The job, in the employer's words
About Us
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.
As a Senior Manager, Content Amplification at Fanatics Betting & Gaming (FBG), you are here to… help us create an entertaining betting proposition that appeals to Fanatics customers. Reporting into the Director of Sportsbook Content, you will play an integral role in the Sportsbook Content team, as well as the wider Fanatics Betting & Gaming. Sportsbook Content Analysts will work to prepare and manage a range of daily custom offers that differentiate the Sportsbook and integrate seamlessly with the features of the Fanatics Betting & Gaming product.
The Role
Own the paid amplification layer that supports organic content and creator output. This role takes what's produced by the content and creator teams and makes sure it reaches scale through smart amplification. The mandate is awareness and share of voice.
What You'll Own
Amplification Strategy & Execution
- Run boosting across owned, creator, and aggregate accounts, prioritizing spend against content that's already showing organic traction
- Build and operate the programmatic amplification engine that fires off real-time performance thresholds, in lockstep with the Programming/Real-Time Response function
- Set and manage the paid boosting budget as part of the Senior Director's annual portfolio, forecasting spend against content calendar and moment-driven opportunities
- Prioritize CPM-based media buys over CPA/CPC structures. This role is bought for reach efficiency and brand exposure, not click or install performance, and should be evaluated on cost per thousand impressions against benchmark, not cost per acquisition
- Split amplification spend and reporting across the two brand mandates, Fanatics Sports & Casino and Fanatics App, so awareness lift can be attributed to each rather than blended into a single top-line number
Measurement
- Report against reach, non-follower reach, engagement, and share of voice, the same scoreboard the Senior Director owns, not payback or CPA
- Build a clean read on amplification's contribution to unaided awareness, separate from any conversion-tied media
- Maintain the boundary: no SUO, promo code, or conversion mechanic runs through this budget. Anything with a payback requirement gets routed to Performance Media, full stop
- Goaled on CPM efficiency and reach delivery against target, not conversion volume. Any deal structured on CPA, CPC, or revenue share gets flagged and routed to Performance Media rather than counted toward this role's targets
- Track unaided awareness and brand favorability lift for Fanatics Sports & Casino and Fanatics App as the primary success metrics, with share of voice and non-follower reach as leading indicators between brand studies
- Report media efficiency in CPM terms against category benchmarks (sportsbook, casino, and broader app-based competitors), not against payback multiples
Cross-Functional Coordination
- Partner with Performance Media on shared platforms (paid social, CTV/OLV) where buying responsibility is split, per existing delineation guidelines
- Coordinate with Creator & Talent on which creator content gets amplification support and at what threshold
What You’ll Bring
- 4+ years in paid social or programmatic media buying, with direct experience in reach/awareness-oriented (CPM) buying rather than performance/direct response
- Experience building or operating a programmatic, rules-based amplification engine triggered by performance thresholds
- Fluency in reach, non-follower reach, engagement, and share of voice as primary success metrics, and comfort being evaluated on CPM efficiency rather than CPA/CPC
- Experience managing a paid media budget and forecasting spend against a content calendar
- Judgment to flag and route any CPA, CPC, or revenue-share-structured deal to Performance Media rather than absorbing it into this budget
- Experience in sports, betting, gaming, or a comparable fast-moving consumer category is a plus
Depending on the role, your interview and onboarding experience may include in-person components, such as onsite interviews or Launching into Better: LIVE—a multi-day cultural immersion in New York City for full-time, non-seasonal hires. These sessions are designed to build connection and bring our culture to life, though specific travel and participation requirements will be confirmed based on your role and location. Your recruiter will provide clear guidance at each stage of the process.
For information about our benefits, please visit https://benefitsatfanatics.com/
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Ranges will change based on country and state of residence, which are reflected in Geographical Zones defined by Fanatics Betting and Gaming. The range incorporates all of our Geographical Compensation Zones and is subject to change as the Zone associated with the actual offer is confirmed. In addition to the base and bonus, full-time employment, and more. For information about our benefits, please visit https://benefitsatfanatics.com/
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