fanatics Collectibles, and Fanatics Betting & Gaming, allowing sports fans to Buy, Collect, and Bet. Through the Fanatics platform, sports fans can buy licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods; collect physical and digital trading cards, sports memorabilia, and other digital assets; and bet as the company builds its Sportsbook and iGaming platform. Fanatics has an established database of over 100 million global sports fans; a global partner network with approximately 900 sports properties, including major national and international professional sports leagues, players associations, teams, colleges, college conferences and retail partners, 2,500 athletes and celebrities, and 200 exclusive athletes; and over 2,000 retail locations, including its Lids retail stores. Our more than 22,000 employees are committed to relentlessly enhancing the fan experience and delighting sports fans globally.

About the Team

Launched in 2021, Fanatics Betting and Gaming is the online and retail sports betting subsidiary of Fanatics, a global digital sports platform. The Fanatics Sportsbook is available to 95% of the addressable online sports bettor market in the U.S. Fanatics Casino is currently available online in Michigan, New Jersey, Pennsylvania and West Virginia. Fanatics Betting and Gaming operates twenty-two retail sports betting locations, including the only sportsbook inside an NFL stadium at Northwest Stadium. Fanatics Betting and Gaming is headquartered in New York with offices in Denver, Leeds and Dublin.