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Customer Data Strategy Lead, NBA Asia

REQ ID:  550

Hong Kong, Hong Kong Island, HK

Position Summary:


The Director, Customer Data Strategy Lead will be a key member of the new and growing team in Customer Data Strategy as part of the global marketing organization. This newly created role will lead the customer data strategy for Asia and report into the head of marketing and communications out of the Asia office. He/She will work with the Asia business and his/her peers out of the headquarters in New York to drive customer data acquisition and shape a robust Customer Relationship Marketing practice for Asia that will transform the NBA's interactions with fans, deepening engagement, driving revenue, and creating a lifetime love of the game.The role also includes working with the Data Intelligence and Fan Engagement functions out of the headquarter office to create advanced analytics solutions that help the NBA to grow engagement with our fans. The role leverages many different but related data streams that inform a single view of the Asia fan across the NBA's global touchpoints including both on and offline platforms and channels.


Major Responsibility:


  • Overall Help define the strategic plan that includes exploration of the Asia fan data today and tomorrow, and identify opportunities for growth.
  • Be the owner and subject matter expert on CRM strategy and its layers including analytics, decisioning, and execution.
  • Prioritize use cases, define metrics and set experiments in collaboration with Data Intelligence and Execution peers to drive accelerated and measurable learning.
  • Lead customer research projects and analysis including customer surveys and user testing.
  • Work with headquarters on Analytics to provide marketing insights and reporting to the business lines and overall Asia office.
  • Establish marketing customer metrics along with relevant scorecards for optimizing campaigns and the customer experience.
  • Foster an environment of experimentation - test, fail, and pivot fast.
  • Youth Marketing Work with the youth marketing team to define the youth acquisition strategy through the portal, app and social media.
  • This includes working with vendors to create and implement a retention strategy which may include a loyalty program targeted at youth, parents and coaches.
  • Use data and insights to clearly define who the Asia youth fan is, what their consumer behavior and habits are, to drive engagement and action.
  • Partner Activation and Assets Work with the business lines to drive direct-to-consumer sales and monetization opportunities through CDS.
  • Utilize both league and partner assets to drive customer data acquisition.
  • Identify new marketing channels and acquisition opportunities through CDS, balancing strategic marketing and partners' goals.
  • Lead any CDS aspect of a league or partner campaign.
  • Develop good working relationships with partners to encourage buy-in of CDS-led marketing ideas and additional marketing spend from partners.


Required Skills/Knowledge:


  • The Director of Customer Data Strategy is a driven, highly motivated, creative individual with a passion for data-driven marketing and working with a myriad of internal and external stakeholders within a fast-paced and ever-evolving environment.
  • Proven track record in driving customer acquisition at scale.
  • Experience executing subscriber acquisitions campaigns or programs through partners.
  • Ability to manage tactical delivery within context of a larger overall brand strategy.
  • Combination of analytical, strategic and creative thinking.
  • Customer Relationship Management and Digital Marketing experience.
  • Passion for customer data and its ability to transform and drive marketing success.
  • Experience leading large-scale marketing solutions that involve multiple vendors and both internal and external stakeholders.
  • Demonstrated ability to collaborate with Data Intelligence talent to turn analytics into actionable insights and work plans in order to create great customer experiences.
  • An analytical approach to using data to inform marketing activity.
  • Strong team player and communicator that takes arcane concepts and presents them in a way that business partners understand insights clearly.
  • Successful track record of working cross-functionally in a global organization.
  • Fluent in managing multiple projects, setting priorities and meeting deadlines across various media channels within a fast-paced work environment.
  • An advocate for the consumer and passion for delivering a positive end-to-end user experience.
  • A Leader who excels at problem solving and influencing.
  • Fluency in English (additional language capability is a plus)
  • Comfort working in a complex matrix structure to effect high value and integrated outcomes.
  • A minimum 8-10 years of relevant work experience in Customer Relationship Marketing or Performance Marketing.
  • Experience running strategy and informing technology stakes within digital marketing world.
  • Demonstrated success in evangelizing 'customer 1st' in prior experience with demonstrated shift to customer experience and business outcomes.
  • Understanding of current digital media landscape and trends.
  • Experience with A/B and multi-variate testing.
  • Strong understanding of Asian media markets and shifting consumer entertainment consumption patterns.




  • Bachelor's or Master's Degree in relevant field of study.

Job Segment: Database, CRM, Relationship Manager, User Experience, Channel Marketing, Technology, Customer Service, Marketing

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