Director of Loyalty and Proposition Strategy – Sportsbook
UK Visa Sponsorship Analytics
Analytics are greyed out due to low classification confidence (32.0%).
Occupation Type
Business associate professionals not elsewhere classified.
Occupation Code Skill LevelMedium Skilled
Sponsorship Salary Threshold
£41,700
(£21.38 per hour)
Standard minimum applies
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Description
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
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.
- 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.
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.
About The Team
Launched in 2021, Fanatics Betting and Gaming is the online and retail sports betting subsidiary of Fanatics, a global digital sports platform. The Fanatics Sportsbook is available to 95% of the addressable online sports bettor market in the U.S. Fanatics Casino is currently available online in Michigan, New Jersey, Pennsylvania and West Virginia. Fanatics Betting and Gaming operates twenty-two retail sports betting locations, including the only sportsbook inside an NFL stadium at Northwest Stadium. Fanatics Betting and Gaming is headquartered in New York with offices in Denver, Leeds and Dublin.