Senior Marketing Analyst, Customer Behavior & Lifecycle

Fanatics Commerce is the global leader in licensed sports merchandise, operating a vertically integrated platform that designs, manufactures, and delivers officially licensed apparel, jerseys, headwear, and collectibles for major leagues, teams, and events worldwide. With more than 900 e-commerce sites and a global omnichannel presence across digital, in-venue, and retail, Fanatics Commerce reaches fans in over 180 countries and powers official fan experiences for many of the world's most iconic sports properties. At Fanatics, we bring our BOLD Leadership Principles to life every day - building championship teams, obsessing over fans, acting with entrepreneurial speed, and delivering with a determined and relentless mindset. As we continue to scale our global platform, the Senior Marketing Analyst, Lifecycle Marketing will play a critical role in distilling customer data into actionable intent signals that drive lifecycle strategy and personalization across Fanatics Commerce. ROLE OVERVIEW We are seeking a data-savvy and entrepreneurial Senior Marketing Analyst to join our Lifecycle Marketing team, where you will distill data into customer intent, motivations, and friction points to inform lifecycle strategy, personalization, experimentation, and cross-channel messaging. A self-starter, you will lead cross-functional collaboration with Lifecycle Marketing Strategy, Analytics, and Engineering teams to further develop our approach to a holistic customer view and experience. The Senior Marketing Analyst, Lifecycle Marketing 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 closely with Lifecycle Marketing Strategy, Analytics, and Engineering teams to align on a shared, holistic view of the customer and coordinate cross-functional priorities. Serve as a key analytical voice in lifecycle planning discussions, bridging technical complexity and strategic direction for stakeholders across levels. Contribute to a collaborative team environment by sharing insights, methodologies, and best practices that elevate the broader team's analytical capabilities. Fan & Customer Impact  (Obsessed with Fans) Analyze customer behavior across the full lifecycle, identifying key paths, drop-offs, accelerators, and moments of intent that reveal what fans need and when. Build and maintain behavioral pathing analyses to understand how customers move across intents and in response to cross-channel messaging — or the absence of it. Partner with lifecycle marketers to define measurement frameworks for onboarding, engagement, retention, and reactivation programs. Translate complex data into clear, human-centered insights that reflect fan motivations and friction points, influencing how Fanatics Commerce connects with its customers. Innovation & Problem Solving  (Limitless Entrepreneurial Spirit) Develop novel analytical approaches to behavioral segmentation and customer intent modeling that push beyond standard reporting. Explore and integrate real-time CDP capabilities — ideally Adobe Experience Platform and Journey Optimizer — to advance lifecycle personalization and experimentation. Identify opportunities to automate recurring analyses and build scalable frameworks that reduce manual lift and accelerate insight delivery. Proactively surface analytical gaps and propose solutions that improve the team's ability to act on customer data with speed and confidence. Ownership & Execution  (Determined & Relentless Mindset) Manage multiple priorities and stakeholder relationships simultaneously, delivering high-quality analytical work within a fast-paced, cross-functional environment. Communicate insights through compelling narratives, dashboards, and presentations tailored to both technical and non-technical audiences. Own the integrity and hygiene of the data inputs underpinning lifecycle analyses, ensuring outputs are reliable and decision-ready. Drive projects from question to insight to action, taking end-to-end accountability for the analytical workstreams you lead. 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 of experience in CRM, Lifecycle Marketing, or a related field with a focus on analyzing customer behaviors and trends. Strong analytical mindset with a solid understanding of customer data, data hygiene, and database marketing principles. Expertise in SQL and demonstrated experience working with large, disparate datasets. Experience with real-time CDPs or CRM systems, ideally Adobe Experience Platform and Journey Optimizer. Exceptional organizational and communication skills, with the ability to manage multiple stakeholders and competing priorities effectively. Proven ability to translate complex analytical findings into clear, actionable insights for both technical and non-technical audiences. Background in retail, e-commerce, or multi-brand organizations and/or experience with BI visualization tools such as Superset, MicroStrategy, or Power BI is a plus. WORK LOCATION Hybrid: The primary place of performance of this role is the Company's office located in San Mateo subject to the Company's current hybrid work policy. This role currently requires in-office presence  3 days per week .    The salary range represents base pay only and does not in