Data, Analytics & CRM Specialist - University of Maryland

LEGENDS

Founded in 2008, Legends’ operating divisions worldwide include – Global Partnerships, Global Sales, Hospitality, Global Partnerships, Global Merchandise, Legends IQ, Attractions, Growth Enterprises – offering clients and partners a 360-degree data and analytics fueled service solution platform to elevate their brand and execute their vision. Currently, Legends works with marquee clients across business verticals including professional sports; collegiate; attractions; entertainment; and conventions and leisure. We are the industry leaders in designing, planning, and realizing exceptional experiences in sports and entertainment. For more information, visit www.Legends.net and follow us on Twitter and Instagram @TheLegendsWay.

THE ROLE

The Data, Analytics & CRM Specialist is principally responsible for assisting ICA’s external team within Maryland Athletics to drive strategy with data and actionable insights. This critical role will be focused on leveraging data analytics to drive marketing strategy, ticketing purchases, and fan engagement. This role will examine industry trends, ticketing purchase history, athletic constituent behavior patterns, media engagement, and historic athletic donation data to drive business performance in the following verticals: Revenue associated with the Premium Seating, Ticketing, and Fundraising.

To accomplish this task, the Data & Analytics CRM Specialist works with Ticketing, Marketing, Media Relations, Premium Seating & Athletic Fundraising, and Athletic leadership to understand, define and document the overarching business objectives. The Data & Analytics CRM Specialist will conduct full lifecycle activities to include requirements analysis and design, develop data insights and reporting capabilities, and continuously monitor performance and quality control plans to identify improvements to the overall data ecosystem. Additionally, you must be results-driven, possess an optimistic team-first attitude, and have excellent organizational and leadership skills.

ESSENTIAL FUNCTIONS

• Work in a cross functional environment with various business groups, IT and end users to identify, document, and communicate business processes.
• Collaborate with IT to oversee data governance, inventory, and dictionaries across external operations departments.
• Develop and implement data collection systems and other strategies that optimize statistical efficiency and data quality.
• Prepare ad-hoc queries as necessary using common reporting tools and other available tools and resources.
• Utilize Salesforce and Paciolan platforms to identify areas for additional Paciolan partnership
• Responsible for weekly sales and financial reporting by sport, as well as building digestible data visualizations to track sales, fundraising, renewals and goal progress.
• Ability to build flexible and innovative strategies for how analytics can help determine target audiences, identify leads for ticketed sports and improve the effectiveness of current and future
• Provide recommendations to the sales leadership team on how to leverage our CRM to execute on their strategic vision, including lead scoring, prospecting, and retention strategies.
• Develop strategies around data enrichment that provide insights into new information, like audience interests and behaviors.
• Design, build, drive and analyze campaigns to better engage the Terrapin Fans, Alumni, and donors and ultimately increasing sales, attendance, and revenue.
• Identify major gift prospects and donors with higher annual fund capacity for Terrapin Club cultivation, while streamlining the Capital Gift reporting and collection process.
• Oversee season ticket member survey process including creation, respondent collection, and summary of data, then making recommendations based off of those results.
• Track ticket scans throughout Football & Men’s Basketball seasons to identify high-risk renewal accounts and overall areas for enhancement.
• Collaborate on renewal projections and pricing adjustments as well as new revenue

QUALIFICATIONS

• 2+ years experience with reporting tools (Tableau or PowerBI)
• 3+ years experience working with data, analyzing, and creating reports in an enterprise
• Knowledge of ETL processes and tools
• Proficient in data analysis languages including SQL, Python, R
• Familiar with relational databases and/or dimensional modeling concepts
• Critical thinking skills to understand high level business questions and objectives
• Strong project management skills and ability to manage multiple and diverse stakeholders and leadership roles
• Bachelor's degree in Information Science, Information Systems, D