Background    

Bay FC is the first NWSL team in the Bay Area. Co-founded by four U.S. Women’s National Team legends—Brandi Chastain, Aly Wagner, Danielle Slaton, and Leslie Osborne—in partnership with global investment firm Sixth Street, Bay FC is changing the face of women’s soccer as we know it. Beginning play in the 2024 season, we are building a squad that will play the beautiful game with power, passion, energy, and creativity.   

Bay FC is a team that defies convention and transcends culture. We are proud to represent the Bay Area with its tapestry of different ethnicities, languages, climates, and ideas. Our team will be a uniting force, building a culture of belonging and shared pride. We will become a beacon of hope and connection, welcoming and embracing all fans. Our stadium will be a home for people of all backgrounds and identities. We will be the bridge that unites the Bay’s diverse communities. Through our actions and our love of the game, we will inspire and improve the lives of others.   

While our community is our foundation, our love of football is our reason for being. We have the fire to be the best, and we will show up on the field every day with intensity, competitiveness, passion, and a drive to win.   

Position Summary  

Bay FC is a dynamic, data-driven sports organization committed to on-field success and exceeding customer expectations. We are seeking a strategic and data-driven Senior Lifecycle Marketing Manager to lead our fan retention and engagement efforts through high-impact email, push and SMS marketing campaigns. In this pivotal role, you will own the strategy and execution of personalized, omni-channel communications that deepen fan relationships and drive revenue across ticketing, merchandise, and club experiences. You will leverage data insights to continuously optimize campaign performance, experiment with new approaches, and improve customer lifetime value. Additionally, you will mentor and develop our Lifecycle Marketing Coordinator, fostering a culture of innovation and growth. This is an exciting opportunity to shape the future of fan engagement at our club—ideal for someone passionate about women’s soccer and eager to elevate the NWSL experience. This role will report into the Vice President of Growth & Retention.

Responsibilities 

• Own the strategy, execution, and continuous optimization of personalized and batch campaigns to deepen fan engagement and drive revenue growth.
• Develop and manage a structured, cross-channel communications calendar aligned with key fan journey milestones and club initiatives (e.g., ticketing, merchandise launches). 
• Design and implement sophisticated segmentation strategies based on fan behavior, preferences, and lifecycle stages to deliver timely, relevant messaging. 
• Create and manage a data-driven testing roadmap to refine campaign cadence, messaging, timing, and channel mix—prioritized by impact, effort, and strategic alignment. 
• Oversee creative briefings and content development to maintain brand consistency, voice, and resonance with diverse fan segments. 
• Analyze campaign results and fan behavior trends to identify opportunities for improvement. Share insights regularly with stakeholders. 
• Manage, mentor, and develop Lifecycle Marketing Coordinator fostering a performance-driven, collaborative culture. 
• Partner with BI, ticketing, merchandise, and creative teams to align lifecycle marketing efforts with broader club goals. 
• Ensure all communications comply with privacy laws and marketing regulations (e.g., GDPR, CAN-SPAM) and reflect industry best practices. 
• Stay up-to-date on lifecycle marketing trends and technologies, applying new insights to keep the club ahead of the curve in fan engagement and retention. 

Qualifications 

• Passion for women’s soccer, with strong knowledge of the NWSL and the broader soccer landscape preferred. 
• Bachelor’s degree in Marketing, Business, or a related field; MBA preferred. 
• 7+ years of experience in lifecycle marketing, retention marketing, or a similar role, with a proven track record of driving customer engagement and revenue growth. 
• Strong understanding of marketing automation platforms and CRM systems; experience with Iterable preferred. 
• Demonstrated ability to develop and execute data-driven marketing strategies  
• Excellent analytical skills with the ability to interpret complex data and derive actionable insights. 
• Proven experience in managing and mentoring teams, fostering a high-performance culture. 
• Exceptional communication skills, both written and verbal, with the ability to collaborate effectively across departments. 
• Strong project management skills, with the ability to prioritize and manage multiple initiatives. 
• Familiarity with legal regulations in marketing, including CAN-SPAM and CCPA. 

Compensation: 
The anticipated salary for this role starts at $90,000. Actual starting pay may vary based on a range of factors which can include experience, skills, and scope. 
 

Bay FC is an equal opportunity employer to all, regardless of age, ancestry, color, disability (mental and physical), exercising the right to family care and medical leave, gender, gender expression, gender identity, genetic information, marital status, medical condition, military or veteran status, national origin, political affiliation, race, religious creed, sex (includes pregnancy, childbirth, breastfeeding and related medical conditions), and sexual orientation, or any other characteristics protected by applicable federal, state or local laws.