Director, CRM, Insights & Analytics | GA Tech

GLOBAL SALES

A true partnership on every level. That’s what Legends forges with each and every team, stadium, athletic director, and owner we serve to strengthen sales and partnership results as a team effort. As an extension of your team, our sales experts work diligently with your management and staff to create solutions and programs that are always fully custom to your needs and goals.

Look to us to delve deep to understand your values, your market and your target audience – help you solve problems, and ultimately deliver the right game plan to drive your organization forward.

The Director, CRM, Insights & Analytics serves as the strategic analytics leader for the University partnership, responsible for transforming information into business strategy. In conjunction with the Vice President of Ticket Sales & Service, this role is a trusted partner and thought leader, providing the VP and the client’s executive leadership team with insights that drive business performance, revenue growth, and organizational decision‑making.

This position blends strategy and execution, pairing analytical rigor with executive communication. The Director will own the analytical framework that guides strategic planning, revenue optimization, and data‑informed decision‑making, while ensuring that data systems and reporting tools are fully optimized to enhance business performance across ticketing, premium seating, corporate hospitality, and annual fundraising.

• Partner with the VP to shape and communicate the strategic vision across all revenue verticals through actionable data and insights.
• Advise senior athletics leadership and Legends corporate leadership by presenting trends, forecasts, and business recommendations in clear, strategic narratives.
• Own the CRM and analytics strategy including propensity modeling, capacity scoring, and pipeline prioritization frameworks.
• Lead annual renewal and new sales price modeling to inform pricing decisions and revenue forecasts.
• Establish forecasting methodology through run‑up pacing analysis across season tickets and single games.
• Develop and implement lead scoring models to prioritize outreach across sales and service teams.
• Reduce vendor dependency by bringing advanced segmentation and CRM execution in‑house.

• Oversee the full data ecosystem ensuring integration, accuracy, and efficiency across Salesforce, Paciolan ticketing, and other key systems.
• Conduct ad‑hoc analyses to support time‑sensitive business needs.
• Oversee AI‑assisted sales enablement tools (e.g., Wolf Cycle) including campaign logic, testing strategy, and performance measurement.
• Create automated reporting infrastructure that reduces manual processes and increases decision speed.
• Develop demand signal dashboards that trigger intervention strategies during high‑impact sales windows.

• Translate data models into clear prioritization guidance for sales leaders.
• Train and mentor sales and service teams on CRM best practices, ensuring alignment with the overall strategy.
• Align pricing, marketing, and sales strategies using data‑backed demand insights.
• Embed analytics directly into execution cycles rather than post‑event reporting.
• Collaborate cross‑functionally to ensure consistent, unified use of data across Ticketing, Marketing, and Development.
• Prepare and deliver executive‑ready insights and presentations for internal and external stakeholders.
• Lead special projects that require high‑level analytical thinking and strategic recommendations.

• 7+ years of experience in analytics, CRM, or strategy, preferably within sports or entertainment.
• Deep understanding of Salesforce, data visualization tools (Power BI, Tableau, etc.) and Microsoft Excel.
• Demonstrated success influencing business strategy through insights and executive communication.
• Strong leadership presence with the ability to guide decision‑making without direct authority.
• Technical fluency in database management, segmentation, and campaign automation.
• Bachelor’s degree in Analytics, Business, Economics, Mathematics, Accounting, or related field; advanced degree is a…