CRM Media Manager

COMPANY OVERVIEW  
Riddell is a premier designer and developer of football helmets, protective sports equipment, head impact monitoring technologies, apparel and related accessories. Known for its leadership in helmet technology and innovation, Riddell manufactures football helmets, shoulder pads, and offers comprehensive reconditioning services for existing equipment. The company also sells collectible versions of many of its products with NFL or College team logos.

Riddell's origins date back to 1922, when John T. Riddell invented the removable football cleat. The company was officially founded in 1929 to bring this groundbreaking innovation to market. In 1939, Riddell introduced the first plastic football helmet, setting the stage for a series of industry innovations including the chinstrap, plastic suspension helmet, and face guard. Throughout its history, Riddell has maintained a strong commitment to innovation—developing numerous products aimed at improving player safety, boosting performance, and advancing the game. Today, the company remains dedicated to meeting the evolving needs of athletes and the broader football community, with a clear focus on shaping the future of the sport.

Riddell’s passionate team is dedicated to giving back to the football community while advancing the sport through game-changing innovations in helmet technology and protective equipment that enhance on-field performance. With a company vision rooted in boldly championing the future of football, Riddell backs their initiatives with innovation, community, leadership, and a belief in football.

SUMMARY OF POSITION

Already the long-standing leader in football head protection and protective athletic equipment, Riddell sees enormous potential for growth in its digital e-commerce and direct to consumer markets. Riddell is creating a new role for a CRM Media Manager, Digital Commerce that will be responsible leading owned/paid media strategy and execution across digital channels to drive brand awareness, customer acquisition, and eCommerce sales. This role will have a heavy emphasis on CRM to define, create, determine Riddell’s campaigns.

The CRM Media Manager will collaborate closely with the Digital Commerce and Marcom teams to build a cohesive, data-driven marketing engine that connects awareness to conversion. They will oversee all aspects of .com traffic, creative campaigns, paid media budget, CRM creation & strategy. Key areas of focus will be the company’s website and its team stores, where players, parents and fans can buy gear for their needs on field or on the sideline. This position will report to Riddell’s Vice President of Digital Commerce & Apparel. The ideal candidate will have deep CRM expertise, digital marketing acumen, and cross-functional leadership experience. They will be an action-oriented leader who is excited to put their personal, innovative stamp on this critical area of business for Riddell and its future growth.

PROFESSIONAL AND CULTURAL CHARACTERISTICS

• Action oriented and willing to roll up their sleeves to get things done without losing sight of strategic goals.
• Driven and competitive spirit while bringing people along and building excitement for the future.
• Operates with a builder mentality and is excited about creating something from scratch that will have direct impact on Riddell’s future growth.
• A collaborative, cross-functional leader who breaks down silos to create the best possible outcome.
• Outstanding project management skills.
• Customer focused and can design processes and operations with the end user experience in mind.
• Metrics driven and analytical. Makes decisions using data and processes.
• Passionate about sports, especially at the youth level.

ESSENTIAL DUTIES AND RESPONSIBILITIES (other duties as assigned)

CRM & Audience Segmentation

• Lead the end-to-end buildout of Riddell’s CRM ecosystem, from platform selection (Emarsy) to full implementation.
• Establish customer segmentation strategy — lifecycle stages, behavioral triggers, product ownership, and value tiers.
• Evaluate CRM media performance and report on retention impact, revenue lift, and customer LTV growth.
• Stand up workflow processes for campaign briefs, approvals, QA, and measurement across CRM + paid media.
  
  

Lifecycle & Campaign MGT

• Defined email, SMS, and app campaign strategy for Riddell DTC
  •    Managed CRM roadmap, executed product launch campaigns, and identified automation opportunities.
  •    Develop retention strategies for key stages of the owner lifecycle at Riddell.
  •    Initiate changes to improve lifecycle onboarding and in-life programs proactively
• Develop prospect capture and owner retention strategies around key stages of the lifecycle, linking behavioral data and triggers within those programs to drive engagement
• Optimize business rules that automate and drive content triggers based on channel selection, audience and messaging to improve program relevance

Paid Media Strategy & Planning

• Develop and oversee the annual paid media plan aligned with eCommerce sales goals, brand campaigns, and product launches.
• Manage the full media mix — including paid search, paid social, programmatic, video, display, and retargeting.
• Establish clear KPIs for reach, engagement, traffic, conversion, and ROI.
• Partner with leadership on budget allocation, forecasting, and pacing to maximize return on ad spend (ROAS).
• Manage relationships with digital media agencies and advise them on strategies to achieve key objectives

Cross-Functional Collaboration

• Partner with:
• E-Commerce: to ensure site promotions and launches are supported by media.
• Analytics: to interpret campaign data, create dashboards, and guide optimization decisions.
• Brand & Creative: to align campaign messaging and creative assets.
• Finance: to manage spend pacing and reconcile media invoices.
• Act as the media lead in go-to-market meetings and product launch planning.

Analytics & Reporting

• Build weekly and monthly reports summarizing key performance metrics: impressions, CTR, CPC, conversion rate, CAC, and ROAS.
• Conduct campaign post-mortems to identify insights and inform future planning.
• Translate complex performance data into clear, actionable insights for leadership.
• Benchmark Riddell’s digital media performance against category competitors and industry standards.

QUALIFICATIONS

To perform this job successfully, an individual must be able to satisfactorily perform each essential duty and responsibility listed above. The job requirements and physical demands listed below are representative of the required knowledge, skill, and/or ability to perform the job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential duties and responsibilities.

JOB REQUIREMENTS

• Authorized to work in the U.S.
• Bachelor's degree in Marketing, Communications or related field
• 5-8 years of experience in digital media management, preferably in eCommerce, consumer brands, agency or sports team/league environment
• Excellent communication and project management skills; able to influence cross-functional teams
• Deep expertise of CRM platforms, Emarsy preferred
• Understanding of digital marketing funnel and can apply best practices to Riddell's platforms using data-driven decisions is a plus
• Strong knowledge of the football community, such as the NFL and its Clubs

SKILLS

• A strong knowledge and passion for football
• Able to work independently and as a part of our team
• Proven ability to consistently meet tight deadlines while executing multiple projects at one time
• Excellent communication, presentation, interpersonal, and collaboration skills
• Self-starter who can take direction and contribute ideas
• Willingness to contribute outside of core responsibilities to support team/business objectives

• Bachelors or better in Marketing Management or related field

Equal Opportunity Employer
This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.