LEGENDS
Founded in 2008, Legends’ operating divisions worldwide include – Global Partnerships, Global Sales, Hospitality, Global Partnerships, Global Merchandise, Global Technology Solutions, Attractions, Growth Enterprises – offering clients and partners a 360-degree data and analytics fueled service solution platform to elevate their brand and execute their vision. Currently, Legends works with marquee clients across business verticals including professional sports; collegiate; attractions; entertainment; and conventions and leisure. We are the industry leaders in designing, planning, and realizing exceptional experiences in sports and entertainment. For more information, visit www.Legends.net and follow us on Twitter and Instagram @TheLegendsWay.
ABOUT THE PROJECT
SDSU Athletics has partnered with Legends to integrate data and analytics, marketing, Aztec Club fundraising initiatives, premium seating, and general ticket sales initiatives into a single revenue-driven approach. Legends will assist in the sales strategy and execution of premium and priority seating at the new Snapdragon Stadium, ticket packages for all ticketed sports, and will partner closely with athletics development leadership to manage the day-to-day aspects of the Aztec Fund programs.
Legends’ unique fundraising platform, an essential service embraced by higher education, identifies effective fan and donor engagement strategies to amplify philanthropic giving and other opportunities. Legends will introduce a robust technology, data, and analytics platform to support all revenue streams. The new business intelligence platform will provide SDSU Athletics with greater insights into Aztec fans, including a complete view of their relationship to the University and athletic department, specific interests, brand affinities, behaviors, and how to most effectively engage.
THE ROLE
The Manager of Data, CRM & Analytics is principally responsible for assisting our management team at the SDSU project to drive strategy with data and actionable insights. This critical role will be focused on ticketing purchases, industry trends, athletic constituent behavior patterns, and historic athletic donation data to further harness, extend and deliver the data analytics to drive business performance in the following verticals: Revenue associated with the Premium Seating, Ticketing, and Fundraising.
To accomplish this task, the Data & Analytics Manager works with Ticketing, Marketing, Premium Seating & Athletic Fundraising, and Athletic leaderships to understand, define and document the overarching business objectives. The Data & Analytics Manager will conduct full lifecycle activities to include requirements analysis and design, develop data insights and reporting capabilities, and continuously monitor performance and quality control plans to identify improvements to the overall data eco-system. Additionally, you must be results-driven, possess an optimistic team-first attitude, and have excellent organizational and leadership skills.
ESSENTIAL FUNCTIONS
- Work in a cross functional environment with various business groups, IT and end users to identify, document, and communicate business processes.
- Day to day operational management responsibilities for all data processing and analysis systems and solutions.
- Identify, analyze, and interpret trends or patterns in complex data sets using statistical techniques.
- Acquire data from primary and secondary data sources and maintain databases/data systems.
- Manage Salesforce CRM administration and implementation by bringing the Ticket Operation into the platform.
- Utilize Archtics/TM/TM1 platforms to identify areas for additional Ticketmaster partnership support.
- Manage SDSU data mart and liaise with Fan Interactive/Affinaquest, Legends, URAD, and Aztec Shops.
- Responsible for weekly sales and financial reporting by sport, as well as building digestible data visualizations to track sales, fundraising, renewals and goal progress.
- Design, build, drive and analyze campaigns to better engage the Aztec Fans, Alumni, and donors and ultimately increasing sales, attendance, and revenue.
- Ability to build flexible and innovative strategies for how analytics can help determine target audiences, identify leads for ticketed sports and improve the effectiveness of current and future campaigns.
- Provide recommendations to sales leadership team on how to leverage our CRM to execute on their strategic vision, including lead scoring, prospecting, and retention strategies.
- Develop strategies around data enrichment that provide insights into new information, like audience interests and behaviors.
- Identify major gift prospects and donors with higher annual fund capacity for Aztec Club cultivation, while streamlining the Capital Gift reporting and collection process.
- Oversee season ticket member survey process including creation, respondent collection, and summary of data, then making recommendations based off of those results.
- Track ticket and parking scans throughout Football & Men’s Basketball seasons to identify high-risk renewal accounts and overall areas for enhancement.
- Collaborate on renewal projections and pricing adjustments as well as new revenue opportunities.
- Develop and implement data collection systems and other strategies that optimize statistical efficiency and data quality.
- Prepare ad-hoc queries as necessary using common reporting tools and other available tools and resources.
QUALIFICATIONS:
- 2+ years of demonstrated operational experience with CRM systems.
- Minimum two (2) years of experience in CRM campaign creation, workflow, and execution.
- Demonstrated operational experience with sports ticketing platforms such as Archtics.
- A passion for working in a fast-paced, rapidly changing environment.
- Technical expertise regarding data models, database design development, data mining and segmentation techniques.
- Experience working with reporting software (such as Tableau, Power BI, etc) and generating insights from large datasets using statistical knowledge and software (Excel, SAS, etc).
- Experience working with programming languages (such as Python, R, SQL) and generating insights.
- Experience working collaboratively with digital marketing teams to support data-driven marketing campaigns.
- Strong analytical skills with the ability to collect, organize, analyze, and disseminate significant amounts of information with attention to detail and accuracy.
- Excellent communication, presentation and story-telling skills.
- Adept at queries, report writing and presenting findings.
- BS in Mathematics, Economics, Computer Science, Statistics, Sports Management or Business preferred.
COMPENSATION
Competitive salary $65,000 – $75,000 commensurate with experience, and a generous benefits package that includes: medical, dental, vision, life and disability insurance, paid vacation, and 401k plan.
WORKING CONDITIONS
Location: On Site
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. While performing the duties of this job, the employee is regularly required to sit, talk, hear; use hands to finger, and handle controls. The employee frequently is required to reach with hands and arms. The employee is required to stand, walk, and stoop. Specific vision abilities required by this job include close vision and the ability to adjust focus.
Legends is an Equal Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, age, national origin, disability, or genetic information.