Fan Engagement Manager

Purpose of the Role:

The Manager, Fan Engagement will take a lead role in shaping and delivering the strategy that connects McLaren’s global fanbase with our brand, membership programmes and experiences. The role will manage both day-to-day fan service and deliver engagement initiatives that deepen loyalty, drive membership value and bring our fans into the heart of what we do.

Role Dimension:

Reporting to the Senior Manager, CRM, you will lead the operational and strategic delivery of fan engagement activities across membership, events, digital and physical channels.

This position offers a hybrid working arrangement, requiring attendance at the McLaren Technology Centre (Woking, UK) at least three days per week to foster collaboration. Given McLaren's fast-paced, high-performance environment, occasional work outside standard hours, including weekends, may be required.

Principal Accountabilities:

• Develop and execute the Fan Engagement strategy aligned with McLaren’s brand, membership tiers and growth targets.

• Use data and insight (fan behaviour, membership churn/renewal, event feedback, social sentiment) to identify opportunities for improved engagement, stronger retention and increased value.

• Build dashboards and performance reporting to track fan metrics (engagement, satisfaction, membership growth, event uptake) and present insights to leadership.

• Monitor market trends, competitors and emerging fan-experience technologies to keep McLaren at the forefront. 

• Lead the end-to-end experience for membership tiers including onboarding, renewals, benefits delivery, communications and issue resolution.

• Oversee fan/customer support processes, ensuring high standards of service, consistent tone of voice and timely response to queries.

• Manage key fan engagement programmes: competitions, driver card distributions, physical and virtual events, watch parties, and other exclusive fan moments.

• Collaborate with the CRM team to segment the fan base, personalise communications and create engagement journeys that enhance loyalty and membership value. 

• Work closely with Brand Experience, Social & Content, Digital and Operations teams to design and deliver fan-facing events that reinforce the membership proposition and create memorable experiences.

• Lead on fan-mail programmes, prize fulfilment, winner communications and other fan appreciation activities, ensuring they align with brand values and deliver a premium experience.

• Champion accessibility, inclusion and innovation in fan experience, ensuring all segments of the fan‐base-members feel valued and engaged. 

• Identify, streamline and optimise internal processes (from enquiry handling to data capture, event logistics and benefit fulfilment) to increase efficiency, reduce friction and support scalability.

• Support and mentor any junior team members, interns or external providers working in fan engagement.

• Ensure cross-functional collaboration (CRM, digital, social, brand, operations) through clear communication, governance and shared project management.

Requirements

Knowledge Skills and Experiences

• Good experience in fan engagement, membership programmes, customer service or community management; preferably in sport, entertainment or live events. 

• Proven track record of designing and delivering fan/member engagement initiatives that drive loyalty, retention and satisfaction.

• Strong experience working with CRM systems, membership platforms or customer-service tools and comfortable using data and analytics to shape strategy.

• Excellent written and verbal communication skills, with a confident, engaging style and strong attention to detail.

• Experience managing programmes, budgets, events or campaigns, including partly outside regular working hours (evenings/weekends).

• A genuine passion for sport, fans, membership experiences and the value they bring to brand engagement.

• A warm, proactive, fan-centric mindset: putting the member/fan at the heart of decisions.

• Highly organised, comfortable managing multiple priorities and working in a fast-paced, evolving environment.

• Collaborative team player who can influence across functions and drive alignment.

• Creative thinker ready to propose new ideas and build the “wow” in engagement.

• Resilient under pressure, autonomous when needed, and motivated to contribute to McLaren’s growth in fan engagement.

What can McLaren offer?

We constantly strive to be better tomorrow than we are today. Our ambition is to be the most pioneering and exhilarating racing team in the world, and our collective task is to set the standards for high performance in sport. We show up every day with energy and enthusiasm, ready to play our part.

We encourage and support diversity, equity and inclusion. We will actively promote a culture that values difference and eliminates discrimination in our workplace.

McLaren Racing is based at the iconic McLaren Technology Centre (MTC) near Woking. Here at McLaren, we offer hybrid working with 3 days a week based in the MTC.

Our state of the art, sustainable campus offers many facilities including a gym, restaurant and indoor and outdoor break-out areas, as well as direct access to park and common land. The MTC is connected to Woking mainline station via regular shuttle buses, from which London Waterloo is a 30 minute train ride.

We offer a comprehensive package of benefits including private healthcare, car schemes, life insurance and generous pension contributions.