Job Description

We’re seeking a Director of Loyalty and Proposition Strategy– Sportsbook to lead the strategy and evolution of FanCash as the core loyalty currency across the Fanatics ecosystem.

This role will define how FanCash strengthens engagement within Sportsbook while unlocking cross-ecosystem value across merchandise, experiences, and other Fanatics platforms. You will be accountable for the commercial strategy, partnering with Marketing, CRM, Product, Analytics and Finance to position FanCash as a differentiated reward that drives repeat play, brand affinity, and long-term customer value.

Responsibilities

• Own the long-term commercial vision, economics & strategy for FanCash within Sportsbook, positioning it as a differentiated loyalty currency that drives retention, repeat play, and cross-ecosystem engagement.
• Define compelling earn and burn mechanics across acquisition, engagement, VIP, and lifecycle programs.
• Integrate FanCash into tentpole sporting moments (Super Bowl, March Madness, World Cup, etc.) to deepen engagement and repeat play
• Partner with Product to enhance visibility, UX, merchandizing and cross-platform utility.
• Develop tiered, segmented, and personalized FanCash strategies that reward high-value behaviors.
• Oversee forecasting and reinvestment efficiency in partnership with Finance.
  Lead performance measurement across issuance, redemption, retention lift, and incremental LTV.
• Build and lead a high-performing team with strong operational governance around loyalty planning and execution.
  
  

Qualifications

• 7 plus years leading loyalty, rewards, or value proposition strategy within Sports Betting, iGaming, or a scaled digital ecosystem; demonstrated ownership of programs with meaningful P&L impact.
• Proven architect of loyalty economics - deep expertise in liability management, reinvestment strategy, and measurable incremental ROI.
• Expert-level understanding of the US sports calendar and betting behaviors, with the ability to translate sport-specific dynamics into differentiated value propositions.
• Track record of materially improving retention, cross-sell, and LTV in a seasonal, event-driven business - with clear examples of driving step-change performance.
• Highly analytical and commercially rigorous; comfortable debating hold impact, reinvestment rates, and payback windows with Finance and executive leadership.
• Influential cross-functional leader who raises the bar on strategy, execution, and accountability.
• Thrives in high-velocity environments where performance standards are high and outcomes matter.
• Experience building loyalty propositions that extend beyond a single product and create value across a broader digital ecosystem.

Fanatics is building a leading global digital sports platform. We ignite the passions of global sports fans and maximize the presence and reach for our hundreds of sports partners globally by offering products and services across Fanatics Commerce, Fanatics Collectibles, and Fanatics Betting & Gaming, allowing sports fans to Buy, Collect, and Bet. Through the Fanatics platform, sports fans can buy licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods; collect physical and digital trading cards, sports memorabilia, and other digital assets; and bet as the company builds its Sportsbook and iGaming platform. Fanatics has an established database of over 100 million global sports fans; a global partner network with approximately 900 sports properties, including major national and international professional sports leagues, players associations, teams, colleges, college conferences and retail partners, 2,500 athletes and celebrities, and 200 exclusive athletes; and over 2,000 retail locations, including its Lids retail stores. Our more than 22,000 employees are committed to relentlessly enhancing the fan experience and delighting sports fans globally.