Manager, Fan Journey & Personalization

Manager, Fan Journey & Personalization

National Hockey League (NHL) - Manager

New York, NY · Hybrid

Digital Marketing · Database Marketing/Analytics/Business Intelligence · Operations

$85,000 – $90,000 / year

hours ago

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ABOUT THE NATIONAL HOCKEY LEAGUE Founded in 1917, the National Hockey League (NHL®) is the premier professional ice hockey league in the world and is one of the major professional sports leagues in the United States and Canada.

With more than 1500 employees across the US and Canada, the NHL is a global sports and entertainment organization committed to building healthy and vibrant communities using the sport of hockey.

At the NHL, we are looking for dynamic, energetic and impactful individuals who are committed to doing the same by sharing in our philosophy that Hockey is for Everyone – and inclusion belongs on the ice, in the locker rooms, boardrooms and stands.

WHAT WE EXPECT OF YOU

SUMMARY The NHL is seeking a strategic and detail-oriented Manager, Fan Journey & Personalization to serve as the operational bridge between Fan Engagement strategy, Adobe platform implementation, fan data, and journey execution. This role will play a critical part in translating business goals into scalable, data-driven fan journeys across email, SMS, push, and digital fan experiences.

The Manager will project-manage Fan Engagement workstreams within the Adobe and Adobe Journey Optimizer (AJO) implementation, define requirements and measurement plans, establish cross-channel governance, and build adoption plans that embed new platform capabilities into day-to-day marketing operations. The ideal candidate combines strong technical fluency in marketing technology, project management discipline, and a passion for building connected fan experiences.

This position offers the opportunity to shape how the NHL's fan data and marketing technology stack come together to power personalized, scalable engagement across the League's digital ecosystem.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Platform Implementation & Project Management

• Project-manage Fan Engagement workstreams within the Adobe and Adobe Journey Optimizer (AJO) implementation, keeping timelines, dependencies, and deliverables on track.
• Build and maintain implementation roadmaps, status trackers, and lead recurring check-ins with internal teams and Adobe implementation partners.
• Escalate risks, scope changes, and resourcing needs to leadership in a timely, solutions-oriented manner.

Journey Strategy & Requirements

• Translate business goals into journey use cases, requirements, audience logic, and measurement plans.
• Document detailed functional and technical requirements, including trigger events, audience segmentation logic, decision splits, and success metrics, in partnership with marketing and technical stakeholders.
• Prioritize journey use cases based on fan impact, feasibility, and alignment with broader Fan Engagement and marketing goals.
• Partner with email and SMS owners to develop reusable journey frameworks that can scale across programs and campaigns.
• Build modular, templated journey components (e.g., welcome series, re-engagement flows, event-triggered journeys) that channel owners can adapt for new use cases.

Testing & Stakeholder Coordination

• Coordinate testing, documentation, timelines, dependencies, and stakeholder feedback across the implementation.
• Develop test plans and QA scripts for new journeys, and coordinate UAT across marketing, technology, and agency partners prior to launch.
• Maintain a centralized repository of requirements, journey maps, and testing documentation to ensure consistency across workstreams.

Cross-Channel Governance

• Establish governance for how email, SMS, push, and fan experiences operate together, ensuring consistency and coordination across channels.
• Define frequency capping, suppression logic, and channel prioritization rules to prevent fan fatigue and message conflicts.
• Create and maintain documentation of governance standards, and train channel owners on how to apply them.

Personalization & Data Monetization

• Help identify personalization and data monetization opportunities in partnership with key stakeholders.
• Analyze fan data and engagement patterns to recommend new segmentation, targeting, and personalization strategies.
• Support business cases for new data-driven revenue opportunities, partnering with analytics and business development teams as needed.

QUALIFICATIONS

• Knowledge Areas/Experience

• Required

• 3-5+ years of professional experience in marketing technology, CRM/lifecycle marketing, marketing operations, or digital project management.

• Hands-on experience with Adobe

Experience

• Platform (AEP) and Adobe Journey Optimizer (AJO), or comparable enterprise marketing automation/CDP platforms.

• Experience translating business requirements into technical use cases, audience logic, and measurement plans.

• Strong project management skills with experience managing cross-functional workstreams and platform implementations.

• Preferred

• Bachelor's degree in Marketing, Business, Analytics, Information Systems, or a related field.

• Experience working in professional sports, media, entertainment, or digital products.

• Experience using AI tools (e.g., Copilot, GPT, Claude) to support research, content development, reporting, or day-to-day productivity, with a willingness to adopt new AI-driven tools and workflows.

• Familiarity with email, SMS, push, and multi-channel journey orchestration.

• Experience with:

• Project management tools (Monday.com, Asana, Airtable, Smartsheet, etc.)

• Data segmentation, personalization, and audience management

• Governance and documentation for multi-stakeholder platform rollouts

• Understanding of data monetization and personalization strategies.

• Knowledge of NHL teams, players, and hockey fandom.

Skills

• Excellent written and verbal communication skills.

• Strong technical fluency with the ability to translate between business and technical stakeholders.

• High attention to detail and documentation rigor.

• Ability to manage multiple priorities and workstreams in a fast-paced environment.

• Advanced proficiency in Microsoft Excel and PowerPoint.

• Ability to maintain confidentiality and professionalism.

• Ability to travel periodically as needed and work non-standard hours when required.

• CORE COMPETENCIES These core competencies reflect the underlying values that are necessary to represent the National Hockey League:

• Accountability

• Adaptability

• Communication

• Critical Thinking

• Inclusion

• Professionalism

• Teamwork & Collaboration

The NHL offers U.S. regular, full-time employees:

• Time to Recharge: Utilize our generous Paid Time Off (PTO) to focus on your well-being and ensure a healthy work/life balance. PTO includes paid holidays, vacation, personal and sick days, plus an extra day off for your birthday.

• Ability to Focus on your Health: Along with competitive salaries, the NHL offers comprehensive health benefits to employees and their eligible dependents effective on their first day with us – there is no waiting period. The NHL subsidizes a large portion of the health benefits costs, therefore your cost for medical, dental and vision coverage is minimal.

• We also offer our employees and members of their household access to our Employee Assistance Program (EAP) to support mental, physical, and financial health. In addition, employees have access to a digital wellness resource designed to improve health and happiness through courses in sleep, movement, and focus. These services are confidential and at no-cost to our employees.

• Childcare Leave: Because your family is the NHL family, employees are offered comprehensive Childcare Leave to welcome your new addition. The primary caregiver to the child is entitled to up to 12 weeks of paid Childcare Leave, at full pay, following the birth, adoption, or placement of a child.

• Employees that are not the primary caregiver to the child are entitled to up to 6 weeks of paid Childcare Leave, at full pay, which must be taken within the first 6 months following the birth, adoption, or placement of a child.

• Confidence in your Retirement Goals: Participate in the NHL’s Savings Plan which includes a 401K (pre-tax and Roth options) plus