CRM Analyst

Los Angeles Lakers

Full Time
Los Angeles Lakers
El Segundo, CA

Job Details

Position Summary:

This position oversees the day-to-day administration and optimization of the CRM platform for the Los Angeles Lakers. The CRM Analyst will work within the Business Analytics & Strategy Department, while partnering closely with the Ticketing and Sponsorship Departments. It will ensure customer data is properly captured, maintained, and used to evaluate and execute on customer relationship building and revenue opportunities. This role requires experience with Salesforce (or equivalent CRM product), as well as strong interpersonal skills. The CRM Analyst must be a self-starter, who is willing to take the lead on all CRM-related initiatives.

Essential Functions:

  • Manage system setup and provide targeted recommendations on how to improve CRM platform in terms of page layouts, fields, campaigns, workflows, triggers, and validation rules based on sales and service processes

  • Determine critical data elements to enrich customer profiles and work with CRM users to drive collection of elements

  • Monitor data capture, data hygiene, and data integration and extraction

  • Manage lead scoring and distribution

  • Create and update email marketing lists

  • Design and customize dashboards and other reports for executives, management, and users

  • Build and maintain master set of CRM standard operating procedures and provide ongoing training to users

  • Support integration of CRM database with ticketing systems and additional platforms

  • Research and keep up to date on industry trends regarding database management, lead acquisition, customer segmentation, and related technological advancements

  • Champion data quality, data accuracy, and data-driven decision making within the organization

  • Additional special projects, as needed and assigned

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties, and responsibilities that are required of this employee for this job. Duties, responsibilities, and activities may change with or without notice.


  • Bachelor’s degree in Information Systems, Computer Science, or related technical field or equivalent work experience

Previous Experience:

  • Two to three years of professional experience working with Salesforce or other CRM product (required)

  • Experience with Ticketmaster Archtics, Veritix AXS, or other ticketing database (required)

  • Sports or entertainment industry experience (preferred)

Mandatory Technology Capabilities:

  • Salesforce or other CRM product

  • Ticketmaster Archtics, Veritix AXS, or other ticketing database

  • Database software such as Microsoft SQL Server, Oracle, MySQL

  • Microsoft Office applications (Excel, Word, PowerPoint, etc.)

  • Business intelligence tools such as Tableau or MicroStrategy

Knowledge, Skills, Abilities:

  • Ability to perform necessary Salesforce administration functions and identify problems, their sources, and potential solutions

  • Capable of managing and prioritizing a variety of unexpected tasks while continuing to successfully conduct day-to-day operations without interruption

  • Display strong initiative and self-motivation

  • Demonstrated ability working independently and in teams, and fostering relationships with both internal stakeholders and outside vendors

  • Excellent communication skills, both verbal and written

  • Ability to lead a project team, and exceptional project management abilities

  • Possess strong technical, analytical, critical thinking and problem solving skills

  • Understand CRM as it relates to sales, service, and marketing functionalities

  • Comfortable working in a fast-paced, urgent project environment

Physical Demands: N/A

Location: El Segundo, California

Travel: Around 5% travel for League meetings, industry conferences, and other events

Hours: Regular office hours M-F, with additional hours as needed

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