ABOUT LIV GOLF

The LIV Golf League is the world’s only global golf league featuring 13 teams, a 14-tournament schedule, and many of the world’s best golfers. Launched in 2022, the League was designed to expand the sport on a global level and create new value within the golfing ecosystem while enhancing the game’s societal impact. A landmark investment by LIV Golf also launched The International Series, a set of 10 enhanced events sanctioned by the Asian Tour, with elevated prize funds in world-class destinations, offering a pathway for leading professional and amateur golfers from around the world into the LIV Golf League.

Only four years into operations and with tournaments across North and Latin Americas, Asia, Australia, the Middle East and Europe, LIV Golf remains committed to developing the sport at every level and exposing more people to the positive virtues of the game through its unique blend of intense competition and entertainment.

LIV Golf is owned and operated by LIV Golf Investments whose vision and mission are centered around making holistic and sustainable investments to enhance the global golf ecosystem and unlock the sport’s untapped worldwide potential.

HISTORY

LIV Golf launched in 2022 as an eight-event Invitational Series with tournaments across the U.S., Europe and Asia. 2023 saw the first official season of the LIV Golf League, establishing the sport’s first professional golf teams captained by many of the game’s most decorated superstars competing in 14 events around the world.

The format respects golf’s history and traditions with updates for modern-day sports fans; three days, 54 holes, no cut, shotgun start, and simultaneous team and individual competitions, offering a faster tournament that drives engaging storylines and offers an immersive fan experience. The League’s award-winning events, each wholly owned and operated by LIV Golf and broadcast to over 500 million homes worldwide, showcase world-class competition within a family-friendly environment. Music entertainment, live concerts and a festival-style atmosphere play a signature role with LIV Golf, a two-time winner of the World’s Best Golf Event from the World Golf Awards and a Sports Business Awards Finalist for Sports Event of the Year.

LIV Golf continues to expand its reach by bringing the League to new and returning markets featuring some of the most iconic venues in the world. It has also introduced free agency to professional golf, integrating end-of-season player promotion and relegation, team trades and off-season roster movement that drive year-round fan engagement, embraced by many of the world’s most popular sports.

Away from the entertainment on the course, LIV Golf is dedicated to enhancing the well-being of the communities it visits through its ground-breaking social impact and sustainability strategy, ‘Potential, Unleashed.’ Named a 2024 Most Impactful award winner by Front Office Sports for utilising its platform to make a positive impact off the course, the League is committed to giving back and improving the world through golf.

Job Title: Director of Product, CRM

Department: Product

Location: New York City

The Role

LIV Golf is seeking a strategic and hands-on Director of Product, CRM to lead the development and execution of our fan engagement strategy. This role will serve as the central hub for CRM-related technology and experiences, overseeing everything from data capture and audience segmentation to personalization and loyalty.

The ideal candidate is a strategic product leader with deep experience in CRM, lifecycle marketing, and customer data. This individual will work cross-functionally with marketing, engineering, ticketing, e-commerce, league teams, and other partners to design and deliver personalized fan experiences that drive acquisition, retention, and loyalty. They will own the full CRM technology lifecycle—shaping the vision, defining the roadmap, managing vendors, and ensuring execution at scale.

Key Responsibilities

CRM Strategy & Vision

• Define and own the product roadmap and KPIs for LIV Golf’s CRM and fan engagement platforms.

• Partner with marketing and DTC leadership to translate engagement goals into platform capabilities and product initiatives.

• Lead cross-functional planning sessions to align on fan journeys, campaign cadences, segmentation, and messaging priorities.

Platform & Data Infrastructure

• Oversee the integration of CRM tools, including marketing automation, loyalty programs, CDPs, customer profiles, and identity management systems.

• Ensure CRM systems are seamlessly connected with digital touchpoints (web, app, ticketing, commerce, in-venue) to support real-time, personalized engagement.

• Collaborate with data and engineering teams to define requirements for data ingestion, audience segmentation, and campaign delivery logic.

Fan Engagement & Lifecycle Activation

• Drive personalized, data-driven fan experiences through email, push, app, web, CTV, and other owned channels.

• Establish best practices for campaign testing, dynamic content, and behavioral triggers across the fan lifecycle.

• Partner with Teams and marketing to deliver segmented communications based on fan interests, behavior, and membership tiers.

• Lead efforts to build a unified fan identity and ensure continuity across all engagement channels.

Product Leadership & Execution

• Translate CRM strategy into actionable product requirements and delivery plans.

• Collaborate closely with design, development, and vendor teams to launch features and enhancements on time and at high quality.

• Implement processes for feedback gathering, backlog grooming, and continuous iteration based on fan insights and campaign performance.

• Manage vendor relationships and contracts for key CRM platforms and tools.

Cross-Functional Collaboration

• Work closely with stakeholders across marketing, technology, engineering, ticketing, commerce, and team operations to align CRM with enterprise-wide goals.

• Provide product leadership on all initiatives involving CRM touchpoints, ensuring a consistent and high-quality fan experience.

• Lead and mentor a small team of product managers or specialists focused on CRM and engagement tools.

Qualifications & Experience

Required Experience

• 7–10+ years in product management, CRM, or lifecycle marketing roles with a focus on fan or customer engagement.

• Proven success owning CRM or marketing tech stacks at a consumer-focused organization.

• Hands-on experience with marketing automation, CDPs, personalization engines, and CRM platform integrations.

• Strong understanding of data strategy, user segmentation, and customer journey orchestration.

• Background in sports, entertainment, or media is a plus (golf knowledge welcomed but not required).

Must-Have Skills

• Ownership mindset with accountability for results

• Strong technical fluency to translate business needs into system capabilities

• Ability to create clarity and focus out of ambiguity in fast moving environments

• Proven ability to influence across cross functional teams

• Bias toward action and proactive pursuit of progress

LIV Golf Investments is an equal opportunity employer that is committed to diversity and inclusion in the workplace and the equal treatment of all current and prospective employees.

We prohibit discrimination and harassment of any kind based on age, gender, disability, religion or belief, sexual orientation, marital status, pregnancy, race, ethnicity, or any other status protected by the laws or regulations where we operate. This policy applies to all employment practices within our organisation, including hiring, recruiting, promotion, termination, leave of absence, compensation, benefits, training, and apprenticeships.

LIV Golf Investments makes hiring decisions based solely on qualifications, merit, and business needs at the time.