POSITION TITLE:
Customer Insights & Lifecycle Marketing Analyst
REPORTS TO:
Vice President, Ticket Sales and Service and Director, Digital Marketing
LOCATION:
Tickets
FLSA STATUS:
Exempt
EMPLOYMENT TYPE:
Full-Time
ABOUT US
At Penske Entertainment, we don’t just host world-class events—we create unforgettable moments. Our team fuels four iconic motorsports brands:
- Indianapolis Motor Speedway (IMS) – home of the world’s largest spectator sporting facility and annually hosts the world’s most prestigious auto race: the Indianapolis 500 presented by Gainbridge.
- INDYCAR - The Indianapolis-based governing body for North America's premier open-wheel auto racing series, the NTT INDYCAR SERIES, and its developmental series, INDY NXT by Firestone.
- IMS Productions - A multifaceted broadcast and multimedia division that helps bring INDYCAR and IMS events to life for global audiences.
- Motorsports Events Management (MEM) – Promotes major events featuring premier motorsports series throughout the United States.
Whether on the track, behind the scenes, or on the screen, our people are at the heart of everything we do. If you’re ready for a career where excitement, purpose, and impact collide—we want to meet you.
WHAT YOU’LL DO
This role sits at the intersection of marketing, customer data, CRM/email strategy, analytics, and ticket sales. As the Customer Insights & Lifecycle Marketing Analyst, you will serve as the primary owner of customer insights and lifecycle marketing, leveraging data to drive engagement, ticket sales, retention, and long-term customer value.
Working closely with the ticketing, marketing, and IT teams, you will build and execute email marketing campaigns, develop audience segmentation strategies, support content recommendations, and create reporting that measures campaign performance, engagement, and ROI. You will analyze customer and ticketing data to uncover actionable insights, optimize marketing strategies through testing, personalization, and automation, and influence business decisions across marketing, ticketing, and partnerships.
You will also lead survey development and execution, collect and interpret consumer data from multiple sources, and help translate the organization’s digital strategy into data-driven initiatives that support content engagement, ticket sales, and customer growth.
In this role, you’ll be an important part of delivering top-tier experiences to fans, partners, and teams across the motorsports world. You’ll take ownership of key responsibilities, collaborate across departments, and bring energy and innovation to a fast-paced environment.
YOUR RESPONSIBILITIES
Email Marketing:
- Build and send emails end to end – copy writing, subject lines, content blocks, up sell items and image editing – via basic HTML, Adobe Marketo and Adobe Photoshop.
- Email and database marketing strategy development and execution to promote ticket sales, events, merchandise and initiatives.
- Support content strategy, planning, development and implementation across digital platforms and experiences.
- Management of distribution lists and audience segmentation, ensuring targeted and personalized communication.
- Implementation of regular testing, through data-driven insights and optimization to refine content, ensure deliverability, inspire engagement and maximize efficiencies and conversions.
- Design and execute A/B tests across subject lines, send times, content blocks, CTAs and audience segments to systematically improve campaign performance.
- Define and build sales nurture campaigns and related marketing automation tasks.
- Ensure full compliance with consumer privacy laws/regulations.
- Provide data reporting and visualizations by creating dashboards, generating reports, and effectively communicating insights with data storytelling.
- Ensure email list hygiene by reviewing soft and hard bounces and manage annual clean-up efforts.
Customer Data:
- Support lead generation strategy and define growth goals.
- Report on database growth, overlap and segments.
- Build all data capture forms (Marketo and Formstack).
- Collect and interpret consumer data to inform customer experience improvements, marketing strategies, sponsor and partner opportunities, and ticketing decisions.
- Oversight and execution of all survey programs — including fan and customer surveys, post-event surveys, staff surveys, and other ad hoc research requests — encompassing survey design, distribution, analysis and presentation of findings.
- Management and collection of pertinent customer data and demographics, including data cleansing/scrubbing, extraction, segmentation, etc.
Other:
- Participate in any backend workflows with the development team and any third parties.
- Partner with marketing and IT teams to implement and fully leverage new marketing automation.
- Take direction, input and collaborate as needed regarding project deliverables with multiple internal and external stakeholders in various departments, including the Ticketing, Marketing, Credentials, Premium Services, Guest Experience and Event Management Departments.
- Stay up to date with new industry trends and share knowledge with
- Write and maintain documentation as
- Provide estimates on tasks, communicate competing priorities and manage/track your own
- Communicate when unknowns become a risk to project timelines and need to be
- Enthusiasm for and commitment to the company and Vision, Mission and Values.
- Other duties as assigned.
WHAT YOU BRING
We’re looking for someone who’s ready to bring great effort every day and is committed to growing with us.
Required Experience & Skills:
- A minimum of three to five years of relevant professional experience, preferably within the sports/entertainment industry.
- Proven experience building email marketing campaigns and marketing performance measurement, attribution and optimization, preferably in the sports or entertainment industry.
- Strong understanding of segmentation, targeting and personalization strategies in email campaigns.
- Experience with digital marketing platforms and tools, such as Adobe Marketo, Salesforce Marketing Cloud or
- Basic HTML skills needed to edit an email or email template and Adobe Photoshop creative experience preferred.
- Expertise building reports in Power BI, Tableau or similar analytics tool, e.g., email dashboard.
- Expertise building, executing and analyzing customer surveys, using tools like SurveySparrow, SurveyMonkey, or similar.
- Analytical skills to interpret performance metrics and optimize campaign performance. You should be able to analyze large amounts of data and draw meaningful insights from it.
- Creative mindset with the ability to design visually appealing and effective digital content.
- Familiarity with marketing automation and customer relationship management (CRM) systems.
- Knowledge of industry regulations and best practices related to email marketing compliance.
- Excellent communication and collaboration skills to work with cross-functional teams. You must be able to communicate effectively with stakeholders at all levels of the organization. You will be required to communicate and collaborate with internal stakeholders to understand overall strategy and articulate measurement insights and recommendations. You will not be successful in this role without effective and transparent communication and collaboration.
- Detail-oriented and able to identify patterns and trends in data.
- Expertise identifying and solving complex problems using data and analytical tools.
- Ability to manage multiple projects simultaneously and meet tight deadlines.
- Proven ability to maintain high levels of integrity and confidentiality.
- Willing to work a flexible work schedule, including evenings and weekends during event season, in a non-traditional, fast-paced environment.
- Self-starter, proactive, efficient, flexible, resilient, organized and a team player.
- Passion for motorsports and familiarity with IMS events and fan base is a plus.
- Passion for creating memorable experiences.
- Cultural competence and the ability to thrive in a diverse environment.
Education:
- Bachelor’s degree from an accredited university/college preferred.
Leadership:
- This role does not have direct supervisory responsibilities.
FLEXIBILITY & TRAVEL
- Standard hours are Monday–Friday, 8:30 AM to 5:00 PM
- Extended hours required during race weekends and key event periods (especially May)
- May include some travel
- Our teams work together to create flexibility that supports life in and out of work
PHYSICAL DEMANDS
- Extended periods of standing or walking (as needed)
- Comfort working indoors/outdoors and around event noise
- Stamina to work long hours and must be willing to work an irregular schedule, which may include weekends or evenings
WORK ENVIRONMENT
- Fast-paced, collaborative office and event setting
BENEFITS & PERKS
We take care of our team with a competitive benefits package that includes:
- Medical, dental, vision and life insurance
- 401(k) with 100% company match up to 5%
- Paid vacation, personal and sick days + 12 paid holidays
- Generous paid parental leave and tuition assistance
- On-site fitness center and wellness programs
- Discounts on meals, gear and more
EQUAL OPPORTUNITY
Penske Entertainment is proud to be an equal opportunity employer. We’re committed to creating a workplace where everyone can thrive—regardless of race, gender, orientation, background or ability.
