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.