Sr. Director, Collector Acquisition

About the Company

Fanatics Collect is a global product and technology group dedicated to revolutionizing the world of collectibles. Every single day our team of experienced product leaders, engineers, and operators obsesses over how to create the ultimate collector experience with our products: Topps.com, the direct to consumer ecommerce platform of the Topps brand, Fanatics Collect, the most trusted and dynamic collector focused marketplace, and our collector focused live shopping platforms, Fanatics Live and Voggt.We have the unique advantage of being backed by Fanatics - the world's largest sports merchandiser, with more than 900 global sports relationships, 90+ million reachable fans, and exclusive licensing deals with the MLB, NFL, and NBA among many others - but we're a nimble, ambitious team building products from the ground up.If you're passionate about building world class products and share our love for sports fans and collectors, Fanatics Collect offers an exciting opportunity to be part of a dynamic team creating the future of collecting.

About the Role

Fanatics is seeking a dynamic, results-driven Senior Director of Acquisition to lead our efforts in growing the number of collectors using our platforms. In this role, you will be responsible for creating and executing innovative acquisition strategies to drive substantial growth in our collector base across multiple channels, including Performance Marketing, Affiliates, SEO, and Partnerships. This role requires a deep understanding of Customer Acquisition Costs (CAC), attribution models, and a data-driven approach to marketing.

You will lead a high-performing team of acquisition specialists, and collaborate with key stakeholders in Commercial, Finance, and Merchandising to ensure we are acquiring new collectors in a scalable, sustainable, and cost-effective way. The ideal candidate is a strategic thinker, hands-on leader, and an expert in customer acquisition & performance-driven marketing who thrives in a fast-paced, ever-evolving environment.

Responsibilities:

1. Leadership & Team Development:
   • Lead, mentor, and inspire a cross-functional acquisition team across four sub-functions: Performance Marketing, Affiliates & Referrals, SEO & Organic Growth, and Partnerships/Integrations.
   • Develop a high-performance culture focused on growth, experimentation, and data-driven decision-making.
   • Set clear KPIs and performance targets, ensuring that the team is aligned with business goals and able to execute efficiently.
2. Acquisition Strategy:
   • Develop and execute an overarching acquisition strategy to drive a significant increase in net new collectors while reducing CAC and maintaining acceptable spend levels.
   • Own the acquisition funnel from top-of-funnel awareness through to conversion, ensuring optimal customer journey and experience.
   • Identify and explore new, innovative channels and tactics to acquire customers in alignment with Fanatics' brand and value proposition.
3. Data-Driven Decision Making:
   • Utilize advanced analytics to continuously assess the effectiveness of current acquisition strategies, optimizing for Customer Acquisition Costs (CAC), Customer Lifetime Value (CLTV), and ROI.
   • Ensure accurate measurement of performance across all channels, and develop a robust attribution model to accurately assess and optimize marketing spend.
   • Regularly report on performance metrics to leadership, making recommendations for optimization and resource allocation.
4. Cross-Functional Collaboration:
   • Work closely with the Commercial team to align acquisition strategies with business goals and merchandising efforts, ensuring promotions and campaigns are well-targeted and executed.
   • Partner with Finance to manage and optimize the budget for acquisition activities, ensuring efficient spend and ROI.
   • Collaborate with the Merchandising team to identify key product offerings and incorporate them into acquisition campaigns to increase conversion rates.
5. Channel & Campaign Management:
   • Performance Marketing: Lead the team in running and optimizing paid advertising campaigns across major platforms (Google Ads, Meta, YouTube, TikTok, etc.), focusing

on driving net new customers to the platform. Champion continuous A/B testing for messaging, creative, and offers.

1. Affiliates & Referrals: Develop and execute programs to recruit and retain affiliates and referral partners, driving significant traffic and conversions.
2. SEO & Organic Growth: Oversee SEO strategies to improve organic search rankings and drive high-quality, cost-efficient traffic to the platform.
3. Partners/Integrations: Build unique and creative partnership strategies with major brands like the MLB, NBA, NFL, WWE & UFC, and others to tap into new customer bases and expand reach.
4. Innovation & Experimentation:
   • Continuously explore new, unique, and creative ways to acquire collectors, pushing the boundaries of traditional marketing tactics.
   • Stay at the forefront of emerging marketing trends and technologies, such as AI-powered personalization, automated marketing, and consumer behavior insights, and assess their potential for scaling acquisition efforts.

Key Metrics for Success:

• Achieving the goal of acquiring net new collectors across Live & Collect in 2025.
• Continually reducing CAC while improving the efficiency of acquisition spend.
• Meeting or exceeding acquisition KPIs for each sub-function (Performance, Affiliates, SEO, Partners).
• Successful cross-functional collaboration to drive aligned outcomes with Commercial, Finance, and Merchandising.

Qualifications:

• 12+ years of experience in customer acquisition or growth marketing within a fast-paced, data-driven environment (e-commerce, gaming or technology experience is preferred).
• Proven experience leading multi-channel acquisition strategies (Paid Acquisition, SEO, Affiliates, Partnerships, Referrals) with direct impact on revenue and customer growth.
• Demonstrated success in managing large-scale budgets, optimizing for Customer Acquisition Cost (CAC), and leading data-driven decision-making.
• Deep understanding of attribution models and marketing analytics, with experience using tools like Google Analytics, SQL, Mixpanel, or similar.
• Strong leadership experience, with a history of managing and growing high-performance teams across multiple disciplines.

Preferred:

• MBA or equivalent advanced degree in marketing, business, or related field.
• Experience with enterprise-level e-commerce platforms or digital products.
• Expertise in growth hacking and using unconventional methods for customer acquisition.
• Experience in the sports collectibles or entertainment industry (preferred but not required).

Skills:

• Leadership & People Management: Proven ability to lead, mentor, and inspire diverse teams across different functions.
• Strategic Thinking: Ability to develop long-term strategies and make quick, informed decisions to optimize campaigns in real-time.
• Performance Marketing: Expertise in running paid acquisition campaigns across major platforms like Google, Meta, TikTok, YouTube, etc.
• Partner Management: Experience working with external partners, affiliates, and referral programs to expand reach and drive growth.
• SEO Expertise: Strong understanding of SEO tactics, trends, and strategies to improve organic traffic.
• Analytical Skills: Ability to interpret complex data, make strategic decisions, and build strong reporting structures.
• Cross-Functional Collaboration: Proven success working with Commercial, Finance, and Merchandising teams to align on business goals and acquisition strategies.

In Los Angeles, the salary range for this position is $195,000-$249,000, which represents base pay only and does not include short-term or long-term incentive compensation. In NYC, the salary range for this position is $212,000-$270,000. The listed salary ranges are specific to Los Angeles or NYC and may not be applicable to other locations. When determining base pay, as part of a final compensation package, we consider several factors such as location, experience, qualifications, and training.

Ensure your Fanatics job offer is legitimate and don't fall victim to fraud. Fanatics never seeks payment from job applicants. Feel free to ask your recruiter for a phone call or other type of communication for interview, and ensure your communication is coming from a Fanatics email address (including @collectfanatics.com). .

Fanatics Collectibles is a leading licensor, producer, designer, and seller of physical and digital trading cards, sports memorabilia, and other digital assets for entertainment and sports properties globally, as well as a manufacturer of physical and digital trading cards. It has secured exclusive licensing arrangements with major national professional sports leagues, including the MLB, NFL and the NBA, and related players associations, to produce physical and digital trading cards and other collectibles.

Fanatics Collectibles also has partnerships with a number of individual international sports teams and leagues, as well as owners of other entertainment properties granting similar exclusive rights. Fanatics Collectibles recently announced Fanatics Live, expected to launch later in 2023, which will focus on transforming the digital shopping experience through personality-driven content and entertainment.