Manager, Fan Journey & Personalization; Martech

Manager, Fan Journey & Personalization

The National Hockey League (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 work streams 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

• Project-manage Fan Engagement work streams 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.

• 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.

• 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 work streams.

• 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.

• 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

• 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…